Culture Clubs: Our shortlist of Concacaf clubs who have been successful tapping into Black Culture
It’s no mystery, in order for soccer to grow in the states, the game has to be adopted at scale by the African-American population. Leagues and brands alike are trying to figure out how to crack the code, while progress has been made, theres still a ways to go.
There are some clubs that have done a great job of consistently tapping into the unique Black culture in the cities that they play in. In no particular order, here are some of our Culture Club picks.
ATLANTA UNITED
Atlanta is one of the Hip-Hop capitols of the world, and Atlanta United has tapped into that fabric since its inception. One could argue that Atlanta United has done more to raise African-American interest in soccer that any other MLS or USL club in the country.
On any given matchday you’re bound to see one of ATL’s hip-hop celebrities either in attendance, or hammering in the ceremonial golden spike. On top of that, the soundtrack in the stadium is authentically Atlanta, with “We Ready” by Archie Eversol or “B.O.B” by Outkast blaring through the speakers to set the mood.
HOUSTON DYNAMO / DASH
The Houston Dynamo/Dash’s tagline is “Hold it down” a phrase born from Houston’s Hip-Hop scene and culture. Over the last few years the team has made a concerted effort to connect with the city’s popular culture through celebration of it’s pioneers of Chopped-n-screwed genre of Hip-hop. In addition to tapping into the music scene, they have added NBA star James Harden and USMNT legend Tim Howard to their ownership group.
Thier recent jersey launch pays homage to the city’s music and car culture. Its purple hue and chrome accents “pay homage to the iconic candy paint slabs, known for riding slow and banging screw.”
LAFC
LA as a city and region has always had it’s own unique culture, Its soccer culture has traditionally been rooted in Mexican and Chicano culture as the sport is more rooted there. Over the past few years, LAFC has positioned itself as the “Lakers” of the LA soccer scene, with celebs from across genres and industries sitting pitch side at their matches.
If you’re a who’s who in Hip-hop/Rap, you have probably been spotted pitch side at a LAFC match.
OAKLAND ROOTS
Oakland as a city is arguably the cultural hub of the Bay Area, and the Oakland Roots have leaned into that as a core part of their club’s identity. From Hyphy music to sideshows, to homages to The Black Panthers, the Roots have embraced what the world knows about Oakland in their marketing.
Now the Roots are opening their ownership up to some of these pillars of Black culture with well known Bay Area natives joining the team’s ownership ranks. It is also not an uncommon occurrence to see some Bay Area hip-hop legends performing at the club’s matches.
HONORABLE MENTIONS:
RICHMOND KICKERS & FORWARD MADISON
The Henny Derby, which started as a friendly wager of a bottle of Hennessey between two members of each team’s supporters groups has become the official name of the in-season matchup between the two clubs.
DC UNITED
The DC MLS club has added Rapper Yo Gotti, and Heisman Trophy winner Mark Ingram to its ownership group becoming one of the first teams in the league to have a rapper/mogul join it’s ownership suite.