The birth of a franchise

On March 4th 2018, Los Angeles Football Club (LAFC) made history as the team took to the field for its first ever MLS game. However, the franchise’s story started long before that moment.

Two years prior to that first game, just as LAFC had been awarded the rights to the MLS franchise, Tom Penn, the club’s President and part-owner, made contact with Sportsology.

Working closely with Penn and his team, Sportsology acted in an advisory role to the ownership group on key aspects of building a sports organization as they built towards the franchise’s MLS debut.

As the partnership progressed, Sportsology provided valuable consultancy around the recruitment of a scouting team that could acquire players who aligned with LAFC’s proposed style of play. The business was also engaged to identify key attributes for potential front office staff, and played a key role in hiring the club’s GM and head coach.

Helping to take the LAFC project from coffee shop brainstorms to the MLS’ best regular season record inside three years, Sportsology’s work with the franchise has been an important factor in establishing the organizational architecture required for sustainable success.

“Taking on the challenge of revamping soccer in Los Angeles was a huge undertaking by our ownership group. When we looked into the future, Sportsology had incredible pedigree dealing with every challenge we were going to face. It became more a question of how can we not use this company to build the franchise and team we needed to make the project a success? They were with us every step of the way.”

Tom Penn
President, LAFC