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Against the Run with Rich Orosco & Martin Drust: Building Clubs People Belong To
Description
Los Angeles and Hamburg offer very different settings for football. For LAFC and FC St. Pauli, the challenge is equally demanding: a club’s identity has to mean something to people beyond its own marketing. Rich Orosco is Chief Brand Officer at Los Angeles Football Club, where music and local partnerships have become part of the club’s public life. Martin Drust leads brand work at FC St. Pauli, whose relationship with its neighbourhood and supporters gives every commercial decision particular weight. They bring two perspectives on how a football club grows while staying connected to its community.
Together with Amadeus Thüner, they examine how belonging is built over time. What can clubs learn from the people who give them their identity? When do partnerships add to that identity, and when do they ask too much of it? Their experiences make room for a comparison of football branding, fan culture and commercial growth across two cities.
A conversation about what a club stands for when the final whistle has gone.