Durham Reporter

The North Carolina Courage has introduced a new campaign titled "The Place to BE," emphasizing the Triangle area as a community hub. The initiative aims to make First Horizon Stadium at WakeMed Soccer Park a central location for fans.

Ralph Vuono, Chief Operating Officer of the Courage, stated, “To build an influential brand, we must lead with conviction — clearly defining who we are and communicating it with consistency and confidence.” He emphasized that true brand leadership requires authenticity and pride in one's uniqueness.

The campaign was developed with marketing agencies Name & Number and Exactly after extensive research involving fans and club leadership. It seeks to capture the diverse identity of "Courage Country," highlighting the club's success on the field and its inclusive culture. Courage President Francie Gottsegen explained, “We have multitudes. Our community and fans view us through that lens... From a community perspective, it’s the place to belong.”

A visual overhaul accompanies the campaign, aiming to combine motion and emotion in club messaging. Svetlana Legetic, Founder of Exactly, noted that this approach helps showcase players as human beings beyond their athletic prowess.

Kyle Sheldon, Founder of Name & Number, expressed excitement about the unique visuals: “They will stand out... I’m excited to see how people respond to the digitals as they roll out more widely.”

Vuono highlighted the importance of seizing opportunities within women's sports: “The momentum behind women’s sports is a once-in-a-lifetime opportunity... We needed to define what our brand stands for.” Legetic added that creating a unique identity specific to the Courage was crucial.

Name & Number and Exactly were chosen due to their expertise in soccer marketing. The collaboration marks 16 years since Legetic and Sheldon first worked together on David Beckham’s debut game in the U.S., now reuniting for this project.

Sheldon sees potential in expanding market opportunities through this campaign: “I’m hopeful that this campaign can serve as a connection point... for soccer fans in the area.”

First Horizon Stadium embodies both intimidation and intimacy, mirroring themes from "The Place to BE." This message reinforces that North Carolina is home for the club.