Turn two fanbases into one California Legion.
SOAR’s first challenge went beyond promoting rugby matches. The new club needed to earn trust from supporters in San Diego and Los Angeles while introducing a statewide identity across five California home markets.
With less than two months before kickoff, brand launch and season execution happened at the same time. SOAR helped establish the Legion’s brand direction and built a marketing plan centered on one idea: California’s professional rugby team.
SOAR managed social media, paid media, email, SMS, traditional media, public relations, blogs, creative direction, and brand management throughout the 2026 season. Each channel reinforced the same statewide story.
Social content introduced fans to the players, personality, and new identity of the club. Paid media expanded reach across California, while email and SMS created direct connections with inherited and newly acquired audiences.
SOAR also maintained brand consistency across fan touchpoints during the early stages of the transition. As the team began winning, the marketing operation gave supporters a shared story to rally around.
