A fan’s loyalty has to be earned, and fans expect you to relate in an honest and engaging manner. As fan strategists, we provide brand, venue and partnership solutions to strengthen the relationship between the brand and the fan.

You’re the best at what you do, which works out — because so are we.

Varsity Partners creates solutions that instill a sense of pride for fans and brands alike. Our approach and processes are purposefully designed to rally around and work side by side with your team — which means our partners will be involved from the initial strategic session until the final design detail is set in place.

When Tepper Sports & Entertainment and Charlotte were awarded the MLS franchise, one thing was quite noticeable during the announcement - the fans were already passionate, spirited and ready to support their new MLS team right away.

Working alongside supporters and the soccer community in Charlotte, we defined the fan and creative strategy for the initial primary supporters group for MLS Charlotte, the Mint City Collective. From supporter group structures market assessments to naming and brand identity development, we worked side by side to build an organic groundswell of support and energy that not only strengthened conversations with the MLS, but showed the soccer world that Charlotte is ready to compete at the MLS level. Since its launch in Summer 2019, the Mint City Collective has over 1,000 members nationwide.

Check out the Mint City Collective on twitter and instagram. #Mintality

  • MCC1

    04.1 — Name rationale and logotype

  • MCC2

    04.2 — Logo and rationale

  • MCC3

    04.3 — Primary identity breakdown

  • MCC4

    04.4 — Responsive identity system

  • MCC5

    04.5 — Merchandise design for founding members

  • MCC6

    04.6 — Mint Collective Members

  • MCC7

    04.7 — Charlotte MLS team announcement

  • MCC8

    04.8 — Charlotte MLS team announcement celebration