Live llamas, a sideline carpark, pitchside pools, confetti - How Las Vegas Lights FC entices in-stadium attendance

13 October 2021

Las Vegas FC Lights - and the llama.
Photo: PR Las Vegas FC Lights - and the llama.

Las Vegas targets the non-soccer viewer for the in-stadium experience to build a larger following.

“Half the teams lose every weekend, that's a reality in this business. So we have to be prepared to continue the business going forward. We do that by ensuring a fun fan experience," says club owner.

The club’s over-the-top fan promotions garnered the label “Most Interesting Team in America” by Sports Illustrated.

In 2019, among the 36 USL teams, Las Vegas Lights FC ranked fifth in attendance. Focusing on the fan experience ensures a healthy business all year round.

Shahnaz Mahmud

“Go big or go home” is a mantra befitting of Las Vegas Lights FC, which, from a marketing perspective, has done just that since it launched in 2018.

The club, which plays in the United Soccer League (USL) in the US, has a growing list of out-of-the-box — at times over-the-top — promotions that have gotten the attention of not only Las Vegas city dwellers. It has also reached national acclaim through Sports Illustrated, which in its inaugural season, dubbed it the “Most Interesting Team in America.”

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