Research methodology This case study was developed as an illustrative case study and has been written using both secondary and primary sources. The secondary sources included industry reports, published interviews, news reports, social media sites and league and company websites. Primary sources included interviews with Lisa Milner Goldberg, VP of public relations, Angel City Football Club (ACFC). Case overview/synopsis ACFC, founded in 2020, is a Los Angeles-based team competing in the National Women’s Soccer League (NWSL). Established by Natalie Portman, Kara Nortman and Julie Uhrman, ACFC is backed by a high-profile ownership group primarily composed of women from entertainment and sports. The club is distinguished by its commitment to social impact, particularly in advancing gender equality and fostering community engagement. Through its pioneering sponsorship model, which reinvests 10% of sponsorship revenue into local initiatives, ACFC has redefined corporate social responsibility in professional sports. This dedication has earned the club accolades, including the 2024 Nonprofit and Corporate Citizenship Award from the Los Angeles Business Journal. On the field, ACFC has emerged as a leading team in the NWSL, consistently drawing high home attendance and setting new benchmarks for fan engagement. As it continues to expand, ACFC remains focused on aligning its social impact initiatives with the UN’s Sustainable Development Goals while ensuring financial sustainability. Complexity academic level This case study is designed for undergraduate students across different fields of study, including management, marketing, entrepreneurship and social enterprise.
Arreola et al. (Thu,) studied this question.