Gotham FC locks in loyal attendance with innovative, fan-forward legacy membership program

🎶 The Blueprint

It’s the name of Jay-Z’s critically acclaimed 2001 album, released 24 years ago.

Looking back, it was an apt name for his sixth studio album, one that produced classics “Izzo (H.O.V.A),” “Song Cry,” and, of course, “Takeover.” A response to fellow New York rappers Nas and Prodigy, the double-platinum record has stood the test of time. It’s still considered to be one of the greatest hip-hop albums ever, one that has been enshrined in the National Library of Congress.

It was a bold move to brand it The Blueprint, yet that’s what the musician and his work have become: A blueprint for success in the rap game. And that may be why it’s become a moniker to describe any playbook for success coming out of New York.

🚀 The NYC PlaybookIn 2023, we wrote that the New York Liberty crafted a blueprint on how to become a WNBA superteam, examining how the team’s invested ownership built a winning franchise from the ground up via intentional business practices.

• And it worked: After 27 long years, the Liberty won their first-ever championship and became the highest-valued WNBA franchise because of these decisions, a master plan that’s being emulated by teams across the league, including the 2025 expansion team Golden State Valkyries.

Now, Gotham FC is fronting their own version of the NYC hustle, largely thanks to builder-in-chief Carolyn Tisch Blodgett. Like the Liberty, the team has quickly turned things around on the field with their first (and now, potentially second) championship run while building a long-term, high-value brand.

And the centerpiece of that plan? The Blueprint, the team’s first-ever legacy membership program. In August, we spoke with Gotham brand and fan experience VP Laura Petro about why it’s important for Gotham to reward its most loyal fans and how The Blueprint can be the blueprint for legacy membership for all NWSL clubs. Ready to takeover.

⚽ Gotham’s Blueprint

The program, which launched in August, is only available to 5K season ticket holders. One unique aspect of The Blueprint is that members get a five-year price lock on ticket prices (and we know New Yorkers love price locks).

• And there’s another perk that fans love: An exclusive Blueprint limited-edition varsity jacket with customization options available. The team has advertised several players in the threads, and supermodel, supermom, and Gotham superfan Coco Rocha sported the jacket while bearing the torch at a game in September.

• Petro says these ideas came from responses to a fan survey. She also noted that there’s something bigger at play: These fans genuinely feel rewarded by building something and being part of a movement. For them, being one of the exclusive 5K to gain membership is priceless.

🗺️ The landscape

Objectively, it’s a smart time to get loyal fans excited about heading to games IRL. Yes, people are tuning in on TV and socials, but the NWSL has seen its YoY attendance dip 5%. A record six clubs had 10K or more fans at every home match, but Gotham wasn’t one of them, despite managing 2% YoY attendance growth this season and 41% growth since 2023.

• Last week, Gotham execs told Front Office Sports that despite the tri-state area’s massive population of about 20M, its biggest challenge is edging into a crowded NY sports market. Enticing fans to brave either the subway or traffic and parking at Sports Illustrated Stadium in Harrison, New Jersey has historically been tough.

• Chief business officer Ryan Dillon said that rather than drawing in fans with a sweeping approach, Gotham is fine-tuned to its core consumer. When Gotham has something to offer, fans do come out: The club brought out record 15K crowds in 2023 and 2024, with NWSL commissioner Jessica Berman noting the fan fervor at the record 2024 match.

🌐 The soccer community

Petro talked about women’s soccer’s unique, community-centered environment. Historically, community is integral to soccer culture — where else can you find hooligans and supporter clubs? — and it’s often the most-highlighted aspect of the fan experience across women’s sports.

• “People who have more connections within our fan base are more likely to become season ticket members,” said Petro, noting “it makes sense” and is “more fun” to come to more games when one’s family, friends, and community are also attending.

• “If you have a community and you feel like you're a part of something, you're going to have a better experience. You're going to come to more games; you're going to be even more of a fan.”

🧱 The wall of fame

There’s another perk for The Blueprint that speaks to this cultivation of community: Petro said that all Blueprint members are literally card-carrying, and their ID cards are part of a digital art installation celebrating the group. These IDs will grant members access to exclusive events, but Gotham also displays members’ IDs in a virtual wall of fame.

• Gotham wanted to lean into creating community in a fun way, and the idea of donor bricks remains a powerful one. And Gotham was right: Petro said members have reached out to ensure they’re on the digital wall and included on the website because…well, people want to be recognized and connected to this community of superfans. Truly as one.

⏭️ Beyond The Blueprint

It’s community-inspired innovations like these that make women’s sports distinctly nimble, and this mentality has led Gotham to pursue fan engagement in creative ways beyond the membership club.

• Specifically, the team has paid attention to families, which Petro said is a “huge part” of Gotham’s fanbase — many of whom embrace the season-ticket memberships. Petro described how Gotham has created family-friendly activations so fans of all ages can enjoy every Gotham game, especially the pre-game Fan Fests.

• An October 5th edition featured face-painting, sign-making, and a customized inflatable pitch, which Petro said other NWSL clubs have inquired about for their own home games. Plus, body care brand and Gotham partner Flamingo activated at Fan Fest with their own mascot, illustrating the opportunity sponsors have to reach all demographics through such an event.

In women’s sports — where young, digitally-savvy Gen Alpha kids are invested in equity and support all athletes — brands can future-proof themselves by appealing to this generation early on. Women’s sports fans are hyper-aware of sponsors in the space, and mothers who are women’s sports fans are especially invested in their kids’ sporting passions.

• Consider the aforementioned Rocha’s three young children, who joined their mom on the field and have sported Gotham teal and black when they attend games. If brands want to reach young fans and grow with them, this is the place to do it.

🫂 Gotham’s intentionality cultivates that sense of community — and like in any community, Gotham is showing they genuinely care about and listen to its members. Loyalty can’t be bought, but it is most definitely earned, and that’s all we need.