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Press Release

Bay FC Launches Inaugural Brand Campaign, B Legendary, to Excite and Inspire Fans Ahead of its March Season Kick-Off 

The ad campaign, produced in partnership with Bay Area-based Partners in Crime, showcases the club as a top-tier sports franchise inspired by and rooted in the Bay Area  

San Francisco (Jan. 16, 2024) Bay FC, the Bay Area’s new women’s professional soccer franchise in the National Women’s Soccer League (NWSL), today announced its new brand campaign, B Legendary, featuring a 60-second ad spot titled “It’s Time.”   

“It’s Time” builds the anticipation of what is to come for women’s sports and celebrates how Bay FC will change the game forever with new heroes to admire, new memories to create and relive, and new team colors to wear with pride. The ad spot was created by Bay Area creative agency, Partners in Crime, and produced by Revival Film, which included casting Bay Area locals who have a passion for the team.  

B Legendary is a love letter from Bay FC to our Bay Area community, reminding them of their hidden talents, fandom, and dedication as we march toward our inaugural season kickoff in just two months,” said Jen Millet, COO of Bay FC. “There is no other sports market like the Bay Area, and this campaign looks to reimagine what a storied franchise can be, acting as a mirror of the people who live in the nine counties and who are just as passionate about sports as we are.” 

As with all aspects of building the Bay FC club, the campaign and ad spot were inspired and created with the Bay Area at its center. The spot features music from Bay Area artist LiTTiE. Bay Area residents can look forward to seeing the spot on cable and streaming TV, social media, and 600+ digital and still billboards across the region. 

“Being from the Bay means being a disruptor, challenging norms,” said Stephen Goldblatt, founder and creative director of Partners in Crime. “Everyone who touched this creative work has a deep history in the Bay Area—from the production team to the music to the actors—and had a real stake in making something impactful for this incredible new sports franchise. The Bay Area is a uniquely fan-driven community, and we were privileged to be a part of the campaign that ties our community together.”  

Bay FC will kick off its inaugural season in March 2024 at PayPal Park in San Jose. Season tickets are now available for purchase at bayfc.com with single-game tickets coming soon. Fans can also follow @wearebayfc on social channels for more exciting announcements to come. 

About Bay Football Club  

Bay Football Club (Bay FC) is the new women’s professional soccer franchise representing the Bay Area and the 14th team to join the National Women’s Soccer League (NWSL). Bay FC was established in April 2023 and co-founded by USWNT legends Brandi Chastain, Leslie Osborne, Danielle Slaton, and Aly Wagner in partnership with global investment firm Sixth Street and an investor group of leading tech, business and sports executives. Sixth Street’s investment is the largest institutional investment to date in a women’s professional sports franchise. Bay FC is changing the face of women’s soccer as we know it. Beginning play in the 2024 season, we are building a squad that will play the beautiful game with power, passion, energy, and creativity. Tickets are now on sale for Bay FC at https://bayfc.com and fans can follow Bay FC’s social channels (@wearebayfc) for the latest news, merchandise, and events.