This Intrapreneurial Business proposal dives into Orlando City SC and its business structure with the Major League Soccer (MLS). With evidence, I discuss several threats and opportunities for improvement.

1. Intrapreneurial
Business Proposal
`
CHRISTOPHER LO PRESTI
DATE: NOVEMBER 22ND, 2020
FULLSAIL UNIVERSITY
COURSE: MAR239-O

2. 1
IV. Part 3…… 11-14
a. Business Need
V. Part 4…… 14-17
a. Proposed Solution
VI. Conclusion … 17
VII. References …… 18-20
I. Introduction … 2
II. Part 1……… 2-6
a. Description of the
Business
b. Industry Analysis
c. Description of the
Service
III. Part 2……… 6-10
a. Customer Analysis
b. Competition
c. Unique Selling
d. Management
TABLE OF CONTENT

3. 2
I.
This paper takes a comprehensive look at Major League Soccer and specifically the Orlando Florida soccer club
Orlando City SC. Through the different sections of this paper, I discuss the MLS organization and its business
structure. With details on the various benefits and drawbacks of its unique single-entity structure. This
examination is both internal and external as it discusses and compares the clubs and MLS's different competitors.
Going in-depth about the various threats the business is and would continue to encounter, all supported by data
obtained from secondary research. Lastly, with real feedback from fans, I developed a new opportunity for the
club that may result in not only strengthening the club's relationship with their season ticket pass holders but also
with the possibility of an up-sell, increasing revenue for the club.
II.
Part 1. a
The Orlando City F.C. soccer club was founded in 2002 and started their M.L.S. career in 2015 after its
promotion from the U.S.L. Pro, U.S. second division tournament.(MLS Soccer Staff, 2020) The climb to the Major
League Soccer (M.L.S.) makes Orlando City F.C. the third team from Florida to reach the most prestigious and popular
league in the U.S. The club is run through a board of directors composed of Flávio Augusto da Silva, the club's
chairman & majority owner, and Alex Leitão, its chief executive officer.(Orlando City, n.d) Through its board of
directors and group of different investors, Orlando City F.C. has gained success and recognition since its promotion
to the M.L.S.
Major League Soccer("M.L.S.") was founded in 1993 as part of the United States' successful bid to host the
1993 FIFA World Cup. Since then, after a series of investments, a few signings from Europe's top players, and the
country's young talented professionals, it is now recognized as one of the ten best-supported leagues in the world.
The M.L.S., composed of 26 teams - 23 in the U.S. and 3 in Canada - has operated under a unique structure and rules-

4. 3
-that differ from those of the rest of the footballing community, known as the single- entity structure. (Lex Sportiva,
2019)
Corporate structures are critical to any business's success, especially major sports leagues in the United
States. At its origin, the M.L.S. found success, adapting a unique model in which the league has an ownership stake
in each team. This is contrary to other soccer tournaments outside of the country, including the U.S.'s most popular
sports like N.B.A., N.F.L., or MLB, where its owners only own each team. These owners govern the league, creating
a legal cartel. By applying this single entity structure, the investor-operators are all financially invested in M.L.S.'s
sustainability and success, and not just of their team.
Sport has a tremendous social, psychological, cultural, and economic impact on peoples' lives, and with
Orlando City F.C., it's no difference. One of the club's most significant assets is its different partnerships regarding
the club's business. These business to business agreements extend the health of both the club and its partner alike.
For example, Body Armor in 2020 became the new official sports drink for the club; other partners are Pepsi, Exploria
Resorts, and Topgolf, to name a few.
Part 1.b
Noted before Orlando F.C., alongside all participating teams of the M.L.S., takes part in a single-entity
business structure that manages different from other sports. In other words, when M.L.S. generates a profit or
losses, each investor-operator receives a pro-rata share of these profits or losses annually. Orlando City F.C. and all
other participating clubs are entitled to earn certain direct revenues. Include gains from selling local broadcast or
streaming rights, merchandise sold in the stadium, local sponsors, and all parking and stadium earnings.
Happening with many sports worldwide, the impact of the COVID-19 pandemic has had in the sports
industry has been unfortunate. Games were postponed or canceled as a result of the spread of the virus. Games
were played without fans, and players were living in a bubble to complete tournaments. With some areas

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recuperating, whether if it's a decreasing number of infections or just less strict provisions from its health officials,
sports have returned but not to its full potential. Some allow for games to be watched with fans in the stadium, only
at a lower capacity, impacting the club's earnings and its team performance.
If not for the pandemic, the M.L.S. had already planned to extend the league for this 2020 season by adding
teams like Charlotte, Sacramento Republic FC, Austin FC, and St. Louis.(Settimi, 2020) As a result of the pandemic,
the extension has been delayed for these new teams now schedule to make their debut in 2022.
As a benefit from the M.L.S. structure, now, there is no threat to relegations. Meaning, no matter the team’s
performance, there is no fear of not playing the tournament its next season. Instead, the top teams battle a place in
the CONCACAF Champions League, where they would have a chance to play against other top teams from the North,
Central America, and the Caribbean. Yet, a loss of key sponsors and partners is a threat for a team like Orlando FC,
where a newly just added team as Inter Miami F.C. has just entered the league. With David Beckham as its owner
and top players from Europe's biggest league, Miami F.C. has and could be a problem for Orlando in the coming
years.
Rumors and talks for a merger of both the M.L.S. and Liga MX, Mexico 1st division league, are still in the
air.(Marshall,2020) With the Campeones Cup's success, a one-off game featuring both the M.L.S. champion and Liga
MX's, fans seem hopeful of this unique merger. Even with a possibility of it taking place after the 2026 FIFA World
Cup is scheduled to occur between the U.S.A., Canada, and Mexico. If the merger were to occur, both the M.L.S. and
La Liga MX would initially gain tremendous awareness from the fans and leagues worldwide, paying a close look at
its business structure. Adequately planned and executed, a merger like this could rival Europe's most significant
leagues like La Liga from Spain, Premier League from England, and the Serie A from Italy.

6. 5
Part 1.c
As a club, we in Orlando City F.C. provides different ticket packages to its fans and followers. These options
extend from a single game ticket, group tickets, premium settings, and season tickets. It also provides a discount
rate for students through a student pass and a membership that offers additional discounts and benefits. Season
tickets range from $236 to $2,970, as to where a single match ticket at $25 can go as up as $200. As the pandemic
has impacted most, if not all, outside activities, prices vary as the season is ongoing. For comparison, in the N.B.A.
season 2019-20, the Orlando Magic Single-game goes for an average ticket price of $60pp. They also offer their $599
for their "Fast Break" Season Pass offered to Florida residents. They also offer a Season Ticket starting at $899 offer
to all and with some additional benefits.
The club offers great competitive pricing when compared to other competitive sports in the state. Yet, I would like
to highlight what may be a lost opportunity. Again, the pandemic impacted the league's physical presence in the
stadium, and a majority have stopped attending the matches live, although there is limited seating. Knowing how
pivotal it is to have an online presence and reach your customers and fans online, I believe there is an opportunity
to contact them more directly.
With the rise of streaming services and, more specifically, paid sports streaming services like fuboTV, ESPN+,
Hulu Live TV, one does not have the opportunity to watch and enjoy your local team play. Why? This is due to a
blackout of the stream and coverage of the team's matches. To watch the game, one must own a TV-Antenna and
hope to get the signal for WRBW-Channel 65. (Poe, 2020)
Although purchasing and installing a digital antenna may not be expensive nor difficult, it's troublesome
and not convenient for the fan who may be working, in school, or in the gym wanting to watch the game. I consider
it beneficial because the local streaming rights do not block the team's Twitter account, which means that the team
can stream the game in their accounts.

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This would bring a great opportunity that instead of showing its matches on its Twitter page, the team could create
a free fan account for their team's website. Allowing the marketing team to gather their fans' data includes birth
date, email, first and last name, etc. This would enable the team to have pivotal information for new marketing
stunts and special promotions with a specific and targeted campaign.
III.
Part 2.a
Soccer is one of the biggest and most popular sports globally. For many countries, it is the number one
sport, but not in the U.S. Here, it competes with the likes of MLB, N.B.A., P.G.A. Tour, and the N.F.L. Other sports
take most of the attention and preference in the sports industry's when it comes to the calendar, budgets, and
licenses, yet soccer and the M.L.S. have managed to captivate their fan base and strongly expand from there.
According to the Nielsen report, interest in Major League Soccer had grown 40% in specific markets (Nielsen,
2019), Orlando, Florida, showing to be one of them.
The M.L.S. fan demographic reveals a great diversity in the sport. A Nielsen report from 2017 shows that
38% of men and 26% of women are either "interested" or "very interested" in the sport (Pallien, 2019). From this
data, we can also obtain details of the very young fanbase that follows the sport. The information supports that
the league is most prevalent between the ages of 16-34, with over 50% of the results. The older generation, from
55 -69, showed lower than 15% interest in the sport. Many in the industry have celebrated its young demographic
group. It has assisted the sport's and the league's growth online on its many social media platforms, with teams
like Atlanta FC having more than a million followers on Twitter.
One could also notice its diversity with its two largest fan groups. Data from Statista reflect that Hispanics
(33%) and African Americans (26%) are the most interested in the league. In comparison, White and Other (28%)
ethnicities (19%) show less interest (Gough, 2020). Furthermore, with the growth of the Hispanic population in
different states, it comes as no surprise in the reception some M.L.S. teams are receiving. For example, most

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recently, Orlando City played Inter Miami C.F. in the M.L.S. is Back Tournament match became the second most-
viewed M.L.S. match with 492,000 viewers (Nwulu, 2020).
Many think that the increase in popularity of both the sport and the league has been thanks to the:
1. Growing Latino/Hispanic population in the U.S.
2. The men's national team qualifiers, and the continuous success of the USWST.
3. The success of FIFA videogames.
As a result of its popularity, the league broke a record in average attendance. Atlanta United F.C. saw 52.5
thousand spectators' attendance in their 2019 season, which is now considered the highest in the league. Other
teams like Seattle Sounders F.C., Cincinnati F.C., and the Portland Timbers also improve their average attendance
in the 2019 season. Orlando City SC was ranked 7th in the most attendance for the 2019 campaign. (Soccer
Stadium Digest, n.d)
The obtained data from the 2019 U.S. Census shows that Florida has a population of about 815,000 Hispanics and a
little more than 518,000 black or African Americans between the age groups of 16-34(U.S. Census 2019). Following
the data shown in the Nielsen report, the two groups would be most likely to enjoy, watch, and follow the team on
its different social media platforms. I would categorize this as a possible business opportunity to target these two
groups, primarily and others, to increase and strengthen the team's social media presence and build up different
marketing campaigns from there.
Part 2.b
With sports having a big part in the entertainment industry, Orlando Soccer SC and the M.L.S. assume the
responsibility to adequately and successfully marketing the team, players, and matches to get fans and any other
supporter to come to the stadium and have the "real soccer experience." As for competitors, Orlando City SC and
other M.L.S. teams compete within the industry. The N.B.A. is considered one of the most popular sports in the -

9. 8
U.S.; some groups and families in Florida may just have the opportunity to either go and see an N.B.A. Orlando
Magic match or an M.L.S. Orlando City SC match.
With the team's performance improving and even being recognized and called the underdog team for the
M.L.S. is back Tournament and 2020-21 season by ESPN and other sports analysts, the club has seen positive
results in its attendee numbers when compared to Orlando Magic's. When comparing both teams' average rate of
attendance Orlando City F.C. shows a higher average with 22,761versus. 17,092 attendees. Yet, when looking at
the total season attendance, Orlando Magic shows an overall higher attendee total with 529,870 (Gough, 2019) for
the 2019 season versus 386,940 (Soccer Stadium Digest, n.d) for the Orlando City SC.
When comparing, although Orlando Magic has a higher total of attendees, they also play the most games
at home with a total minimum of 41 games versus the 17 that Orlando City SC plays—averaging a better
performance over the entire season. Also, in this group, one should consider college sports. When analyzing the
fans' demographic data, we now know that its highest age group is those of a younger age, meaning that there will
be a group that are college students and graduates.
Another competitor would be local events likes concert, parties, festival events, trade shows, and more.
With a young demographic base, Orlando City and the M.L.S. would need to consider concerts from popular artists
that may require their fans and audience to miss games instead of taking part in these types of events. As an
example, Billie Illish, one of the top recording artists of the upcoming generation, sold out in just minutes the
Orlando Amway Center, which holds 20K people with tickets starting at $350 per ticket. These events, although
they may come in random, may impact the club's local games.
Part 2.c
With a fanbase worldwide, the sport of soccer offers excellent marketing potential. Between events and
televised games, a long list of industries takes advantage of soccer's worldwide reach to communicate marketing

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messages to diverse audiences. In fact, the tourism industry spent $1.4 billion on soccer sponsorships across the top
six leagues - Germany, U.S., Italy, Netherlands, U.K., and U.A.E.- between 2008 and 2017. (Pallien, 2019) With the
league's and the team's audience growing year over year, many opportunities for sponsorships and partnerships
could arise; this is more the case for a competitive and successful team. Having the teams reach further in
tournaments or cup finals, it makes them more attractive for business propositions and possible sponsorship deals.
These are attractive for both club and league as it helps fund the team and possibly make additional signings that
would help increase brand awareness. Orlando City SC, at this moment, finds itself 3rd in its conference league and
is on the clinch to obtain its first-ever spot in the M.L.S. Playoffs in which, if reached, would make them title
contenders for the 2020-21 M.L.S. season.
With marketing in soccer going further than billboards, jerseys, and sporting events, famous soccer players
tend to have an incredible reach to its fans through social media, allowing them to be marketing influencers in away.
Most recently, before he departed from the league, Zlatan Ibrahimović was this top player that, with just his name
in the league, allowed the M.L.S. to gain the attention of millions across the world. And although some clubs
concentrate on signing top players like Zlatan, Orlando City SC approach to its team roster is different and centered
on younger and diverse talent. However, that is not to say superstars have not joined the team. Ballon D' Oro winner
Ricardo Kaka was once an Orlando FC Player after his career in top teams like Real Madrid and AC Milan. Still, after
he retired from football, the team has now concentrated and changed their focus on showcasing good ball
movement alongside some great strategic plays that all come to life with its roster of players from the likes of Nani,
Muller, Ruan, and others. Despite not having the marketing reach of someone like Zlatan or Kaka in the team, the
Orlando City SC fanbase has grown due to their positive results in league matches and tournaments. With the hopes
of increasing the teams and the players' brand and allow them to be marketing influencers for the team and its
partners.

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Part 2.d
Founded in 2002 and promoted to the M.L.S. in 2015, Orlando City SC is run through its board of directors.
The board is composed of Flávio Augusto da Silva, the club's chairman & majority owner, and Alex Leitão, its chief
executive officer.
As the majority owner and chairman, Flávio Augusto da Silva saw a tremendous opportunity when the
opportunity came to purchase the team; he believes that soccer "is not a future in the U.S., it is a reality." In Brazil,
he is considered a respected leader. He's also named the most inspirational Brazilian leader and the 2nd most
inspirational world leader by Cia de Talentos, one of the most popular career consulting firm in Latin America. Flavio
believes that the club's reach is not limited to only fans in Orlando but also people in Brazil. As an entrepreneur, he
successfully built a school to help people speak English, which then turned into a program that is now taught in 400
different schools around six countries. He was then able to be an official sponsor in the 2014 FIFA World Cup. With
the team currently under his belt, Alex's goal is to make Orlando City SC a preeminent global brand, and in the
process, elevating M.L.S. to the top three most relevant leagues in the world by 2022.
As an expert in strategic planning, Alex Leitão, the team's Chief Executor Officer, has helped organizations
leverage premier sporting events to maximize brand exposure, sales, and business development. He has also
managed relationships between various companies and globally recognized sports properties such as the Brazilian
National Soccer Team, soccer superstar Kaka, I.O.C., and FIFA. With a business degree specialized in Marketing, Alex
has led multiple projects in major sporting events like the FIFA World Cup, The FIFA Confederations Cup, and Copa
America. In addition, the club's staff group composed of the communication team, Corporate Partnership,
Foundation & Community Relations, Gameday Operation, I.T., Marketing, Merchandise, Soccer Operation, and Sales,
have all worked together for the success of the club. With the background experience of both members of the board,
we in Orlando City SC continue to grow and improve the team's brand in our journey to Orlando City's S.C. first M.L.S.
title.

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IV.
Part 3.a
In Orlando City SC, we offer a complete development pyramid, from the youth team to
professional. The same philosophy of play that governs the professional side is employed throughout the youth
system, ensuring all Orlando City teams play a fluid, entertaining soccer brand based on possession of the ball and
high skill levels.(OrlandoCitySC, n.d) Our commitment is excellence. It goes further than just technical and tactical
coaching on the training field. Our mission is to form young people who are respectful, humble, and have a
relentless desire to succeed. Although demands are high, opportunities are endless.
We, in Orlando City SC, strive for a Clan/Team culture. We endeavor a friendly and collaborative culture, where the
love of the sport, the team's success, and our youth development is at its core. We put a lot of focus and a
significant effort into our children's development. Furthermore, In Orlando City SC, we look to build different
career paths for our employees, allowing them to grow alongside our players and the club.
Our efforts are not only in maintaining a team culture and a place where our players, employees' and staff feel all
as part of a team but also transparency in our business is as vital. It starts at the very top. It's thanks to our
company leaders and their open communication that allows us, employees, to be fully in the loop. Through this,
team members feel part of the team and valued by leadership. Our mission statement also plays a significant
factor in transparency. It publicly and individually discusses our motives, intention, and club's goal in the M.L.S.
and even our local community while also being meaningful and impactful with our employees. Through the club's
newsletter, anyone, inside and outside of the club, can sign up to receive our newsletters. We share all team,
player, business, and community update impacting the team and the club through this medium.
Nowadays, with the impact of social media and its reach, everybody with their smartphones tries to keep up with
their feeds. In consequence, social media is essential, if not the most important tool for a marketer. Today the live

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video has become a gateway for sports content. In Orlando City SC, we use the top 4 social apps in the market;
Facebook, Twitter, Instagram, and Snapchat. We share and broadcast both live videos and short clips of everything
Orlando City SC and its players through these. We also have the club's YouTube Channel for more fan-related
content, where we offer a more in-depth dive into the players, staff, and club history plus match recaps. All our
applications and services allow us to connect directly with fans worldwide, where we can share original content
and exclusive content from our partners with over 1.5million followers between all services.
Perception plays another vital role in a sports franchise's success, especially now in the digital age. Some available
tools to measure it are mass surveys, benchmark polls, entrance and exits polls, tracking polls, and focus groups. A
much faster approach uses media monitoring tools, where we gather data analytics on hashtags, users, mentions,
likes, and more.
Figure 1 Brand 24- #VamosOrlando Data Analytics (Oct 14- Nov 14)
The obtained data from Brand24 helps create a clearer picture of the club's perception with its fans and
others. Utilizing the supporting data, the clubs 156 mentions of #VamosOrlando generated almost 3k different
interactions in 30 days and reached more than 1.2 million accounts. We can also obtain from the image (Figure 1)

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the positives vs. negative interactions. Although the positives interaction(mentions) surpass the negatives, the club
should generate more social media content to create a more massive, more impactful online presence with its fans
and followers worldwide. Doing so would not only benefit the club but could also be used to attract more
partnerships.
Furthermore, when comparing both the sports team in Orlando, Orlando Magic and Orlando City SC, we see a very
large difference in consumer/fan interaction about the two teams' services. First, Orlando Magic seems to try to
obtain feedback and review from its fans. Websites like Yelp and Indeed have a more significant number of reviews
from Orlando Magic than Orlando City SC. The most mentioned through different reviews from 2018 and 2019 are
the local, the building, and the other activities available nearby the stadium. Fan experience seems to meet or
surpass expectations most of the time, not only for the fans but also for its employees. Following the same
Clan/Team culture where everyone works as a unit and feels part of a single organism.
Due to the ongoing pandemic, industries and businesses have been put on hold or ran at a lower capacity. After
stopping and almost canceling the 2019-2020 M.L.S. campaign, the organization organized The M.L.S. is Back
Tournament. A single game elimination, with no spectators, all games, and teams played in a "bubble," allowing
more control over the sanitation and the exposure of the players and the tournaments staff. Consequently, season
ticket holders could not enjoy watching their team play live and support them in the stands. Understanding the
position our customers found themselves in, the club offered a rollover package to their season ticket holders. This
package would give them the opportunity to roll over their tickets for the ongoing 2020-2021 season, allowing
them not to miss the games and watch their team play.
Unfortunately, this option was not viable for many season ticket holders due to their age or other reasons. Many
have requested a refund since they were not looking to partake for the next season. By company policy, the club is
in a position that a refund cannot be given. Although it is out of the club's control what is occurring, we at Orlando
City SC have applied some safety measures to prevent spread and protect our fans, employees, and players.

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Abiding by C.D.C. guidelines, we have applied social distancing in our aisles, mask-wearing provisions, and more.
We acknowledge and see the lack of options we currently have available for our ticket season holders who could
not take advantage of the season rollover option with the received feedback. Fans play a pivotal part in the club,
and without you, specifically pour season ticket holders, we would not be where we are today.
V.
Part 4.a
With the COVID-19 pandemic surging across the world, many companies and businesses have been put in
a position to rethink and even re-do their business models. Some, specifically those in the entertainment industry,
have reported enormous losses and are not yet fully operating by this time of year as initially expected. No
differently, the sports industry and the M.L.S. have suffered similar losses, and in consequence, forced them to make
some adjustments. This year, to wrap up the 2019-2020 season, the league and its teams organized the M.L.S. is
Back Tournament, a single round elimination tournament to declare a winner for the season. Despite its knockout-
style-tournament appealed to many, the tournament did not have the same interest with its viewers, and networks
like ESPN saw a drop in viewership than the league's regular-season (Lewis, 2020).
Without fans in the stands throughout the M.L.S. is Back Tournament, all spectators, including season ticket
holders, had to support their teams from the comfort of their homes; opening an opportunity for each club and their
sales department to work with their season ticket holders on how to manage the non-played 2019-2020 season.
Orlando City SC is the first club in the M.L.S. to include a new sharing feature that would allow season pass holders
to share their tickets with friends and family members. (The Ticket Business, March 2020) With this new incentive
offered through Season Share, seasons pass holders can support their team and get their money's worth.
However, with not all members taking advantage of this new ticket sharing feature for this 2020-21 season
and the stadium up and running at half-capacity following C.D.C. and government guidelines. Season pass holders
have started to share their feedback and criticisms online. Many of whom are of an older generation, where being
outside amid a pandemic can significantly risk their health.

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• I have requested a refund for payments collected by the club for the suspended 2020 season. My request
has been unequivocally denied! The club currently holds $3,210.82 of payments made for the 2020 season.
They are offering to roll over the payments to a yet to be decided 2021 season -We are choosing not to
renew our membership for 2021, therefore are requesting a full refund of the monies held by the club.
The league has no right to determine when it is safe to force fans back into the stadium. -(8/27/2020)
• We are club level ticket holders, our tickets include food and beverages, (indoors). Mask removal is
required of course to partake, Risky? Also, the club will only rollover any amount left after playing out
the 2020 season, for those fans who have decided not to renew for 2021 because the risk of possible
infection outweighs the reward, a refund option should be offered. We fully respect any fan's choice to
attend matches under the new stringent restrictions, however, "This is not the time to relax restrictions,
it remains risky to gather in crowds larger than 50 people". Florida Dept of Health has recommended that
people 65 and over should limit interactions outside of the home. -(09-10-2020)
These complaints are from the last 90 days. As seen, these and others have express dissatisfaction, and
some have decided not to renew their season tickets for the upcoming year. Understanding the importance and the
value that the season pass holders bring to the club and the entity, it is of grave significance for us in Orlando City
SC to go above and beyond for them. In understanding their needs, we know that the risk is being outdoors and in-
-large crowds. My recommendation for this problem is to find a better use for our stadiums' suite in a way that our
season pass holders could greatly benefit without risking their health.
With the Orlando City SC Stadium, The Exploria stadium, having 31 suites available, currently without use,
each with capacities from 14-28 guests per-suite. My suggestion for the club, only be eligible for our season pass

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holders that renew their season pass for the same offer or more in value, is the chance to upgrade to a suite for up
to three games in the 2020-21 season. Offering this suite would allow us in the club to thoroughly sanitize the room,
preventing and lowering the risk of infection, and have distant enough from the rest in the stands. The offer could
also extend the overall service offered to the season pass holder. Providing them special parking near or in the
stadium would keep them in the distance from our other fans in the stadium. Also, with this offer, the club would
extend the invitation of the member's family and friends for up to 10-15 people at an extra discounted fee, which
will allow us the opportunity to upsell, not only in tickets but also food and drinks for the member and its invites.
To implement such an offer and strategy would require approval from different departments—first, upper
management. Flávio Augusto da Silva, the club's chairman & majority owner, and Alex Leitão, its chief executive
officer (Orlando City SC, n.d), would need to provide permission to use the suite. But if given quickly, then
management in the sales department, Cameron Caddell, director of sales, would also review for approval. The
sooner these two-give approvals, then the sales department representatives will have the opportunity to start
making calls to our season ticket holders.
Seasonal ticket holders would have the opportunity to feel valued by their club, showing that we care about
their health and we are all in this together. It will show that the club is willing to go above and beyond, and we would
want them always to be part of the club. However, from our perspective, the club would successfully keep another
fan enrolled for the next season. While also having the opportunity to up-sell. With suites not currently being used
and not generating any income, the club could count-on our season's ticket holder for the 2021-22 season. This
would help prevent any unbalancing in the books and generate additional income from any additional purchase from
that same ticket holder in future games. Besides, suppose the holders were to invite any additional friend or family
member to the match by the offer's discount. In that case, this not only generates a small revenue for that matches
game, but it could also be an incentive to convince someone who is not a seasonal ticket holder, the benefits of
being one. Therefore, if any are added, it could be the expense of additional staff to maintain the sanitation of the
suites.

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VI.
A club's success is defined not only by their titles but also through their relationship with their fans.
Understanding and putting into perspective the events impacting all around us, the club wants to be in a position
where it can strengthen our relationship while still doing business. Taking that extra step and going above and
beyond is our goal. As we do with our students in the soccer academy, Orlando City SC wants to be there for our
fans' in their best moments and the hard ones they have done for our team and us.
Our team is committed to finding new ways to meet our fans' expectations. We are proud to pioneer a new
ticket sharing option for our season pass holders, allowing them to come, watch, and support the team for our 2020-
21 season at no extra cost. With now, a second option for an upgrade to suites by renewing to the next season.
Giving you, the fan, the space to support your team, be with your family and friends, and be in a sanitized
environment where you could enjoy, watch, and spend quality time together with those close to you.
# VamosOrlando

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VII.
References:
- Carlisle. J. (2020, July 17) ESPN. M.L.S. pushes back inaugural seasons for three expansion teams. Retrieved from
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