Milwaukee Pro Soccer Takes Next Step Towards Naming Future USL Franchise and Developing Brand Identity Through Partnership with Cramer-Krasselt

C-K, one of Milwaukee’s longest-tenured branding and full-service marketing agencies, will work collaboratively with Milwaukee Pro Soccer leadership, fan groups, and community stakeholders.

MILWAUKEE – Milwaukee Pro Soccer today announced an official partnership with Cramer-Krasselt, the Milwaukee-based independent marketing agency, to create the future USL franchise’s name, crest, and brand identity.

The partnership with C-K comes after the community submitted more than 4,000 team name ideas and 200,000 total votes during a tournament-style knockout competition that resulted in a final 10 names that include Milwaukee Tall Boys, Milwaukee Barons, Goodland, Milwaukee Brigade, Lake Effect, Fresh Coast, Milwaukee Iron, Cream City, 1846 Milwaukee and Milwaukee Industrial.

The naming and branding process will take input from the advisory vote to develop a final name, badge, and brand identity that is representative of Milwaukee’s culture, history and ethos but also looks forward to the city’s bright and vibrant future.

“From the beginning of this process, we’ve worked to engage the community, our fans, and soccer lovers from across the region in choosing a name that’s reflective of our shared values,” said Conor Caloia, Chief Operating Officer of Milwaukee Pro Soccer. “After extensive interviews with the top marketing and branding firms in Milwaukee and the surrounding area, the team at Cramer-Krasselt best reflected the values and vision we have for this club and the experience we want to deliver our fans.”

For Cramer-Krasselt, the project represents an opportunity to make a continued difference in the community it’s called home for over a century.

“With a 125-year history in Milwaukee, we are passionate about our city,” said Betsy Brown, executive vice president and managing director at C-K. “We’ve worked with some of the most iconic brands in Milwaukee, and we know how important that deep-rooted understanding is to make a meaningful connection. It takes an agency that knows Milwaukee culture to deliver something that truly embodies the people, the fans. And we’re thrilled to help Milwaukee Pro Soccer bring their brand to life.”

While Milwaukee Pro Soccer and C-K work on developing the team’s final name and branding, planning and work continues to move forward on the Iron District Milwaukee development, which is anchored by an 8,000-seat soccer-specific stadium that will be home to the future USL franchise, plus Marquette University’s men’s and women’s soccer and lacrosse teams.

“We want to deliver a stadium that our fans will enjoy and be proud of in a world-class development,” Caloia said. “That work is ongoing, but it takes time. Especially in an environment of rising interest rates and construction costs.”

Milwaukee Pro Soccer is slated to join the USL Championship, the second-highest tier of professional soccer in the United States.

The USL Championship is sanctioned by the U.S. Soccer Federation as the nation’s Division II professional league. The league boasts 27 clubs in major metropolitan markets including Miami, San Diego, Las Vegas, New York City, Los Angeles, Phoenix, Detroit, and Indianapolis. The Championship is the pinnacle of the USL’s comprehensive league ecosystem, which includes three professional leagues, two pre-professional leagues, a developmental academy system, and a nationally competitive youth network. The organization consists of more than 200 teams, from youth to pro, across the United States.