Competitor Analysis
While it is difficult to find large differences between sports teams that all play for the same prize and organize themselves in a similar way, FCD does manage to differentiate itself. FC Dallas is different from its competitors simply because it has not always been FC Dallas. While FCD was one of the ten founding members of the MLS, it did not start out as FCD. The team was originally called the Dallas Burn and played in the Cotton Bowl. In 1996, the Dallas Burn changed its name to FC Dallas and built a new stadium in the Frisco area. All in all, there has always been a team, but in 1996, the organization overhauled everything and is continuing to build to this day. With its move and development in Frisco, FC Dallas stands out from its competitors in the way that it pays attention to the development of young players and strives to continue to grow the sport as a whole.
In addition, FC Dallas has not always been a top of the league team. In the past they have struggled and new teams backed by deep pockets have emerged, bought the best players, and won titles. However, in recent years, FCD has started to emerge as one of the best teams in the league and is known for playing the most home grown players, or players that have come up through the clubs development programs.
The teams message needs to be different because the team is different. FC Dallas has history as one of the founding ten teams and needs to incorporate that. New teams are being created or added year after year and don’t have any history. FC Dallas has that history but has also given itself a new face that people can get excited about.
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