USL Arkansas taps ad agency

Rogers-based professional soccer organization USL Arkansas selected Stone Ward, an ad agency with offices in Rogers, Chicago and Little Rock, to lead the development of the club’s brand identity, according to a news release.

In July, USL Arkansas announced plans to establish men’s and women’s soccer teams and build a 5,000-seat stadium in Rogers by early 2026. It chose Stone Ward because of its passion for the project and soccer branding experience. Stone Ward has worked with national and international soccer brands, including U.S. Soccer, the National Women’s Soccer League, Copa America and Como 1907. Also, the agency has Northwest Arkansas leadership.

“We’re truly excited about this partnership with USL Arkansas, and the opportunity to infuse the vibrant spirit of Northwest Arkansas into the club’s identity,” said Brett Parker, managing partner for Stone Ward in Northwest Arkansas. “We’re not just talking about soccer; we’re talking about embracing the love for the game and tapping into the profound passion for sports and teamwork that’s deeply rooted in this ever-growing community.”

USL Arkansas previously launched a naming suggestion campaign and has received more than 1,200 name ideas. The soccer organization and Stone Ward will continue to gather feedback and develop and launch the team name, crest, colors and branding in the coming months.

“The partnership with Stone Ward is a game-changer for us as we begin to create a distinct identity for this club,” said Warren Smith, co-founder of USL Arkansas. “With Stone Ward’s support, we’re ready to firmly plant our roots in the region, forge meaningful connections with our fans and cultivate a soccer culture that resonates with our community.”

Smith and Chris Martinovic are co-founders of USL Arkansas. In October, the organization released the initial renderings for the stadium north of Pinnacle Hills Promenade.