USL Arkansas changes name to Ozark United FC, releases crest
Rogers-based professional soccer organization USL Arkansas has rebranded to Ozark United FC and unveiled its crest and colors, according to a Thursday (Oct. 3) news release. Ozark United FC will represent the men’s branding and team name.
According to a spokeswoman, Ozark United FC replaces USL Arkansas as the organization’s name. A timeline has yet to be set for releasing the women’s branding and team name. However, the organization plans to develop the women’s identity using the same process as the men’s.
In July 2023, the organization announced plans to establish men’s and women’s soccer teams and build a 5,000-seat stadium in Rogers by early 2026. In October 2023, it released initial designs for the stadium north of Pinnacle Hills Promenade. In November, it selected ad agency Stone Ward to help the club develop its brand identity.
“We are thrilled to announce Ozark United FC as a brand that embodies the values and heart of this incredible community,” co-founder Warren Smith said. “From the start, it has been about creating something that represents the people and brings everyone together under one banner.”
To develop the brand and name, the organization gathered tens of thousands of pieces of feedback. This was collected through nine focus groups, online fan surveys, 16 community listening sessions and thousands of one-on-one conversations.
“The input from our fans has been essential, and Ozark United FC captures that essence of togetherness that makes Northwest Arkansas so special,” co-founder Chris Martinovic said. “We couldn’t be more excited to unveil this brand and begin this journey with our supporters.”
According to the release, the team crest in white and shades of green is a nod to the greens of the Ozark forests and landscape. The condensed O shape represents the Ozark’s high terrain. The interwoven O-Z monogram “is symbolic of the interconnectedness and individuality of the communities” in the region, including its four largest cities: Bentonville, Fayetteville, Rogers and Springdale. “The ever-ascending stripes represent the region’s limitless potential and its rising acclaim, as well as the mountains that define the Ozarks.”
The crest also includes the Arkansas State motto, Regnat Populus, “The People Rule,” and the number 25 within a diamond, marking Arkansas as the 25th state and the only U.S. state where diamonds are naturally found.
Ozark United FC continues to work toward its goal of launching its inaugural season in 2026. More details are expected to be released in the coming months.