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Today St Louis United Soccer, operators of the St Louis franchise in the new Women's Professional Soccer league and the the organization behind St Louis's MLS Bid revealed the name and logo of the women's team.
In what many may view as a radical departure from modern US sports culture, they decide to simply name themselves after the city: St Louis.
No mascot inspired nickname. No cutesy moniker. St Louis.
This is a move many in the soccer community are likely to applaud as it is one quite a few traditionalists have called for for years. That it happened for the women's team makes it all the more remarkable.
Some who are not really knowledgeable of American soccer history may think this was a cop-out or demonstrates a lack of imagination but they would be wrong. Soccer teams in the early 1900s had similar simple names, ie: Fall River, St Louis, Brookhattan etc.
St Louis seems to want to tie in their brand identity with that of the men's team.
Their women's team crest resembles the crest for the presumed men's team only there is a Joan of Arc type woman on a horse with a flag instead of a sword.
It may very well be that St Louis, St Louis United, St Louis FC or SC could end up being the name of the men's team as shown in this leaked logo at right.
St Louis is still vying for an MLS expansion slot and has hinted it may look to the USL recently.
Hiddeous.
Joan of Arc played soccer?
So the womens league is getting better brand then the mens league. St. Louis is simple and classy. Chicago Red Stars is much better then Fire. Sigh.
Having no name is as stupid as having a cutesy name. And the annoying monikers would be less annoying if media and fans didn't constantly use them. Dallas' official name is cool. But one does not have to constantly use the FC. The league has become a joke. The owners, fans and media are all a bunch of idiots.
So who does that leave who is not stupid? The players, the trainers, and the guy selling hotdogs?
You're saying Dallas FC is cool, so long as FC isn't used all the time. So we should call them Dallas. But, you're also saying having just St.Louis as a name is stupid. So by your logic, just Dallas is stupid as well. Brilliant.