On July 12, 2023, the USL awarded an expansion team to the city of Rogers, Arkansas that will represent the Northwest Arkansas region.[1][2][3] The founders are Chris Martinovic and Warren Smith.
The club plans to build a new, 5,000-seat stadium located in Rogers, just north of the Pinnacle Hills Promenade. On July 19, 2023, the City of Rogers officially approved the rezoning of the stadium site.[4] USL Arkansas is expected to buy the land through an agreement with Rogers philanthropist Johnelle Hunt, the landowner.[5]
A "Name the Team" campaign created by ownership to hear fan suggestions for team names and branding happened in October 2023.[6] The development of the club's name and branding identity will be led by Stone Ward, an advertising agency with offices in Rogers, Chicago, and Little Rock.[7]
On January 5, 2024, USL Arkansas announced the launch of a Founding Fans panel, a group of 36 fans who will "be instrumental in shaping the club’s defining elements – its name, crest, and logo, ensuring that every aspect resonates with the spirit and values of USL Arkansas’ supporters and community."[8]
On May 16, 2024, USL Arkansas announced the launch of a U20 Academy team, a new initiative to cultivate local soccer talent. The team will play in a combination of USL Academy competitions, including USL Academy Cup and other USL-sanctioned events, as well as the United Premier Soccer League (UPSL), beginning play in the fall of 2024.[9]
On August 15, 2024, USL Arkansas announced a partnership with Charly, a leading soccer brand from Mexico, to become the official kit and training apparel provider for the club. The partnership will equip USL Arkansas with on-field match and training kits, as well as an extensive range of merchandise.[10]
Colors and crest
The club's crest and colors, designed by Stone Ward, were unveiled on October 3rd, 2024. Tens of thousands of feedback items through 16 community listening sessions, fan surveys, and nine focus group sessions with 36 Ozarkers were used to help create the club's brand.
The club's colors, Ozark and Natural Green, represent the landscape of the Ozark Mountains, while the O shape of the badge represents the hilly terrain of the Ozarks. The O-Z monogram in the middle of the crest represents the interconnectedness of Northwest Arkansas' four cities - Fayetteville, Springdale, Rogers, and Bentonville. [11]
