COMMERCE CITY, Colo. — The Colorado Rapids have unveiled One Club, One Legacy, an ambitious new platform designed to reshape the club’s future by placing fans at the center of every major decision. Announced today, the initiative marks one of the most comprehensive engagement efforts in the club’s 30‑year history, signaling a shift toward deeper transparency, collaboration, and long‑term strategic planning.
The program will roll out a series of surveys, focus groups, and fan forums aimed at gathering direct input from supporters across Colorado’s growing soccer community. According to Rapids Chief Business Officer Haley Durmer, the goal is simple: slow down, listen, and build the next era of Rapids soccer with the people who care about it most.
“This is their club,” Durmer said. “As we celebrate 30 years of Rapids soccer and look ahead to the World Cup and major MLS changes in 2027, we want our fans shaping what comes next.”
A Broader Vision Than Branding Alone
While early conversations have centered on potential updates to the club’s name, crest, and colors, the initiative extends far beyond visual identity. The Rapids plan to evaluate improvements across nearly every touchpoint of the fan experience, including:
- Matchday atmosphere
- Concessions and retail
- Stadium technology and video boards
- In‑match entertainment
- Supporters’ section enhancements
- Premium seating
- Parking and stadium access
- Community outreach
- Youth soccer pathways
To support the effort, the club has partnered with three industry leaders—Monigle, Name & Number, and ModestWorks—each bringing expertise in brand experience, creative strategy, and cultural design.
What This Means for Colorado Soccer
The Rapids’ announcement arrives at a pivotal moment for the sport in the United States. With the 2026 World Cup approaching and MLS preparing for structural changes in 2027, clubs across the league are reassessing how they connect with fans. Colorado’s approach stands out for its breadth, transparency, and willingness to rethink foundational elements.
But the real opportunity lies in what the club hasn’t explicitly stated areas where this initiative could evolve into something even more transformative.