St. Louis CITY SC, Major League Soccer’s 29th and first majority female-owned team, takes the pitch in March 2023 with a new urban stadium built through a global pandemic. In this panel discussion, Club leaders share how they used cross-industry research, behavioral science, crowd-sourcing, community engagement, and a mobile-first approach to create a unique fan experience—from designing the team’s identity and stadium to curating its music and food program, and everything in between.