Phoenix Rising SMB Lab.

Soccer league collaboration spurs innovation

Phoenix Rising Football Club welcomed ASU's Small and Medium-sized Businesses (SMB) Lab to its Valley stadium to explore innovative solutions to cultivating brand equity.

Molly Loonam

The Small and Medium-sized Businesses (SMB) Lab, part of the W. P. Carey School of Technology, Innovation, and Entrepreneurship, empowers small businesses to overcome organizational challenges with tailored, actionable solutions. Since its founding in 2022, the lab has brought together ASU faculty, business leaders, economic development professionals, and Southwest Valley Chamber of Commerce (SWVCC) members to tackle the unique hurdles local companies face. This is the 11th story in a series highlighting how the lab fosters growth and innovation among entrepreneurs and small businesses.

Arizona's highest-level professional soccer franchise Phoenix Rising recently welcomed SMB Lab participants to its stadium for the lab's final session of the fall 2024 semester.

Established in 2016, Phoenix Rising holds the record for the longest win streak in North American professional soccer history and offers various youth clubs, camps, and training programs. Located in the heart of Phoenix, the club is the only direct pathway for Arizona soccer players to access professional teams and is owned by Didier Drogba, a former striker for Chelsea Football Club and the Ivory Coast national football team; Alex Zheng, Advantage Sports Union CEO; and Berke Bakay, Phoenix Rising club chairman.

Lab members gathered to discuss solutions to Phoenix Rising's business challenges following a presentation by Vice President of Business Operations Joey Castor and Director of Ticket Sales and Services Eric Barrera on the franchise's strengths and weaknesses. Soccer is the fastest-growing sport in the U.S., and the lab brainstormed ways for Phoenix Rising to continue growing its fan base by tapping into the local community and student groups. Lab participants also recommended that the organization establish strategies to build brand loyalty through marketing opportunities with local businesses, leveraging team member stories through social media, and live-streaming matches to reach a broader audience.

"The SMB Lab has always been about execution at the ground level, helping real businesses solve real problems, and having a real measurable impact,” says Hitendra Chaturvedi, supply chain management professor of practice and SMB Lab founder.

Associate Dean for Teaching and Learning Dan Gruber and Director of the Center for Entrepreneurship and New Business Design Jared Byrne attended the lab and encouraged attendees to consider ASU's newest design aspiration, Principled Innovation (PI), when discussing Phoenix Rising's challenges and possible solutions. Gruber says they were excited to observe how the lab has gained momentum and impact since its founding.

"We were energized by the opportunity to bring PI to the SMB Lab's efforts to propel the students and companies further to ask the question 'Just because we can, should we?' as they brainstormed new ideas and initiatives," says Gruber, who is also a Clinical Professor of Management and Entrepreneurship. "We used PI card decks to facilitate discussions as a first step and are eager to see how these processes evolve as the SMB Lab moves forward. Participating in the Phoenix Rising session allowed us to see PI in action and in an engaging context."

Barrera says Phoenix Rising was interested in partnering with the SMB Lab to strengthen the organization's relationship with ASU and to support student learning opportunities.

"It has been great to provide details of our internal challenges and ideas and receive different perspectives," he says.

Since its founding in 2022, the lab has generated over $6 million in quantifiable value for the participating businesses. Recommend a small business or learn more about participating in the SMB Lab here.

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