In major professional soccer leagues, there are “small market” and “big market” clubs. The big market clubs dominate the news cycle, scrape in the lion share of earnings, and rarely struggle to survive, no matter how they perform on the field. Small market clubs have to be more plucky and creative, looking for solutions that are cheaper and more cost-effective. The gaps can’t be plugged with dollars, so every bit of spending has to be considered and measured. The small market clubs are more nimble and flexible because they have to be.

That small market mentality extends all the way down the pyramid. From the big pro leagues, down to the national amateur leagues, down to the state level, the farther down you go, the less you know about the clubs. That’s because most small name clubs can’t spend the time or money to fill their social media platforms with content. So the names behind the badges become blurry and, for the most part, unknown. But thanks to the democratization effect offered by social media, if a small market club wants to make an impact, it can. It’s all about willpower and desire.

Founded in 2015, Providence City FC has been one of the biggest names in the Bay State Soccer League (BSSL). The club has excelled in establishing social media presence, to the point that it dwarfs every other club in the league in following. Oh, and Providence City FC has 4 times the amount of followers that the BSSL itself can boast. Paired with the club’s massive success in gathering social media clout is the club’s approach to marketing and branding. Every kit release is a big deal on social media, stirring up interest and mentions from local, national, and international handles.

The main man behind Providence City FC is Jason Rego. His website lists him as the Director of Digital Media, but the man designs kits, handles the shipping, plays for the club, and, most importantly, is the voice behind every catchy post from Providence City’s social media handle . We sat down with Jason to discuss his approach to branding and marketing his small market club, Providence City FC.

How did you come to the sport? Did you always dream of running a club?

I was born into the game. My father is from Northern Portugal and he got me a full FC Porto kit before I was born. Growing up it was a dream to be in pro footy. As a young kid it starts out of dreaming of being a pro and then at a young age without proper connections you are capped off by your network. The growth that has happened from when I was growing up to now is astounding and great to see. Opportunities are growing to say the least.

What clubs influenced your approach to styles/marketing/kit design?

None. I went to the local business university, Bryant University. At the end of the day a club is a business. Just make sure you put people first.

Did you major in marketing?

I majored in Finance and minored in Communications. I am a life-long student. Always expanding my knowledge on a multitude of topics. I have been stuck on Evolutionary Psychology lately (The Moral Animal, Robert Wright).

Some might say that you're a big fish in a small pond (BSSL), how do you see that?

I disagree. People just are not aware of the top level clubs in the BSSL. Clubs like Brockton and GPS are full of top level talent. They just don't care to market the way that we do. We have different goals in mind.

Do you have any intentions of jumping into a "bigger league"? What factors would you consider before making that jump? Have you been approached/recruited?

Yes, long term. We must grow sustainably and be able to join a league without taking the risk of the club going under due to league fees and the incurred costs of making the jump. In a perfect world the club has an A team (pro), B (semi-pro), and C (grassroots/amateur). I have been approached many times by different leagues and different investor groups.

What are your motivating/key principles in social media style, merchandise, kit design? How do you decide what fits and what doesn't?

For social media I treat Twitter like real life relationships, I appreciate everyone that supports the club and try to remember things about everyone who wants to see the club grow. On Instagram I try to use my amateur photography skills along with basic design to make aesthetic posts while engaging with people. Thankfully my sister and girlfriend take photos at most matches which helps keep up with content and get our players photos to post on their personal pages. Veo Camera helps videotape every match so I can post highlights on social media, helping people see that we can ball out. I wish I had a better methodology but I use gut instinct and creative expression for the merchandise/kits designs. Every project is a big risk because I currently fund the team with my personal bank account. Hopefully in a few years it starts paying for itself and more. Also, I'm fortunate enough to be able to collaborate with great artists on many of the custom kits that we make.

Recent kits have been very successful, how have you chosen designs and kit manufacturers? How many designs have you rejected in the last couple of years?

Well INARIA was a no brainer, our values align. We see our club teaming up with INARIA for the long haul; they appreciate what we bring to the table unlike previous brands. I reject designs all of the time, my own, others. I have so many scribbles in my notebook the world will never see nor would they want to.

How important is the social media/marketing stuff versus on field play? What's the balance in focus?

You cannot just be all buzz on social if you on field product is crap. The balance is to get the best possible players from the area in the club. Create a well balanced team that will bring home trophies. Then you start to foster a community where people appreciate being a part of the club and they do their job on the pitch. Winning breeds winning.

Your club is undeniably an influencer. Is that a goal or a byproduct of your approach?

Byproduct. Basically want to blur the lines of what is possible. Tell me I cannot and I'll simply show you I can. Not sure if it's the immigrant mentality in me or not.

What sort of lasting impact do you want your club to have?

I want PCFC to be Rhode Island's club for the next 100 years. I want it to be the community's club. I want people to be proud of the club and have it be an extension of them just like European Football.

What's your favorite Providence City kit so far?

I'm torn between the INARIA New Year's Eve kit and the Klondike Kit. I'm bias because the Klondike Kit came out exactly how I imagined it.

Massive thanks to Jason for his time and answering our questions. If there’s one thing I can leave you with is that ANY club could do what Providence City has done. It’s about effort, focus, drive, call it what you want, but you have to WANT it. Oh, and You NEED to visit the Providence City FC shop.

- Dan Vaughn