Theme Nights: Gotham FC’s Strategy for Fan Growth

New York City is one of the most competitive sports markets in the country. With two MLB teams (Yankees and Mets), two NBA teams (Knicks and Nets), two NFL teams (Giants and Jets), and a strong NHL franchise (Rangers), sports fans have no shortage of options. Even soccer fans can follow New York City FC in Major League Soccer, while women’s sports fans can follow the growing New York Liberty in the WNBA. These teams have spent years building fan loyalty and engagement, making it difficult for newer franchises to carve out a space. In the NWSL, teams rely heavily on ticket sales and merchandise revenue, both of which depend on strong fan engagement. So how has Gotham FC, a relatively young team in a crowded market, managed to attract fans and grow revenue? 

In 2021, Gotham FC, formerly Sky Blue FC, underwent a complete rebrand. This transformation brought new team investors, introduced a fresh logo, and gave the club a new name—one that better connected it to its home in the New York-New Jersey area. Along with these changes came a renewed focus on fan engagement, as the club’s ownership sought to expand its audience and strengthen ties to the local community. Competing against so many established teams, Gotham needed a unique way to stand out and draw in fans. Their solution: Theme Nights.

Past seasons’ Theme Nights have been major successes, prompting the team to continue the tradition every year. One fan-favorite has been Pride Night, where Gotham celebrates the LGBTQIA+ community and encourages attendees to wear rainbow-themed merchandise in support. Another standout Theme Night was the “Kids Day Celebration,” on June 23, 2024, when Gotham faced the Washington Spirit. This afternoon match included family-friendly festivities, creating an inviting atmosphere for children and parents who may not have otherwise attended an NWSL game. These Theme Nights not only reinforced Gotham FC’s commitment to inclusivity and community engagement but also provided fans with a fun, immersive experience—helping the team attract new supporters in the process. 

Gotham FC Pride Night 2024  theLocalW.com/@theLocalW

Building on this success, Gotham FC has announced an expanded lineup of Theme Nights for the 2025 season. One highlight is “Not All Heroes Wear Capes Day” on Sunday, May 4, when Gotham takes on Chicago Stars FC. This night will honor everyday heroes in the community, strengthening the club’s connection with local fans while giving attendees another reason to come out and support the team. Another highly anticipated Theme Night is “Celebración de la Comunidad” on Friday, September 26, when Gotham faces the Portland Thorns. This night will feature a culturally immersive pre-game experience, including a block party and tailgate that celebrates the Latino communities surrounding Gotham FC.

Through these Theme Nights, Gotham FC is not only drawing in new fans but also reinforcing its identity as an inclusive, community-driven club. By giving fans a reason beyond the game itself to attend matches, the team sets itself up to increase sales, merchandise purchases, and long-term engagement. As Gotham continues to refine this strategy, its success could serve as a model for other NWSL teams looking to grow in competitive sports markets. 

For a full list of upcoming Theme Nights at Gotham’s stadium, check out the link below. We will continue to cover these Theme Nights as they occur, highlighting both their successes and areas for improvement in using Theme Nights as a driver for revenue growth and fan engagement.

Gotham FC Theme Nights 2025