Competitive Edge - Sports & Entertainment Marketing News

Austin FC’s Q2 Stadium Focused On ‘Authentic Austin’ Experiences


Three new MLS stadiums will open by the time summer 2021 finishes. But Q2 Stadium in Austin wouldn’t fit anywhere other than Austin. At least that’s the plan. 

“We wanted a stadium inspired by Austin, with Austin textures, Austin tastes and Austin sounds,” says Andy Loughnane, Austin FC president. “We wanted a stadium unique to Austin that wouldn’t fit in Los Angeles, Cincinnati or Nashville, but is perfect in Austin.”

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. Is the city of Austin, Texas a brand? What about Austin FC?
  3. What is sports business leadership?
  4. Why is leadership important?
  5. How do you think leadership impacts the future of Austin FC and their new stadium?
  6. Why do you think it is important to Austin FC’s leadership to create a unique stadium experience that is inspired by the city?
  7. What is fan experience?
  8. Why is fan experience important to a sports team like Austin FC?
  9. Based on information from this story, describe how the club will offer ‘Authentic Austin’ experiences at games when the new stadium opens.
  10. How might those experiences impact the overall fan experience?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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