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David Beckham’s MLS team unveils name, logo for Miami

September 16, 2018

David Beckham’s new MLS franchise in Miami has unveiled its club name and a heron-themed logo featuring two herons and an eclipse. The colors are black and pink – a Miami Vice theme. The Miami Heat had great marketing success this year with alternative “Vice” jerseys in black, white, and pink.

Club Internacional de Fútbol Miami proudly highlights the city’s international roots. Just over half of Miami-Dade County residents are foreign born, one reason that the global sport is so popular here.

“Club Internacional de Fútbol Miami is a name that celebrates the incredible energy of one of the most exciting cities in the world – one that is diverse, passionate and ambitious – a city that has welcomed me, and so many others, so warmly,” Beckham said. “Our club will be a home for all – no matter where you are from or how you got here. This is just the beginning of our journey as we continue to build towards our first game in 2020.”

Miami MLS Managing Owner Jorge Mas, also the chairman of Coral Gables-based MasTec (NYSE: MTZ), said the name reflects the strength that Miami’s global population draws from its dreams and the city’s inclusiveness.

The club’s logo features two herons and an eclipse. The colors are black and pink – evoking a “Miami Vice” theme. The Miami Heat had great marketing success this year with alternative “Vice” jerseys in black, white and pink.

The herons, specifically the crest white herons, represent freedom and power since they migrate long distances and are strong hunters. The herons’ leg are clasped together to form an “M” for Miami. The eclipse represents how the people of Miami work day and night to realize their dreams.

Mas told the Business Journal that the logo was developed after receiving feedback from fans and working with New York digital media firm Doubleday & Cartwright, which came up with the heron theme and designed it. The heron will also be the team’s mascot, and the logo will be featured prominently on its merchandising and uniforms, he said.

By having the club’s name in Spanish, which is rare for a U.S. sports team, Mas said he’s paying homage to the Latin American influence on Miami fútbol, which is the primary sport of many residents.

Local artists Alexander Mijares and Absrk are creating murals with the new logo in Miami’s Brickell and Wynwood neighborhoods.

Adidas is creating uniforms for the club with the pink, black and white colors, Mas said. Meanwhile, the club already has a list of thousands of people who are interested in buying its merchandise, which will include T-shirts, scarves, sweatshirts and bumper stickers, he said.

“I have lived here my whole life and I underestimated the passion for soccer in this town,” Mas said.

The club’s new website has more information about the team, including its mantra: Libertas. Unitas. Fortuna. (Liberty. Unity. Fortune.) It also highlights the club’s plans to transform what’s currently a city golf course into a commercial project anchored by an MLS stadium.

On Nov. 6, the city of Miami voters will decide whether to lease 73 acres of the 131-acre Melreese Country Club, just east of Miami International Airport, to Miami Freedom Park LLC, an affiliate of the MLS club. It plans to build a 25,000-seat stadium, 750 hotel rooms, 400,000 square feet of technology offices, 600,000 square feet of entertainment, restaurants and retail, 3,750 parking spaces with 23 acres of soccer fields elevated above them, and a golf driving range. There would be about 1,250 additional parking spaces for the commercial components.

The remaining 58 acres would be converted from a golf course to a free public park. The ballot language states that no local tax dollars would go toward the privately funded project.

Miami attorney William Douglas Muir filed a lawsuit against the city of Miami, seeking to remove the MLS stadium proposal from the ballot because the city commission allegedly violated the city charter by placing it there. A judge has dismissed the lawsuit, but Muir vowed to appeal.

In the meantime, the club is seeking a temporary venue to hold games starting in March 2020. Mas said Marlins Park and Hard Rock Stadium are the main options, although there might be games in Broward and Palm Beach counties to reach fans further north.

The club’s roster should start coming together around fall 2019, Mas added.

The club is also speaking to multiple venues across Miami-Dade County to host a training academy for youth soccer. Mas said he’d like to field five teams with players on scholarship – competing at the club’s expense – at a venue with eight fields. The site could also host training by international teams, he said.

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