Danita Johnson, president of DC United, is leading the charge in Major League Soccer’s growth. Her innovative strategies are driving the team’s success amid record-breaking attendance and a soaring $775 million valuation.
MLS Attendance Soars to New Heights
Major League Soccer (MLS) is experiencing unprecedented popularity. The league recently announced an all-time attendance record of over 11 million fans for the regular season. This milestone was achieved with 16 matches still left to play.
Chris McGowan, MLS executive vice president, stated:
“Having surpassed our record attendance with 16 matches left to be played in the regular season is a testament to the incredible momentum behind MLS and how we continue to push the boundaries of where we can go as a League.”
DC United’s Valuation Reaches $775 Million
Under Johnson’s leadership, DC United’s value has skyrocketed. As of May, the team is valued at approximately $775 million, according to Forbes. This represents an impressive 11% increase from the previous year.
Johnson’s business acumen, honed from her experience with the WNBA and NBA, is proving invaluable. She’s applying best practices learned from these established leagues to propel DC United forward.
Technology-Driven Growth Strategies
Johnson is leveraging technology to sustain DC United’s growth. Her focus is on data-driven marketing to reach diverse fan segments. Additionally, she’s implementing enterprise software like Asana and Tableau for efficient project management.
“In our world, it’s very interesting, because we go B2B and B2C, back and forth, all the time, between dealing with fans and dealing with brands,” Johnson explained during a mainstage interview at Fortune’s COO Summit.
Expanding Soccer’s Reach in the U.S.
A key part of Johnson’s strategy involves attracting Black American consumers to soccer. She recognizes that while many are sports fans, soccer isn’t as familiar to them as other sports.
Johnson aims to simplify the player development system in soccer. She believes this will encourage more American kids to pursue soccer professionally. “If we have more kids playing soccer at a high level, we’re going to develop our own stars in the U.S. When we develop our own stars in the U.S., the sport will continue to grow,” she said.
Historical Significance of Johnson’s Role
Johnson’s appointment as DC United’s president in December 2020 was groundbreaking. She became the first Black executive to lead an MLS club, marking a significant milestone in sports leadership diversity.
Her previous roles with the WNBA’s Los Angeles Sparks and NBA’s Los Angeles Clippers prepared her for this position. Johnson sees parallels between the WNBA and MLS, both leagues experiencing rapid growth after nearly 30 years of existence.
The Future of MLS and DC United
As MLS continues to gain popularity, Johnson’s strategies are positioning DC United for long-term success. Her focus on technology, diverse fan engagement, and youth development is setting a new standard in sports management.
With the 2026 World Cup on the horizon, Johnson’s leadership comes at a crucial time. Her innovative approaches may well shape the future of soccer in America.
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