How VC Power Players and Celebrities Are Fueling LA’s Women’s Soccer Revolution
The Birth of Angel City FC
When Upfront Ventures partner Kara Nortman first met Natalie Portman to discuss nonprofit collaborations, neither imagined they’d soon be co-founding a groundbreaking sports franchise. Together with president Julie Uhrman, they’re leading Angel City FC - a star-studded initiative bringing a National Women’s Soccer League (NWSL) team to Los Angeles by Spring 2022.
A Stellar Investor Lineup
The ownership group reads like a who’s who of influential figures:
- Tech & VC: Alexis Ohanian (Reddit co-founder)
- Sports Legends: Serena Williams, Julie Foudy, Mia Hamm, Abby Wambach
- Hollywood Power: Uzo Aduba, America Ferrera, Jennifer Garner, Eva Longoria
- Digital Creators: Casey Neistat (YouTube pioneer)
Why Women’s Soccer? Why Now?
Despite pandemic challenges, the investors see tremendous opportunity:
“We’re venture capitalists. We’re optimists,” Nortman told TechCrunch. Her passion stems from:
- Lifelong LA sports fandom (Dodgers, Kings, Lakers)
- Attending the iconic 1999 Women’s World Cup at the Rose Bowl
- Witnessing the 2015 World Cup in Vancouver
“I was like… ‘Hey! Why won’t you take my money?’” Nortman recalled, referencing the pay disparity women athletes faced just four years ago.
Building More Than a Team
Angel City represents a paradigm shift in sports ownership:
- Female-led ownership group (a NWSL first)
- Community-focused model via LA84 Foundation partnership
- Brand-first approach beyond traditional sports
“We view soccer as one expression of our brand, but not necessarily the first,” Nortman explained, hinting at innovative engagement strategies.
The Leadership Team
Key architects driving the vision:
Kara Nortman (Upfront Ventures)
- Connector between tech, sports, and entertainment
- Organized initial investor gatherings
Natalie Portman
- Inspired the “Jack Nicholson effect” for women’s soccer
- Championed community impact initiatives
Julie Uhrman (President)
- Former Ouya gaming console founder
- Brings media expertise from Lionsgate and Playboy
Addressing Industry Challenges
While facing broader sports viewership declines, Angel City plans to:
- Leverage digital-native strategies
- Create multi-platform content
- Build emotional connections beyond the pitch
“This has the power to make tangible change for female athletes,” Portman emphasized in a statement.
The Road Ahead
Though financial terms remain undisclosed, the investment signals:
- Significant growth potential for women’s sports
- LA’s position as America’s soccer capital
- New models for franchise ownership
As Nortman puts it: “We’re building the best athletes in the world in the city with the biggest soccer audience.”
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This hoodie resonates with Angel City FC fans and supporters of women’s soccer—offering stylish, comfortable wear that aligns with the energy of LA’s growing soccer community. Whether you’re at a match or championing the team’s mission, it’s a practical yet symbolic way to show your pride.
The HKG Pullover Hoodie is your go-to for effortless comfort, whether you’re cheering on Angel City FC or embracing LA’s vibrant soccer culture. Designed with a relaxed fit and premium fabric, it’s perfect for game days, casual outings, or supporting the movement behind women’s sports. Wear it with pride as the city rallies behind its newest NWSL team.
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