• by Fern Siegel , January 24, 2024

The Bay Area's new women's professional soccer franchise, BayFC, launched its brand campaign "B Legendary" with the tag: "It's time."

The campaign runs on cable and streaming TV, social media and 600+ digital and still billboards across the region.

“'B Legendary' is a love letter from Bay FC to our Bay Area community, reminding them of their hidden talents, fandom and dedication as we march toward our inaugural season kickoff in just two months,” said Jen Millet, COO of Bay FC.

Inspired by its locale, the spot features music from Bay Area artist LiTTiE and area residents. 

“Being from the Bay means being a disruptor, challenging norms,” said Stephen Goldblatt, founder-creative director of Partners in Crime. “Everyone who touched this creative work has a deep history in the Bay Area — from the production team to the music to the actors — and had a real stake in making something impactful for this incredible new sports franchise.”

Bay FC begins its inaugural season in March 2024 at PayPal Park in San Jose. Fans can also follow@wearebayfc on social channels for future announcements.

Partners in Crime's client work includes Space Tea, FreePik and Bank of the West.