Forward Madison FC Bio
Forward Madison FC is a professional soccer club based in Madison, Wisconsin, founded on May 17, 2018. The club competes in USL League One, the third tier of the United States soccer system, and plays its home matches at Breese Stevens Field.
Owned and operated by Big Top Events, Forward Madison FC is known for bold visual identity tied to Madison civic imagery, distinctive jerseys and mascots, and an outsized digital presence that has built a broad local and international following.
Early Life and Background
Forward Madison FC was announced as a founding member of USL League One on May 17, 2018, following a plan led by Big Top Events to bring professional outdoor soccer to Madison. The City of Madison approved a ten-year contract with Big Top Events in May 2018 that included municipal funding for stadium improvements and an expansion of Breese Stevens Field.
Breese Stevens Field, built in 1925 and listed on the National Register of Historic Places, was expanded to a capacity of 5,000 as part of the club’s launch. The stadium is owned by the City of Madison and has been operated by Big Top Events since 2015, creating a central venue for the club’s home matches and community events.
Path to Soccer
Formation of the club followed public engagement and a crowdsourced name campaign in 2018. Madison Pro Soccer ran a “Name Your Club” vote that narrowed options and led to the selection of Forward Madison FC in November 2018; the word “Forward” reflects Wisconsin’s state motto. The club unveiled its badge, colors and identity at a public event that emphasized civic ties, including a sky blue field and white sash drawn from the Madison city flag.
Early operational leadership included Peter Wilt as managing director, a figure with prior experience launching professional teams. The club also established early MLS affiliations to support player development, announcing a one-year affiliation with Minnesota United FC ahead of its inaugural 2019 season and later an affiliation with Chicago Fire FC in 2020.
Forward Madison FC Career
Early Career (2019–2020)
Forward Madison FC played its inaugural USL League One season in 2019. The club drew notable local support, posting an average home attendance of 4,292 in 2019, the highest in USL League One that year. Early roster construction included the club’s first signings and the appointment of Daryl Shore as the team’s first head coach and technical director.
The club quickly developed a national profile for its fan engagement and creative marketing. Social media moments, particularly a viral tweet during a polar vortex featuring the club’s flamingo motif, amplified Forward Madison’s identity beyond Madison and helped establish a loyal supporter base.
USL League One Rise (2019–2024)
Across its first seasons, Forward Madison FC consolidated its local presence while experimenting with distinctive kit design and fan-driven initiatives. The team’s jerseys became a signature element of the brand; the club has produced a sequence of notable kits that generated strong retail sales, including an inaugural pink-patterned third jersey that won a global kit competition in 2019.
Coaching and technical leadership evolved over time. After the initial coaching appointment, Carl Craig served as head coach and technical director beginning in December 2020, followed by the hiring of Matt Glaeser as head coach and technical director leading into the 2022 season. Glaeser was confirmed to return for subsequent seasons, providing continuity in coaching through 2023 and beyond.
Big Top Events Era (2018–Present)
Big Top Events has steered the club since its launch, combining venue operations at Breese Stevens Field with ownership of other Madison sports properties. Under Big Top Events, Forward Madison has focused on integrating matchday experience, merchandise and community programming. The club’s commercial model highlights merchandise as a significant revenue stream, and the organization has reported an above-average share of revenue from shirt sales compared with peer clubs.
The club’s home venue and community programs have underpinned its stability. Breese Stevens Field continues to host the team’s home matches, college and high school events, and community gatherings, maintaining Forward Madison’s connection to the city’s sporting life.
Driving Style and Strengths
Forward Madison FC’s strengths lie in fan engagement, brand creativity and matchday atmosphere as much as on-field tactics. The club has built a distinctive identity around its flamingo motif, sky blue and pink color palette, and close collaboration with supporters groups, translating strong merchandise sales and social media reach into financial and cultural momentum.
Notable Events and Milestones
Key milestones include the club’s founding and launch of USL League One in 2019, record average attendance for the league in its inaugural season, the viral social media moments that expanded the club’s profile, and industry recognition for kit design. Mascots—including Lionela Bessi and Rose Cowbelle, the latter named by fans—have become visible elements of the club’s matchday culture, with a formal retirement event held for Lionela Bessi at the 2024 home opener.
Forward Madison FC Career Wins
Since beginning competitive play in 2019, Forward Madison FC has accumulated league and cup wins as part of its ongoing USL League One campaigns. The club’s competitive record is maintained by league and club sources; Forward Madison’s on-field results have been one element of a broader organizational emphasis on supporting fan culture and sustainable operations.
USL League One Highlights
As a founding USL League One member, Forward Madison’s 2019 season drew the highest average attendance in the league and demonstrated strong local demand for professional outdoor soccer in Wisconsin. The club’s early seasons established a foundation of supporters, unique merchandise offerings and frequent community partnerships that remain central to its profile.
Other Wins & Perfromances
Beyond league play, the club’s notable non-competitive accomplishments include merchandising milestones and fan engagement innovations. Forward Madison earned significant revenue from kit sales in its inaugural season—outperforming many peers—and has continued to design distinctive shirts and fan experiences that have attracted attention at national and international levels.
Forward Madison FC Family
Family Background and Racing Lineage
The club’s family consists of a network of supporters groups, civic partners and ownership tied to Madison’s sports landscape. Forward Madison formally recognizes multiple independent supporters groups with distinct focuses, including The Flock as the primary independent supporters association, La Barra 608 for Latino fans, Forward Union for community service, Featherstone Flamingos celebrating Black culture, Accessimingos centered on fans with disabilities, and Mingo Ladies for women-identifying supporters.
Personal Life
Forward Madison maintains an international membership program called Mingos Worldwide and a promotional slogan that reflects the club’s outreach beyond Madison. Mascots Lionela Bessi and Rose Cowbelle are public symbols of the club’s personality, and fan-driven activities—such as collaborative jersey design and unique kit launches—form an active part of the club’s communal life.
2025 Season Performance
In the 2025 USL League One season Forward Madison FC competed in a 14-team table and finished 10th, reflecting a mid-to-lower table campaign in a competitive league. Matt Glaeser served as head coach during this period, providing continuity in technical leadership following his appointment in 2022.
The 2025 storyline leaned on the club’s strengths off the field while aiming to translate fan energy into improved results on it. Continued emphasis on matchday experience, merchandise and supporter engagement remained central to the club’s outlook as Forward Madison sought incremental progress in league standings and squad development.
Looking forward, the organization’s operating model—anchored at Breese Stevens Field under Big Top Events—positions Forward Madison FC to build on community ties, sustain commercial momentum from merchandise and branding, and pursue competitive gains in future USL League One seasons.
