AC Grand Rapids today launched “Nickname the Team,” a digital campaign inviting fans and the broader West Michigan community to help determine our unofficial nickname ahead of our inaugural 2027 season at Amway Stadium.
The campaign runs today through Monday, September 21.
Nicknames for professional soccer clubs around the world have long been used by fans and media — monikers born out of community and fan culture rather than corporate branding. For example, Manchester United are known as “The Red Devils,” Arsenal FC are “the Gunners,” CD Guadalajara is referred to as “Chivas,” and Juventus FC is nicknamed “La Vecchia Signora” (“The Old Lady”).
Now, we are inviting you, the members of our community, to help create that same kind of secondary identity.
The nickname will be used in various ways. It will provide an alternate way for fans and media to talk about the club, provide inspiration for new merch products, and inform the development of the club’s mascot and other fan experiences.
The people of West Michigan are what will define AC Grand Rapids’ culture and identity. The “Nickname the Team” campaign is a unique chance for fans to help shape how this club truly reflects and represents our community. But it certainly won’t be the last. We can’t wait to see what the fans come up with. — Darrius Barnes, AC Grand Rapids President
Fans can share suggestions through the campaign’s online submission form.
The “Nickname the Team” campaign was previewed at the first AC Grand Rapids Fan Council meeting at New Holland Brewing on Wednesday night. Club leadership shared several updates on the club’s development and allowed Council members the chance to submit their suggestions on the spot — ahead of Thursday’s public launch.
Following the initial phase of the campaign, we will reveal 5-6 finalists from all the entries. Fans will then have the opportunity to vote for the winning nickname, which will be announced at a future date.
