Santa Ana Winds FC get a new logo… and?

The Santa Ana Winds Football (Soccer) Club, formerly of the National Premier Soccer League, have resurfaced with a much-improved, and sorely needed, team crest. But they still don’t have a home field in Santa Ana proper. Instead, this team plays some of its “home” games in Aliso Viejo. And the team still doesn’t have its online presence down. Their dot com is inoperable and there’s no Twitter account. It’s shameful. Why re-brand if you’re not going to set your brand to market? The point is to project it and have a presence, make a mark, get on the map, get on the radar.

Santa Ana is flooded with soccer leagues, seemingly all competing with each other for fields. Santa Ana’s Parks & Recreation Director Gerardo Mouet said that these leagues tend to fight over Santa Ana’s Soccer Complex at Centennial Park, for example.

Because of this lack of organized soccer leagues in Santa Ana, it makes it difficult to unite behind a common goal, one that ideally has a pro-level or semi-pro team representing the city. No, it doesn’t have to be a Major League Soccer club, but perhaps one in the NPSL or maybe even the NASL. The truth is, any better-organized club at whatever level bearing the city’s name is better than the scattered, bickering teams and unaffiliated amateur leagues that aren’t really thinking of forming behind a common Santa Ana name, which would only be good for the city’s projection and brand.

Santa Ana could have an elevated profile in competitive soccer if the field at Centennial were better utilized and marketed. There’s also the new field at Santa Ana College, which is available for rent. But there’s been no team, or business plan, that has effectively identified with, and led to cementing a semi-pro to professional level soccer team bearing Santa Ana’s name.

What we have instead is one giant squandered opportunity given all of the talent here combined with the lack of a team with the inability to capture the Santa Ana soccer market.

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