LA Aztecs: Nearly Five Years of Fighting for Our Name. Now the Future Is Within Reach.

We expect a major trademark milestone in the United States, our football and entertainment application is moving forward in Britain, and our distinctive Aztecs bird is separately registered for clothing. After years of setbacks, the revival of the Los Angeles Aztecs is taking another step forward.

Nearly five years ago, I set out to bring the Los Angeles Aztecs back to life.

I knew it wouldn’t be easy. I didn’t realise quite how much of the journey would be spent fighting to protect the name and identity of a football club that last played in 1981.

There have been legal disputes, trademark oppositions, commercial setbacks and more correspondence with lawyers than I care to remember.

At times, it has felt like we were spending more energy trying to establish the right foundations for the club than actually building it.

But we have kept going.

And today, I have some important news to share.

We are expecting our United States trademark registration to be completed shortly, subject to final confirmation from the USPTO.

That would mark the culmination of a process that began in 2022 and has involved years of trademark work, legal disputes and determination to establish a future for the LA Aztecs name.

I will celebrate when the registration is formally confirmed. Until then, it remains an expected milestone rather than a completed one.

But after everything we have been through, reaching this stage means a great deal.

And there is more news from Britain.

A significant step forward for the Aztecs in the UK

On 28 October 2026, the UK Intellectual Property Office delivered its decision in our trademark dispute with Admiral Sportswear.

The outcome was mixed, but there is an important positive development for the football business.

Our LOS ANGELES AZTECS 1973 trademark application can proceed towards registration in Classes 35 and 41.

These classes include the commercial, sporting and entertainment services that are central to our plans for the club.

Admiral opposed our application in Class 25, covering clothing and merchandise, and succeeded in that opposition.

However, the company did not oppose Classes 35 and 41. The UKIPO therefore confirmed that our application could move forward in those classes.

That is not the same as winning a contested hearing over those services, and registration remains subject to completion of the applicable process.

But it is an important milestone.

For a project built around reviving a football club rather than simply selling retro clothing, those classes are central to our plans.

The football business is what we came to build. And that work continues.

Our Aztecs bird remains registered for clothing

There is another piece of good news.

Brands UTD Ltd holds a separate registered UK trademark, UK00004328878, protecting our distinctive Aztecs bird emblem.

That registration includes Class 25, which covers clothing and apparel.

It is separate from the complete LOS ANGELES AZTECS 1973 crest application opposed by Admiral.

The recent decision does not cancel that existing bird registration.

That is important to us.

The Aztecs bird represents the identity we are trying to bring back. It is the emblem I want to see on football shirts when the team finally returns to the pitch.

There is a legal distinction worth making. Our separate bird registration does not automatically settle the right to use the LA AZTECS wording on clothing in Britain, where Admiral holds an earlier registered word mark.

That issue remains to be resolved.

Nevertheless, we have an existing registered emblem covering apparel, and we intend to protect it.

The bird is part of our future, not simply our past.

What Admiral Sportswear won

Admiral owns the UK registered word trademark L.A. AZTECS, registration UK00004236940.

It opposed the clothing element of our LOS ANGELES AZTECS 1973 crest application on the basis that consumers might confuse the competing marks.

The UKIPO hearing officer found no likelihood of direct confusion.

However, he concluded that some consumers might believe the marks came from commercially connected businesses.

That is known as indirect confusion.

On that basis, Admiral’s Class 25 opposition succeeded.

Unless successfully appealed, the clothing element of our full crest application will be refused. A £1,000 costs award was also made against Brands UTD Ltd, subject to the applicable appeal arrangements.

I disagree with the result, but I believe supporters deserve an accurate account.

Admiral won that particular dispute.

It did not prevent our unopposed football and commercial-service classes from proceeding.

It did not cancel our separate bird registration.

And it did not settle every possible question concerning the competing trademark rights.

The February 2025 correspondence

There is an earlier chapter to this story.

Before Admiral claimed priority for its L.A. AZTECS trademark, representatives of the company were already discussing our LA Aztecs project with me.

On 20 February 2025, Theo Hamburger contacted me following an earlier conversation and asked for details of the logos and trademarks associated with the project.

I asked for a letter of intent.

On 25 February, Admiral’s Managing Director, Jonathan Hamburger, followed up concerning the LA Aztecs.

Admiral’s subsequent trademark registration claimed European priority from 27 February 2025.

Those dates are documented.

They do not, by themselves, prove wrongdoing.

The recent UKIPO hearing dealt with the likelihood of confusion between trademarks. It did not decide whether Admiral’s registration had been applied for in bad faith.

We are considering whether there is sufficient evidence to pursue a separate invalidity challenge under Section 3(6) of the Trade Marks Act 1994.

Such a challenge would have to establish the relevant legal grounds. No finding of bad faith has been made against Admiral, and the outcome of any further proceedings cannot be assumed.

I would prefer a reasonable commercial resolution.

Admiral has an established heritage sportswear business. We are developing a football and entertainment business.

I believe there should be room for both, provided our respective rights are respected.

What matters most to me is not spending the next five years arguing over a badge.

It is finally putting a team on the pitch.

Why I started this journey

When I began pursuing the revival in 2022, I kept coming back to one question.

How could a club with this much history simply disappear?

George Best wore the Aztecs shirt.

Johan Cruyff wore the Aztecs shirt.

Rinus Michels managed the Aztecs.

The club was part of an extraordinary period in American soccer, when football, music, celebrity and ambition came together in a way that had rarely been seen before.

It wasn’t always successful.

It wasn’t always sensible.

But it had imagination.

And that is something I believe American soccer needs again.

The original Aztecs were more than a football team. They belonged to a moment when people genuinely believed the game could become something enormous in North America.

I still believe it can.

But I am increasingly convinced that the next chapter needs a different business model.

Building football differently

Over the past few years, I have spoken with league executives, club owners, investors and people involved in stadium development.

The more I have learned about the economics of American professional soccer, the more I have questioned the system.

The franchise fees can be enormous.

The territory restrictions are complicated.

The stadium requirements can take years to satisfy.

And the operating losses can be considerable.

A football club should not have to spend millions simply to acquire permission to begin playing.

There has to be another way.

I want the Los Angeles Aztecs to be part of that alternative.

A club that combines football and entertainment.

A team that can establish a permanent home in Southern California while also travelling to play matches in other markets.

A business that understands the value of music, culture, personality and the live experience.

And potentially the foundation of a new North American soccer competition built around lower costs, centralised commercial operations and supporters rather than expensive expansion rights.

That is the direction I am exploring.

It is ambitious. There are significant questions still to answer about funding, venues, competition structure and operations.

We do not yet have a permanent stadium or a confirmed league.

But I believe the opportunity is worth pursuing.

And I believe the Aztecs are the right team to lead it.

The trademark battle has taught me something

When you start a project like this, you naturally think about the exciting parts.

The first match.

The stadium.

The players.

The supporters.

The shirt.

You don’t imagine spending years dealing with legal paperwork and trademark proceedings.

But protecting the identity has become part of the journey.

It has taught me patience.

It has also taught me that if you believe in something, you have to be prepared to defend it.

We began pursuing the modern Aztecs identity in the United States in 2022.

Now we are approaching what we expect to be an important American registration milestone.

In Britain, our application for football and commercial services can proceed towards registration.

And we retain a separately registered bird emblem covering clothing.

There are still unresolved legal questions.

But there is also real progress.

The next challenge is turning that progress into something supporters can experience.

The real victory will be on the pitch

I know some people will look at the UKIPO decision and say Admiral won.

On the clothing opposition, that is correct.

But I look at the bigger picture.

Nearly five years ago, we started with an idea.

Bring back the Los Angeles Aztecs.

Protect the identity.

Build the foundations.

Find a way to put a team on the pitch.

That idea has survived legal battles, setbacks and more than a few difficult moments.

We have not achieved the final ambition yet.

And I won’t pretend that a trademark registration is the same as having a football club playing every weekend.

But it is progress towards making that possible.

I want to see eleven players wearing the Aztecs bird.

I want supporters gathering before kick-off.

I want music playing, families coming through the gates and children discovering the history of George Best and Johan Cruyff.

More than anything, I want a new generation of Aztecs players to create their own history.

The greatest moment in this journey won’t come from an intellectual property office in London or Washington.

It will come when the whistle blows and the Los Angeles Aztecs take the field again.

Nearly five years of fighting for the name.

Our American trademark registration is expected to reach its final milestone.

Our football and commercial trademark application moves forward in Britain.

Our registered Aztecs bird remains protected.

The legal battles have been part of the story.

But they were never the reason we started.

The shirts matter. The badge matters. The name matters.

But the football matters more.

Football is for the fans.

Trademark references: UKIPO decision O/0973/26, dated 28 October 2026; LOS ANGELES AZTECS 1973 application UK00004206336; registered bird emblem UK00004328878; Admiral’s L.A. AZTECS word mark UK00004236940. Classes 35 and 41 remain subject to completion of registration procedures. The expected US trademark registration has not yet been confirmed. No finding of bad faith against Admiral was made in the UK opposition proceedings.

We don’t want to build another football club and hope people turn up. We want to find the people first and build something they actually want.

Los Angeles knows entertainment better than almost anywhere on earth.

It gave the world Hollywood. It gave the world extraordinary music, unforgettable personalities and a culture that travels across continents.

Yet somewhere along the way, professional football started treating entertainment as something that happens before kickoff or at half-time.

We think that’s missing the point.

Football is entertainment.

The players are the performers. The pitch is the stage. The supporters create the atmosphere.

And the best moments are the ones nobody could have written in advance.

We are working to bring back the Los Angeles Aztecs.

But we’re not here to tell you that Los Angeles needs another football franchise.

We’re here to ask whether Los Angeles wants a different kind of football club.

A people’s club. A football club. An entertainment company. All three, under one badge.

Imagine a Saturday Afternoon With the Aztecs

It’s Saturday afternoon in Southern California.

The football hasn’t started, but the event already has.

Music carries across the parking lot. A local DJ is playing. Independent musicians are getting ready to perform. Food trucks are serving the dishes that make Los Angeles one of the great food cities in the world.

Families are arriving. Children are kicking footballs around. Supporters are meeting friends.

Nobody is being made to feel that football is a luxury reserved for people with expensive tickets.

We want to explore affordable terrace admission, with a target of tickets starting around $15 where the economics allow it. We want to find ways for children to attend free, supported by commercial partners who understand what building the next generation of supporters really means.

Not because affordable football makes a good marketing slogan.

Because empty seats don’t create memories.

Inside the ground, the music continues.

The players are not anonymous faces on a team sheet. They have personalities. Stories. Nicknames. Characters the supporters recognise.

We want cameras close to the action, behind-the-scenes access, and opportunities for supporters to get to know the people wearing the shirt.

Imagine hearing a player explain what was going through his mind before a decisive moment.

Imagine following a young footballer from a local amateur pitch to his first appearance in an Aztecs shirt.

Imagine the entire crowd knowing his story before he kicks a ball.

Then the whistle blows.

And the football has to deliver.

Attacking football. Brave football. Players willing to take risks and entertain.

We cannot promise to win every match. Nobody can.

But we can build a football culture that values imagination over fear.

When the match ends, the experience doesn’t have to.

Music. Supporters. Players meeting children. A reason to stay, talk and come back.

Four hours of entertainment built around ninety minutes of football.

That’s the ambition.

Not a conventional match with a few songs added.

A genuinely different sporting experience.

We Want Footballers, Not Robots

Modern football has become very good at producing players who follow instructions.

Sometimes it feels like we’ve coached the imagination out of them.

We want the winger who tries something outrageous.

The midfielder who sees a pass nobody else can see.

The striker who plays with a smile and makes the crowd believe anything is possible.

We want characters.

The original Aztecs understood the value of extraordinary football personalities.

George Best played for the club. So did Johan Cruyff.

They were not simply excellent footballers. They made people want to watch.

They had imagination, confidence and the courage to be different.

We are not pretending that another George Best is waiting around the corner.

But somewhere in Southern California, there are talented footballers who have been overlooked.

Some never entered the academy system.

Some couldn’t afford it.

Some developed in parks, local leagues and community teams.

Others simply didn’t fit the mould.

We want to find them.

Our proposed recruitment model includes free open trials, local amateur league scouting and relationships with community football organisations.

No player should have to buy the opportunity to demonstrate their talent at an Aztecs open trial.

Selection should come down to ability, attitude and character.

Not the size of somebody’s bank account.

We want the footballers the system forgot to look for.

The People’s Club Must Mean Something

Every football club claims its supporters are important.

Then the important decisions are made behind closed doors.

Ticket prices rise. Traditions disappear. Communities are forgotten.

And supporters are told to be grateful.

We want to challenge that culture.

Not by pretending that running a professional football club is easy.

It isn’t.

A sustainable club needs commercial discipline, good management, investment and people prepared to make difficult decisions.

But supporters should have a genuine voice in the experience they help create.

We want our founding community to help shape the Aztecs’ matchday identity.

What music should we play?

What should the supporters’ terrace feel like?

Which community projects deserve our attention?

What traditions should we bring back?

What new traditions should we create?

We intend to consult supporters on these questions and establish clear opportunities for them to influence the club’s culture.

We also want to explore a permanent supporters’ advisory structure as the project develops.

That is different from promising legal ownership or control that hasn’t yet been established.

A people’s club should be judged by how it treats its people, not by what it calls itself.

The First 1,000

Here is where the story changes.

We’re looking for the first 1,000 people who want to help bring the Los Angeles Aztecs back.

Not 1,000 investors.

Not 1,000 corporate sponsors.

One thousand people who believe Southern California has room for something different.

We want to recognise this group as the Founding 1,000.

The people who stepped forward before a league place was confirmed, before the first match was announced and before anybody knew whether the idea would succeed.

We want founding supporters to be the first people invited to take part in community consultations, supporter surveys and conversations about the club’s future.

We want to explore permanent recognition for those early supporters, potentially through a founding supporters’ display at a future home or a dedicated digital archive.

We also intend to explore priority access to inaugural match tickets when fixtures and ticketing arrangements are confirmed.

Those benefits will depend on the club’s eventual structure and venue agreements. We would rather be clear about that now than make promises we cannot keep.

But one thing is certain.

The first 1,000 will have something no future supporter can buy.

They were there when the club was still an idea.

So Where Will We Play? And When?

Fair questions.

And you deserve proper answers.

We are exploring the practical requirements of bringing professional football back under the Aztecs name.

That means discussions about suitable venues, competition opportunities, investment and the commercial structure needed to make the club sustainable.

We have not announced a confirmed home stadium, league entry or inaugural fixture.

We’re not going to invent a kickoff date just to make a headline look impressive.

Instead, we see three stages.

First: Prove the People Want It

Our immediate objective is to recruit the Founding 1,000 and understand where genuine support exists.

We want to hear from people across Los Angeles County and Southern California.

East Los Angeles. South Los Angeles. The San Fernando Valley. The communities that too often get overlooked when professional sport makes its plans.

We want to explore local supporter meetings and conversations with community football organisations.

Most importantly, we want to establish how many people would actually attend an Aztecs event.

Not just click a like button.

Turn up.

Second: Find Our Home and Build the Business

The next stage is to identify a suitable venue and secure the necessary commercial and competition arrangements.

That could mean an existing college stadium or another appropriate facility.

Our preference is a home that feels like a football ground, not an enormous empty building where supporters are scattered across thousands of seats.

We want the atmosphere to matter.

And we want the business model to make sense.

We are also exploring how football events, original content, music, merchandise and sponsorship can work together.

The ambition is to build an entertainment brand with multiple sources of revenue rather than expecting ticket sales alone to carry the entire operation.

Third: Put Footballers on the Pitch

Once the appropriate foundations are in place, the football begins.

Local scouting.

Open trials.

Recruitment.

Building a squad with character, ability and a connection to the communities we want to represent.

And eventually, the first whistle.

Every stage depends on securing the right resources and approvals.

But there is a reason we want to start with supporters.

Why build a stadium for people you haven’t bothered to ask?

Los Angeles Doesn’t Need Another Copy

We respect what other football clubs have built.

But we don’t want to copy them.

We are not trying to become a smaller version of LAFC or the Galaxy.

We want our own identity.

Our own audience.

Our own culture.

A club that celebrates footballers with personality.

A club that treats music and entertainment as part of its DNA.

A club that gives talented local players a chance.

A club that understands families need affordable days out.

A club that creates content worth watching even when there isn’t a match.

And a club that remembers who makes football matter.

The supporters.

Help Us Prove There Is Demand

This is not a fundraising appeal.

We’re not asking you to purchase shares.

We’re not asking you to buy a season ticket for a stadium that hasn’t been secured.

We’re asking for something simpler.

Tell us whether you would support the Los Angeles Aztecs.

Tell us where you live.

Tell us whether you would attend a match.

Tell us whether you would bring your family.

Tell us what an affordable, entertaining football experience should look like.

And tell us what you think a people’s club should stand for.

We want to publish meaningful updates on the interest we receive, including how many supporters are based in Southern California and how many express an intention to attend.

A thousand registrations will not guarantee a successful football club.

But a thousand genuine local supporters would be a beginning.

And that is far more valuable than pretending an audience exists without asking it.

Los Angeles, This Is Your Invitation

The original Los Angeles Aztecs belonged to a remarkable chapter of American soccer.

They brought great players, unforgettable personalities and ambition to a city that understood the value of a show.

More than fifty years later, we believe there is an opportunity to create something new.

Not a museum of the past.

Not another corporate franchise.

A living, breathing football club that entertains people, discovers talent and brings communities together.

We want the music.

We want the characters.

We want the attacking football.

We want the noise from the terrace.

We want children going home trying to copy something extraordinary they saw on the pitch.

And we want supporters who can say they helped make it happen.

But wanting it ourselves is not enough.

Los Angeles has to want it too.

So here is our question.

Would you come?

Would you bring your children?

Would you tell your friends?

Would you stand alongside us and help build the Aztecs?

If the answer is yes, we want to hear from you.

Become one of the Founding 1,000.

Not because we can promise you a football club tomorrow.

Because we believe the best football clubs are built by people who care enough to start something today.

The Los Angeles Aztecs.

The people’s club. The beautiful game. The greatest show in town.

Football Is For The Fans.

Join the Aztecs community and register your interest in the return of the club. Tell us where you’re from, whether you’d attend a match and what you want the Aztecs to become.

The business

Build LA Aztecs into a football entertainment and media company inspired by the promotional strengths of UFC, the cultural identity of St. Pauli and the lifestyle appeal of Como.

Real football remains at the centre. Around it, we develop live events, original content, sponsorship, merchandise and commercial partnerships.

The longer-term objective is a professional football club with a permanent home in Southern California, subject to the necessary funding, approvals and league arrangements.

The founder

I’m , founder of and a former football agent.

I’ve built a consumer brand, worked with professional football clubs and players, and developed commercial relationships across the game.

My role is to bring together the brand, investors, football expertise and operating partners needed to turn the concept into a business.

I’m looking for people whose experience complements mine.

The financial opportunity

Rather than immediately committing approximately $25 million to a professional football operation, I want to test the business through a smaller, controlled launch.

Our current priorities are:

• $50,000: Our minimum threshold of credible, non-binding investment interest before proceeding with the community offering process.

• $100,000: The initial capital target towards developing and staging our first football entertainment event.

• $200,000 to $300,000: The indicative total cost range previously considered for an event, subject to venue quotations, production requirements and an independently reviewed budget.

The initial $100,000 is not being presented as sufficient to fund the complete event. Any remaining capital must be secured before committing to delivery.

The commercial test

As a simple illustration, an event costing $200,000 could break even with $60,000 in contracted sponsorship, $20,000 in net merchandise and other contributions, and 3,000 paying spectators generating $40 net ticket revenue each.

These are planning assumptions, not secured revenues or confirmed costs.

We need to validate them with venue quotations, commercial agreements, actual paying customers and experienced operators.

What we need

A financial founding partner. An experienced Southern California event operator. Media production expertise. Football talent relationships. Sponsors and commercial partners.

We also need professional legal and financial advice to confirm the ownership structure, funding arrangements and investor protections.

The deadline

We have until 13 April 2027 to demonstrate sufficient interest in the current community funding route.

If we don’t, I intend to close that Wefunder approach and explore a different cap table with private investors. Any opportunity for ordinary supporters to participate may then have to wait until a later round, if one becomes available.

Two ways to get involved

For supporters and potential community investors

Read the project information and register non-binding interest here:

LA Aztecs on Wefunder

For serious investors, event operators, media companies and commercial partners

I’m interested in speaking with people who can contribute capital, expertise, relationships or practical operating capability.

Contact me directly:

scott@footballisforthefans.com

I don’t expect one person to bring everything.

I’m looking to assemble the right people around an opportunity that deserves to be properly tested.

I’ve built brands. I’ve worked in football. I know how to bring people together.

Now I’m looking for the partners who want to help turn LA Aztecs into a real business.

The Los Angeles Aztecs were never designed to be ordinary.

Born in Los Angeles in 1973, the club belonged to the wild, ambitious football culture of 1970s America. George Best played for the Aztecs. Rinus Michels shaped them. The club carried the glamour of Los Angeles, the energy of football and the belief that something important could be built in America.

In 1974, the Aztecs became North American champions.

The original organisation eventually disappeared.

The story did not.

Now that story is being rebuilt.

A significant trademark milestone

On October 3, 2026, the United States Patent and Trademark Office accepted the Statement of Use for the trademark application:

LOS ANGELES AZTECS 1973
U.S. Serial Number: 97496554

The USPTO notice confirms that the application will now proceed toward registration, with the registration certificate expected to issue in due course barring extraordinary circumstances.

That distinction matters. The certificate has not yet arrived, so this is not the moment for lazy legal chest-beating.

But it is a serious milestone.

It confirms that the mark has passed the Statement of Use stage and is moving through the final part of the federal registration process.

The name is not being treated as a nostalgic idea sitting in a drawer.

It is being used in the real world.

There is a live website. There is a live shop. There is an active audience. And now there is a growing merchandise collection built around the identity.

The first Los Angeles Aztecs collection

The first collection is now available through the official Los Angeles Aztecs online shop and created by .

It includes:

• Aztecs 1973 Oversized T-Shirt

• LA Aztecs Classic Tee

• Jack’s Back L.A. Aztecs Tee

• L.A. Aztecs Classic Sweatshirt

• LA Aztecs Memorial Coliseum Tee

• LA Aztecs Rose Bowl Tee

• North American Champions 1974 Tee

• Rinus Michels 1979 Sweatshirt

• 1973 Match Poster Hoodie

• Rocketman L.A. Aztecs Tee

Prices range from £39 for classic T-shirts to £69 for the match-poster hoodie, with oversized T-shirts and sweatshirts positioned between them.

These are not just retro football products.

They are the first physical expressions of a football identity being brought back into public life.

A shirt gives people a way to participate before the club has a permanent stadium, regular fixtures or a team walking out under the lights.

That is not a weakness.

It is how movements begin.

The organisation died. The story did not.

The temptation with any historic football name is to turn it into a museum.

Print an old badge. Add a faded photograph. Mention a famous player. Charge too much. Call it heritage.

That is not enough.

The Aztecs cannot survive on nostalgia alone. The history matters because it gives the modern project a foundation. But the purpose of bringing the identity back is to create something living.

The ambition is to build a supporter-driven Los Angeles club with a permanent home, a serious football pathway and a culture that belongs to the people who give it meaning.

The details still have to be earned. The stadium, competition and long-term structure remain part of the work ahead.

No fake guarantees.

No pretending that a trademark certificate is the same thing as a football team.

But every serious club begins with a name, a badge and people willing to believe before the rest exists.

Football before the marketing department

Modern sport often begins at the top.

A franchise is approved. A logo is designed. A stadium is announced. Supporters are invited to become customers.

The Aztecs should be built differently.

The club should come from the culture outward. From the history. From the supporters. From Los Angeles itself.

That means football with character. Football connected to its communities. Football that can be ambitious without becoming soulless.

The Aztecs were connected to George Best, Rinus Michels, Johan Cruyff’s football philosophy and the creative energy of 1970s Los Angeles.

They should not return as a polished imitation of the past.

They should return with the same nerve.

The shop is open

The first Los Angeles Aztecs merchandise collection is now live.

For supporters who remember the club, it is a chance to wear the story again.

For people discovering the Aztecs for the first time, it is an entry point into one of the most colourful chapters in American soccer history.

And for everyone watching the modern project take shape, it is the beginning of something bigger than a clothing range.

The name is being used.

The identity is being built.

The trademark is moving toward registration.

The club is taking its first steps back into Los Angeles football.

The organisation died.

The story did not.

Shop the Los Angeles Aztecs collection

Check the USPTO application status

Los Angeles Aztecs
Football Is For The Fans.

The Los Angeles Aztecs have a preferred site. We are talking to its owner. We are also in discussions with a league.

I am encouraged by both.

Neither conversation is a signed agreement. We will announce commitments when they are secured. But the work is becoming more focused.

We are now seeking a substantial shareholder with the financial capacity to help fund the launch and several operating seasons, including potential shortfalls.

The opportunity is to help shape the club’s leadership, commercial direction and relationship with its supporters from the beginning.

And I want that person to understand what we intend to build.

There should be some rock and roll in this club

Elton John was part of the original ownership. George Best and Johan Cruyff wore the shirt. Rod Stewart was around the club.

Football, music and extraordinary personalities were already part of the story.

What an opening chapter.

I want the next Aztecs to be a home for the creatives, the mavericks and the entertainers. Players with imagination. People with ideas. Supporters who want their football to have character.

The Los Angeles Aztecs are the entertainers.

That is an identity we must earn through our football, atmosphere and welcome.

We cannot promise a win every Saturday. We can remember that people have worked all week and given us their afternoon.

Make it worth coming back.

St Pauli inspires me. Los Angeles will shape us.

I admire how St Pauli connects football, music, its neighbourhood and its supporters. People recognise themselves in that club.

Our connection must grow from Los Angeles: its working families, Latino soccer communities, musicians, artists, coaches and independent businesses.

Picture a band playing before a match. Children kicking a ball. Friends arriving early. Local businesses trading.

We want live performances, artist collaborations and opportunities for emerging talent woven into the club’s life. Our future home could also host music and community events beyond matchdays, subject to the site, permissions and economics.

A small stage could give an artist their first proper crowd. A well-run programme could bring additional visitors and income.

The place should have some rock and roll in it. The accounts should be boring.

Competitive football and the permanent home come first. Everything around them should make the club stronger.

People who understand the work

Mike Charlesworth has joined as strategic advisor, bringing experience of owning and financing Central Coast Mariners, alongside the Centre of Excellence property at Tuggerah.

Mick Pattinson is also involved as an adviser. A former Luton Town shareholder and associate director, Mick brings decades of California development experience, including leadership of Barratt American and the California Building Industry Association.

They understand football, property and the difficult decisions behind both.

I want people around the table who ask the awkward question before it becomes an expensive problem.

We now want the right lead financial partner alongside that experience.

What the investment involves

The lead investor’s equity stake, board representation and decision rights would be negotiated against the capital committed and responsibilities accepted.

Our ownership group must satisfy the applicable U.S. Soccer standards and the requirements of the league we seek to enter.

This invitation concerns the football club. Any participation in stadium operations or surrounding property development would require separately defined terms.

American soccer is attracting capital, but league entry still requires approval. A suitable site, qualified ownership and a credible operating plan must come together.

That is the work we are doing.

Where supporters belong

The Founding 100K campaign is intended to support early development and give supporters a route into the project. It is currently testing the waters through non-binding expressions of interest on Wefunder.

The lead investor would help establish the larger financial foundation for professional football. The relationship between these funding routes must be documented clearly, including what supporters could own, their influence and the risks.

Our ambition is simple: a father should be able to bring his daughter and still afford the shopping. Young players should see opportunities. Local businesses should have a place.

Supporter representation and protection of the club’s identity need workable agreements behind them.

Fans first is easy to print on a scarf. The test comes when keeping the promise costs money.

We have to earn Los Angeles

LAFC and Angel City play in the city. Galaxy plays in Carson and has deep support across the region. We respect those clubs and their supporters.

The Aztecs must earn a following by listening to the communities around our potential home and giving them a reason to return.

The badge might earn a first look. The experience earns the second.

Come and meet us

We have prepared a development and investor due-diligence report covering the site assessment, stadium strategy, proposed financing structure, league pathway and major risks.

Prospective lead investors can email scott@footballisforthefans.com with an introduction and investment background.

We can establish financial capacity, ownership expectations and investment horizon before moving into confidential discussions about the plan, proposed cap table, funding requirements and site and league position.

Musicians, coaches, businesses, community organisers and supporters are welcome too. Bring an idea, an introduction or a willingness to help.

You do not need to invest to be an Aztec.

I am excited about bringing this together. There is substantial work before the first home match. I want to do it with people who care what this club becomes.

The Los Angeles Aztecs. The entertainers. Come and help us earn the name.

Scott Michaels
Los Angeles Aztecs
scott@footballisforthefans.com

Join the Aztecs community and follow our progress

Plans are cheap.

Professional football is not.

It takes money, land, judgment and people who have already discovered where the traps are buried.

That is why I am proud to announce that Mike Charlesworth is joining the Los Angeles Aztecs as a strategic advisor.

Mike has owned and financed a professional football club. He has dealt with players, managers, supporters, sponsors and governing bodies. He has also helped develop a football training ground into a wider commercial destination.

Most importantly, he loves the game.

Not football as a line on an investor deck. The real thing. The beautiful, irrational and occasionally infuriating thing.

He Stepped In When It Mattered

Mike first invested in Australia’s Central Coast Mariners in 2010, becoming a 30% shareholder.

The Mariners represented a proud football region but operated in one of the A-League’s smallest markets. They did not have the financial muscle of the league’s biggest owners. Every decision mattered. Every dollar had a job.

By early 2013, the club was in serious trouble.

Player wages had been delayed. Debts were mounting. The Australian Tax Office was owed money. Construction work at the training complex had stalled. Central Coast possessed a team capable of becoming champions, but the business behind it was running out of road.

Mike increased his stake and took majority control.

He settled urgent bills and transferred the money required to pay the players. SBS later reported that he injected A$5 million to prevent the Mariners from going under.

Less than one month later, Central Coast defeated Western Sydney Wanderers 2–0 to win the club’s first A-League Championship.

Mike did not score the goals. Owners should never pretend they did.

He made sure there was still a club there to score them.

His shareholding eventually grew beyond 80%. Over the following years, he faced the full reality of professional ownership: restricted budgets, player recruitment, academy development, commercial pressure, league politics and the expectations of supporters who rightly wanted more.

There were good seasons. There were hard ones. There was criticism.

That is football ownership.

Anyone selling a spotless story after spending a decade inside the game probably spent that decade in hospitality.

Mike arrives with something more useful than theory. He arrives with scars, judgment and lessons earned the expensive way.

Where Football Meets Property

Mike is also an experienced businessman, investor and property developer.

That matters because the LA Aztecs cannot be rebuilt as a badge attached to somebody else’s business.

We need a home.

In 2010, Mike and his fellow Mariners investors acquired land at Tuggerah for a reported A$7.5 million. The idea was not simply to lay a training pitch and build some changing rooms.

The plan was to create a Centre of Excellence and develop the surrounding land so the site could generate income throughout the year.

Football was the heartbeat. Property was the engine.

The proposed A$40 million development brought together elite training, community facilities, offices, hospitality, retail and other commercial uses. The Australian Federal Government pledged A$10 million toward the project because of its wider community value.

It was ambitious. It was difficult. It was also ahead of its time.

Today, the Tuggerah site includes professional training facilities, five-a-side pitches, offices, a café, an aquatic center and other businesses.

When Mike left the Mariners board in 2022, the club confirmed that he continued to own and operate the Centre of Excellence property.

That is not a conventional football résumé.

It is practical experience of land, planning, construction, commercial tenants, community facilities and the economics behind a year-round sporting destination.

For the LA Aztecs, that knowledge is gold.

Why Mike Fits This Project

The original LA Aztecs had stars.

Johan Cruyff played for this club. George Best played for this club. The Aztecs carried the glamour, imagination and beautiful madness of football in 1970s Los Angeles.

What they never received was permanence.

We cannot rebuild the club by staring at old photographs and hoping nostalgia pays the wages.

History gives us an identity. It does not give us a business model.

Our ambition is bigger than placing a team on a rented field and opening the gates twenty times a year. We want to create an LA Aztecs home built around football, entertainment and community—a place with life beyond matchday and several ways to earn revenue.

A club should not become a property project wearing a football scarf.

But neither should it ignore the land beneath its feet.

The two must serve each other.

Mike understands that balance because he has already worked at the point where football, infrastructure and development meet.

His perspective will help us test potential locations, challenge development assumptions, examine commercial models and avoid expensive mistakes before they are poured into concrete.

That is what a serious advisor should do.

The Matchmaker’s Job

My best work has always happened in the gaps.

I find the overlooked name, the undervalued opportunity and the person whose experience fits the problem.

Then I make the connection.

The LA Aztecs do not need passengers, vanity titles or famous names collected for a press release. We need people prepared to challenge the plan and improve it.

Mike fits the problem.

He knows that passion brings people through the gate. He also knows that planning, property and commercial discipline ensure there is still a gate to walk through.

The old Aztecs brought some of the world’s greatest players to Los Angeles.

The new Aztecs must first build something capable of lasting after the stars have gone home.

Before we chase the names, we build the foundations.

Welcome to the LA Aztecs, Mike.

Scott “Matchmaker” Michaels
Chief Supporter Officer
Los Angeles Aztecs

Follow the journey at fans.losangelesaztecs.com and learn more about the LA Aztecs investment campaign on Wefunder.

The Los Angeles Aztecs crowdfunding campaign is only one part of what we are building.

I want to make something clear from the start:

You do not have to invest to be part of the Los Angeles Aztecs.

Wefunder gives supporters the opportunity to invest at an early stage and potentially participate in the value we are trying to create.

But football clubs are not built by capital alone.

They are built by people.

Supporters. Communities. Sponsors. Local businesses. Landowners. Coaches. Players. Families. Investors. People with introductions. People with ideas. People who remember the original Aztecs and people discovering the name for the first time.

We want all of them involved.

Six Potential Homes

One of our biggest priorities now is finding somewhere the Los Angeles Aztecs can genuinely belong.

We have identified six potential markets across the wider Los Angeles area that we believe deserve further investigation.

They are very different opportunities.

Different communities.

Different demographics.

Different land economics.

Different development possibilities.

That is a good thing.

I have no interest in choosing a location because it looks impressive on a map or gives us the most fashionable postcode.

A football club needs more than land.

It needs a community that wants it.

That has become one of the clearest principles behind this project:

The Los Angeles Aztecs will build their home where they are wanted.

If a city, community, developer, landowner or local football organisation looks at what we are trying to build and says, come here, I want to have that conversation.

Conversations Are Starting

We are beginning those conversations now.

I have reached out through the owner of an existing Los Angeles football franchise to explore whether there may be areas where our interests could align.

Nothing has been agreed.

And nothing should be presented as agreed.

At this stage, the job is to open doors, listen, understand the existing football landscape and explore what opportunities may exist before making major decisions.

The same applies to the league.

We have not chosen one yet.

There are several possible pathways, and I would rather understand them properly than announce a league simply because people want an immediate answer.

We are also speaking with investors and groups involved in the ownership, financing and development of professional league structures.

Those conversations matter.

Entry costs matter.

Territory matters.

Stadium requirements matter.

Ownership structure matters.

Long-term upside matters.

I would rather join the right league later than the wrong league quickly.

One Club. One Focus.

Another important change is that we are no longer pursuing a multi-club strategy.

That idea has gone.

The focus is now simple:

Los Angeles Aztecs.

One club.

One organisation.

One identity.

Every relationship we create and every dollar we raise should make that organisation stronger.

Early-stage sports projects can easily become distracted by expansion before they have built anything substantial.

I do not want five logos.

I want one valuable football club.

Build the Value Before Taking It Out

The same thinking applies to money generated by the organisation.

In the early years, the priority is to reinvest income back into building the Aztecs.

Players.

Coaching.

Facilities.

Staff.

Community programmes.

Marketing.

Content.

Technology.

Infrastructure.

And eventually, a permanent home.

The objective is to make the organisation stronger year after year.

If we can build revenues, infrastructure, supporters, commercial partnerships and sporting credibility, we have the opportunity to create something considerably more valuable than the organisation we started with.

There are no guarantees.

This is an early-stage venture and it should be treated as one.

But the principle is straightforward:

Do not strip value out before you have created it.

Build first.

Investors Matter. Fans Matter Too.

Crowdfunding can create the impression that there are only two groups:

People who invest.

And people who do not.

I do not see the Los Angeles Aztecs that way.

Someone may invest through Wefunder.

Someone else may know a company that could become a sponsor.

Another person may know a landowner.

Someone might work in local government.

Someone might coach hundreds of kids in Los Angeles.

Someone might understand a community we should be speaking to.

And somewhere there is probably an original Aztecs supporter with a box full of programmes, photographs and stories that tell us things about this club no spreadsheet ever could.

That all has value.

As the project develops, I want regular supporter meetings and clear ways for people to contribute ideas, contacts and expertise.

That does not mean running a football organisation by committee.

It means recognising that supporters can contribute far more than ticket revenue.

Fans should not be treated as customers standing outside the organisation.

They should help shape the culture around it.

This Is the Next Stage

The job now is not to make louder promises.

It is to keep putting the pieces together.

Find the right home.

Choose the right league.

Build the right partnerships.

Raise capital responsibly.

Listen to the people who know Los Angeles.

And create something that deserves to carry the Los Angeles Aztecs name.

If you want to invest through Wefunder, you can become part of that journey financially.

If you do not want to invest, you can still be part of it.

Introduce us to someone.

Tell us about a location.

Bring us a sponsor.

Share your memories.

Challenge an idea.

Come to a supporter meeting.

Help us understand what this club should become.

Because the next Los Angeles Aztecs should not be built behind closed doors and then presented to supporters when it is finished.

It should be built with them.

The destination is becoming clearer.

One club.

One home.

One community that genuinely wants the Los Angeles Aztecs.

And when we find it, that is where we build.

If you want to help build the next chapter of the Los Angeles Aztecs, this is your chance to get involved early.

You can learn more about the project, see the crowdfunding campaign and invest directly through our Wefunder page at wefunder.com/laaztecs1973⁠. And if investing isn’t for you, stay involved anyway — follow the journey, make an introduction, bring us an idea, or help us find the community that wants to become our home.

The Aztecs are being built now. Come and be part of

August 1979.

The Rose Bowl.

Los Angeles Aztecs against Seattle Sounders.

Johan Cruyff scored twice.

Chris Dangerfield scored three.

Los Angeles won 7–1.

That should be enough to make you watch.

But the score is not really the story.

The story is what football in Los Angeles once dared to become.

I found a superb episode of Soccer Rewind called “When Cruyff Turned Up in LA.”

Watch it below:

It runs for more than two hours.

That is part of its charm.

Nobody is trying to turn forty years of football history into a TikTok.

They let it breathe.

And Chris Dangerfield has quite a story to tell.

THE ENGLISH KID WHO CAME TO AMERICA

Dangerfield arrived in America from England at 19.

Young.

A long way from home.

And willing to take a chance.

His career carried him through Las Vegas, Hawaii and California before he became a Los Angeles Aztec.

This was not the football world we know now.

American soccer was still trying to work out what it wanted to be.

The NASL answered by thinking big.

Sometimes ridiculously big.

Stars came.

Crowds came.

Money came.

Some of it disappeared again.

But nobody could accuse the league of being boring.

Then Johan Cruyff walked through the door.

CRUYFF IN LOS ANGELES

Cruyff was not just another famous player reaching the end of his career.

He had already helped change football.

Ajax.

Barcelona.

The Netherlands.

Total Football.

He saw spaces before everyone else saw spaces.

Then, in one of those wonderful turns football history sometimes takes, he became a Los Angeles Aztec.

Back with Rinus Michels.

Back playing football his way.

Only now he was doing it in California.

There is something wonderfully Los Angeles about that.

One of the most intelligent footballers who ever lived ending up beneath the Californian sun wearing an Aztecs shirt.

It sounds made up.

It happened.

AUGUST 7, 1979

Then came Seattle.

The Aztecs won 7–1.

Cruyff scored twice.

Dangerfield scored a hat-trick.

And that is why this episode works so well.

Everybody remembers Cruyff.

They should.

But football history gets more interesting when you listen to the men standing next to the legend.

Dangerfield was not watching from the stands.

He was on the pitch.

He shared the dressing room.

He lived the travel, the characters, the madness and the football.

He remembers what the history books leave out.

That matters.

FOOTBALL HISTORY IS MADE BY PEOPLE

Football clubs love their heritage.

Sometimes too much.

They polish it.

Package it.

Put it on a wall.

Sell another retro shirt.

But history is not a logo.

It is people.

It is someone remembering how a teammate behaved before a match.

A coach saying something nobody wrote down.

A journey across America.

A dressing-room argument.

A goal.

A night under the lights.

That is what makes this conversation with Dangerfield valuable.

For a couple of hours, the old NASL stops being photographs and statistics.

It becomes human again.

WHAT THE AZTECS UNDERSTOOD

The Los Angeles Aztecs were different.

They understood something football still struggles with today.

A club can be serious about football without being boring.

Cruyff.

George Best.

Rinus Michels.

The Rose Bowl.

Hollywood sitting down the road.

Football mixed with entertainment, personality and culture.

There was swagger to it.

Maybe too much sometimes.

But I would rather a football club occasionally dream too big than spend its life dreaming too small.

The Aztecs tried things.

That matters.

BUT WE CANNOT LIVE IN 1979

This is the important part.

Bringing the Los Angeles Aztecs back cannot mean spending the next twenty years talking about Johan Cruyff.

Or George Best.

Or 1979.

Those stories are foundations.

They are not the building.

The old Aztecs give us permission to be ambitious.

Nothing more.

The next generation needs its own players.

Its own nights.

Its own shirts.

Its own arguments.

Its own heroes.

One day I want somebody to make a film called:

“The Night the Aztecs Came Back.”

And I want a kid in Los Angeles to watch it who has never heard of Johan Cruyff.

Because he has an Aztecs hero of his own.

That is when you know a football club is alive again.

WATCH THIS

If you care about the Los Angeles Aztecs, American soccer history, Johan Cruyff or the glorious madness of the old NASL, watch this.

Take your time with it.

There is no algorithmic rush here.

Just football.

Memory.

And a man who was actually there.

When Cruyff Turned Up in LA

August 7, 1979.

Los Angeles Aztecs 7.

Seattle Sounders 1.

Johan Cruyff scored twice.

Chris Dangerfield scored three.

Everybody remembers Cruyff.

Now listen to the bloke who played beside him.

History is not something you stare at.

It is something you carry forward.

Sometimes history doesn’t need rewriting.

It needs reading properly.

Golden State recently published an important piece by José M. Alamillo and José Luis Collazo Jr.:

“Remember the L.A. Aztecs? Exactly. Will the World Cup finally give Latinos their due?”

It tells a bigger story than the rise and fall of one soccer club.

It tells the story of American soccer repeatedly searching for an audience while failing to fully embrace many of the people who already loved the game.

The Los Angeles Aztecs were part of that story.

Read the original Golden State article here.

The Aztecs Started in East LA

When the club launched in 1974, this wasn’t accidental.

The Aztecs name was chosen to connect with Southern California’s Mexican community.

The first game was played at East Los Angeles College Stadium.

There was mariachi.

Ballet Folklórico.

A Día de los Niños celebration.

Free shirts for children.

And there was a football team built from everywhere.

Argentina. Brazil. Trinidad. Uruguay. Mexico. America.

Local Mexican-American players were part of it too.

The Aztecs weren’t trying to manufacture soccer culture.

They had walked straight into a community where it already existed.

Then they won the NASL Championship in their first season.

Not a bad start.

Then Football Made a Familiar Mistake

The club changed ownership.

It moved from East Los Angeles to Torrance.

The philosophy changed too.

Golden State documents something extraordinary.

The 1974 Aztecs had 15 Latin American players.

By 1977, there were none.

Think about that.

A club created partly around Southern California’s Latino soccer community gradually moved away from the identity that had helped make it distinctive.

American soccer has made versions of this mistake ever since.

Find an authentic football culture.

Professionalise it.

Package it.

Move it.

Then wonder where everybody went.

The People Were Never the Problem

This matters because the same conversation continues today.

The market did not suddenly arrive.

It was always here.

On fields.

In parks.

At schools.

In Sunday leagues.

In Mexican-American families.

Across immigrant communities.

Across generations.

Across Los Angeles.

You don’t need to teach these communities to love fútbol.

They already do.

Professional soccer needs to become better at respecting the people who kept playing it when nobody in a boardroom was watching.

That means more than marketing.

It means changing the model.

Talent Should Be Found by Ability, Not Household Income

One of the clearest places to start is player development.

America has produced enormous participation in youth soccer, but too much of the pathway has historically depended on whether a family can afford to remain inside it.

That cannot be the foundation of the new Los Angeles Aztecs.

Our objective is simple:

If a player is good enough, money should not be the reason we never find them.

The club’s long-term football pathway is therefore being designed around open identification, community scouting and removing financial barriers for talented local players.

We want to look where others don’t.

Sunday leagues.

High schools.

Independent academies.

Community clubs.

Street football.

Open trials.

The enormous Hispanic football ecosystem across Southern California.

Not every good player comes through an expensive academy.

Sometimes the best player is the kid nobody has properly looked at yet.

Los Angeles has millions of people and one of the deepest football cultures in America.

Our job isn’t to import an identity.

It’s to uncover the talent already here.

Where We Build Matters

The lesson of East LA and Torrance cannot simply become an interesting paragraph in a history book.

It has to influence the decisions we make now.

That includes where the club eventually puts down roots.

As part of the wider development process, locations including Wilmington and the Harbor area, Pacoima and Palmdale have been evaluated.

These aren’t dots on a developer’s map.

The question is bigger:

Where does football already live?

Where are children playing?

Where are families watching Liga MX, the Premier League, MLS and the World Cup?

Where are the Sunday leagues?

Where can a stadium become part of an existing community rather than an object dropped into one?

The original Aztecs began by understanding that geography and identity are connected.

We should not forget it again.

A Stadium Cannot Be an Island

That philosophy also changes the economics.

We are not thinking only about building a stadium that opens twenty or thirty times a year.

The wider vision is an LA Aztecs entertainment district built around football but alive beyond matchday.

That could mean 20 to 35 acres or more, depending on the final site and development structure.

Football sits at the centre.

But around it can come food, independent retail, community events, youth tournaments, entertainment, public space and complementary development.

And the businesses around the stadium should not all arrive from a corporate leasing catalogue.

Los Angeles already has the food.

The entrepreneurs.

The retailers.

The culture.

The district should give some of them a front door.

That isn’t charity.

It’s good development.

A place people identify with is more likely to be used.

A place people use generates activity.

Activity creates footfall.

Footfall supports tenants.

Tenants create non-matchday revenue.

And non-matchday revenue helps make the entire project more resilient.

Culture and commercial performance are not opposites.

Done properly, one strengthens the other.

Don’t Build a Wall Around Football

People shouldn’t be treated as a demographic when somebody wants to sell them a ticket.

They should be part of the club’s financial and operational DNA.

That is why site selection matters.

It is why the football pathway must reduce the barriers created by pay-to-play.

It is why the surrounding district should create opportunities for local businesses and vendors.

And it is why community benefit cannot end with a ribbon-cutting photograph.

As development discussions advance, our intention is to put measurable community commitments into the project structure.

That means areas such as local procurement, fair employment standards, youth access, community use of facilities and opportunities for local independent businesses should become defined commitments rather than vague promises.

Where appropriate, those commitments should ultimately be captured through formal civic and development agreements.

Because if we tell people:

“This is your club.”

Then eventually the paperwork should say so too.

This Is Bigger Than Marketing

There is a lazy way to approach the Hispanic soccer market.

Translate some advertising.

Hire an influencer.

Run a heritage night.

Sell a shirt.

Call it community engagement.

That isn’t what interests us.

Los Angeles doesn’t need another organisation discovering Latino soccer every four years when the World Cup arrives.

The culture is permanent.

The relationship should be permanent too.

Football doesn’t become more American by removing its immigrant roots.

Those immigrant roots are American soccer.

Los Angeles might be the clearest example of all.

So What Should the New LA Aztecs Be?

Not a museum.

Not a nostalgia project.

And certainly not an attempt to recreate 1974.

George Best matters.

Johan Cruyff matters.

The NASL Championship matters.

But heritage only has value if you use it to build something relevant now.

We want local players.

Open doors.

Affordable pathways.

Front-foot football.

Entertainment.

Community ownership.

Local businesses.

A permanent home.

A district that works seven days a week rather than only when the referee blows the whistle.

And ultimately a football club that belongs naturally inside Los Angeles rather than simply carrying its name.

We Can’t Change What Happened

The original Aztecs eventually disappeared.

We can’t rewrite that.

But we can learn from it.

The first LA Aztecs understood something important.

Go where football already lives.

Bring people together.

Put on a show.

Give the city something to belong to.

Somewhere along the journey, that connection weakened.

So the challenge facing the new Los Angeles Aztecs isn’t complicated.

Find the people.

Find the players.

Build where football lives.

Let the community participate in the economics.

Then put those principles into the structure of the club.

The badge survived.

The history survived.

The football culture survived.

And the market?

The market was always here.

Further reading: José M. Alamillo and José Luis Collazo Jr., “Remember the L.A. Aztecs? Exactly. Will the World Cup finally give Latinos their due?” — Golden State / Zócalo Public Square.

Read the full article here.

Football normally works backwards.

The wealthy arrive first.

They buy the asset.

They make the decisions.

Then the fans are asked to buy the shirts, the tickets, the beer and the dream.

We want to do it differently at Los Angeles Aztecs.

Fans first.

That is why we are limiting the founding allocation to $100,000.

Not $500,000.

Not $1 million.

$100,000.

Because this round has one job.

Get the Aztecs moving.

And the people who believe before everything is obvious should get the first opportunity.

Being Early Should Mean Something

Right now, the Los Angeles Aztecs are being rebuilt.

There is no finished stadium to photograph.

No opening-day attendance to boast about.

No league table to hide behind.

That is precisely why this stage matters.

The founding supporters are backing us before many of the biggest milestones have happened.

A home.

A team.

The first match.

Sponsors.

Commercial partners.

Media.

Thousands of supporters.

Revenue.

Every one of those things, if achieved, should make the business stronger.

If we make that progress, future investment terms should reflect the progress we have made.

Why should somebody arriving after the hard work automatically get the same opportunity as somebody who believed before the first ball was kicked?

They shouldn’t.

What Does $100,000 Actually Unlock?

This isn’t about raising money so we can say we raised money.

The Founding 100K is designed to move the Aztecs from concept towards operation.

That means putting capital behind the work that matters:

Venue and match development.

Football and operational planning.

Legal, corporate and regulatory costs.

League and competition discussions where appropriate.

Commercial partnerships and sponsorship.

Brand, supporter and media development.

Building towards the first LA Aztecs event.

It will not fund the finished dream.

It isn’t supposed to.

It funds the next set of proof points.

Then we go back to work and make those proof points valuable.

The Founding Terms

The first $100,000 is currently allocated through Wefunder on a SAFE — a Simple Agreement for Future Equity — with a $1.5 million valuation cap.

A SAFE is not the same thing as buying ordinary shares immediately. It provides rights to future equity if specified conversion events occur.

That matters.

So does the risk.

This is an early-stage venture. There is no guarantee that the Aztecs will increase in value, that the SAFE will produce a financial return, or that investors won’t lose their entire investment.

But there is also a reason we are drawing a line at $100,000.

We don’t want to keep selling the future at the founding-stage price.

Equity Is Precious

Once you sell part of a company, you cannot pretend you didn’t.

Football has seen plenty of owners deal with every new problem by selling another piece of the club.

Eventually there isn’t much club left.

We don’t want that.

The Founding 100K gives supporters the opportunity to participate at the earliest stage.

Then our responsibility is to create value.

Secure the home.

Build the football operation.

Grow the audience.

Create partnerships.

Put the Aztecs back on the pitch.

Generate revenue.

Prove people care.

Then, if larger amounts of capital are required later, we should be raising that money against the business we have built.

Not endlessly selling pieces of the business we had at the beginning.

Fans Shouldn’t Be Last Through the Door

I’ve never liked the way supporters are treated in modern football.

For most of the year they are customers.

Buy this shirt.

Pay this ticket price.

Subscribe to this channel.

Then, whenever football needs something from them, suddenly they’re called the lifeblood of the club.

Convenient.

If supporters really matter, give them the opportunity first.

That is what we are doing.

The founding allocation isn’t being hidden in a boardroom waiting for private equity.

It is being put in front of ordinary supporters.

The people who might one day stand behind the goal should have the opportunity to say:

I owned a piece of this before there was even a goal to stand behind.

That’s different.

What Happens After $100,000?

We stop.

That’s important.

If demand exists beyond the Founding 100K, brilliant.

That doesn’t mean we simply keep issuing ownership on the same terms.

We build.

Venue.

Team.

Match.

Supporters.

Sponsors.

Revenue.

Each one is another test.

Each one should reduce some of the uncertainty that exists today.

And if we succeed, the next financing should be based on the Aztecs at that point.

Not the Aztecs before Match One.

That’s how early backing should work.

The earliest supporters took the earliest risk.

Later capital shouldn’t automatically receive the same entry point after some of that risk has been removed.

This Isn’t Unlimited

Scarcity only means something when it is real.

So this isn’t a marketing trick.

The founding allocation is $100,000.

When that allocation is filled, this chapter closes.

There may be future fundraising.

There may be larger investors.

There may be strategic partners.

We hope there are.

But there will never be another moment when the Los Angeles Aztecs are exactly where they are today.

Before the first match.

Before the first home.

Before we know how far this can go.

The Founding 100K

That is what we are calling it.

The Founding 100K.

The first $100,000.

For the people prepared to back the idea while there is still plenty left to prove.

There will be other ways to become part of this club.

Matches to attend.

Scarves to wear.

Players to argue about.

Probably referees to swear at.

It is football, after all.

But there will only ever be one founding group.

And if we’re going to build a football club that genuinely puts supporters at the centre of ownership, there is only one logical place for those supporters to be.

First.

Not last.

Fans first. Always.

[Reserve your interest in the Los Angeles Aztecs on Wefunder.]

The Los Angeles Aztecs Wefunder campaign is currently testing the waters. Reservations are indications of interest and are non-binding. Investing in startups and early-stage businesses involves significant risk, including the possible loss of your entire investment. Nothing above is a guarantee of future valuation, conversion, liquidity or investment return.

The Los Angeles Aztecs disappeared in 1981.

The name did not.

That is the strange thing.

George Best.

Johan Cruyff.

Rinus Michels.

The Rose Bowl.

Los Angeles in the seventies.

Football mixed with celebrity, music and enough chaos to give a modern compliance department a nervous breakdown.

The Aztecs arrived in the NASL in 1974.

They won the championship in their first season.

Seven years later, they were gone.

That should have killed the name.

It didn’t.

People Kept Coming Back

Over the decades, different people and organisations looked at the Los Angeles Aztecs and reached roughly the same conclusion.

There is still something here.

Trademark applications came and went.

Some became registrations.

Some did not.

The old NASL itself pursued the identity.

There were merchandise plans.

There were football ambitions.

There were attempts to bring something back.

Yet forty-five years later, the important bit still has not happened.

No lasting Los Angeles Aztecs football operation returned to the field.

I don’t see that as proof the idea is bad.

I see almost the opposite.

People do not keep returning to worthless things for forty years.

The name was never the problem.

Execution was.

And execution is where this attempt has to be different.

A Trademark Cannot Score

I have spent enough time around football trademarks to know what they are.

Useful.

Important.

Sometimes expensive.

Usually painful.

But they are not football clubs.

A trademark cannot score a goal.

It cannot sell a ticket.

It cannot find a centre-half.

It cannot convince a kid in Los Angeles that this is his club.

It cannot win on Saturday.

Paper matters.

But paper is not the product.

Football is.

This Is Why Class 41 Matters

Class 25 matters.

Clothing.

Shirts.

Merchandise.

Commercially, it matters a lot.

We intend to build it.

But Class 41 is the one that matters most to me.

That is where the football lives.

Games.

Events.

Tournaments.

Training.

Football services.

Put simply:

Class 25 puts the Aztecs on shirts.

Class 41 puts the Aztecs back on the field.

That is the difference.

I did not get involved with the Los Angeles Aztecs because I wanted to become the curator of a seventies clothing label.

There are easier ways to lose money and sleep.

I want football.

The USPTO Gives Us A Clock

America does not let someone reserve an intent-to-use trademark forever while doing nothing with it.

Fair enough.

There are deadlines.

There are six-month periods.

There are extensions.

Eventually the runway ends.

And eventually there has to be real use.

Not a website.

Not another presentation.

Not a CGI stadium with palm trees, craft beer and several suspiciously happy families walking past it.

Real activity.

Good.

Football has enough PowerPoints.

My Target Is 2027

The legal runway is not my business plan.

It is the backstop.

My target is much simpler.

Put the Los Angeles Aztecs back on a football field in 2027.

That first match does not need to look like Year Ten.

It shouldn’t.

We do not need the final stadium first.

We do not need the final league first.

We do not need a huge ownership group first.

We do not need to pretend we are Manchester United because somebody printed some hospitality passes.

We need:

A venue.

Players.

Coaches.

Officials.

Supporters.

Sponsors.

Tickets.

A ball.

Then we play.

Match One Does Not Need The Forever Home

A permanent home matters.

Of course it does.

A serious football club needs somewhere supporters eventually call theirs.

But I refuse to let the search for the perfect permanent site stop us playing Match One.

That would be madness.

Municipal planning can take years.

Development can take longer.

Millions can disappear before anyone has kicked anything.

So the plan is simple.

Secure an appropriate temporary home for the first phase.

University ground.

Municipal stadium.

Existing football facility.

Whatever makes commercial and sporting sense.

And while the team plays, we continue working on the permanent home.

The next concrete milestone is straightforward:

secure a venue agreement for the 2027 launch programme.

Not a fantasy rendering.

Not “conversations.”

Something on paper.

A place where football can actually happen.

Prove It Before You Scale It

Football owners have a wonderful habit.

They build the penthouse before checking whether anybody wants an apartment.

I want to do the opposite.

Start smaller.

Measure everything.

Then grow.

The first Aztecs football programme could be a short run of exhibitions.

Three matches.

Five matches.

Enough to test the proposition properly.

Not one novelty evening followed by a victory lap on LinkedIn.

A genuine test.

We measure:

Attendance.

Paid attendance, not freebies.

Ticket revenue.

Sponsorship.

Merchandise.

Digital growth.

Repeat customers.

Local press.

Broadcast interest.

Cost per match.

Revenue per supporter.

And most importantly:

does anyone care enough to come back?

That is the question.

The First Capital Buys Evidence

This matters to investors.

The first raise does not need to finance the finished Los Angeles Aztecs.

That would be ridiculous.

The first capital needs to finance proof.

Venue.

Squad.

Coaching.

Officials.

Insurance.

Security.

Match operations.

Marketing.

Content.

Ticketing.

A properly promoted launch slate.

Then a contingency reserve.

That’s it.

No $20 million league cheque.

No stadium construction.

No enormous payroll because somebody thinks football credibility is measured by how quickly you can empty a bank account.

No Year Ten spending in Year One.

Before that launch capital is deployed, the operating budget should be built from real venue quotes and real match costs.

Then we ring-fence it.

We set the maximum downside.

We know what failure costs before we start.

The first capital should buy evidence, not ego.

We Put A Limit On Failure

I do not believe in proving demand by endlessly subsidising something nobody wants.

That isn’t proof.

That is charity with floodlights.

Early football activity needs a loss limit.

A real one.

If people come, we add matches.

If sponsors engage, we grow.

If merchandise moves, we produce more.

If the economics improve, we invest.

If they don’t, we stop.

Learn.

Change something.

Then test it again.

What we do not do is keep burning investor cash and announce that everything is fantastic because “awareness is growing.”

Football has heard that one before.

I Am Not Picking A League To Look Serious

People ask:

USL?

MLS NEXT Pro?

Another pathway?

It is a fair question.

But I am not going to pick a league today because it makes a slide deck look more grown-up.

League membership is not a trophy.

It is a commercial decision.

First we get the data.

Venue economics.

Attendance.

Sponsorship.

Operating cost.

Capital requirements.

Supporter demand.

Then we choose.

Maybe a league is worth paying for.

Maybe it isn’t.

Maybe the right opportunity looks very different by then.

That is the point.

Information creates leverage.

I would rather enter the right competition twelve months later than pay millions to enter the wrong one twelve months early.

The Sequence Matters

The order is important.

Build the audience.

Then:

Secure the temporary venue.

Then:

Fund the launch slate.

Then:

Play football.

Then:

Measure everything.

Then:

Decide whether to scale.

Then:

Choose the right league and permanent-home strategy from evidence rather than hope.

Every stage earns the next one.

That is how you de-risk a football club.

Not by removing risk.

Football will never be risk-free.

By refusing to pay for risks you do not yet need to take.

Why This Matters In Los Angeles

Los Angeles does not need another sports brand demanding attention because its marketing agency says it deserves some.

There is plenty of competition.

The next generation will not support the Aztecs because Johan Cruyff played for them.

Nor should they.

History gets us through the door.

It does not keep anybody in the room.

The real victory will come when a kid in Los Angeles wears an Aztecs shirt and knows almost nothing about 1979.

He does not care who George Best was.

He cares that the Aztecs won 2-1 last night.

Good.

That means we did it.

Nostalgia has become culture.

History has become somebody else’s present.

That is how a forty-five-year-old football name becomes young again.

We Are Not Building A Museum

I love the old Aztecs.

The pictures are brilliant.

The stories are brilliant.

Best.

Cruyff.

Elton John.

Hollywood.

All of it.

But I do not want to embalm the club.

I want to continue it.

A football club cannot live forever in sepia photographs.

Eventually somebody needs to dirty the shirt.

We are not trying to build the world’s greatest memorial to the Los Angeles Aztecs.

We are trying to build the next Los Angeles Aztecs.

That is harder.

It is also far more interesting.

The First Match Changes Everything

For more than forty years, the Aztecs have existed mostly through memories, shirts, photographs and stories.

Then eleven players walk onto a field wearing the badge.

A referee blows the whistle.

The ball moves.

Suddenly it is not history anymore.

It is football.

That first match will not mean we have succeeded.

It will mean we have finally started.

Then comes Match Two.

Then Match Three.

Then supporters who come back.

Then sponsors.

Then players people recognise.

Then rivalries.

Then a permanent home.

Then the bigger decisions.

One proof point at a time.

Deadlines Are Good

I like the clock.

Without deadlines, football projects can remain “in development” forever.

Another adviser.

Another consultant.

Another feasibility study.

Another rendering.

Another stakeholder engagement meeting.

Another year.

Everyone gets paid.

Nobody gets tackled.

No.

The clock is running.

Good.

Managers get Saturdays.

Players get ninety minutes.

Founders should not get forever.

2027

That is the first line in the sand.

Put the Los Angeles Aztecs back on the field.

Not perfectly.

Not extravagantly.

Properly.

Secure the venue.

Ring-fence the money.

Cap the downside.

Play the matches.

Measure the response.

Earn the right to make the next decision.

Because after forty-five years, I am not interested in being another person who recognised the value of the Los Angeles Aztecs.

Plenty of people managed that.

I want us to be the people who finally finished the job.

The paperwork protects the name.

Football brings it back to life.

Known as El Vasco, Aguirre would go on to become a major figure in Mexican football, winning the Primera División with Club América as a player before spending six seasons with Guadalajara and later building an international coaching career.

But in Los Angeles, none of that had happened yet.

He was young, unknown and competing for minutes.

Long before the World Cups and the big jobs, Javier Aguirre was simply trying to get on the pitch.

Javier Aguirre remembers the Los Angeles Aztecs.

That matters.

Because in 1980 he wasn’t Javier Aguirre the famous coach.

He wasn’t managing Mexico.

He wasn’t coaching in Spain.

He wasn’t walking into World Cups.

He was 21 years old.

Single.

Living in Pasadena.

Trying to get into the team.

And there was a problem.

Luís Fernando.

The Brazilian was scoring goals for fun.

So Aguirre had to fight.

For minutes.

For a shirt.

For his chance.

Nothing was being handed to him.

That is football.

Pasadena before the world knew his name

There is something brilliant about picturing Aguirre then.

A young Mexican footballer.

Living alone in Pasadena.

Playing in Los Angeles.

Trying to make his way in a strange league, in a strange country, surrounded by players from everywhere.

No entourage.

No personal brand.

No carefully managed pathway.

Just a young man trying to prove he belonged.

That is the part of football history I love.

Before somebody becomes famous.

Before everybody pretends they always knew.

There is the graft.

The uncertainty.

The bad days.

The bench.

The fight.

Aguirre had all of it.

And the Los Angeles Aztecs were part of it.

This wasn’t a retirement home

The old NASL gets lazily remembered as a league where famous footballers went for sunshine.

Pelé.

Best.

Cruyff.

Beckenbauer.

Big names. Great photographs.

But that isn’t the whole story.

Young players came too.

Players still building careers.

Players like Javier Aguirre.

He wasn’t arriving in Los Angeles to finish something.

He was starting something.

That distinction matters.

Because the Aztecs weren’t only importing famous names.

They were part of a football ecosystem where players, coaches and ideas crossed borders.

Europe.

Mexico.

South America.

America.

Los Angeles sat in the middle of it.

It still can.

Fighting for the shirt

Football has changed.

Not always for the better.

We have pathways.

Academies.

Agents.

Analytics.

Performance departments.

Social-media departments.

Sometimes it feels like everybody has everything except somebody telling them:

You’re not in the team. Get better.

Aguirre knew what that felt like.

He was competing.

Luís Fernando was flying.

Nobody was moving aside because Aguirre might become somebody important one day.

He had to earn it.

That experience became part of him.

Decades later, after international football, World Cups and a major coaching career, he still remembers Los Angeles.

He still remembers the Aztecs.

That tells you something.

This is the history worth reviving

I have no interest in bringing the Los Angeles Aztecs back simply to sell nostalgia.

We could stick an old badge on a shirt.

Print Cruyff photographs.

Call everything “heritage”.

Charge too much for it.

Modern football has already perfected that business model.

No thanks.

The interesting part of Aztecs history is not what can be put behind glass.

It’s what can be continued.

I want the next Javier Aguirre.

A young player who isn’t famous yet.

Maybe from Mexico.

Maybe from California.

Maybe from somewhere nobody is looking.

Someone who comes to Los Angeles and has to fight for his place.

Someone who gets an opportunity.

Someone who leaves better than he arrived.

Twenty years later, perhaps everyone else finally notices.

That is heritage.

Build what comes next

That is why we are working to bring the Los Angeles Aztecs back.

Not as a museum.

As a football club.

A club with a home.

A club with supporters.

A club with ambition.

A club prepared to give young players a genuine stage.

And a club where supporters can be part of the journey rather than simply customers at the end of it.

That is also why we opened the Los Angeles Aztecs Wefunder campaign.

People can invest in what we are trying to build.

Not after everything is finished.

Now.

While it is difficult.

While there are still decisions to make.

While the story is still being written.

Invest in the Los Angeles Aztecs on Wefunder

In 1980, nobody watching a young Javier Aguirre fighting for minutes could know where his career would go.

That’s the point.

Football history rarely announces itself.

It happens quietly.

A young player.

A rented place in Pasadena.

A shirt he hasn’t earned yet.

A teammate scoring goals ahead of him.

A chance.

A fight.

Then a life in football.

Forty-six years later, Javier Aguirre still remembers the Los Angeles Aztecs.

We don’t want to live off that history.

We want to create the next chapter of it.

Watch Javier Aguirre remember his time with the Los Angeles Aztecs:

The Los Angeles Aztecs are coming back.

History gives us a head start. It does not give us a football club.

George Best played here. Johan Cruyff played here. Rinus Michels coached here. The old Aztecs lived where Los Angeles, football, music and entertainment collided.

That matters.

But nostalgia does not pay wages, secure land or build a stadium.

So the job is simple to explain and hard to do.

Build the club. Find the home. Create something Los Angeles can keep.

PROJECT SNAPSHOT

Market: Greater Los Angeles
Project: Professional football + sports, entertainment and mixed-use development
Sites assessed: Six
Current leaders: Wilmington/Harbor, Pacoima and Palmdale
Venue brief: 10,000–12,000 seats, expandable towards 20,000–25,000
Land brief: Approximately 20–35+ acres where the right opportunity exists
Model: Football club + civic venue + privately investable district
Current stage: Site selection, municipal dialogue, league evaluation and capital discussions
Next gates: Site control. Written public package. Written league pathway.
Institutional diligence: 33-page development and investor report available to serious parties

WHERE WE ARE

We have stopped asking whether the Aztecs should return.

Now we are deciding where they should live.

Six locations across the Los Angeles market have been assessed. Wilmington/Harbor, Pacoima and Palmdale currently lead the work.

There has also been early dialogue with Los Angeles City Planning around potential locations and what a permanent Aztecs home might require.

That is progress.

It is not an endorsement.

It is not land control.

It is not planning permission.

I would rather tell people where we really are than turn an email into a groundbreaking ceremony.

Football has enough theatre already.

HOME

The Aztecs need one.

A permanent base in the Los Angeles market.

Competitive football. Training. Supporters. Youth development. Community programmes. Commercial partners.

A place where the badge belongs.

That is how clubs grow roots.

Same road. Same stand. Same arguments. Same memories.

Kids remember where they first went with their dad. Players know what shirt they are defending. Local businesses know when the crowd is coming.

That is football.

The league pathway is still being assessed.

We will not choose one because it gives us a good announcement.

It has to work economically.

It has to work geographically.

It has to work for the club.

TOUR

The Aztecs can travel too.

Selected exhibitions. Heritage matches. International opposition. Football festivals. Bigger events when the occasion deserves it.

But TOUR is not the club.

HOME is.

Build a proper home. Fill it. Make it matter.

Then take the Aztecs elsewhere.

HOME gives us roots. TOUR gives us reach.

Simple.

THE STADIUM

Our current brief is for a 10,000–12,000-seat football and entertainment venue, engineered from the start to expand towards 20,000–25,000 if demand earns it.

Not a monument.

Not thousands of empty seats built for somebody’s ego.

A proper football ground.

Steep stands.

Covered seating.

A supporters’ end.

Good sightlines.

Hospitality that earns its keep.

Bars and restaurants that work beyond matchday.

Broadcast infrastructure.

Community space.

Event capability.

And room to grow without knocking half of it down.

The development envelope being tested is approximately $150 million to $200 million.

That is not a committed construction budget.

It is a benchmark to be replaced by site-specific design, independent cost work and, eventually, contractor-backed pricing.

Pretty renderings are cheap. Concrete isn’t.

THE DISTRICT

I do not want a football ground dropped into the middle of a car park and called regeneration.

The land around it matters.

Our working brief therefore looks at approximately 20–35+ acres, where the right opportunity exists.

That could support housing, hotels, restaurants, retail, entertainment, training facilities, commercial space and public areas.

Football brings people.

They come early. Stay late. Eat. Drink. Meet. Spend. Return.

That is where the wider economics begin to work.

Our institutional thesis is that private capital should, wherever possible, be concentrated in assets capable of producing income or appreciating in value rather than disappearing entirely into the stadium bowl.

THE STADIUM CREATES THE DESTINATION.

THE DISTRICT CREATES THE VALUE.

That is the opportunity.

Not property pretending to be football.

Not football pretending economics do not matter.

Both working together.

THE TRANSACTION ARCHITECTURE

Institutional money needs to know where its risk sits.

The proposed structure should therefore keep the major risks separate.

IPCo

Holds and protects the Los Angeles Aztecs brand and intellectual property.

ClubCo

Runs football operations, academy activity, sponsorship, media and club commercial revenues.

StadiumCo

Holds venue operating rights, event income, hospitality, naming rights and stadium-related commercial activity.

DevCo / Site SPV

Holds the site-specific mixed-use development interests — residential, hotel, retail, entertainment and other real-estate assets.

The final structure will depend on league rules, tax, securities law, public-law requirements and the selected site.

But the principle is clear:

Do not force a real-estate investor to underwrite football losses.

Do not force a sports investor to carry property risk they did not ask for.

Each investor should know what they own.

And why.

PUBLIC AND PRIVATE

We are testing an ambitious structure.

The aim is to maximise lawful civic and public participation in the venue and infrastructure while preserving private capital for assets capable of creating long-term value.

That may involve a publicly owned multi-use venue.

It may involve blended public-private financing.

It may involve tax-increment mechanisms, infrastructure support, naming rights, developer contributions, private credit and private equity.

Our institutional work deliberately treats a fully public stadium-capital solution as an opening negotiating position, not an underwriting assumption.

No imaginary percentages.

No capital stack designed backwards to make a spreadsheet balance.

The final stack should be built only after the preferred parcel is known, public-finance capacity is understood and the stadium and district economics have been independently tested.

That is slower.

It is also how serious projects get financed.

CALIFORNIA IS PART OF THE DEAL

Building in California means dealing properly with California.

There is no serious stadium-and-district strategy without an entitlement and environmental strategy.

The selected site must be tested for the most defensible CEQA route available.

That may mean relying on existing environmental work where lawful, tiering from an existing EIR or specific plan, pursuing an addendum or supplemental review, or considering other statutory streamlining where specialist counsel confirms it applies.

What we will not do is promise an artificial 18-month approval because it sounds good in a presentation.

Our existing diligence already identifies the key tests: environmental record, traffic, noise, remediation, entitlement sequence and whether existing planning work can reduce duplication.

The right site is not merely cheap land.

It is land that can be controlled, entitled, funded and defended.

THE LEAGUE PATHWAY

League entry is not a footnote.

It is one of the transaction gates.

Our work is therefore based on a decision tree, not wishful thinking.

Path One — Preferred sanctioned professional route

Test market availability, ownership requirements, territory, stadium standards, operating economics and long-term upside.

Path Two — Alternative sanctioned route

Maintain a credible fallback if the preferred route is too expensive, strategically closed or incompatible with the site.

Path Three — HOME + TOUR bridge

Use selected exhibitions and events to build audience, commercial relationships and operating capability while preserving the permanent HOME strategy.

The rule is simple:

No league value goes into the investor model until the league pathway exists in writing.

Our diligence report already says no investor model should assume MLS NEXT Pro, USL or any other league admission before the relevant requirements are tested.

That is not caution for the sake of caution.

It is how you stop a football decision destroying a real-estate transaction.

COMMUNITY HAS TO BE REAL

If public land, infrastructure or capital participates, the public must receive measurable value.

Not a smiling photograph with children after the press conference.

A framework capable of becoming contractual.

The final Community Benefits Agreement should address:

Youth and schools

Guaranteed annual access, clinics, matchdays and community programming.

Women and girls

Protected access, coaching pathways and playing opportunities.

Jobs and procurement

Negotiated local hiring, apprenticeships and local-business participation.

Affordable access

Community ticket allocations, youth pricing and protected public events.

Housing and district outcomes

Site-specific affordability, public realm, transport and development commitments where residential uses form part of the plan.

Reporting

Measurable targets with regular public reporting.

The report already treats community benefit as a contractual workstream rather than a marketing slogan.

That is how it should stay.

THE SUPPORTERS

I have spent enough time around football to know what happens when supporters become customers.

Prices rise.

Identity gets diluted.

Decisions move farther away from the people who care most.

Then somebody in a boardroom calls it progress.

I want the Aztecs built differently.

Supporters should have a meaningful place in the future of the club.

But fan ownership only matters if there is something worth owning.

A team.

A home.

A community.

A future.

Not a token vote on the colour of the third shirt.

WHAT HAPPENS NEXT

This is where the work gets less glamorous and more valuable.

The next breakthrough is not another badge launch.

It is documentation.

A defined parcel.

A willing landowner.

A credible route to control.

A written public-partnership framework.

A planning pathway.

A league pathway.

Independent cost work.

A site-specific development model.

Legal clearance.

Agreements capable of being financed.

Our institutional report reduces the next major value step to three things:

EXCLUSIVE PARCEL.

WRITTEN PUBLIC PACKAGE.

WRITTEN LEAGUE PATHWAY.

That is where a project starts becoming a transaction.

Until those documents exist, we do not pretend they do.

We work.

WHY THE AZTECS?

Los Angeles does not need another football identity invented in a marketing meeting.

We already have the name.

We already have the story.

What we need is the institution underneath it.

The old Aztecs gave us Best, Cruyff, Michels and one of the brightest, strangest chapters in American football.

We are not trying to recreate 1979.

WE NEED TO EARN 2029.

That means a proper football club with a permanent home.

A stadium at the right scale.

A district capable of creating value.

A capital structure that survives scrutiny.

A community agreement that means something.

A model that can survive bad seasons as well as good ones.

And supporters who still recognise their club when serious money arrives.

That is harder than selling nostalgia.

Good.

Hard things are usually worth building.

WE ARE LOOKING FOR BUILDERS

We are talking to people who can help make this real.

Sports investors.

Real-estate developers.

Municipal partners.

Venue operators.

Football operators.

Public-finance specialists.

Commercial partners.

People who have built complicated things before.

We do not need everybody.

WE NEED THE RIGHT FEW.

A 33-page Institutional Development & Investor Due Diligence Report has been prepared covering the six-site process, stadium strategy, financing architecture, development model, transaction sequencing, league pathway and major risks.

If you are interested in the Los Angeles Aztecs as an investor, developer, civic partner or strategic partner, I would be pleased to hear from you.

Scott Michaels
Los Angeles Aztecs
scott@footballisforthefans.com

THE BADGE SURVIVED.

NOW WE BUILD THE CLUB.

Usually, not much.

A ticket.

A shirt.

A couple of beers if you are lucky.

At the Los Angeles Aztecs, $100 can make you part of the ownership story.

And every investor who wants one gets their own page on LosAngelesAztecs.com.

Your name.

Your story.

Why you backed the club.

What football means to you.

Where you are from.

What you want the Aztecs to become.

Not buried on a spreadsheet.

Not forgotten once the money lands.

There for people to see.

Because $100 is not really about $100.

It is about creating an owner.

Fans Are Usually Asked To Buy. We Want Them To Own.

Modern football tells supporters they matter.

Then normally sends them a bill.

Buy the ticket.

Buy the shirt.

Buy the subscription.

Buy the new shirt because somebody moved the stripe half an inch.

We want to try something different.

The Los Angeles Aztecs are raising through Wefunder because we want ordinary supporters to have the opportunity to invest alongside larger investors.

The minimum investment is $100.

Deliberately.

We do not want ownership to begin only when somebody walks into the room carrying a very large cheque.

We want the person who has believed from the beginning to have a way in too.

Your Page. Your Place In The Story.

Every investor who wants to participate will be offered their own profile on the Los Angeles Aztecs website.

Think of it as a living record of the people who helped bring the club back.

Some will remember the original Aztecs.

George Best.

Johan Cruyff.

The strange, glamorous madness of football in Los Angeles in the 1970s.

Others will have discovered the club last week.

That does not matter.

What matters is that they were here at the beginning of this chapter.

If this becomes what we believe it can become, those pages should get more interesting with age.

Before the first game.

Before the stadium.

Before everyone suddenly remembers they believed in us all along.

Football has quite a few of those people.

One Thousand Owners Changes The Conversation

Imagine 1,000 people backing the Aztecs.

Not following.

Not liking.

Not commenting.

Investing.

That changes the conversation.

When we speak to cities, sponsors, stadium partners and larger investors, we are no longer saying:

People seem interested.

We can say:

People have actually put their money behind it.

There is a difference.

One large investor can provide capital.

A thousand smaller investors can provide something capital cannot buy on its own.

Belief.

Reach.

Noise.

Introductions.

Supporters.

Families.

Stories.

A community with a genuine reason to care what happens next.

We need both.

Serious capital will be required to build a serious football club.

There is no fairy dust hidden behind the goalposts.

But capital without people builds a company.

People and capital together can build a club.

The $100 Owner Matters

There is another principle behind this.

We do not want somebody who invests $100 treated as though they are merely filling up the numbers while somebody investing $100,000 gets to feel like football royalty.

Of course larger investors take greater financial risk.

That matters.

But culturally, the club should understand something simple.

The first supporter willing to put $100 behind an idea before there is even a ball being kicked has done something important.

They believed early.

That deserves recognition.

The Aztecs should remember those people.

This Club Had Characters. It Should Have Them Again.

The original Los Angeles Aztecs were never bland.

Best.

Cruyff.

Hollywood.

California.

Football arriving in America with its shirt half untucked.

There is no point reviving a name like that and turning it into another polished corporate franchise where everything has been focus-grouped until nobody feels anything.

The next Aztecs should have personality.

And the people building it should have personality too.

Our owners will come from Los Angeles.

England.

Europe.

Across America.

Maybe former players.

Maybe musicians.

Maybe actors.

Maybe someone sitting at home reading this who simply thinks football could be done differently.

All part of the same thing.

Be There Before There Is A Bandwagon

Most people discover successful things after they become successful.

That is easy.

The interesting people arrive before certainty.

Before the stadium.

Before the fixtures.

Before the first team sheet.

Before somebody tells you it was obvious all along.

That is where we are now.

The beginning.

And beginnings are usually the best part of the story.

Own A Piece Of The Los Angeles Aztecs

The Los Angeles Aztecs investment round is live on Wefunder.

You can invest from $100.

Become part of the ownership story.

Claim your place among the people helping bring the Aztecs back.

And, if you want one, have your own owner profile on LosAngelesAztecs.com.

$100. One investor. One story. One place at the beginning.

Invest in the Los Angeles Aztecs on Wefunder.

Football ahead.

Ryan Reynolds did not invent celebrity football ownership.

But he helped prove what it could become.

When Ryan Reynolds and Rob Mac took control of Wrexham, they brought money.

That mattered.

But they brought something even more valuable.

Attention.

Then they did the clever bit.

They pointed that attention towards the football club, the town and the supporters.

Not themselves.

Welcome to Wrexham gave millions of people who had never been anywhere near North Wales a reason to care.

Then the football delivered.

The club climbed.

The audience grew.

The town became part of the story.

That is not celebrity window dressing.

That is what happens when football, culture and storytelling work together.

And it has got me thinking about Los Angeles.

Football Ownership Has Changed

For most of football history, an owner brought money.

Preferably lots of it.

Then he sat in the directors’ box looking worried.

Modern sport is different.

Attention has value.

Storytelling has value.

Distribution has value.

Community has value.

An actor can reach millions.

So can a musician.

A producer understands storytelling.

An athlete understands competition.

An entrepreneur understands risk.

The right ownership group can bring far more than a cheque.

But celebrity alone is useless.

You still need football people.

You still need infrastructure.

You still need supporters.

You still need something real.

Otherwise you have just bought yourself a very expensive selfie.

Los Angeles Already Understands This

LAFC proved that bringing figures from entertainment, sport and business into the ownership of a Los Angeles football club can be enormously powerful.

It helped connect the club to the wider culture of the city.

Smart.

Modern.

Very Los Angeles.

But LAFC started with a blank sheet of paper.

The Aztecs don’t.

Our culture does not need to be invented.

It needs to be rediscovered.

We Were Doing This 50 Years Ago

Celebrity ownership would not be some marketing idea bolted onto the Los Angeles Aztecs today.

It is already part of the club’s DNA.

Elton John was part of the original ownership.

George Best played for the Aztecs.

Johan Cruyff played for the Aztecs.

Rinus Michels coached them.

Football.

Music.

Hollywood.

Fashion.

Rebellion.

Los Angeles.

It was all there.

The Aztecs were doing football and entertainment together before anybody had given it a clever marketing name.

Maybe they were simply 50 years too early.

We Are Open To Conversations

We are now open to conversations with a small number of actors, musicians, athletes, producers, entrepreneurs and other cultural figures who believe they could add something meaningful to the next chapter of the Los Angeles Aztecs.

Not ambassadors.

Not paid endorsements.

Owners.

There is a difference.

We are not trying to fill a shareholder list with famous names.

Fame alone does nothing for us.

We want people who participate.

People who care.

People who open doors.

People with ideas.

People who understand Los Angeles.

People who understand what football can mean to a community.

People who want to help build something rather than arrive once everybody else has done the hard bit.

I am not interested in somebody holding an Aztecs scarf for an Instagram photograph and disappearing before half-time.

Football already has enough influencers.

We want builders.

We Don’t Need One Ryan Reynolds

Everyone in football now seems to be searching for the next Ryan Reynolds.

Maybe that is the wrong question.

The Aztecs do not necessarily need one enormous celebrity owner.

The more interesting idea might be a group.

Actors.

Musicians.

Athletes.

Producers.

Directors.

Entrepreneurs.

Different people.

Different networks.

Different audiences.

One shared project.

Not celebrity endorsement.

Celebrity participation.

That feels much more Los Angeles.

This Story Already Exists

We are not manufacturing fictional heritage because a branding agency said nostalgia sells.

The original chapters are already written.

The pitch was shared by icons.

The championship was won.

Then the lights went out for decades.

Now we are switching them back on.

The Supporters Are Not Extras

Wrexham understood something football occasionally forgets.

The supporters are not background actors.

They are the story.

The city is not merely where you put the stadium.

It is the story.

That principle matters to us.

The Los Angeles Aztecs should not become another football product dropped into a market and sold back to supporters.

Celebrity ownership can amplify the project.

It should never replace the people the club is supposed to belong to.

That means supporters need more than tickets, merchandise and another app asking them to engage.

They need a voice.

They need representation.

They need a genuine stake in what is being built.

Los Angeles Should Be Los Angeles

Wrexham found its own story.

We have to find ours.

Los Angeles should not try to become Wrexham with palm trees.

That would be absurd.

Los Angeles should be Los Angeles: bigger, bolder, more culturally diverse, and built on a model where celebrity participation meets genuine fan ownership.

Imagine The Ownership Table

A musician shaping matchday culture.

An actor helping tell the story.

A former athlete bringing sporting credibility.

A producer documenting the journey.

An entrepreneur building the business.

And right alongside them, the supporters holding a real stake in the club’s governance.

That is the table.

Different people bringing different things.

Not competing for attention.

Building something together.

Then one day all of them standing there watching the Los Angeles Aztecs walk back onto a football pitch.

That is the opportunity.

Not buying into the story after it becomes fashionable.

Being there before it happens.

Hollywood Loves A Comeback

Hollywood has spent a century telling comeback stories.

We already have the first act.

The next one is unwritten.

Wrexham showed what can happen when football meets entertainment and the people involved genuinely care.

LAFC showed that celebrity ownership can work in Los Angeles.

The Aztecs can take another path.

A historic football identity.

A modern ownership model.

Cultural figures who participate rather than pose.

Supporters sitting at the same table.

And a city capable of carrying the story around the world.

We are open to those conversations now.

Not passengers.

Not endorsements.

Not somebody who wants their photograph in the directors’ box.

Owners.

Builders.

Characters.

People who want to be part of the rebirth rather than arrive for the premiere.

The ending has not been written yet.

That is precisely why now is interesting.

The premiere is years away. The construction starts now.

If you are interested in joining the Los Angeles Aztecs story and would like to discuss becoming involved, contact me directly at scott@footballisforthefans.com.

There should be no confusion about what we are building.

The LA Aztecs are a permanent football club rooted in the Los Angeles metropolitan area.

Alongside that permanent operation, we intend to build a separate programme of exhibition matches and special football events that can travel across America and, eventually, internationally.

We call it:

HOME + TOUR.

HOME builds the institution.

TOUR amplifies it.

They are not two teams.

They are not competing strategies.

And TOUR is not a replacement for joining a competitive football structure or establishing a permanent home.

One club. One home. One identity.

HOME: The Football Club

HOME is the foundation of the LA Aztecs.

Our objective is to choose a permanent city within the Los Angeles metropolitan area where the club can put down roots and build for decades rather than seasons.

That means more than finding somewhere to rent a pitch.

We are looking for the right combination of:

A permanent home market

Competitive football

Supporter culture

Training infrastructure

Community programmes

Youth development

Local commercial partnerships

A right-sized stadium

And, where possible, a wider football-led development around it

HOME is where supporters know where they are going on matchday.

It is where children grow up seeing the badge.

Where rivalries develop.

Where players train.

Where local businesses participate.

Where the club becomes part of the identity of a place.

This is where the LA Aztecs become an institution rather than an event.

The competitive pathway

The permanent football operation must ultimately sit within an appropriate sanctioned competitive structure, providing a proper season, standings, sporting consequences and predictable home fixtures.

We are evaluating the appropriate pathway rather than announcing a league before the commercial, sporting and territorial pieces are ready.

That decision matters.

We will not join a competition simply so we can say we joined one.

The structure has to work for the long-term economics and identity of the club.

Competitive football belongs to HOME.

TOUR fits around it.

TOUR: The Amplifier

TOUR has a different purpose.

It allows selected LA Aztecs football events to travel beyond our permanent home market.

That could eventually include:

Exhibition matches

Pre-season fixtures

Heritage games

Invitational matches

Games against international opposition

Football festivals

Special events in other American markets

And international opportunities

The word selected matters.

We are not proposing to move normal home games around the country.

We are not creating a nomadic football club.

We are not asking supporters to wonder where their team belongs this month.

The Aztecs live at HOME.

TOUR takes the Aztecs brand and football experience to additional audiences.

The Savannah Bananas Show the Principle

There is already a useful demonstration of why HOME and TOUR can coexist.

The Savannah Bananas built a powerful identity in Savannah while simultaneously creating a touring operation capable of reaching audiences far beyond their home market.

Their success demonstrates an important principle:

Touring does not require abandoning your roots.

But the comparison stops there.

The Savannah Bananas created their own entertainment-led version of baseball.

The LA Aztecs are building a football club.

Our sporting identity is rooted in authentic football competition, with a history connected to Johan Cruyff, Rinus Michels, George Best and Wim Suurbier.

We are not changing the rules of football to create an entertainment product.

We are taking real football and asking how the event surrounding it can be better.

Better atmosphere.

Better supporter interaction.

Better music.

Better storytelling.

Better local culture.

Better opposition.

Better occasions.

The football remains the centre of the experience.

Savannah shows us that HOME + TOUR can work.

What we build around football will be distinctly Aztecs.

Why Have Both?

Because they solve different problems.

HOME creates depth.

TOUR creates reach.

HOME builds a permanent relationship with one community.

TOUR introduces the club to communities beyond it.

HOME creates recurring local revenues.

TOUR creates additional event-based commercial opportunities.

HOME builds infrastructure.

TOUR allows the brand to reach audiences far larger than the physical capacity of the permanent stadium.

And that last point is particularly important.

We do not believe the Aztecs need to build a giant stadium on day one in order to think big.

We would rather build the right stadium, at the right scale, in the right place and create an atmosphere people want to experience.

If demand grows beyond that capacity, the answer does not immediately have to be another 20,000 seats of concrete.

Selected touring events give us another way to grow.

The permanent stadium can remain intimate while the potential audience becomes enormous.

The Operating Model

Operating VectorHOMETOURPurposeBuild the permanent football institutionExpand audience and commercial reachFootballCompetitive season and primary fixturesExhibitions and special-event matchesGeographyPermanent LA metropolitan homeSelected national and international marketsRevenue BaseRecurring local revenuesEvent-driven incremental revenuesExamplesTickets, memberships, sponsorship, hospitality, F&B, academy, venue revenuesTicketing, promoter/venue agreements, sponsorship, merchandise, hospitality, media opportunitiesCapital ProfileGreater long-term infrastructure requirementMore flexible, event-led operating expenditureValue CreationCommunity, infrastructure, recurring revenue and enterprise valueAudience growth, brand equity, new partnerships and incremental cash generationStrategic PriorityPrimaryComplementary

That final line matters most.

HOME is primary.

TOUR is complementary.

The Guardrails

A model only works if everyone understands what it is not allowed to become.

So there are several principles we intend to protect.

HOME comes first

Competitive commitments, player welfare and the permanent supporter base take priority over touring opportunities.

A lucrative event should never be allowed to damage the football programme underneath it.

TOUR must fit the football calendar

Touring will be designed around the competitive programme rather than the competitive programme being distorted to serve touring.

TOUR must strengthen HOME

Touring should create value that ultimately makes the permanent club stronger.

That could mean additional investment into football operations, facilities, supporter growth, academy development or community programmes.

The precise allocation mechanisms will form part of the operating and governance structure as the model develops.

The club cannot become nomadic

Taking matches elsewhere cannot become an excuse to weaken the permanent home.

The Aztecs should be able to play in Tokyo, London or Mexico City one day without supporters in Los Angeles wondering whether their club is slowly disappearing.

Football remains the product

Entertainment can improve the occasion.

It cannot replace sporting credibility.

The Two Economics

Investors should also understand that HOME and TOUR have different financial characteristics.

HOME builds recurring value

HOME can ultimately develop revenues through:

Season tickets and memberships.

Individual match tickets.

Hospitality.

Local sponsorship.

Food and beverage.

Merchandise.

Academy and training activity.

Venue revenues.

Commercial partnerships.

And, depending on the final site and structure, wider stadium and district economics.

Many of these relationships recur across seasons.

They form part of the long-term economics of the permanent football institution.

TOUR creates incremental opportunity

Tour events can potentially generate revenue through:

Event tickets.

Venue partnerships.

Promoter agreements.

Event sponsorship.

Merchandise.

Hospitality.

Media.

Tourism partnerships.

International commercial relationships.

And special-event opportunities.

TOUR is comparatively flexible.

If demand is strong in a market, we can explore returning.

If it isn’t, we do not need to construct permanent infrastructure there.

That flexibility is one of the attractions of the model.

But we are not going to pretend every tour automatically produces huge margins.

Events have costs.

Travel costs money.

Players cost money.

Venues cost money.

Production costs money.

Promotion costs money.

The opportunity is therefore not based on fantasy economics.

It is based on building events where expected revenue sufficiently exceeds the cost and where the strategic benefit justifies taking the Aztecs there.

Supporter Ownership Connects Everything

There is another reason HOME must remain the centre.

We want supporters to have a meaningful stake in the future of the LA Aztecs.

That only means something if there is a genuine institution to belong to.

A home.

A football team.

A community.

A history.

A future.

We do not want supporters investing emotionally or financially in a travelling entertainment company that happens to wear an old football badge.

We want them helping build a football club.

Then, when the Aztecs travel, we are taking their club with us.

That distinction matters enormously.

How the Flywheel Works

The model becomes powerful when both sides reinforce each other.

HOME creates authenticity.

That authenticity makes TOUR more compelling.

TOUR creates awareness.

That awareness introduces more people to HOME.

More supporters can mean greater media value.

Greater media value can attract stronger partners.

Stronger partners can provide more resources.

Those resources can strengthen the football operation and permanent infrastructure.

A stronger HOME makes future TOUR events more valuable.

And the cycle begins again.

That is the flywheel.

The LA Aztecs Model in 30 Seconds

For an investor, supporter, city or commercial partner reading this, here is the entire strategy:

1. BUILD HOME

Choose our permanent LA metropolitan home.

Establish the appropriate competitive pathway.

Build the supporter base.

Develop meaningful supporter ownership and protection.

Create the football operation.

Build local partnerships.

Secure the appropriate stadium solution.

Develop the long-term infrastructure around the club.

2. BUILD TOUR

Create selected exhibition and special-event matches.

Take Aztecs football to new audiences.

Work with clubs, venues, promoters and cities.

Build additional sponsorship and commercial opportunities.

Expand the club’s reach nationally and internationally.

3. CONNECT THEM

HOME gives TOUR authenticity.

TOUR gives HOME greater reach.

Revenue, audience and partnerships created by one can strengthen the other.

One club.

One permanent home.

Two complementary operating channels.

We Are Building a Football Club First

This may be the most important sentence in this entire article.

The LA Aztecs are a football club first.

Not an events company pretending to be a football club.

Not a property company with a football badge attached.

Not a nostalgia business.

Not a travelling exhibition team.

Football is the centre.

HOME gives it roots.

Supporters give it meaning.

Investment gives it resources.

Infrastructure gives it permanence.

TOUR gives it reach.

That is how the pieces fit together.

And that is why HOME + TOUR is not a contradiction.

It is the model.

HOME builds the LA Aztecs.

TOUR amplifies the LA Aztecs.

One club. One home. One identity.

If you are an investor, developer, city leader, stadium operator, promoter, football club, coach, commercial partner or supporter who wants to help build it, get in touch.

scott@footballisforthefans.com

First, we build something worth belonging to.

Then we take it to the world.

The Los Angeles Aztecs are not starting from zero.

That matters.

Decades after the original club stopped playing, the name still carries enough weight to live in the premium American sportswear market.

Ebbets Field Flannels has independently produced Los Angeles Aztecs heritage merchandise, including jerseys, caps, jackets and other vintage-inspired pieces celebrating the original club.

That tells you something.

The Aztecs never completely disappeared.

George Best.

Johan Cruyff.

The 1974 championship.

Elton John.

Hollywood.

The NASL.

There is too much history here to become a footnote.

You Cannot Manufacture Real Heritage

Modern football spends millions trying to manufacture identity.

New franchises arrive with agency-built badges, focus-grouped colours, corporate slogans and a launch video telling everyone what the club supposedly means.

The Aztecs do not need any of that.

They already lived it.

The original club had dirt on its boots and Hollywood in the stands.

Best.

Cruyff.

Elton.

Championship football.

Los Angeles in the seventies.

Beautiful, imperfect and slightly mad.

You could not create that history in a boardroom today.

Old photographs still circulate.

Original shirts are collected.

Stories are still told.

People still wear the name.

That is real heritage.

But heritage is only useful if you do something with it.

Eventually Somebody Has to Kick a Ball

Our focus is simple.

Bring the Los Angeles Aztecs back to life as a football club.

Players.

Supporters.

Matches.

Community.

A home.

The old shirts tell people where the Aztecs came from.

The next team has to show them where the club is going.

Because football cannot survive forever inside an archive.

Eventually somebody has to kick a ball.

Old Shirts. New Memories.

There will always be room for the original Aztecs.

Best.

Cruyff.

The championship team.

The colours.

The characters.

The madness of American soccer in the 1970s.

Keep all of it.

Then add something new.

A child wearing an Aztecs shirt because they watched the team last weekend.

An old supporter standing beside somebody discovering the club for the first time.

A historic badge on a new generation.

That is when nostalgia becomes something more useful.

It becomes momentum.

The Next Chapter

The Los Angeles Aztecs already have something most new football clubs would kill for.

A story.

A name.

A city.

A history people still want to wear.

Now comes the harder part.

Building something worth supporting again.

And if you believe Los Angeles deserves a football club with history rather than one invented yesterday, come early.

Follow the journey.

Bring somebody with you.

Help us build the next chapter before everybody else turns up.

Los Angeles Aztecs.

History behind us.

Football ahead.

That is the point.

It is Boyle Heights and Beverly Hills. Compton and Pasadena. Inglewood and Long Beach. Koreatown and East L.A. The Valley and the Harbor. Downtown towers and football pitches underneath the flight path.

Millions of people arrived here from somewhere else.

Mexico. Central America. South America. Europe. Africa. Asia. Every corner of the world.

They brought food.

Music.

Language.

Family.

And they brought football.

That is what CITY OF DREAMS is about.

I wrote the song for the Los Angeles Aztecs, but the Aztecs are not supposed to be a club that simply happens to play in Los Angeles.

The people of Los Angeles form the club.

The kid playing until the streetlights come on.

The Mexican grandfather who has watched football for sixty years.

The mother driving across L.A. on Saturday morning with boots in the back of the car.

The Sunday-league player working all week and chasing a ball at the weekend.

The immigrant who learned English but never needed translating when somebody rolled a football towards him.

The old supporter who remembers George Best and Johan Cruyff.

And the child who has never heard their names yet.

They all belong.

Because football has always had its own language.

A ball rolls across a park in Los Angeles and nobody needs to ask where you were born.

Can you play?

That will do.

This city already has the players.

It already has the supporters.

It already has the culture.

You can hear Spanish beside the pitch. Music coming from a car. Boots hitting concrete. Parents shouting instructions nobody asked for. Kids using backpacks for goalposts.

That is Los Angeles football.

Not something waiting to be invented by a corporation.

It is already here.

The job of the Aztecs is to give it a badge.

That is why CITY OF DREAMS moves across Los Angeles.

From the Pacific to the Valley.

From East L.A. to Inglewood.

From Compton to Pasadena.

From Long Beach back towards Downtown.

Different streets.

Different languages.

Different incomes.

Different lives.

But when the ball starts moving, those differences become smaller.

The original Los Angeles Aztecs once brought some of the greatest players on earth to this city.

The next chapter should be different.

This time, we should look at the greatness that is already here.

Because the Los Angeles Aztecs should never belong to one neighbourhood, one nationality, one investor or one type of supporter.

They belong to the people who love the game.

That is the dream.

Not eleven footballers wearing the same shirt.

Millions of different people seeing a little bit of themselves in it.

Different people.
Different cities.
Different stories.
One game.
One badge.
One Los Angeles.

CITY OF DREAMS

The people don’t just support the Los Angeles Aztecs.

The people are the Los Angeles Aztecs.

Others leave something harder to explain.

A feeling.

The Los Angeles Aztecs gave Los Angeles George Best.

Then Johan Cruyff.

Then the club disappeared.

But the badge survived.

For decades it carried the memory of George Best in Los Angeles and Johan Cruyff bringing Total Football to California.

Two of the greatest footballers who ever lived.

Two completely different characters.

One badge.

That is what THE BADGE SURVIVED is about.

Not pretending the past never ended.

Remembering that some things outlive results, owners, stadiums and even football clubs themselves.

The players moved on.

The crowds went home.

The league disappeared.

But people still remembered the name.

They still remembered Best.

They still remembered Cruyff.

And they still remembered that unmistakable Aztecs badge.

The club disappeared.

The legends became immortal.

The badge survived.

There are football clubs.

And then there are clubs that could only have happened in one city.

The Los Angeles Aztecs were one of them.

In the 1970s, football in America was still trying to work out what it wanted to be. Los Angeles had already decided.

It wanted stars.

It wanted colour.

It wanted George Best.

It wanted Johan Cruyff.

And somehow, naturally, Hollywood came with it.

Elton John became part-owner of the Aztecs, buying into the club during the George Best years. This was not a celebrity turning up for a sponsored photograph. One of the biggest musicians on earth actually owned part of a Los Angeles football club.

Then there was Rod Stewart.

A genuine football obsessive, photographed with George Best and the Aztecs and appearing alongside members of the team during that extraordinary NASL period.

And Jack Nicholson.

Long before celebrity involvement in sport became a corporate marketing strategy, Nicholson was photographed wearing an L.A. Aztecs shirt around Hollywood.

Think about that combination for a second.

Elton John.
Rod Stewart.
Jack Nicholson.
George Best.
Johan Cruyff.
Los Angeles.

You couldn’t manufacture that now.

A marketing agency would spend six months making a PowerPoint about “cultural crossover.”

The Aztecs just lived it.

That is the world behind my song ONLY IN L.A.

It isn’t simply a song about an old football team.

It is about a moment when football, music, Hollywood and Los Angeles all crashed into each other.

When the bloke sitting near you might be a rock star.

When one of the owners might be Elton John.

When George Best could walk into town and look completely at home.

When Jack Nicholson wearing the shirt didn’t feel like a brand partnership.

It just felt like Los Angeles.

The original Aztecs disappeared.

That atmosphere shouldn’t have.

Because there are some stories you could move to another city.

This isn’t one of them.

This could only happen in L.A.

And that is why the song is called:

ONLY IN L.A.