new mexico united / fanbase photography

employer:
New Mexico United
year:
2019 - 2022
location:
albuquerque
type:
photography
role:
creative director
project overview:
In my eyes the true metric of United's success was and will always be the support of the people. Three of the four seasons I spent at United saw the club earn the highest average attendance league-wide with 12,000+ being the norm. The exception to that was 2020, when the team played every single match of the season on the road outside of New Mexico's boarders due to COVID-19 regulations in effect during the pandemic. Despite all that, the supporters still showed up where they could (see the photo of the folks walking flags across a bridge as the team bus passes underneath).

The life of a start-up sports franchise is hugely dependent on butts-in-seats, but the remarkable thing about the fanbase was that for every member of the "Yellow and Black Army" that showed up to the stadium, there was an equally deep story behind their connection to the sport, the team, and the state it represents. To outsiders, they'd likely be known as fanaticos, but I always chose the word familia. Their stories were my favorite to tell. These are some of my favorite photographs and videos made of and about them.

united for life

In the initial logo design process, 3 Advertising mocked-up the shield as a tattoo... on a baby's arm. It served as a great April Fools post, and it also got people talking, who was going to get the first United Tattoo? Turned out there were already a few, and since there's been many more. In collaborations with local tattoo shops throughout the years, the club has even covered half of the cost of various tattoos and held competitions for fans to get completely free New Mexico themed tattoos. These are a few of my favorites I've spotted in the wild.

namedropping never hurts

There's always a few fans who catch a little extra attention. Who knew the yellow & black army included the cast members of Better Call Saul, Holly Holms, Men in Blazers, Dolores Huerta, George R.R. Martin, Mitch Garver, and probably a few more worth mentioning.

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