Toronto FC

Bob Bradley to tackle assignment of melding fantasy with reality for LAFC

Bob Bradley to tackle assignment of melding fantasy with reality for LAFC

In retrospect, the plan was borderline genius. Before the Los Angeles Football Club had any players, it started to sell its brand. What it was really selling was an idea, specifically the idea that this franchise would be different from any other franchise in Major League Soccer.

The blank roster was part of the magic, as there weren’t any names to remind potential customers of how the team would be an MLS team bound by MLS rules that would almost certainly play like an MLS team. And it worked, with more than 17,000 fans placing deposits for season tickets for the team’s inaugural season in 2018.

LAFC has a slick logo and stylish merchandise. The team will play in a new...

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