Angel City FC
Julie Uhrman was a disrupter long before she co-founded the soccer team that changed the business outlook of women’s sports.
Before cellphones became smart and numeric keypads gave way to touchscreens, Uhrman was designing sophisticated games and content for mobile devices. When the gaming space was dominated by expensive consoles and a select few publishers, Uhrman launched the $99 Android-based Ouya console, setting fundraising records on Kickstarter and creating opportunity for independent game developers.
Women’s sports were ripe for disruption in 2019 when Uhrman crossed paths with venture capitalist Kara Nortman at a summer basketball league. Nortman asked Uhrman whether she would work with her and actress Natalie Portman to launch a professional women’s soccer team in Los Angeles.
“People were finally talking about gender equity, pay equity and there was finally a platform to talk about it,” Uhrman said. “We realized quickly we could use soccer and use sport as a way to talk about that bigger mission.”
With a startup mentality and focus on cause and community, Angel City has emerged as the model for the business of professional women’s sports. The club created a brand that has resonated with investors and fans alike, raising money at valuations of over $100 million and regularly drawing near-capacity crowds to BMO Stadium. In addition to earning Team of the Year honors at the 2023 Sports Business Awards, Uhrman believes Angel City has developed a blueprint for future success stories in women’s sports.
“We have proved that if you invest in the product, the experience, your community and your players, the revenue will follow,” Uhrman said. “Not only have we reshaped and redefined what’s possible, but others can follow it.” — Alex Silverman
Julie Uhrman
Co-Founder and President, Angel City Football Club
Born: Los Angeles
Education: Washington University in St. Louis, B.S., business administration; UCLA Anderson School of Management, MBA
Family: Children, Elle (15), Charlie (12)
More about Julie
Something that instantly makes my day better: Walking into the office, seeing my team.
Advice would to my younger self: Slow down. Don’t be in such a rush.
I wish more people understood that … : Whatever I do, it’s because I care. I will give all of myself. There is no one more loyal than I am — to my family, friends, team and partners. Those who show up for me, I show up for them.
Biggest career risk: I’m an entrepreneur so every time I build, I’m taking a risk. I am convincing investors and co-workers to believe in me and customers to receive the value I’m promising. My most rewarding risk though is Angel City.
I wish I’d known at my career’s start: It’s OK — and necessary — to take a vacation!!!
