Forward Madison FC

In January 2018, it was announced that Big Top Events, which owns the Madison Mallards and has operated Breese Stevens Field since 2015, were planning to bring a soccer franchise to Madison which would begin in early 2019.{{cite news |last=Becker |first=Abigail |url=https://madison.com/ct/news/local/govt-and-politics/breese-stevens-field-operators-take-steps-to-draw-minor-league/article_de515b28-8e5f-5574-af70-2a43aeb2b8fe.html |title=Breese Stevens Field operators take steps to draw minor league soccer franchise to Madison |newspaper=The Capital Times |date=January 19, 2018 |access-date=September 24, 2018}} As part of the plan, Big Top Events looked to have $2 million invested into renovating the stadium, pending a contract renegotiation with the City of Madison.{{cite news |last=Arthur |first=Keely |url=https://www.channel3000.com/news/events-company-looking-to-bring-minor-league-soccer-to-breese-stevens-field/690758019 |title=Events company looking to bring minor league soccer to Breese Stevens Field |website=Channel3000.com |publisher=WISC-TV |date=January 24, 2018 |access-date=September 24, 2018 |archive-date=September 24, 2018 |archive-url=https://web.archive.org/web/20180924105945/https://www.channel3000.com/news/events-company-looking-to-bring-minor-league-soccer-to-breese-stevens-field/690758019 |url-status=dead }} Big Top Events wished to have a longer-term lease, along with an increase in the number of concerts at the stadium, more employees at the venue, and $1.6 million from the city for facility upgrades.{{cite news |last1=Mosiman |first1=Dean |last2=Wroge |first2=Logan |url=https://madison.com/wsj/news/local/govt-and-politics/madison-weighs-big-changes-for-breese-stevens-field/article_9a8d0fd0-42ce-5c6c-a036-c345c91f073a.html |title=Madison weighs big changes for Breese Stevens Field |newspaper=Wisconsin State Journal |date=January 25, 2018 |access-date=September 24, 2018}}

On May 15, 2018, the Madison City Council approved a new ten-year contract with Big Top Events. As part of the agreement, the city agreed to pay $1.3 million toward facility improvements.{{cite news |last=Becker |first=Abigail |url=https://madison.com/ct/news/local/govt-and-politics/finance-committee-approves--year-big-top-contract-upgrades-at/article_fb324e4b-3422-5d96-8a37-e093d3313472.html |title=Finance Committee approves 10-year Big Top contract, upgrades at Breese Stevens Field |newspaper=The Capital Times |date=May 8, 2018 |access-date=September 24, 2018}} This included an expansion of the stadium for a seating capacity of 5,000.{{cite news |last=Milewski |first=Todd D. |url=https://madison.com/wsj/sports/soccer/in-move-toward-pro-soccer-launch-city-council-approves-new/article_bce75e40-e082-5ff6-b624-b26687641bd5.html |title=In move toward pro soccer launch, City Council approves new contract with Big Top Events |newspaper=Wisconsin State Journal |date=May 16, 2018 |access-date=September 24, 2018}} Following this, Madison was officially announced as the fourth founding member of USL League One on May 17, 2018.{{cite news |url=https://www.usld3.com/news_article/show/917827 |title=Madison Unveiled as Fourth USL Division III Founding Member |website=USLD3.com |publisher=USL League One |date=May 17, 2018 |access-date=September 23, 2018 |url-status=live |archive-url=https://web.archive.org/web/20180925172400/https://www.usld3.com/news_article/show/917827 |archive-date=September 25, 2018}} The professional league, which is the third division in the US soccer league system, began in March 2019.{{cite news |last=Milewski |first=Todd D. |url=https://madison.com/wsj/sports/soccer/it-s-official-madison-pro-soccer-team-will-join-usl/article_aadac090-87fa-5d69-a583-6d4cac48d5cf.html |title=It's official: Madison pro soccer team will join USL Division III league as founding member in 2019 |newspaper=Wisconsin State Journal |date=May 18, 2018 |access-date=September 24, 2018}}{{cite news |last=Becker |first=Abigail |url=https://madison.com/ct/news/local/govt-and-politics/breese-stevens-field-will-be-home-to-madison-pro-soccer/article_44c871e1-5297-5451-9f07-578609aab8f9.html |title=Breese Stevens Field will be home to Madison pro soccer team in 2019 |newspaper=The Capital Times |date=May 17, 2018 |access-date=September 24, 2018}} Madison became the first team based in the Midwestern United States to join the league, and is the only current outdoor professional soccer team in Wisconsin.{{cite news |last=Williams |first=Marylee |url=https://www.wpr.org/madison-getting-first-ever-professional-mens-soccer-team |title=Madison Getting First-Ever Professional Men's Soccer Team |website=WPR.org |publisher=Wisconsin Public Radio |date=May 18, 2018 |access-date=September 24, 2018}} Following the announcement, Peter Wilt was appointed as managing director of the team.{{cite news |last=Milewski |first=Todd D. |url=https://madison.com/wsj/sports/soccer/big-top-hires-peter-wilt-to-launch-pro-soccer-team/article_af2079d4-e2af-588a-addd-00ec12828211.html |title=Big Top hires Peter Wilt to launch pro soccer team at Breese Stevens Field in 2019 |newspaper=Wisconsin State Journal |date=May 17, 2018 |access-date=September 24, 2018}} Wilt is well known for founding new clubs; Madison was the sixth team Wilt helped launch, having previously been involved in the formation of teams such as Chicago Fire and Indy Eleven.{{cite news |last=Mahoney |first=Ridge |url=https://www.socceramerica.com/publications/article/78059/peter-wilt-talks-about-starting-up-another-soccer.html |title=Peter Wilt talks about starting up another soccer team in Madison, independent landscape and his days in Chicago and Indianapolis |website=socceramerica.com |publisher=Soccer America |date=May 30, 2018 |access-date=September 27, 2018}}{{cite web |last1=Milewski |first1=Todd D. |title=Big Top hires Peter Wilt to launch pro soccer team at Breese Stevens Field in 2019 |url=https://www.wiscnews.com/sports/soccer/big-top-hires-peter-wilt-to-launch-pro-soccer-team-at-breese-stevens-field-in/article_8768b006-4157-58aa-b722-1d10429c3b7a.html |website=wiscnews.com |publisher=WiscNews |access-date=April 15, 2020 |date=May 17, 2018}}

File:Madison Pro Soccer logo.pngIn June 2018, Madison Pro Soccer began a "Name Your Club" online voting contest to recommend a name for the team.{{cite news |last=Michael |first=Popke |url=https://isthmus.com/arts/sports/pro-soccer-madison-breese-stevens/ |title=Big time soccer |newspaper=Isthmus |date=May 31, 2018 |access-date=September 24, 2018}}{{cite news |last=Chappell |first=Robert |url=https://madison365.com/voting-underway-to-name-madisons-pro-soccer-team/ |title=Voting Underway to Name Madison's Pro Soccer Team |website=madison365.com |publisher=Madison365 |date=June 1, 2018 |access-date=September 24, 2018}} Names under consideration spanned from traditional football names like "Madison United FC" to such whimsical choices as "Holsteins", "Madison Curds", and "77 Square Miles SC". On July 16, it was announced that the final vote was between the names "Forward Madison FC/SC" and "AFC Madison".{{cite news |url=https://www.madisonprosoccer.com/news_article/show/934415 |title=Name Your Club Finals |website=madisonprosoccer.com |publisher=Madison Pro Soccer |date=July 16, 2018 |access-date=September 24, 2018 |url-status=live |archive-url=https://web.archive.org/web/20180924085315/https://www.madisonprosoccer.com/news_article/show/934415 |archive-date=September 24, 2018}} Forward Madison FC was announced as the official name on November 18, 2018, along with the logo and team colors, at an event at the Wisconsin Historical Society.{{cite web |last1=Joyce |first1=Jason |title='Embrace the pink!' Forward Madison F.C. soccer team reveals name, logo, colors |url=https://madison.com/ct/news/local/embrace-the-pink-forward-madison-f-c-soccer-team-reveals/article_84979950-b272-5f4b-b061-ecd10c96d882.html |website=madison.com |publisher=The Capital Times |access-date=April 15, 2020 |date=November 18, 2018}} "Forward" is the state motto of Wisconsin.{{cite web |last1=Rueter |first1=Jeff |title=How USL's Forward Madison built a cult-like following in its inaugural year |url=https://www.nytimes.com/athletic/1128639/2019/08/12/how-usls-forward-madison-built-a-cult-like-following-in-its-inaugural-year/ |website=theathletic.com |publisher=The Athletic |access-date=April 15, 2020 |date=August 12, 2019 }}

On September 27, 2018, Daryl Shore was announced as the first head coach of Madison.{{cite news |url=https://www.madisonprosoccer.com/news_article/show/953102 |title=Head Coach Reveal Party |website=madisonprosoccer.com |publisher=Madison Pro Soccer |date=September 25, 2018 |access-date=September 25, 2018 |url-status=live |archive-url=https://web.archive.org/web/20180926015009/https://www.madisonprosoccer.com/news_article/show/953102 |archive-date=September 26, 2018}}{{cite news |last=Lueneburg |first=Chris |url=https://www.channel3000.com/news/madison-pro-soccer-announces-head-coach/800333847 |title=Madison Pro Soccer announces head coach |website=Channel3000.com |publisher=WISC-TV |date=September 27, 2018 |access-date=September 27, 2018 |archive-date=September 28, 2018 |archive-url=https://web.archive.org/web/20180928044408/https://www.channel3000.com/news/madison-pro-soccer-announces-head-coach/800333847 |url-status=dead }} He will also serve as the technical director of the team.{{cite news |last=Milewski |first=Todd D. |url=https://madison.com/wsj/sports/soccer/daryl-shore-named-first-head-coach-for-madison-pro-soccer/article_7ffec083-b4c7-5db1-8120-5b566c19130a.html |title=Daryl Shore named first head coach for Madison Pro Soccer team |newspaper=Wisconsin State Journal |date=September 27, 2018 |access-date=September 27, 2018}}{{cite news |url=https://www.usld3.com/news_article/show/953772 |title=Daryl Shore Named First Madison Pro Soccer Head Coach |website=USLD3.com |publisher=USL League One |date=September 27, 2018 |access-date=September 27, 2018 |url-status=live |archive-url=https://web.archive.org/web/20180928002648/https://www.usld3.com/news_article/show/953772 |archive-date=September 28, 2018}} Shore had previously worked in various roles at Chicago Fire with Peter Wilt, and served as the interim coach of Real Salt Lake in 2017.{{cite news |last=Kennedy |first=Paul |url=https://www.socceramerica.com/publications/article/79775/usl-league-one-moves-shore-reunited-with-wilt-in.html |title=USL League One Moves: Shore reunited with Wilt in Madison |website=socceramerica.com |publisher=Soccer America |date=September 27, 2018 |access-date=October 3, 2018}}{{cite news |url=https://www.nbc15.com/content/news/Madison-Pro-Soccer-names-first-head-coach-494564331.html |title=Madison Pro Soccer names first head coach |website=NBC15.com |publisher=WMTV |date=September 27, 2018 |access-date=October 3, 2018 |archive-date=September 28, 2018 |archive-url=https://web.archive.org/web/20180928125433/https://www.nbc15.com/content/news/Madison-Pro-Soccer-names-first-head-coach-494564331.html |url-status=dead }} In September 2018, Don Smart was the team's first player signing, which was announced on October 24.{{cite news |url=https://www.madisonprosoccer.com/news_article/show/953133 |title=Special Message from Managing Director Peter Wilt |website=madisonprosoccer.com |publisher=Madison Pro Soccer |date=September 25, 2018 |access-date=September 25, 2018 |url-status=live |archive-url=https://web.archive.org/web/20180926015128/https://www.madisonprosoccer.com/news_article/show/953133 |archive-date=September 26, 2018}}

On December 7, 2018, the club announced a one-year affiliation agreement with Minnesota United FC of Major League Soccer.{{Cite web|url=https://madison.com/sports/soccer/forward-madison-fc-unveils-affiliation-with-mls-minnesota-united/article_6bc9ec92-9228-5e13-ad05-1bf79652dd33.html|title=Forward Madison FC unveils affiliation with MLS' Minnesota United|last=Milewski|first=Todd D.|date=December 7, 2018|website=Wisconsin State Journal|language=en|access-date=December 11, 2018}}

Following the club's inaugural season, Peter Wilt left to take a position with the league, developing supporters groups and assisting teams with their fan engagement.{{cite web |last1=Milewski |first1=Todd D. |title=Peter Wilt leaves Forward Madison FC managing director role for job with USL |url=https://madison.com/wsj/sports/soccer/peter-wilt-leaves-forward-madison-fc-managing-director-role-for/article_fa8f0a80-994c-5af1-b571-5e360e5ffd6b.html |website=madison.com |publisher=The Wisconsin State Journal |access-date=April 15, 2020 |date=October 24, 2019}}

On March 5, 2020, the Forward Madison FC announced a one-year affiliation agreement with the Chicago Fire FC of Major League Soccer.{{Cite web|url=https://madison.com/sports/soccer/forward-madison-fc-unveils-affiliation-with-mls-chicago-fire-fc/article_9b6d0fc3-f640-5b57-a7e0-e7bf2cf56413.html|title=Forward Madison FC unveils affiliation with MLS' Chicago Fire FC for 2020 season|last=Journal|first=Todd D. Milewski {{!}} Wisconsin State|website=madison.com|language=en|access-date=March 5, 2020}}

On December 1, 2020, Carl Craig was announced as the head coach and technical director. Craig had previously served as the head coach of NASL club Minnesota United.{{cite web |title=Forward Madison names Carl Craig as new Head Coach |url=https://www.forwardmadisonfc.com/news_article/show/1135227 |website=forwardmadisonfc.com |publisher=Forward Madison FC |access-date=December 1, 2020 |date=December 1, 2020 |archive-date=January 24, 2021 |archive-url=https://web.archive.org/web/20210124021131/https://www.forwardmadisonfc.com/news_article/show/1135227 |url-status=dead }} Following a 9th-place finish in 2021, Craig was dismissed.{{cite web |title=Forward Madison to Replace Carl Craig |url=https://www.forwardmadisonfc.com/news_article/show/1192505 |website=forwardmadisonfc.com |publisher=Forward Madison FC |access-date=November 4, 2021 |date=November 4, 2021 |archive-date=November 4, 2021 |archive-url=https://web.archive.org/web/20211104164525/https://www.forwardmadisonfc.com/news_article/show/1192505 |url-status=dead }}

Leading up to the 2022 season, Matt Glaeser was hired as head coach and technical director.{{cite web |title=Matt Glaeser Named Head Coach and Technical Director |url=https://www.forwardmadisonfc.com/news_article/show/1196973 |author=Evan Warwick |website=forwardmadisonfc.com |publisher=Forward Madison FC |access-date=December 3, 2021 |date=December 3, 2021 |archive-date=December 3, 2021 |archive-url=https://web.archive.org/web/20211203180558/https://www.forwardmadisonfc.com/news_article/show/1196973 |url-status=dead }} In an email to season ticket holders before the final game of the 2022 season, COO Conor Caloia confirmed that Glaeser would return for the 2023 season.{{Cite tweet |author=Talkin' Flock: A #FullMingo Podcast |user=TalkinFlock |number=1581090057854648320 |date=October 14, 2022 |title=Email to @ForwardMSNFC season ticket holders says, "Our ownership group believes in Matt Glaeser and his staff and we are confident that, with your continued support, we will have a better season in 2023." 2/4 |access-date=October 16, 2022 |url-status=live |archive-url=https://web.archive.org/web/20221016223421/https://twitter.com/TalkinFlock/status/1581090057854648320 |archive-date=October 16, 2022}}

The team started receiving national attention in January 2019, during the polar vortex, when the social media intern tweeted a photo of a plastic flamingo stuck in the snow accumulating on the field.{{cite tweet |user=forwardmsnfc |number=1088863338979909636 |date=January 25, 2019 |title=Current level of snow in Madison: 1/2 a pink flamingo}} Within a few days, the snow became deep enough to cover the entire flamingo.{{cite tweet |user=forwardmsnfc |number=1089999788995694592 |date=January 28, 2019 |title=FULL MINGO!}} This second tweet went viral, ending up with over 22 thousand likes, and 7.8 thousand retweets.{{cite web | last=Savir | first=Merav | title=Born Into the Digital Age, Forward Madison FC is Already Making Great Content Strides | website=Medium | date=May 20, 2019 | url=https://medium.com/wsc-sports/born-into-the-digital-age-forward-madison-fc-is-already-making-great-content-strides-cd4c61365c8b }} "Full mingo" has become a catchphrase for the team.{{cite web |last1=Murray |first1=Nicholas |title=Going Full-Mingo – Forward Madison FC Wants to Be Your Second-Favorite Club |url=https://www.uslleagueone.com/news_article/show/993371 |website=uslleagueone.com |publisher=United Soccer League |access-date=May 8, 2020 |date=February 9, 2019}}

Forward Madison has continued to have a strong digital media presence, which the club uses to promote itself to fans outside of the Madison area, billing itself as "the world's second favorite team".{{cite web |title=Mingos Worldwide |url=https://www.forwardmadisonfc.com/mingos-worldwide |website=forwardmadisonfc.com |publisher=Forward Madison FC |access-date=May 8, 2020}}

On May 4, 2019, Forward Madison unveiled its dairy cow mascot, named "Lionela Bessi" following a fan vote.{{cite web |last1=Eanet |first1=Lindsay |title=Gathering the Flock: Building a Club, a Culture and a Brand in Madison |url=https://www.whatahowler.com/forward-madison-building-club-brand-usl-league-one/ |website=whatahowler.com |publisher=Howler Magazine |access-date=August 11, 2020 |date=November 18, 2019}}{{cite tweet |user=ForwardMSNFC |number=1124824308788936704 |date=May 4, 2019 |title=Before we kick off, we've got a big announcement to make: Please welcome the newest member of Forward Madison - as voted for by the fans, it's Lionela Bessi! 🐄}} The club announced a retirement party for Bessi to be held at their 2024 home opener on April 13, 2024.{{cite tweet |author=Forward Madison FC |author-link=Forward Madison FC |user=ForwardMSNFC |number=1772279506562138256 |date=March 25, 2024 |title=With an udderly heavy heart, we announce the retirement of the most legendairy sports mascot of all time, Lionela Bessi. 🐄 Help us send her off right at our April 13th Home Opener as she mooves on to greener pastures with the Bessi Pack! |access-date=March 25, 2024 |url-status=live |archive-url=https://web.archive.org/web/20240325200817/https://twitter.com/ForwardMSNFC/status/1772279506562138256 |archive-date=March 25, 2024}}

The club adopted Bessi's calf as a mascot as well. A second fan vote ended up with the name "Rose Cowbelle", after the University of Wisconsin alumna and pro player Rose Lavelle.{{cite tweet |user=ForwardMSNFC |number=1355187024249171968 |title=Holy cow! We've got dairy big news to share... 🐮 Please welcome the newest member of Forward Madison: As voted by the fans, it's ROSE COWBELLE! 🌹🐄🔔 |date= January 29, 2021}}

File:Breese Stevens Field.jpg hosts the team's matches.]]

{{Further|Breese Stevens Field}}

The team plays their matches at Breese Stevens Field in Madison, which was expanded from a grandstand capacity of 3,740 to 5,000.{{cite web |url=http://www.cityofmadison.com/parks/breesestevens/ |title=Breese Stevens Field |website=cityofmadison.com |publisher=City of Madison Parks Division |access-date=September 24, 2018 |url-status=live |archive-url=https://web.archive.org/web/20180924192048/http://www.cityofmadison.com/parks/breesestevens/ |archive-date=September 24, 2018}} The stadium, which was built in 1925, is the city's oldest sports park. It is owned by the City of Madison and has been operated since 2015 by Big Top Events. The venue has been designated as a city landmark since 1995, and in 2015 was listed on the National Register of Historic Places.{{cite news |last=Johnson |first=Allie |url=https://isthmus.com/news/news/breese-stevens-field-gets-recognized-as-a-national-landmark/ |title=Breese Stevens Field gets recognized as a national landmark |newspaper=Isthmus |date=December 5, 2014 |access-date=September 24, 2018}} The stadium hosts the East High School soccer and football teams, the Madison Radicals ultimate team, as well as other sport competitions, concerts, and community events.

Due to the COVID-19 pandemic, the club moved its 2020 USL League One season games to Hart Park in Wauwatosa, seventy-five miles away.{{cite web |last1=Nuoffer |first1=Justin |title=Forward Madison FC has new home field in Wauwatosa for 2020 season |url=https://madison.com/wsj/sports/soccer/forward-madison-fc-has-new-home-field-in-wauwatosa-for-2020-season/article_3bbf8410-3686-528f-965d-9918ba4948b5.html |website=Madison.com |publisher=Wisconsin State Journal |access-date=July 9, 2020 |date=July 9, 2020}}{{cite web |title=Forward Madison set for home games at Hart Park in Wauwatosa |url=https://www.forwardmadisonfc.com/news_article/show/1112497 |website=ForwardMadisonFC.com |access-date=July 9, 2020 |archive-date=July 12, 2020 |archive-url=https://web.archive.org/web/20200712215723/https://www.forwardmadisonfc.com/news_article/show/1112497 |url-status=dead }}

Forward Madison FC's inaugural 2019 season saw an average home attendance of 4,292, the highest in USL League One.{{Cite web|url=https://badgerherald.com/sports/2019/09/24/forward-madison-finishes-at-home-with-impressive-win-over-league-regular-season-champion/|title=Forward Madison finishes at home with impressive win over league regular season champion|last=Li|first=Caroline|website=The Badger Herald|date=September 24, 2019 |language=en-US|access-date=January 23, 2020}}{{Cite web|url=https://madison365.com/best-of-2019-theres-nothing-better-forward-madison-reflects-on-first-season-looks-ahead-to-2020/|title=Best of 2019: "There's Nothing Better." Forward Madison Reflects on First Season, Looks Ahead to 2020|last=Chappell|first=Robert|website=Madison365|date=December 27, 2019 |language=en-US|access-date=January 23, 2020}}

File:Flag of Madison, Wisconsin (2018–present).svgThe team's logo features a flamingo, as the city's official bird is the plastic flamingo lawn ornament.{{cite web |last1=Joyce |first1=Jason |title=Forward Madison soccer team debuts 'unexpected' uniforms |url=https://madison.com/ct/news/local/city-life/forward-madison-soccer-team-debuts-unexpected-uniforms/article_571386e6-3105-51f2-924e-0ae41967a367.html |website=Madison.com |publisher=The Capital Times |access-date=April 7, 2020 |date=March 9, 2019}} It was designed at Madison-based graphic design firm Planet Propaganda.{{cite web |last1=Joyce |first1=Jason |title=A fierce flamingo: The making of Forward Madison F.C.'s team identity |url=https://madison.com/ct/news/local/city-life/a-fierce-flamingo-the-making-of-forward-madison-f-c/article_7348f95b-ff22-51e9-b5e1-71aedad5302a.html |website=madison.com |publisher=The Capital Times |access-date=April 15, 2020 |date=November 26, 2018}}

The club's light blue color comes from the Madison flag, as does the white sash. At the bottom of the badge, Roman numerals spell out 608, the city's area code.{{cite web |last1=Behling |first1=Andrea |title=8 things you might not have noticed about the Forward Madison logo |url=https://www.channel3000.com/8-things-you-might-not-have-noticed-about-the-forward-madison-logo/ |website=channel3000.com |publisher=Madison Magazine |access-date=April 15, 2020 |date=December 19, 2019}}

Forward Madison FC has become known for creating "bold, interesting jerseys year after year".{{cite web |last1=McCraney |first1=Patrick |title=Forward Madison nails it again with new 2021 home shirt |url=https://www.hottimeinoldtown.com/2021/5/5/22421780/forward-madison-nails-it-again-with-new-2021-home-shirt |website=Hot Time in Old Town |publisher=Vox Media, LLC |access-date=September 9, 2021 |date=May 5, 2021}} Those jerseys have also been a huge retail success; in their inaugural season, Forward Madison earned twice as much from shirt sales as the rest of USL League One combined. In 2021, team COO Conor Caloia revealed that 20 percent of the club's gross revenue comes from merchandise, as compared to 8-10% for most other teams.

Forward Madison's home jerseys feature a sky blue field with white sash, a reference to the city's flag (which itself references the geography of the city on an isthmus). A sublimated flamingo design appears on the home shirt, and sublimated pink flamingos dot the club's inaugural white away jersey.

On March 14, 2020, Forward Madison unveiled its second-ever change shirt. The design features diagonal pink stripes, with names of 900 season ticket holders in the white space between.{{cite web |last1=Thomas |first1=Ian |title=As Sports World Pauses, Forward Madison Goes Digital With Jersey Event |url=https://frntofficesport.com/forward-madison-jersey-coronavirus/ |website=Front Office Sports |access-date=April 6, 2020 |date=March 16, 2020}} The shirt was designed by members of the supporters group The Flock, in what is believed to be a first for professional sports.{{cite web |last1=Maurer |first1=Pablo |title=With fan-designed away kit, Forward Madison continues to challenge norms |url=https://www.nytimes.com/athletic/1672805/2020/03/12/with-fan-designed-away-kit-forward-madison-continues-to-challenge-norms/ |website=The Athletic |access-date=April 6, 2020 |date=March 12, 2020}}

The club's original pink-patterned third jersey, worn in U.S. Open Cup appearances, was selected as the best world soccer jersey in satellite radio channel SiriusXM FC's 2019 "Kit of the Year" competition. It defeated the Chicago Red Stars home kit with over 200,000 votes.{{cite web |title=Forward Madison named team with best jersey in the world |url=https://wkow.com/2019/12/20/forward-madison-named-team-with-best-jersey-in-the-league/ |website=wkow.com |publisher=WKOW 27 |access-date=April 15, 2020 |date=December 20, 2019}}{{cite web |title=Forward Madison Wins Award for Best Jersey in World Soccer |url=https://www.forwardmadisonfc.com/news_article/show/1073114 |website=forwardmadisonfc.com |publisher=Forward Madison FC |access-date=April 15, 2020 |date=December 20, 2019}} A new third kit, featuring a swirling pattern of navy blue, sky blue, and pink, was unveiled on May 23, 2020.{{Cite tweet |user=ForwardMSNFC |number=1264240045772419074 |date = May 23, 2020 |title=An alternate jersey for the ages: Introducing the Drip Kit. (Droplet emoji) Get yours: https://squ.re/2Zv1zfC }}{{cite web |last1=Yoesting |first1=Travis |title=Holy Shit They Did It Again — Third-Tier USL Side Drops Season's Best Kit |url=https://the18.com/soccer-gear/forward-madison-kit-2020-drip-kit |website=the18.com |publisher=The18 |access-date=May 28, 2020 |date=May 23, 2020}} Called the "Drip Kit", it was inspired by team designer Cassidy Sepnieski's experiments with hydro dipping.{{cite web |last1=Klein |first1=Jason |title=Flamingos' designer Cassidy Sepnieski created original artwork for new jersey |url=https://www.forwardmadisonfc.com/news_article/show/1106521 |website=www.forwardmadisonfc.com/ |publisher=Forward Madison FC |access-date=May 28, 2020 |date=May 23, 2020}}

On June 23, 2021, Forward Madison unveiled a new third kit for 2021, including a fully reversible jersey. Dubbed the "Beach/Club" jersey, it is black with hot pink flamingos on one side, and pink with a hand-drawn Aloha shirt-style design on the other featuring flamingoes, palm trees, and the Wisconsin State Capitol.{{cite web |title=FORWARD MADISON LAUNCHES FULLY REVERSIBLE 'BEACH/CLUB' ALTERNATE JERSEY |url=https://www.forwardmadisonfc.com/news_article/show/1171081 |website=forwardmadisonfc.com |publisher=Forward Madison FC |access-date=June 29, 2021 |date=June 23, 2021}} They wore the shirt at their next match, playing in the black side for the first half and reversing it to the pink side for the second half. The team believes this was the first time such a change had been pre-planned for a competitive match, as opposed to needing to address clash issues arising during one. The gimmick had been cleared with the USL ahead of time, after the league consulted the Laws of the Game and found no prohibition against it.{{cite web |last1=Maurer |first1=Pablo |title=Forward Madison don reversible kit in USL match |url=https://www.nytimes.com/athletic/2669970/2021/06/23/forward-madison-reversible-kit/ |website=theathletic.com |publisher=The Athletic |access-date=June 29, 2021 |date=June 23, 2021}}

Later that year, Forward Madison held an unveiling ceremony in Madison and London for the release of an additional shirt to be worn only for friendlies, known as the "Friends With Benefits" shirt. Also designed by Cassidy Sepnieski, the shirt is covered with checkers of team colors pink, sky blue, and dark blue in fading gradients, with one of the squares being a QR code. Fans away from Madison can scan that code to purchase a beer for a fan at Breese Stevens Field. Fans in attendance at a home match can redeem one of the purchased beers and are given the name, location, and social handles of the purchaser so they can reach out to thank them.{{cite web |title=Forward Madison 2021 Hummel "Friends With Benefits" Shirt |url=https://www.footballshirtculture.com/21/22-Kits/forward-madison-2021-friends-with-benefits-kit.html |website=footballshirtculture.com |publisher=Football Shirt Culture |access-date=September 9, 2021 |date=August 29, 2021}}{{cite web |title=Forward Madison's Newest Kit Connects Fans Through Beer and the Beautiful Game |url=https://www.uslleagueone.com/news_article/show/1181753 |website=www.uslleagueone.com |publisher=USL League One |access-date=September 9, 2021 |date=September 3, 2021}} The club's stated intention with this shirt is "to connect the global soccer community through kits and beer".{{cite web |title=FORWARD MADISON RELEASES THE FRIENDS WITH BENEFITS KIT |url=https://www.forwardmadisonfc.com/news_article/show/1180799 |website=forwardmadisonfc.com |publisher=Forward Madison FC |access-date=September 9, 2021 |date=August 28, 2021}}

The club recognizes six independent supporters groups, each with a different focus.{{cite web |title=Supporters |url=https://www.forwardmadisonfc.com/supporters |website=forwardmadisonfc.com |publisher=Forward Madison FC |access-date=April 7, 2020}} The Flock is the first and largest group, and the Independent Supporters' Association for the club.{{cite web |last1=Li |first1=Caroline |title=Flocking to the field: Forward Madison FC, fans take Madison by storm |url=https://badgerherald.com/features/2019/10/22/saturdays-in-madison-ultimate-bliss-for-sports-fans/ |website=badgerherald.com |publisher=The Badger Herald |access-date=April 7, 2020 |date=October 22, 2019}} The other groups are La Barra 608, by and for Latino fans, Forward Union with a focus on community service, Featherstone Flamingos, an inclusive group that celebrates Black culture (named for Don Featherstone, creator of the plastic lawn flamingo), Accessimingos, the first supporters group in North America focused on fans with disabilities,{{cite web | title=Forward Madison welcomes the Accessimingos to The Flock | website=forwardmadisonfc.com | date=January 8, 2019 | url=https://www.forwardmadisonfc.com/news_article/show/1151650}} and Mingo Ladies for supporters who identify as women. A portion of members of the Flock also run a group centered around civic engagement called "Pink Tape".{{cite web |last1=Jones |first1=Sam |title=Pink Tape Looks to "Flock the Vote" |url=https://madisoncommons.org/2020/02/24/pink-tape-608-looks-to-flock-the-vote/ |website=Madison Commons |date=February 24, 2020 |access-date=April 7, 2020}}

The club also has an international membership program called Mingos Worldwide, which comes with a scarf bearing their promotional slogan "The World's Second Favorite Team".

Alternative rock act The Racing Pulses wrote the song "Go, Forward!" for Forward Madison FC. The official music video for the song was released in 2020. It was filmed at Breese Stevens Field and features Mandela Barnes.{{Citation |title=The Racing Pulses - Go, Forward! (Official Music Video) |url=https://www.youtube.com/watch?v=koF6tfhHuKs |access-date=2024-03-03 |language=en}}{{Cite web |last=Herron-Wheeler |first=Addison |date=2020-03-14 |title=Video Premiere: The Racing Pulses - 'Go Forward' |url=https://newnoisemagazine.com/video-premiere-the-racing-pulses-go-forward/ |access-date=2024-03-03 |website=New Noise Magazine |language=en-US}}{{Cite web |last=Staff |first=NBC15 |date=2020-03-11 |title=New Anthem for Forward Madison FC soccer team |url=https://www.wmtv15news.com/content/news/New-Anthem-for-Forward-Madison-FC-568685911.html |access-date=2024-03-03 |website=www.wmtv15news.com |language=en}}{{Cite web |last=Kubik |first=Rachel |date=2021-09-03 |title=Born in Bulgaria, raised in Racine, making it in the music biz: See The Racing Pulses at Summerfest Saturday |url=https://journaltimes.com/news/local/born-in-bulgaria-raised-in-racine-making-it-in-the-music-biz-see-the-racing/article_b37bb251-717c-51b4-9567-3a6405ae7cf9.html |access-date=2024-03-03 |website=Journal Times |language=en}}

{{updated|May 16, 2025}}.{{cite web |url=https://www.forwardmadisonfc.com/roster/ |title=Forward Madison FC 2025 Roster |publisher=Forward Madison FC |access-date=May 16, 2025}}

{{fs start|nonumber=|bg=41B6E6|color=FFFFFF|border=EF95CF}}

{{Fs player|no=1 |pos=GK |nat=PHI |name=Bernd Schipmann}}

{{Fs player|no=2 |pos=DF |nat=ISR |name=Michael Chilaka}}

{{Fs player|no=3 |pos=MF |nat=ESP |name=Damià Viader}}

{{fs player|no=4 |pos=DF |nat=AUS |name=Mitch Osmond |other=captain}}

{{Fs player|no=5 |pos=DF |nat=USA |name=Timmy Mehl}}

{{Fs player|no=6 |pos=MF |nat=USA |name=John Murphy}}

{{Fs player|no=7 |pos=MF |nat=GER |name=Jackson Dietrich}}

{{Fs player|no=8 |pos=MF |nat=USA |name=Devin Boyce}}

{{Fs player|no=9 |pos=FW |nat=USA |name=Garrett McLaughlin}}

{{Fs player|no=10 |pos=MF |nat=ENG |name=Aiden Mesias}}

{{Fs player|no=11 |pos=MF |nat=USA |name=Chris Garcia}}

{{Fs player|no=12 |pos=GK |nat=USA |name=Owen Finnerty}}

{{Fs mid|nonumber=|bg=41B6E6|color=FFFFFF|border=EF95CF}}

{{Fs player|no=16 |pos=DF |nat=AUT |name=Jake Crull}}

{{Fs player|no=17 |pos=FW |nat=USA |name=Derek Gebhard}}

{{Fs player|no=18 |pos=FW |nat=BRA |name=Adrien Graffin |other=on loan from Amazonas}}

{{Fs player|no=19 |pos=FW |nat=COL |name=Juan Galindrez}}

{{Fs player|no=21 |pos=MF |nat=MEX |name=José Carrera-García}}

{{Fs player|no=22 |pos=DF |nat=USA |name=Eddie Munjoma}}

{{Fs player|no=24 |pos=FW |nat=RSA |name=Nazeem Bartman}}

{{Fs player|no=25 |pos=DF |nat=DRC |name=Ferrety Sousa}}

{{Fs player|no=26 |pos=MF |nat=USA |name=Riley Binns |other={{efn-ua |USL Academy contract}}}}

{{Fs player|no=36 |pos=GK |nat=USA |name=Wallis Lapsley}}

{{Fs player|no=70 |pos=FW |nat=BRA |name=Lucca Dourado |other=on loan from Birmingham Legion FC}}

{{Fs player|no=77 |pos=FW |nat=JAM |name=Nico Brown |other=on loan from Lexington SC}}

{{fs end|nonumber=|bg=41B6E6|color=FFFFFF|border=EF95CF}}

{{reflist|group=upper-alpha}}

All records as of {{start date|2025|06|07}}.

All records as of {{start date|2025|06|07}}. Includes regular season, playoffs, U.S. Open Cup, USL Cup. Excludes friendlies. Games going to penalty kicks marked as draws.

All statistics as of {{start date|2025|06|07}}. Players currently under contract by Forward Madison FC are in bold.

Competitive matches only, includes appearances as substitute. Numbers in parentheses indicate goals scored.

Competitive matches only. Numbers in parentheses indicate appearances made.

Competitive matches only. Numbers in parentheses indicate appearances made.

Competitive matches only. Numbers in parentheses indicate appearances made.

• USL Jägermeister Cup
• Runners-up (1): 2024

• USL League One
• USL Super League

{{Reflist}}

• {{Official website|https://www.forwardmadisonfc.com}}

{{Forward Madison FC}}

{{USL League One}}

{{Wisconsin Sports}}

{{DEFAULTSORT:Forward Madison Fc}}

Category:Forward Madison FC

Category:Soccer clubs in Wisconsin

Category:Sports in Madison, Wisconsin

Category:Association football clubs established in 2018

Category:2018 establishments in Wisconsin

Category:USL League One teams

Category:Flamingos in popular culture