Last year the ownership group for MLS Seattle made headlines when leadership asked season ticket holders to pick the name of the team. Using Votenet’s online voting system, fans cast more than 14,500 votes, overwhelmingly choosing “Sounders FC” as the name of choice.

But the vote on the name was just one step in changing the relationship with their fans. The team launched the Sounders FC Alliance, which provides the team’s supporters one of the most integrated and unique connections to the franchise in all of sports: a voice in the process and access to the decision makers.

Votenet discussed the Sounders FC innovative ownership structure with Kenton Olson, Seattle Sounders FC manager of digital media.

Votenet: How would you best describe the way you’re interacting with fans through online voting?

Kenton Olson:
It is a democracy. From the beginning, our mantra is to be a true democracy in sports. We want the fans to contribute their thoughts and opinions about the team to the ownership group.

Votenet: Where did the idea come from?

Olson:
The members association was the vision of the Sounders FC ownership group, which includes television personality Drew Carey.  Drew was the primary proponent and now serves as the chair of the Alliance.

The Sounders FC Alliance is structured like the FC Barcelona model, where every season ticket holder is considered a stockholder in the organization. In the United States, the Sounders FC are one of the only professional teams that involves fans in decision making process.
Votenet: How do you determine who gets to vote?

Olson:
All 22,000 season ticket holders have one vote.

Votenet: Are there other opportunities for season ticket holders to get involved?

Olson:
Season ticket holders can also nominate themselves to sit on the Sounders FC Alliance Council. To be on the Council, a season-ticket holder must secure 25 other fans to support their candidacy.

We consider each Council member a representative of 25 fans. Through monthly meetings and blogs, the Council members can ask the ownership group direct questions about the team, match day experience, etc. The Council member reports back to the fans.

Votenet: The voters picked the name of the team and the band, and they even have the power to vote out the general manager. Does this make leadership uncomfortable?

Olson:
The owners are comfortable with the decisions the fans make because these are educated and passionate soccer fans.

We trust our fans to give them the voice to vote out the general manager every four years.. The general consensus from leadership if fans really believe that someone’s not doing a good job then we should listen to them.

Votenet: What’s the biggest thing you’ve learned from letting the fans vote on major team decisions?

Olson:

We’ve learned that by listening to our members, we can make a better overall product.  We are partners in the process and Sounders FC fans are passionate about their team and want to be heard.

We have the largest season ticket base in the MLS.  It has certainly helped the success of this organization.

Votenet: How do the fans vote?

Olson:
Everyone can vote online, so participation is easy, and the fans trust that their voices will be heard and secure (the Votenet online voting system is guaranteed secure and third-party verified).

Having a secure vote adds to the integrity of the voting process.