D.C. United kicked off the 2024 season with a double announcement: a brand new home jersey and a multi-year partnership with consulting firm Guidehouse. The McLean, Virginia-based company, with strong local and federal ties, will see its logo emblazoned on the front of the Black and Red's jerseys and training tops, including the sleek new 2024 home kit.
More Than Just a Sponsorship
Both parties emphasized that the deal goes beyond financial gain. D.C. United President of Business Operations Danita Johnson highlighted Guidehouse's global reach and commitment to the local community, aligning with the club's values. Guidehouse CEO Scott McIntyre echoed this sentiment, expressing his desire for a brand that reflects teamwork and execution, mirroring their own company culture.
Mutual Growth and Brand Awareness
McIntyre sees the partnership as an opportunity to reach a wider audience, particularly among United's young and growing fanbase. By engaging in camps, clinics, and community events, Guidehouse aims to attract future employees and clients. Johnson, on the other hand, views Guidehouse as a partner to help D.C. United expand its international footprint.
A New Direction
This deal signifies a shift from D.C. United's previous partnership with blockchain technology provider XDC Network. Johnson explained the desire for a partner that aligns with the club's current direction and evolving goals, hinting at potential changes within the organization.
New Jersey, New Look
The announcement coincided with the unveiling of D.C. United's new home jersey for the 2024-25 season. The predominantly black jersey features red stripes and a unique gray wave pattern, with the Guidehouse logo prominently displayed on the front. A subtle nod to the local community can be found on the back of the neck, with a small image of the Frederick Douglass Memorial Bridge and the inscription "United the District."
Fan Engagement and Excitement
McIntyre expressed enthusiasm, stating that Guidehouse staff nationwide will be proudly supporting D.C. United. Johnson emphasized the opportunity to carry the Guidehouse name together, both on and off the field. Fans can already purchase the new jersey online and see the team wear it during their home opener against the New England Revolution on February 24th.
Overall, this deal marks a new chapter for D.C. United, one that emphasizes community engagement, global expansion, and a shared commitment to success with their new partner, Guidehouse.