Where Soccer Meets City: The Partnership Between AFC Ann Arbor and Destination Ann Arbor

By Josie Langhans

On any given summer weekend in Ann Arbor, visitors might come for the restaurants, the campus, or the festivals—but many now come for soccer. As AFC Ann Arbor continues to draw crowds to Hollway Field, the club’s partnership with Destination Ann Arbor highlights how sport has become a powerful way to introduce people to the city and its culture.

Destination Ann Arbor is the official destination marketing organization for Ann Arbor and Washtenaw County, tasked with promoting the region as a place to visit, meet, and compete. Through tourism marketing, event recruitment, and storytelling, the organization works to drive economic impact while highlighting what makes the area unique. Sports tourism plays a key role in that mission, particularly during the summer months when collegiate and amateur athletics draw visitors from across the Midwest and beyond.

AFC Ann Arbor fits naturally into that vision. AFCAA has become known for its supporter culture and community engagement. More than a soccer team, AFC Ann Arbor positions itself as a civic institution—one that reflects the creativity, inclusivity, and energy of Ann Arbor itself.

The partnership brings those shared goals together. By being a sponsor for AFC Ann Arbor matches and the matchday experience, Destination Ann Arbor helps introduce visitors to the city’s walkable downtown, local restaurants, and cultural attractions. In return, the club serves as a visible ambassador for Ann Arbor, welcoming visiting teams, families, and fans into a community-centered environment.

Both organizations believe that events are more than moments—they are opportunities to tell a story. For Destination Ann Arbor, that story is about place. For AFC Ann Arbor, it is about community. Together, they show how soccer can be a gateway to deeper engagement with a city and its people.

Ultimately, the partnership reflects a shared understanding: when community and competition intersect, everyone wins. Through soccer, storytelling, and shared values, AFC Ann Arbor and Destination Ann Arbor continue to highlight Ann Arbor not just as a destination—but as a place worth returning to.