A model of organizational culture built on connection and clarity
ST. LOUIS — St. Louis CITY SC is more than just a soccer club. It is a living, breathing platform where the city, its citizens, fans, culture, operations, and philosophy are all tightly interwoven.
Invited by the club, Atlanta K Media visited the stadium and met with five key individuals behind CITY SC’s success: Lee Broughton, Marc Abel, David Choi, Bomi Park, and Korean forward Jeong Sang-bin.
Their stories and how they connect reveal why CITY SC stands not just as a sports team, but as a model of urban organizational culture done right.
The Strategist Behind the City’s Narrative
Lee Broughton – Bridging City Branding with the Soccer Ecosystem
Originally from the United Kingdom, Lee Broughton is one of the nine co-owners of CITY SC and the strategist behind the club’s philosophy and direction. Drawing on his experience as a senior marketing executive at global car rental giant Enterprise Holdings, Broughton spearheaded the civic campaign #STLMade, which reimagined the language and imagery through which St. Louis defines itself.
The campaign successfully reshaped the city’s public identity, creating a natural bridge between civic pride and the fan experience at CITY SC. That connection came full circle when we met Broughton not in a boardroom—but outside Seoul Taco, the popular concession stand at the club’s Energizer Park, operated by Korean American chef David Choi.
Calling Seoul Taco “a point of pride for both the city and the stadium,” Broughton emphasized the power of storytelling that connects sports, culture, and community—a philosophy at the heart of CITY SC’s vision for what a modern football club can represent.
The Human Voice of the Club
Marc Abel – Building Trust Through Communication
As Executive Vice President of Communications, Marc Abel leads media relations, fan outreach, and messaging, shaping CITY SC’s external trust with seasoned expertise. His work extends beyond publicity, creating a cohesive structure where every touchpoint—from tours and media visits to the flow of Energizer Park—tells a consistent story that tightly ties the club to the identity of St. Louis.
That commitment was evident during Atlanta K Media’s visit, when Abel personally led the press team through nearly five hours of stadium tours, philosophy briefings, and interviews—handled with a care that left nothing overlooked.
It was even clearer on the day of the derby between Son Heung-min and Jeong Sang-Bin. As Jeong struggled on the pitch, Abel’s quiet empathy was evident in his words, gestures, and easy rapport with staff and vendors, making everyone feel part of one big family.
Like Energizer Park, designed with entrances at every corner to welcome fans, Abel embodies accessibility and connection. His communication is rooted not in polish but in authenticity—and that sincerity may be CITY SC’s most valid form of strategy.
Flavor With a Purpose
David Choi – Serving Culture Through Seoul Taco
David Choi began with a single food truck and has since built one of the most popular taco restaurants across St. Louis and Chicago. A St. Louis native, his journey is local, but the flavors he brings are unmistakably Korean—carrying the warmth and authenticity of home cooking.
Under CITY SC’s CITY Flavor program, Seoul Taco has become a fan favorite. From kimchi burritos to bulgogi tacos, Choi’s menu is more than food—it is an invitation to taste culture. In the heart of CITYPARK, the name “Seoul Taco” itself signals pride, placing Korean flavor and spirit at the center of the club’s game-day experience.
By making Seoul Taco a cultural anchor inside the stadium, Choi doesn’t just feed fans; he gives them a way to celebrate diversity with every bite. He shows how food can tell a story as powerfully as the game.
The Silent Engine of the Team
Bomi Park – Quietly Powering Life Behind the Pitch
“I just wanted to do what I could for him,” Bomi Park said as she handed over homemade gimbap. For St. Louis CITY SC forward Jeong Sang-Bin, it has become a quiet morning ritual—comfort food prepared by someone who feels more like an older sister than a staff member.
As First Team Admin, Park supports players’ daily lives—schedules, meals, and routines—so they can focus on the game. Although Jeong speaks fluent English after years in the United States, he feels more at ease with Park by his side. It is also a reflection of the club’s thoughtful decision to provide a manager who can ease that transition.
Her Korean sensibility and quiet devotion find a natural place within CITY SC’s culture of respecting diversity, where they shine all the more.
At the Heart of a System Built to Nurture Stars
Jeong Sang-bin – Korea’s Next-Gen Striker Aiming to Deliver with Goals
CITY SC’s player-first model, built on structure, care, and intention, exists for one reason: to develop stars. And at the center of that vision stands Jeong Sang-bin, a young Korean forward widely regarded as one of the national team’s most promising talents.
Having joined the MLS with high expectations, Jeong is more than just a new signing—he’s the focal point of an entire support system carefully designed to help him thrive. From media relations to personalized care, the club has made it clear that Jeong’s success is its success.
Atlanta K Media’s formal invitation and coverage were part of this broader strategy. The club offered not just press access, but a full tour, coordinated interviews, and direct engagement—recognizing the power of Korean media in amplifying Jeong’s story to a global audience.
“I’ve never experienced this level of thoughtful support anywhere else,” Jeong said. “CITY SC is more than a club—it’s a team that genuinely wants its players to grow.”
He added, “I will give everything I have to repay the love of the fans and the city—with my performance on the pitch.”
Connecting Dots -The People Powering CITY SC’s Unique Organizational Culture
“Connection Is Everything.”That simple phrase perfectly sums up how St. Louis CITY SC operates. Experts across every field—from branding and communications to fan experience and player care—are weaving a cohesive organizational tapestry, all moving toward a single goal.
This club’s focus isn’t on “who is higher,” but on “how well we are connected.” A team isn’t built on flashy star players alone.
CITY SC’s success begins with the quiet coordination and clearly defined roles that happen behind the scenes.
They are proving to be far more than just an MLS story, setting the gold standard for what a modern, community-driven sports organization can achieve.
