Name Change

Houston stadium rebrands with aspirational new logo to reflect city spirit

BBVA group executive chairman Carlos Torres Vila outside of BBVA Stadium in Houston. Photo courtesy of BBVA

Rebranding is no easy feat for any company, much less one with 75.5 million customers and a presence in over 30 countries. BBVA, formerly BBVA Compass in the United States, recently began the lofty endeavor of rebranding worldwide.

It launched its public rebranding efforts in Houston at an exclusive stadium event on June 13, during which the home of the Houston Dynamo, Houston Dash, and Texas Southern University football was renamed BBVA Stadium.

BBVA group executive chairman Carlos Torres Vila noted that with more than 160 years of history, this was a huge transition for BBVA, but a worthwhile one, as it would help the company live out its three key tenets: the customer comes first, think big, and we are one team.

"Our purpose at the bank is to bring the age of opportunity to everyone," says Vila.

BBVA USA president and CEO Javier Rodríguez Soler cited unity and technology as the two reasons for BBVA's worldwide rebranding.

"Having employees across the globe working under a single brand identity makes it very clear that we are indeed one team," says Soler. "It also underscores for all of us the importance of our commitment to provide our customers with global products and services, the best user experience, and the solutions that help our customers make the best decisions in their lives and in their businesses."

There are many parallels between BBVA and the stadium which shares its name. BBVA is an international company which desires to provide all its customers worldwide with the same level of service. It also tailors its community involvement to each location.

Similarly, BBVA Stadium itself has an international footprint. Per John Walker, Houston Dynamo president of business operations, the stadium is the most internationally programmed soccer stadium in the United States, yet it also maintains a focus on the city of Houston itself — East Downtown and the Greater East End in particular.

Former Houston Dynamo defender Bobby Boswell was on hand to applaud the stadium's impact on the city. Boswell noted that having a stadium contributes greatly to team and civic pride for both pro athletes and young kids who visit the stadium and may be inspired to one day play there.

"I chose to live back in Houston because of the community," says Boswell.

BBVA and the Dynamo and Dash's commitments to the neighborhood were on full display at the stadium renaming. Soler announced that a portion of the proceeds from the inaugural BBVA Classic, to be held on July 24 at 7:30 pm, will benefit the Tejano Center for Community Concerns. The Tejano Center works to develop education, social, health, and community institutions that empower families to transform their lives.

Among other programs, the center runs the Raul Yzaguirre Schools for Success (RYSS). At the stadium unveiling, students from the RYSS STEM Primary Academy's soccer teams stood onstage and helped count down to the official unveiling. When the countdown reached zero, blue confetti filled the room, while outside blue powder exploded in the air and a curtain was dropped to reveal the stadium's new logo.

Vila pointed out that the "A" in the logo is higher than the other three letters, standing for "aspirational." What better image to symbolize the city of Houston, a place of opportunity?

Vila (left), former Dynamo player Bobby Boswell (center), and Soler (right) at the BBVA Stadium press conference.Photo courtesy of BBVA

Credit: Wilf Thorne/Houston Dynamo

Houston Dynamo Senior Vice President/General Manager Matt Jordan addressed questions from fans during the first hour of Soccer Matters with Glenn Davis on Tuesday night. Among the topics of conversation were potential player signings, concerns with player development and club operations.

The following are excerpts from the Q&A with callers to the program:

Potential Transfers

On why the Dynamo has not gone after a big name player that can fill BBVA Stadium

We're very open and we have had discussion with "big name players" ... For us, it's about getting the right players and I truly believe, through my experiences, you also have stars that grow within the league. We've seen that with our team with Alberth Elis, with Mauro Manotas - from my time in Montreal, we saw that with Ignacio Piatti. These weren't "big name stars" but they became "big name stars" so we look at all of it. We look at making our own stars, we look at some players that have been on the biggest stages and maybe a bit older but, for us, it's analyzing what's the right fit.

On the suggestion of a player like Mexico National Team Captain Andres Guardado

A lot of fans will say, "bring a big name, a Messi or Ronaldo" and that's not always realistic in the world of soccer but those are the types of profiles we do continue to look at along with making our own stars as well, which I think we've done a good job of with the two players I mentioned, who are stars in the city of Houston now.

On the reports of Cruz Azul's interest in Dynamo forward Mauro Manotas

We're getting interest in a lot of our young talented players. The two players that everyone talks about is Mauro Manotas and Alberth Elis, there's also a handful of other players that we get inquiries of from abroad. A lot of the teams in the Mexican league follow our teams very closely and Cruz Azul did express interest in Mauro... [a potential transfer] has to make sense for the player, it has to make sense for the club

Player Development

On the investment in the Houston Dynamo Academy

With the support of our ownership group, over the last 18 months, have made significant investments in the academy. We hired a new academy director in Paul Holocher, we brought on what I believe are some of the brightest young coaches in the Unites States. We've really worked very hard to strengthen our partnerships and our strategic alliances here within the city of Houston, which I believe has really been a downfall of ours in the past.

On the possibility of having a locally-based USL team

We have. One thing I can tell you, we have our USL players, our academy players, our U23 players in and out with the first team all the time. With the Open Cup, we brought up several of our USL players. You'll see a couple of our USL players come up for our League's Cup game as well... of course, it's more ideal to have it next to our first team field but we're very proud of the partnership in the [Rio Grande] Valley.

Club Policies

On the Dynamo's scouting system for recruiting players for the first team...

We do have a scout in Europe that's paid by us, we have a scout in South America that's paid by us and I also have a full-time scout and analyst, here, that is in Houston working with us in our recruitment department.

What we do is we go through the annual scouting calendar, we prioritize what events we need to hit. Generally speaking, I only travel when we get to the point - myself or [Head Coach Wilmer Cabrera] or both of us together, a lot of time we'll travel together in the offseason. We only really travel when we get to [final stages of a transfer].

We use our regional contacts...What I really focus on is having one key contact in each country and, a lot of times, we go after the player, it's not that the player is presented to us by the agent. [Recent signing Jose Bizama] is a prime example, we went after Bizama and we approached the club through our process. Now, there's times where a player is presented to us as well, but more often then not we utilize those regional contacts in each country. There's a lot of times, with many of our players, we've identified them or we've gone after them when they're, maybe, not for sale and that's when the grinding starts to take place for the negotiation.

On the club hosting a town hall meeting with supporters

In this moment, I can't speak for ownership but I have no problem being in any setting and fielding questions about the team for the fans.

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The entire conversation is available on the July 16, 2019 episode of the podcast, which can be heard on iTunes, Google Podcasts and www.podcastarena.com/soccermatters/

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