BIRMINGHAM, Ala. – The launch of 2019 USL expansion club Birmingham Legion FC’s crest and branding got plenty of people’s attention.

Among them was the club’s new President and General Manager, Jay Heaps, whose advance look before its release in January only added to the feeling he had about the project he was being recruited for.

“I'm a big believer in culture, and sure enough, you show up and the first thing they show you is the brand launch, talking about the three pillars of the pride, passion, and community,” Heaps told local media upon his official introduction on Thursday night at Good People Brewing. “That, I think, was where I had that moment of, ‘Alright, this is going to be great.’”

The former New England Revolution Head Coach will have a different role in Birmingham, leading the club’s front office, overseeing the hiring of the coaching staff and player recruitment as the Magic City’s team ramps up for its first season. While new territory for Heaps, the opportunity to build upon the strong foundation already present in the city is an exciting prospect.

“I think it was really about what I loved about building something,” said Heaps. “Being a part of a club from the beginning, to be able to say, ‘Hey, this is what we want as a culture,’ guess what? You can now take this and put this, top down, from ownership, on to the field.”