Whooligan.com is a new global soccer, lifestyle, and multimedia brand created and marketed by web based, user generated content.
The company calls this new approach of using viral social media to create a tangible brand on and off the web, the Web 2.0². Whooligan uses the slogan “Who’s your side?” in an attempt to exploit global soccer rivalries and cultural identity. Users have to choose their sides before joining- one of over 3,000 club sides around the globe and one national side.
Once signed up they can share videos and photos with fellow fans, talk trash to rival fans, and participate in forums. Users can spread the content across the internet universe with embed widgets. All content is linked together and searchable through a system of tagging.
Whooligan has two brand channels currently, Whooligear and Whoolihoodz. On the Whooligear users can submit creative designs for supporters of their side or make fun of rival sides. They are encouraged to use the club and national side portals for inspiration.
Each design is put on a sprout widget and can be sent around the internet to gain support. These designs are then voted on by the community and sold. The Whoolihoodz section concentrates on street and freestyle soccer. Users are encouraged to represent their cities and neighborhoods with multimedia posts. Street gear and music will be added to the Whoolihoodz shortly. Future brand channels include Whoolipets (animal related posts), Whoolibabes (girls), Whooliheroes (comics/superheroes), Whooliwood (gossip blog), and Whooliha! (funny content).
Whooligan.com In Their Own Words
We truly believe the Web 2.0² will be the near term future of the Internet, especially during this global economic crisis, and the extra scrutiny it has brought upon startups by investors.
Why Whooligan.com It Might Be A Killer
• The large apparel companies don’t do a good job at creating authentic communities to build their brands- i.e. Google/Nike’s joga in 2006
• Soccer, as the world’s one true passion, will always survive any downturn or economic Armageddon and allow us to reach large groups of people in developing, emerging, and frontier markets (and not have to focus on the reeling US consumer)
• Soccer is the most popular thing in the world, outside of sex, food, and water
• The site is coded in 5 languages currently with the ability for unlimited localization
• The Web 2.0 bubble will burst shortly because it is built off poor economic fundamentals
• The brand will have a grassroots support engine because of its viral internet growth
• We are not trying to build another Web 2.0 app; rather leverage these existing technologies & libraries for a greater purpose
• We built the site with no outside funding and no technology experience so once we have more resources we can take things to the next level 
