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Marketing to millenials, Los Angeles Football Club looking to stand apart

In a narrow, windowless room hidden on the third floor of a mid-Wilshire office building, Rich Orosco is making history.

In a marketplace already saturated with professional sports franchises, Orosco is helping create another. Yet 11 months into that process, his team has no stadium, no coaches and no players.

It will announce Tuesday that it does have a name: the Los Angeles Football Club. And while that's a start, it leaves much to be done before LAFC plays its first Major League Soccer game in 2018.

The go-slow approach is necessary, Orosco says, because LAFC is building more than just a new team.