[1] As part of the plan, Big Top Events looked to have $2 million invested into renovating the stadium, pending a contract renegotiation with the City of Madison.

[2] Big Top Events wished to have a longer-term lease, along with an increase in the number of concerts at the stadium, more employees at the venue, and $1.6 million from the city for facility upgrades.

[15] Forward Madison FC was announced as the official name on November 18, 2018, along with the logo and team colors, at an event at the Wisconsin Historical Society.

[20][21] Shore had previously worked in various roles at Chicago Fire with Peter Wilt, and served as the interim coach of Real Salt Lake in 2017.

[24] On December 7, 2018, the club announced a one-year affiliation agreement with Minnesota United FC of Major League Soccer.

[25] Following the club's inaugural season, Peter Wilt left to take a position with the league, developing supporters groups and assisting teams with their fan engagement.

[31] The team started receiving national attention in January 2019, during the polar vortex, when the social media intern tweeted a photo of a plastic flamingo stuck in the snow accumulating on the field.

[35][36] On May 4, 2019, Forward Madison unveiled its dairy cow mascot, named "Lionela Bessi" following a fan vote.

[40] The team plays their matches at Breese Stevens Field in Madison, which was expanded from a grandstand capacity of 3,740 to 5,000.

[3] Due to the COVID-19 pandemic, the club moved its 2020 USL League One season games to Hart Park in Wauwatosa, seventy-five miles away.

[43][44] Forward Madison FC's inaugural 2019 season saw an average home attendance of 4,292, the highest in USL League One.

[50] Those jerseys have also been a huge retail success; in their inaugural season, Forward Madison earned twice as much from shirt sales as the rest of USL League One combined.

The design features diagonal pink stripes, with names of 900 season ticket holders in the white space between.

[56][57] Called the "Drip Kit", it was inspired by team designer Cassidy Sepnieski's experiments with hydro dipping.

The team believes this was the first time such a change had been pre-planned for a competitive match, as opposed to needing to address clash issues arising during one.

The gimmick had been cleared with the USL ahead of time, after the league consulted the Laws of the Game and found no prohibition against it.

A portion of members of the Flock also run a group centered around civic engagement called "Pink Tape".

[66] The club also has an international membership program called Mingos Worldwide, which comes with a scarf bearing their promotional slogan "The World's Second Favorite Team".

[67][68][69][70] Note: Flags indicate national team as defined under FIFA eligibility rules; some limited exceptions apply.