in Madison, which was expanded from a grandstand capacity of 3,740 to 5,000. The stadium, which was built in 1925, is the city's oldest sports park. It is owned by the City of Madison and has been operated since 2015 by Big Top Events. The venue has been designated as a city landmark since 1995, and in 2015 was listed on the National Register of Historic Places. The stadium hosts the East High School soccer and football teams, the Madison Radicals ultimate team, as well as other sport competitions, concerts, and community events. 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. Attendance Forward Madison FC's inaugural 2019 season saw an average home attendance of 4,292, the highest in USL League One. Uniforms Badge and colors The team's logo features a flamingo, as the city's official bird is the plastic flamingo lawn ornament. It was designed by Madison-based graphic design firm Planet Propaganda. The color blue comes from the Madison flag, as does the white sash. At the bottom of the badge, Roman numerals spell out 608, the city's area code. Sponsorship Uniform history Forward Madison FC has become known for creating "bold, interesting jerseys year after year". 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. In 2021, team COO Conor Caloia revealed that 20 percent of the club's gross revenue comes from merchandise, as compared to 8-10% for most other teams. Forward Madison's home jerseys feature a sky blue field with white sash, a reference to the city's flag (which itself references the geography of the city on an isthmus). A sublimated flamingo design appears on the home shirt, and sublimated pink flamingos dot the club's inaugural white away jersey. On March 14, 2020, Forward Madison unveiled its second-ever change shirt. The design features diagonal pink stripes, with names of 900 season ticket holders in the white space between. The shirt was designed by members of the supporters group The Flock, in what is believed to be a first for professional sports. The club's original pink-patterned third jersey, worn in U.S. Open Cup appearances, was selected as the best world soccer jersey in satellite radio channel SiriusXM FC's 2019 "Kit of the Year"