This wouldn’t work in other leagues but, frustrated by a strategic stalemate, D.C. United is setting up its own digital shop, according to the Sports Business Journal. The club, with tech investor Will Chang as an owner, is waiting for board and commissioner approval to join the New England Revolution and Colorado Rapids as independent web operators. Unlike the NHL (which is in court over the issue), MLB and NFL, MLS allows its clubs to choose between a common platform managed by MLBAM’s Sports on Earth or their own operations. (Clarification: MLBAM continues to operate the league sites on an annual contract.) The MLS strategy has been under review since its initial agreement with MLBAM ended in 2006, too long for some. Doug Hicks, D.C. United’s VP of communications and the head of its digital effort, told SBJ: “We’re anxious to move forward with online opportunities. We feel the best way to brand and communicate with fans is to do it ourselves.”

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