Reston, VA-based sports shop Buffalo.Agency has been named public relations partner of North American pro soccer league the United Soccer League.

The largest professional Major League Soccer organization in North America, Tampa-headquartered USL currently boasts 29 teams across nearly two-dozen states and three Canadian provinces.

Buffalo has been charged with spearheading a communications plan with media outreach that supports digital and social content integration, with the agency publicizing the league, its owners and players in mainstream consumer and trade press outlets. The agency is the first PR firm to partner with the league.

Buffalo.Agency in June rebranded from its former moniker, Buffalo Brand Invigoration Group, after acquiring advertising and branding shop Sparky’s Garage, thereby transitioning to a full-service agency from a firm that focused primarily on golf PR.

Other Buffalo clients include Fila, Galvin Green, GolfBoard, Hydrapak, Kauai Visitors Bureau, LPGA, PGA Golf Club, Sea Pines Resort, US Club Soccer and World Golf Foundation.