The United States of Soccer Issue 1

A publication of The Bridge Sports Group
Issue One - Spring 2016
The United States
of Soccer
spor ts group
the bridge

i
The United States of Soccer, Issue #1 - Spring 2016
The United States of Soccer is a quarterly publication of The Bridge
Sports Group. In each issue, we’ll engage our deep network of experts,
fans, media members, marketers, athletes and other key stakeholders to
explore various aspects of the U.S. soccer market. You can read each
issue from start to finish, or jump around and just read the entries most
interesting or relevant to you.
Note that, while we appreciate the value and influence of data, that is not
our focus here. Instead, our aim is to provide the reader with a look be-
hind the numbers. We’ve spent years connecting with people at all levels
of the sport and believe that their knowledge, experience and expertise
can provide invaluable insights for those looking to understand the sport
in the United States.
For leagues, teams and brands eager to engage the U.S. soccer audi-
ence, we hope you’ll find The United States of Soccer to be a valuable
resource. If you are interested in learning more, reach out to us, we’d
love to share our thoughts and hear about your challenges and goals. If
we can’t help there’s a good chance we know someone who can.
Rick Liebling, North American Strategy Director 
liebling@thebridgesports.com
Clay Smith, Business Development Director 
smith@thebridgesports.com
© The Bridge Sports Group 2016
The Bridge Sports Group is focused on building partnerships between
Europe and the USA, particularly in the soccer marketplace. With our un-
matched experience, insight and expertise, we specialize in identifying and
delivering commercial, marketing and technical partnerships for leagues,
clubs, athletes and brands.
Our team is positioned internationally, with our headquarters in Berlin, and
offices in Paris and New York. Our extensive global network of experienced
and successful partners allows us to deliver creative and compelling solu-
tions.
www.thebridgesports.com
spor ts group
the bridge

2
Forward: The American Experience 
Rick Liebling describes the unique qualities of American soccer fandom.
1. The Kid 
10-year old Liam Wendell explains his admiration for English football.
2. Fútbol 
Veteran marketer Raul Garza on the importance of U.S. Hispanics.
3. Business United 
Andrea Sartori of KPMG on the changing approach of foreign clubs.
4. Strategy and Tactics 
Broadcaster & analyst Bobby McMahon wants clubs to have a plan.
5. The Real Grassroots 
Steve Bayley uncovers the passion at the base of the pyramid.
6. The Land of Plenty 
beIN SPORTS on-air personality Phil Schoen talks televised soccer in the U.S.
7. The Culture Club 
Chicago Fire super fan Pattrick Stanton on the in-stadium experience.
8. The Kit Man 
Doug Williams of Sports Endeavors on selling merchandise in the U.S.
9. Growing Pains 
Mark Fishkin, host of the Seeing Red podcast, talks mainstream media bias.
10. The Player 
Olympic medallist and professional player Lauren Sesselmann shares her story
on becoming an elite level player in the U.S.
11. The Commish 
NASL commissioner Bill Peterson on the health of the league. 
Spring 2016: Table of Contents

iii
I ﬁrst began working in soccer in 1999, but had already fallen in
love with the sport a few years earlier. In 1996, working for the
New York Yankees (where I spent time as the Assistant to the
Traveling Secretary - the real life George Costanza - but I di-
gress), I had a colleague of Portuguese descent who regaled
me daily with stories of Luis Figo, Rui Costa Fernando Couto
and the rest of the Golden Generation of players from the Penin-
sula who were never quite able to claim ultimate success on the
international stage.
After several months of this I decided to invest time and energy
into soccer, a sport that wasn’t really on my radar at the time. I
paid little attention to the 1994 FIFA World Cup, despite it being
held in the United States. I was working in professional baseball
at the time and my summer was full with home runs, Messier
guarantees and a car chase in a white Ford Bronco.
But rooting for a Portuguese team seemed, well, not only odd,
but downright impossible. The internet was still a nascent entity
and following European soccer meant waiting for the scores to
be published in the Tuesday print edition of the New York
Times. In researching English football, Manchester United
didn’t seem right (no bandwagon jumping for me) and Liverpool
seemed a club that had seen its best days. For some reason,
the team called Arsenal appealed to me. Was it because Morris-
sey, a favorite of mine, had released an album called ‘Your Arse-
nal,’ or was it because they had a player I was vaguely familiar
Forward: The American Experience
By Rick Liebling
Over the last 16+ years, Rick Liebling has worked with such brands as MasterCard,
Gillette, adidas & Yahoo!, helping to support their soccer sponsorship initiatives at the
FIFA World Cup, UEFA European Championships and UEFA Champions League. He
was involved in the launch of the WUSA, and has worked with international stars
such as Pele, Sir Bobby Charlton, Mia Hamm, Julie Foudy, Jurgen Klinsmann, Lothar
Matthaus, Ruud Gullit and Tim Howard. He is the North American Strategy Director
for The Bridge Sports Group.
Follow him on Twitter @RickLiebling

iv
with, Dennis Bergkamp, who I recalled had scored a noteworthy
goal in that 1994 FIFA World Cup?
For reasons I honestly can’t re-
call now, I travelled to London
in the Spring of 1997, and, as
one does while on holiday, I
popped into a bookstore one
day. Browsing the tables I saw
a book called ‘Fever Pitch.’ It
was the classic edition with the
sepia-toned picture of a young
Arsenal fan from the early-70s
on the cover. Remember, at
this time, I had no idea who
Nick Hornby was nor the im-
pact the book was having on
football in England. But I
picked it up and read it and
well, that was that.
A few years later, as my interest in, and devotion to, football in
general and Arsenal in particular grew, I found myself spending
time on Big Soccer, the internet message board that was to soc-
cer in America what Switzerland is to watches and quality
chocolates. Big Soccer was the only place (at least it seemed)
where Americans were talking soccer. It certainly wasn’t hap-
pening on TV, in newspapers or magazines, or around the wa-
ter cooler at work.
Finding the Arsenal message board, it wasn’t long before I
asked, “Does Arsenal have a supporters club in the U.S.?” Af-
ter it was confirmed that indeed, Arsenal did not have an official
fan club in the States, I declared that I was starting one. Now,
some 15 years later, Arsenal America, the club I founded, has
63 branches across the United States.
Why share this personal history with you? Because I think it per-
fectly encapsulates what soccer is in America. My story is com-
pletely unique… and exactly the same as that of thousands
upon thousands of other fans of the game in this country. No
family or geographic connection, no particular reason at all, and
yet totally committed to the sport and a team. I’m fortunate
enough to have seen Arsenal play at both Highbury and The
Emirates, but many members of Arsenal America have never
seen their favorite team in person. That doesn’t stop them from
getting up at 7am (or earlier on the West Coast) to watch them
play live.
And now, after working at two FIFA World Cups, a UEFA Euro-
pean Championships, a UEFA Champions League final and
helping to launch the WUSA, I’ve seen the state of American
soccer, and American soccer fandom, change dramatically. I’ve
met with some of the biggest teams in Europe who have

v
wanted to come to the U.S. Many have tried to “crack the U.S.
market” but very few, if any, have had a real impact. Why is
that? Well, many reasons, really. In fact, that has provided the
impetus to write this, to understand the U.S. soccer market in a
new and different way. To look at as many of the factors as I
could, to try and see what makes soccer in America tick.
I believe the United States is a market unlike any other when it
comes to soccer. No other market has as many competing
sports, a more diverse ethnic background, a tradition of gender
balance in the sport and, perhaps most crucially, in no other
market is soccer as divorced from mainstream culture as it is in
the United States. All these factors, and more, make America a
true one-off. Marketing the sport in this country requires a de-
gree of knowledge, patience and passion, not to mention com-
mitment and strategy, that most clubs or organizations don’t
have, or aren’t willing to invest in. That of course makes the op-
portunity for those that do all the more intriguing.
While I have my own opinions and theories, I thought it would
be interesting to speak with a cross-section of experts and key
stakeholders on the game in the United States in order to get a
fuller picture of the situation. Indeed, the diversity I spoke of vir-
tually demands that one engages with a host of people. And so,
over the course of this ﬁrst issue, I’ll be introducing you to indi-
viduals who are fans, marketers, media members and more to
help explain The United States of Soccer.
I also wanted to share a story because I think it can be too easy
to reduce soccer in America to numbers. Broadcast ratings and
MLS team valuations, youth participation numbers and ethnic
demographic growth are all indicators of a kind, but sports, and
certainly soccer, are built on passion. Passion that comes from
belief, experience and history, and it’s from personal stories and
anecdotes that we can unearth the most valuable insights.

7
“The Academy system in America is
rubbish.”
Our journey begins where it does for so many in this country -
at the youth level. Pass any park or school ﬁeld on a pleasant
weekend and you’re likely to see young boys and girls running
up and down the pitch, parents eagerly cheering them on. For
most, it’s a ﬁrst foray into team sports, and a social aspect of be-
ing part of the community. For a small percentage it quickly be-
comes a passion.
For years, supporters of soccer have pointed to youth participa-
tion levels as a foundational argument for the growth of the
sport. Yet four decades or more of growth at the youth level
hasn’t translated to mainstream adult popularity. But I thought it
would be interesting, and insightful, to speak with a youngster
deeply involved with the sport and so I connected with Liam
Wendel, 10, who lives in Washington state. Liam is not your
standard youth soccer player. His family lived in England for a
brief while and he trained with top professional clubs including
Chelsea FC. Liam takes the sport very seriously and is cur-
rently a product tester for adidas.
I wanted his opinions on the game and the difference between
the United States and England, and Liam didn’t disappoint.
The Kid
Liam Wendell 
Student, Soccer Player, adidas product tester 
Seattle, Washington 
Age: 10

8
He’s clearly a young man who thinks seriously about the game
and sees a future for himself in the sport.
As a young fan and player living in the United States are
you more interested in European soccer or American soc-
cer? Why?
I am more interested in European football because the competi-
tion is better, and it's high stakes football.
I also enjoy European matches because the players don't give
up. Even if they are down, they will ﬁght till the end just to se-
cure a draw and get the one point. This one point pays off in the
table and I like how they ﬁght till the end of the match.
I love watching Champions League, Euro Cup and FA Cup.
Plus, I set my alarm and wake up early on the weekend
(06:00am) to watch EPL and La Liga.
While living in the UK, football matches and what happened
over the weekend is what my friends and I would discuss at
school. Football is part of everyday conversations and even my
mother became knowledgeable about football because she was
surrounded by it every day.
From a playing perspective, the European coaches, technical
directors and clubs create an atmosphere that is serious and
educational. The players are very serious about getting better,
and competing hard. I found my groove and passion playing
football in Europe, and I miss it every day.
***
Whether it’s a generational thing, or having lived in two distinct
soccer countries, Liam displayed the loyalty that is more and
more the norm amongst fans here in the States, noting that he
supports Chelsea, Real Madrid and QPR, while also rooting for
Toronto FC and Seattle in MLS. While that list might shrink,
grow or change in the upcoming years, it’s clear that in addition
to geographic proximity and star players, clubs have an opportu-
nity to engage young fans and win their attention.
Having experienced competitive soccer in both the U.S.
and England, Liam was quite candid with his opinions on
youth player development:
The Academy system in America is rubbish. The coaches, drills
and education in Europe is much faster and intense; and as a
player you are learning and getting better and you see your de-
velopment improving.
In my opinion, coaches have a tough time coaching American
players because not all of the players are there for the right rea-
sons. For example, some kids play soccer just for the social rea-
sons (their classmates play on a local club team).

9
In England, everyone on the 1st team (youth academy) wants
to play football at the highest level and their goal is to train with
a Premier League Academy team. I was very fortunate to train
with QPR and Chelsea junior academy coaches, and this is
what I want to see occur in the US as soccer improves.
It's sad the US didn't qualify for Rio 2016, and in my opinion
there is no excuse because the US ought to be better than we
currently are.
***
It’s clear from speaking with Liam, that after more than two dec-
ades of increased soccer coverage, the next generation of soc-
cer fans are more sophisticated, knowledgeable and have
higher expectations. They are growing up with unprecedented
access to the sport and don’t know anything else. As a result,
they aren’t satisﬁed with mediocre products or experiences and
will seek out brands and teams that provide them the quality
they expect.
To earn their loyalty, teams, brands and leagues will need to
have social, content, experiential and cause-based initiatives,
while also putting out a strong product on the pitch.
Kids in the U.S. are more
savvy about soccer than you’d
think. Treat them with respect to
earn their loyalty.
Tweet this.

11
“Soccer is in our DNA.”
Want to know the future of soccer in America? Take a look at
demographic trends in this country and you’ll see that Hispanics
are an ever-increasing percentage of the population. Their love
of soccer will fuel the sport in this country for the foreseeable fu-
ture. Raul Garza has been a marketing professional focused on
this group for almost 30 years. In that time he’s been involved
with many soccer-related projects. His insights and observa-
tions were some of the most interesting I encountered while
compiling this report.
How does he explain the relationship between Hispanics of
Mexican descent and soccer?
I can only contribute three words: DNA, passion, spending.
Soccer is in our DNA. Fútbol is the dominant sport in Mexico
and most of Latin America so it's part of our popular culture and
national identity. Many of us played as kids there or here.
Studies have shown the two demographic groups most passion-
ate about soccer are Hispanic, and young adults 18-29 years
old. Groups most likely to have played soccer in their youth:
adults under 40 and Hispanics. According to Nielsen, 94 per-
cent of Hispanic males are sport fans, and 56 percent consider
Fútbol
Raul Garza 
Marketing Communications Consultant 
Los Angeles, California

12
themselves avid fans. Sports is the most popular section for
subscribers and readers of Spanish-language newspapers such
as the nation's largest daily, La Opinion, in Los Angeles. Ap-
proximately half of Hispanics describe themselves as soccer
fans as compared with a quarter of non-Hispanics.
The success of Major League Soccer and of the U.S. in interna-
tional play, the good representation of Hispanics among MLS
players, the Hispanic community's youthfulness (the median
age of Hispanics in the U.S. is 27), independent leagues (in
April 2013 there were 95 independent soccer leagues and
100,000 players in the Los Angeles market alone), youth acade-
mies, and more and more telecasts of international games by
English-language networks are also contributing factors to a
growing and ever more passionate fan base.
Mexican American fans are the most valuable fans. We are
two-thirds of the U.S. Hispanic population. We turn out in big
numbers for our home teams (whether MLS, Mexican National
League, MLB, NFL, or NHL). We'll drive for hours to get to a sta-
dium, often making it a full day trip. We're the biggest audience
for television and radio at home and in sports bars. We're rarely
alone, almost always in groups of family members and friends
because it's a form of entertainment and an opportunity to so-
cialize. We spend big on tickets, gas, parking, food and bever-
ages (especially beer), and team brand merchandise. We
spend on others. We may not spend as much on an item as
non-Hispanic consumers but we'll buy more and shop more.
One complication has to be noted: nationalism. Soccer fans of
Mexican heritage are split in their loyalty between U.S. teams
and Mexican teams. Mexico-born fans are overwhelmingly
more loyal to Mexico regardless of how long they've lived in the
U.S., while U.S.-born fans can go either way. This passion --
and "identity conﬂict" -- is especially evident at U.S.-Mexico
games, events where tension and bad behavior by and be-
tween fans can rise.
****
The value and opportunity of the U.S. Hispanic and Spanish
speaking soccer demographic can not be over-estimated. They
are also under-served by much of the soccer community. Local,
grass-roots programs, cultural sensitivity and understanding,
and great passion are the keys to unlocking the potential of this
group.

13
To fully understand the
U.S. soccer market, you must
understand the U.S. Hispanic
market.
Tweet this.

15
“...leagues and clubs have become
aware of the importance of having a
constant presence in the American mar-
ket.”
While Deloitte has managed to establish their Football Money
League report as an accepted, or at least well-reported on, ba-
rometer of the state of football finances in Europe, they aren’t
the only financially focused company that keeps its eye on soc-
cer. Andrea Sartori is the Global Head of Sport for KPMG. In his
role he oversees Football Benchmark, KPMG’s business-
focused look into the sport. Sartori notes that European clubs
have become more sophisticated and knowledgeable in their
approach to the U.S. market in recent years. That’s something
that was lacking as recently as 10 years ago, as I can attest to
firsthand.
How should foreign clubs look to leverage the U.S. market
from a commercial standpoint?
European clubs have always recognized the importance of the
American market. However, until recent times, the connection
between clubs and its American fan base was limited to spo-
radic summer tours – thus limiting brand activation opportuni-
Business United
Andrea Sartori
Global Head of Sport for KPMG
Hungary

16
ties. In order to maximize their commercial potential in the
United States, leagues and clubs have become aware of the im-
portance of having a constant presence in the American mar-
ket.
In the last years, social media has played a key role in the
growth of American fan bases thanks to the ability to timely de-
liver content tailored to young international fans. As an exam-
ple, a recent study carried out by KPMG Football Benchmark
team indicated that approximately 16% of FC Barcelona and
10% of Chelsea FC Twitter followers were North American. The
audience data from Brazil’s 2014 World Cup also confirms the
increasing popularity of the sport, as 44% of American viewers
were 34 years old or younger versus 30% in the UK or 25% in
Spain. Moreover, to strengthen their relationship with young
American fans and with the goal of creating a continuous fan ex-
perience, European clubs have also actively supported the crea-
tion of local fan clubs.
As American fan bases continue to grow, football entities expect
to exploit their assets in the most developed sports market in
the world and thus have gradually opened new branch offices in
North America to be as close as possible to their commercial
partners. The latest example is the New York office opened by
La Liga last December where Raúl will act as Spanish football
ambassador.
****
As Sartori states, You can’t maximize the opportunity from afar.
Engaging the U.S. soccer market is a year-round endeavor, and
one that needs to be executed from the U.S., with an under-
standing of the market. It’s a perfect example of where devoting
limited resources will result in little to no return, but a true com-
mitment can produce quality outcomes.

17
You can’t maximize the
U.S. soccer market from afar.
Having a full-time U.S. pres-
ence is critical.
Tweet this.

19
“European teams have no idea how big
and complex the US market is…”
Every couple of years it seems soccer media in the States un-
dergoes an evolutionary process, or like a snake, sheds its skin
to reveal something new. In the late-90s Fox Soccer Channel
changed the game. Here was a channel that if not quite totally
devoted to soccer, it certainly made it its primary focus. The
nightly wrap-up news program, Fox Soccer Report made Jer-
emy St. Louis, Michelle Lissel and Max Bretos household
names for soccer lovers in America. Though they were not al-
ways loved. Soccer fans were quick to jump on the Big Soccer
boards to discuss everything from how the anchors pro-
nounced, or mispronounced, a player’s name, to what Lissel
was wearing on a given night.
But one person came in for universal praise, the Scottish foot-
ball pundit Bobby McMahon. McMahon, a resident of Canada
since 1979, brought that brogue and a level of soccer knowl-
edge not seen anywhere in the U.S. at the time. He continues
to write about soccer, and brilliantly so, on the Forbes website
as well as Soccer Report Extra. McMahon’s broader under-
standing of the sport from a playing and business perspective
makes him an obvious choice to ask the following:
Strategy and Tactics
Bobby McMahon 
Commentator, Pundit, Journalist 
Alberta, Canada

20
"At a time when the game is truly global, how does a Euro-
pean club make a meaningful mark on the U.S. market?"
I often wonder what some clubs are thinking when they talk
about making an impact in the North American market. Most
clubs would be better saving the time and effort and instead
look to beneﬁt from league marketing rather than looking to do
it by themselves.
There may be a long tail at work but just like in Europe, 20% of
clubs are going to get 80% of North American fans who are look-
ing to support an overseas team. The long tail has some value
but I am not sure it provides a great ROI.
From time to time, we will see a Fulham situation but that was
more a case of an opportunity being identiﬁed in terms of under-
valued players, rather than a strategic decision to sign North
American players in order to attract N.A. fans. Let's face it, the
best marketing tool is always a winning side.
Not saying that most European teams should put no effort in
but they are better off being strategic and supporting any re-
gional fan base that might exist rather than looking at North
America as one big market to convert. Build on what might be
there rather than spreading thinly.
Perhaps that is the biggest problem - European teams have no
idea how big and complex the US market is and how it isn't ac-
tually one market but hundreds of markets.
Take Dundee's idea of playing Celtic in North America - reading
the media stories in Scotland you would think all they would
have to do is turn up and play a game and make an appear-
ance or two and Americans would become Dark Blue fans. No-
body asked the question as to why Dundee only gets 4 or 5,000
to home games? A far better return on investment would be
money spent at home.
*****
The United States is like that giant sandwich on the menu. You
can’t wait to devour the whole thing, but halfway in you realize
it’s more than you can handle. Better to take a focused and stra-
tegic approach. Remember, you can do anything, but you proba-
bly can’t do everything.

21
The U.S. soccer market is
too big to engage without a
real strategy. It’s not one mar-
ket, it’s hundreds.
Tweet this.

23
“The United States has always been a
footballing nation.”
Because Promotion / Relegation doesn’t exist in The United
States of Soccer, it’s often hard to get a full understanding of
the “soccer pyramid” in this country. While MLS has achieved a
general level of notoriety, fewer people are aware of the NASL,
let alone the USL, and below those leagues exists Non-League
soccer.
Steve Bayley runs Non League America, a website dedicated to
chronicling, promoting and celebrating another side of soccer in
America, one that is based in local communities and deep his-
torical roots. Steve’s journey, like so many in America, started
with curiosity and then the magical spell the game can put on
people took over. Here’s Steve’s story...
It was with great enthusiasm but absolutely zero guidance that I
began my exploration of the lower tiers of American soccer sup-
porter culture in 2012. Having fallen down the Wikipedia K-
Hole through the English non-league system, and seen the FA
Cup in Torquay, and the USL Pro Game of the Week on Fox
Soccer Channel, I had faith that there was an unreported base
of supporter culture out there somewhere, and I made it my mis-
sion to ﬁnd it.
The Real Grassroots
Steve Bayley 
Editor, Non League America 
Atlanta, Georgia

24
Initially, I wrote game recaps for TheCup.us, the only site offer-
ing full coverage of the U.S. Open Cup, the world's third oldest
cup tournament, but as the ask there was primarily document-
ing box scores and adding some color around play by play re-
cap articles, the writing lacked the cultural perspective I was
searching for. I had seen just enough videos on YouTube to
give me hope that the independent clubs with strong ethnic ties
and rich histories that I was seeking did in fact exist, and that it
if I kept digging I would unearth the gems I was searching for.
Based in New England at the time, I traced the USASA teams
(officially the 4th Division which catches all amateur sides, but
widely referred to as the 5th Division - with NPSL and PDL,
summer college leagues being designated 4th Division) playing
US Open Cup qualifiers back to their home leagues and started
to investigate those competitions: the Bay State Soccer League
in Massachusetts, the Cosmopolitan Soccer League in New
York, and many others. What I found was a fascinating history
of American soccer, much deeper than even I had dreamed
about, and certainly much deeper than the organized soccer
media, under the all encompassing eye of the Illumigulati (Gar-
ber, Kraft, Gulati) would have you believe.
They like to push the narrative that soccer in the United States
began with MLS, or perhaps the 1990 World Cup, but the truth
is, the United States has always been a footballing nation, and
the interest is now proliferating much faster than MLS can ex-
pand. To date, MLS has done a great job in controlling the nar-
rative of the game in this country and selling the notion, that no
official soccer exists outside MLS. This is of course a huge fal-
lacy, but in the interest of brand management, they have con-
structed a narrative that the sport of soccer as a whole in the
country is incredibly fragile, and only under their watch will it get
the tender loving care and artificially restricted low salaries nec-
essary to collude with their largely NFL owner base who does
not want to undertake the investment necessary to compete on
the open market for the world class talent it would take to fill
their NFL stadiums for 20 home dates a season.
Even in spite of all these barriers, supporter culture in the lower
leagues is growing at a phenomenal rate. Cities and towns
across America are discovering the joys of watching live soccer,
largely through the proliferation of NPSL clubs. The NPSL func-
tions as an independent amateur league, with automatic qualify-
ing spots in the US Open Cup, giving the top teams from the
previous year the chance to test themselves against other ama-
teur sides, and if they advance, pro teams from the USL, NASL,
and eventually MLS. It is through success in this tournament
that clubs like Chattanooga FC have been able to catch the at-
tention of the soccer nation at large, and in 2015, they drew
18,000+ to Chattanooga for the NPSL national final. Other
teams such as Detroit City FC, Tulsa Athletics, FC Buffalo,
Fresno Fuego, Des Moines Menace, FC Wichita, the Atlanta Sil-
verbacks and others consistently draw crowds in excess of

25
1,000 for amateur games. In these places, teams have embed-
ded themselves within the fabric of their communities, and
unique local supporter cultures are developing and emerging.
Usually the cultures begin with teams copying recognized Euro-
pean club chants, or things a member or two may have heard
at an MLS game somewhere along the way, but as these clubs
continue to buck the odds and return year after year, distinctive
local traditions are evolving and serving to cement the presence
of the supporter groups and the clubs they support in their com-
munities.
Although the lack of promotion-relegation in an integrated pyra-
mid has significantly retarded the growth of the game in the
United States, the fact that many clubs continue to thrive de-
spite not having a fair chance at the top flight shows just how
deep the passion for the teams runs, even in just a few short
years of formalized support. Supporters of lower level teams
are beginning to reject the idea that MLS is the only legitimate
league and model, and that their town deserves the right to
their own club, who can represent the people of that city and
get a chance to compete on a fair playing field with the best in
their area. The embracing of local rivalries has been a huge
plus for NPSL, and a few other leagues such as the Premier
League of America, and several other splinter factions. Real lo-
cal rivalries will always hold more sway in a community than
those forced into some kind of "Rivalry Week" promotion made
for TV. This hands-on local angle is one of the premier attrac-
tions to the NPSL model. The major drawback however, is the
limited summer schedule due to the league’s use of active col-
lege players to form the bulk of the player pool.
The future has never looked so bright for lower division soccer
clubs. The next step in the evolution of the game at this level is
ideally some sort of promotion-relegation system, even if MLS
opts out of it altogether and pro-rel occurs between USASA,
NPSL, and NASL clubs, as there has been some intermittent
speculation to that effect. As long as people keep turning out to
support their local club, Non League America will continue to
turn out for the supporters and provide them with a platform to
grow their clubs exposure, and thus their own little corner of the
world's game.
****
There is a world beyond the Manchester Uniteds, Real Madrids,
A.C. Milans and Portland Timbers of this world. For many peo-
ple, a rich history, a compelling story and a passion for the sport
are what it’s all about. Not only do they want to know about it,
they want to experience it, be part of it. This presents a great op-
portunity to create a deep connection with the fans.

26
There’s more to soccer in
the United States than just
MLS. Powerful communities
exist in the grassroots.
Tweet this.

28
“There is no country on Earth where
you can watch more soccer.”
Phil Schoen is a respected broadcaster who covers several
leagues, most notably La Liga for beIN SPORTS with his part-
ner, the magisterial Ray Hudson. Schoen has been in the game
since the late-80s and as one of the more notable voices of the
sport, he’s more privy to the thoughts of fans than most people.
From the feedback you receive from viewers, do you be-
lieve there is a difference between US-based fans who root
for European clubs, and those that root for MLS clubs?
It would be a mistake to come up with a simple yes or no to this
complicated question. Considering the extremely diverse
makeup of the American Soccer Fan, there are more ﬂavors
than Baskin Robbins.
It would take a lot of thought to even represent this on a Venn
diagram, because there are so many different opinions. On the
whole, I would say that most Major League Soccer fans are
more open to appreciating other leagues around the world.
They just value the experience of having a team that is truly
their own to root for, with all of its ﬂaws. Most have a favorite
The Land of Plenty
Phil Schoen 
Miami, Florida 
Broadcaster, beIN SPORTS

29
team in Europe, South America or elsewhere – but they’ve also
developed an allegiance to their ‘home’ team.
On the other hand, many hard-core fans of teams from other
countries wouldn’t give MLS a thought, unless it was to deride
it. Most international fans who have communicated with me
don’t feel the quality of play is worth watching, even if many
haven’t watched in years – their minds are made up. While
other fans will point to tactical or technical weaknesses as rea-
sons they won’t watch, from my personal experience, fans of
England’s Premier League are the most vocal and vicious in
their attacks.
Many haven’t watched a game in years, if ever, but are ce-
mented in their almost visceral disdain of MLS. The league has
brought in some big names to try to attract them, but in many
cases that seems to add fuel to the fire, as they point to MLS as
a retirement league.
I would add that MLS’s job is made much more difficult because
there is no country on earth where you can watch more soccer.
Fans can tune into the big sports networks like ESPN, Fox and
NBC Sports, or to more soccer-specific sources like beIN
SPORTS and Gol TV. For Spanish-language fans, you have
Univision and Telemundo and all of their subsidiaries, add the
wide variety of ethnic channels and the growing emergence of
online carriers like One World Sports, and you can watch soc-
cer from practically every country on earth. MLS is not only com-
peting with the other North American sports for attention, but it
needs to make its product stand out from fans who already love
the sport.
****
Soccer fans in the United States, once starving for live cover-
age of the sport, now dine at an all-you-can-eat buffet and so
teams and leagues must seek out additional ways to engage
fans and build a strong fan community. In a market where fans
can easily watch 10-15 live matches a week, and your club is
only one or two of those matches, you have to have a strategy
that allows for interaction during the other times.

30
Tweet this.
Soccer in the U.S. suf-
fers from a perception prob-
lem and the abundance of tele-
vised games from Europe
may not be helping.

32
“In typical American fashion, we too 
something great the world had to offer
and made it our own.”
One of the big mistakes MLS made early on was to market the
sport almost solely as ‘family friendly.’ While soccer is inclusive,
MLS marketing tried to focus too much on the Soccer Mom
demographic that was highly sought after in the mid-90s. As a
result, the early years of the league saw the stadium experi-
ence lack the atmosphere often associated with the sport.
Eventually a few teams caught on and started allowing banners
and other elements more familiar to the global soccer experi-
ence. The teams also started developing relationships with the
growing independent supporters clubs, bringing them in during
the decision making process regarding the in-stadium experi-
ence. As a result, even when watching a match on television, a
viewer can tell there’s something different about a soccer match
as compared to other U.S. sports. Songs, drums, banners, ti-
fos… all these create the unique atmosphere of a soccer
match, and are a fan cry from the team-driven efforts of other
sports. No need to cue the crowd to clap or cheer at a soccer
match, a dedicated group of fans is already taking care of that.
The Culture Club
Pattrick Stanton 
Capo, Section 8 (Chicago Fire Supporters) 
Chicago, Illinois

33
Pattrick Stanton is a Capo for the Chicago Fire’s supporters
club, known as Section 8. Here’s his story:
USA soccer culture is the younger brother to the world’s pas-
sion for the game. Like any younger sibling, we are prone to
latch onto all of the best, and worst, traits the European style of
support has to offer. The passions of the Ultras [though not their
often discriminatory beliefs], and devotion of the traveling away
days were instant positive influences within growing supporters
groups. At the same time, racism was prevalent amongst many
supporters from Europe. This plagued supporters groups matur-
ing in the states as former European Ultras found the lax secu-
rity around supporters sections a safe haven to express old
world ideology. For years some brave fans physically fought off
bigotry of the worst kinds trying to purify their section of hate.
Supporters culture in the United States are a tossed salad of ex-
pressions of passion from around the world. We have pulled
from all the best Ultras, and English away bhoys, while support-
ing our roots and embracing very American ways of support.
Face painting, tailgating, and a multicultural/multilingual song
selection are the cornerstones of most supporter groups from
the USL, NASL, and MLS.
Europe's passion for the game was contagious, and so too was
their style of support. In typical American fashion, we took some-
thing great the world had to offer and made it our own. Reinvent-
ing songs to fit our hometown clubs was a natural progression
and now our stadiums fill with the voices of the passionate few
whom have caught the football sickness, and it's incurable.
****
While as a nation we are often accused of being nationalistic,
U.S. soccer fans embrace the foreign aspects of the game,
from the players to the culture. Helping fans explore that culture
and providing them with the tools to incorporate that culture into
their own can be a key to success.

34
Tweet this.
The U.S. soccer fan
is unlike fans of other
sports. More inclusive, and
more willing to borrow from
their European & South
American counterparts.

36
“You can imagine Manchester United is
not interested in rocking the boat to
share the love with Crystal Palace.”
In the early 90s, the idea of going into a sporting goods store
and buying a jersey of your favorite soccer team was, well, ludi-
crous. If you wanted to show your support for Liverpool or Bay-
ern Munich or Barcelona you really had one option: The Euro-
sport catalog. When it arrived in the mail, you devoured every
page. There in full color were images of your favorite European
and South American players, jerseys of all the major clubs, and
more cleats, shinguards and corny soccer t-shirts than you’d
ever seen. With the advent of the internet, soccer.com became
the go-to place for your soccer needs. Both Eurosport and
soccer.com are owned by Sports Endeavors, a North Carolina-
based company that is as important to the growth of U.S. soc-
cer as any other organization. Doug Williams, Business Devel-
opment Director at Sports Endeavors, explains the challenges
for foreign clubs looking to sell merchandise in the U.S.:
Ease of use is the biggest challenge. The two things they could
do are:
The Kit Man
Doug Williams 
Business Development Director, Sports Endeavors 
Hillsborough, North Carolina

37
1. Consolidate. Right now, an interested licensee party
has to go from club to club to club negotiating individual
license agreements with each one. American buyers
(not consumers, but the buyers at general retail) don’t
want to see product for one or two teams that they can
offer, and don’t want to shop around from this entity to
that entity to ﬁnd out who has what club. The licensees
are used to signing one deal for a whole league (NFL,
NBA, MLB, NHL) and having a complete assortment of
product for all teams. The retail buyers are used to see-
ing all the teams, whether they buy them all or not.
2. Domesticate. Larger clubs may have mature licensed
product programs in the UK, but virtually nothing in the
US. They expect that any retailer will just buy from the
licensees in the UK. So, there are plenty of challenges -
length of time to market, additional shipping charges,
duties on product (especially apparel), customer serv-
ice, dollars v euros... 
We do see some progress on the domestication front, however.
Clubs are beginning to hire licensing agents in the US to ﬁnd
US licensees. Consolidation would seem nearly hopeless, how-
ever. Each club is its own little kingdom with their own way of
doing business. I saw a factoid that said the top 6 clubs do 6
times the licensed sales than the rest of the EPL combined. You
can imagine Manchester United is not interested in rocking the
boat to share the love with Crystal Palace.
So you end up with Leicester City. At the top of the [2015-2016]
table and they literally have no product to sell in their own sta-
dium store. They are printing t-shirts as fast as they can for
themselves, but it is totally unavailable in the US market.
****
The only thing worse than not having fans is having fans you’re
not in position to service. Great opportunities don’t wait for you
to be ready for them. Make sure that when your moment in the
sun comes, you’re ready to take advantage of it.

38
Tweet this.
While it is improving,
ﬁnding merchandise for your
favorite soccer club can still
be difﬁcult. A hungry fanbase
is being under-served.

40
“...the game is more available to Ameri-
can consumers but still "invisible" to
mainstream sports fans.”
Mark Fishkin is the classic example of the knowledgeable fan
who was able to take his love for a team and turn it into some-
thing more. As host of the popular Seeing Red podcast, Fishkin
has become a beacon for New York Red Bulls fans. Mark’s a
longtime soccer fan, but focused his allegiance on the local
team from their arrival as the MetroStars in 1996.
What makes being an American soccer fan unique?
My ﬁrst thought is "how much time do you have?"
American soccer fans are ﬁercely protective and incredibly para-
noid. They are fragmented in their beliefs about the quality of
youth development, about business models and their impact on
the quality of the American player, and about whether their na-
tional league is worth watching. Some American Soccer fans
would rather sit on a barstool (or increasingly on their couch) at
8am watching their favorite Barclay's Premier League team
than sit in a modern, beautiful stadium 30 minutes from their
home supporting their local Major League Soccer team. Some
believe that without a system of promotion and relegation,
Growing Pains
Mark Fishkin 
Host, Seeing Red podcast 
West Orange, New Jersey

41
American soccer will suffer eternal mediocrity. Some spend all
their vacation time traveling all over North America to support
their MLS side.Then there are the millions of American soccer
fans that support their favorite National Team: Mexico.
American soccer fandom is growing, but in a world where it's in-
credibly still at the margins of sports media. Despite more tele-
vised matches than ever before, the mainstream sports media
still has little room or time to cover the game with more than
shallow depth. The internet and social media remains the key
outlet for American Soccer fans to find analysis, debate, and
connection.
Still, after all that, American soccer fans remain optimistic, and
hopeful that one day the US Men's National Team will achieve
what the Women's Team has done three times now: lift the
World Cup.
Another interesting notion is that the newspapers and TV guys
are becoming less relevant in a world of Vine videos and Peri-
scope.
At the same time, the game is more available to American con-
sumers but still "invisible" to mainstream sports fans.
I think that once:
   a) old sports editors croak
   b) MLS doubles their salary cap
   or c) NYCFC wins MLS Cup (seriously), most NY sports jour-
nalists still won't be bothered.
The 'soccer sucks" or "soccer isn't a sport" crowd is still as
large as ever.
****
It may be hard to wrap your head around, but there are defi-
nitely pro and anti-soccer camps in the U.S. The fight between
the two has mostly ended, not because a winner was declared,
but because the pro-soccer forces just stopped bothering to
fight. In the long run, they’ll win. Demographics tell us so. But
right now soccer is still seen by many, and many in positions of
power, as an “other” to be ignored or feared. Understanding
the U.S. soccer media landscape requires the same level of
knowledge and understanding as a Nepalese sherpa navigating
Mt. Everest.

42
Tweet this.
Because the U.S. market
is saturated with other tradi-
tional sports, soccer still does
not receive equal billing. It’s
power is online.

44
“Now you think to yourself this is the
life, playing professional soccer was a
dream come true, but no one prepared
me for the hardships that came along
with it.”
Walk down the street of any American town and randomly ask
someone to name an American soccer player and it’s likely
you’ll hear responses like, Mia Hamm, Julie Foudy, Brandi
Chastain, Hope Solo, Abby Wambach or Alex Morgan. Seven
elite level players - FIFA World Cup winners, Olympic Gold me-
dallists - and all women.
In no other country are female soccer players as well known
and as successful as here in the States. Current pay disputes
not withstanding, the women are the stars of the show, or at the
very least on par with their male counterparts. It would be gross
negligence to not have the female perspective accounted for in
this, or any, issue of The United States of Soccer and honestly
we are remiss for not having a larger representation (though it
was not from a lack of effort, and will be remedied in future is-
sues).
The Player
Lauren Sesselmann 
Professional Footballer, Olympic Medallist 
Green Bay, Wisconsin

45
We are, however, thrilled and honored to have the following per-
spective from Lauren Sesselmann. Lauren was born in the
U.S., played internationally for Canada and professionally in the
States. Here story illuminates not only the challenges and sacri-
fices of being a professional athlete, but crucially, the complex,
bordering on byzantine structure of youth/amateur soccer in
America. It’s a far cry from the academy systems of Europe.
Lauren’s story showcases the depth and strength of the
women’s game in America and highlights the need for any
brand, team or league to recognize the impact of women on the
sport in this market.
* * *
My story is a little different than most. I’m from Green Bay, Wis-
consin which is a pretty small city, and to be honest, Green Bay
and Wisconsin itself isn't really considered a soccer power-
house. The club teams that I grew up on were fairly decent, but
we never really traveled outside of our neighboring states be-
cause coaches, parents etc. never really wanted to and it was
expensive. I will never knock the atmosphere I grew up in be-
cause I loved it, but to be honest now looking back I never
really had the proper training. Now…maybe people just thought
not a lot of talent came out of my city, but to be honest there are
a lot of talented players, just not enough coaches and parents
that are willing to train them the correct way. I've spoken to a
bunch of kids and they have told me numerous times the way I
train them is not how their clubs coach them and their coaches
tell them they are doing numerous things wrong, but never tell
them what they have done wrong or how they can change it.
For me I wanted more growing up, so I decided to go to the
best team in the state which was 2 hours away. Now, it was a
huge commitment, my parents every day switched off which
one would drive me to and from practice so I could train and do
my homework in the car. As hard as it was driving four to five
days a week four hours a day, it was worth it. I was getting the
coaching and the training I needed and wanted, and I was get-
ting looks from the top schools. I set the bar high for myself.
Growing up watching the national teams wanting one day to be
in their shoes and to wear a medal around my neck. My first
stop was getting a scholarship to a Division 1 school. I didn't
get to hang out with friends much because I was always gone,
but it was ok because I knew what I wanted and no one was go-
ing to stop me. And it paid off. Almost everyone on my team re-
ceived a D1 scholarship and I was on my way to Purdue Univer-
sity. I originally really wanted to go to University of Wisconsin
but the coach told me he didn't recruit within Wisconsin be-
cause there was no talent…that was a huge slap in the face be-
cause he never even took the time to watch.
College was amazing. I had actually met my coach at ODP
(Olympic Development Program) Regional camp, which I was
lucky enough to be a part of. I had a blast there and our highest

46
ranking was #10 which was huge for the school. I had a great
career there holding six school records, and becoming All-
Conference and All-American. But, after college, like so many
others there was no where for us to play, the WUSA (the first
U.S. women’s professional league) had just folded so my
dreams of pro and national team were gone. So I got a job with
IBM until I heard talks of WPS (a second pro league). I left my
well paying job to try my hand, and one of the best days ever
was getting drafted.
Now you think to yourself this is the life, playing professional
soccer was a dream come true, but no one prepared me for the
hardships that came along with it. In my first three years I
barely ever played, was cut and traded and ended up on four
different teams. I was told I was too slow, not tall enough, not
strong enough, not technical enough…I was told pretty much
every negative thing.
Until I met a coach that instead of tearing me down, worked
with me on my strengths and weaknesses and told me I would
be rewarded for my hard work. And then my confidence grew
and I earned a chance to play, that in turn led to me getting a
chance to come into Canadian National Team Camp. I earned a
spot on the team where I have played my heart out and helped
the team win two medals (Gold at the 2011 Pan American
Games and Bronze at the 2012 Olympics). I have been through
it all, most notably the injuries. My journey has been a crazy
one, but one I wouldn't change for anything. I accomplished eve-
rything I dreamed of doing. Yes I want more, you wouldn't be an
athlete if you didn't want more, but I am so proud of everything I
overcame to get to that place.
Soccer has been my life for so many years. The process is dif-
ferent for everyone, my goal is to help others with the process
and help them achieve their goals. Coming from a small city
makes it a little harder to get noticed, but if you have the drive
and the guidance you can do it. Soccer is an incredible sport
that has gained so much traction these past few years. Women
are selling out stadiums, women's games are being watched
more than men's, more kids want to be like us…it's such an
emotional and incredible thing to see. For me as a player noth-
ing gives me greater joy than being a role model for someone.
This sport has opened so many doors and it will continue to
open so many more and I am extremely grateful to be a part of
it all.
* * *
Youth training programs seem to be a default position for for-
eign clubs entering the U.S. market. But they must understand
the U.S. system (which even most Americans don’t) and they
must offer something else besides coaches with foreign ac-
cents.

47
Tweet this.
Because of its compli-
cated youth/amateur set up,
training and coaching in the
U.S. isn’t always up to inter-
national standards.

49
“...we have a professional soccer fan
base that is growing exponentially.”
The NASL is a unique entity in American soccer, existing as
both a source of nostalgia and a cautionary tale as well as a
hope for the future. In its original incarnation (1968-1984), the
league saw tremendous, if sporadic, success before an Icarus-
like fall. It then rose Phoenix-like (to mix mythological meta-
phors) in 2011 and now has established itself as a viable 2nd
Division league. The league features several clubs with histori-
cal ties to the original version of the NASL and this year has
signed high proﬁle media and sponsorship deals. In recent
years the league has attracted notable international talent such
as Spain’s Raul (formerly of Real Madrid) and at the beginning
of May, former Premiership standout Joe Cole.
The NASL and its current position in the U.S. soccer ﬁrmament
may be as interesting and complex as the United States of Soc-
cer itself. In order to get an overview of the league, we spoke
with NASL commissioner, Bill Peterson, to hear more about the
league and his views on soccer in America.
The Commish
Bill Peterson 
Commissioner, NASL 
New York, NY

50
As NASL Commissioner, what is your number one prior-
ity? 
I think overseeing the growth process in a wide variety of areas
– not only through the addition of new teams, but also through
the growth of our existing teams. Whether it’s attendance, spon-
sorship, or communicating best practices, it’s our job to share
information that will help our clubs promote themselves and the
league to the general public. So it’s really trying to shepherd the
overall growth of the league.”
When selling the league to sponsors, what is your number
one selling point?
First of all, we have a professional soccer fan base that is grow-
ing exponentially. It’s a group that has become a very large and
very important part of the North American sports landscape. I
think a really vital thing for companies who are considering part-
nering with the NASL is helping them understand just how im-
portant of a demographic they’re dealing with. The second
piece is the fact that we have a very strong work ethic through-
out our league, and we tend to over-deliver on the partnerships
that we have. It really is a good value for potential partners. You
have an opportunity to partner with a great organization that will
work to over-deliver your benefits to a significant demographic
that is growing quickly.
Where are the biggest growth opportunities for the NASL?
We haven’t really scratched the surface yet in every area of the
business, and even on the field, we still have plenty of room for
continued improvement. We’ve added two new broadcast part-
ners in beIN SPORTS and CBS Sports Network, but on the
sponsorship side, we’re really just getting started in earnest.
We’re obviously looking at securing more national sponsor-
ships. Our teams do quite well locally, but we now feel like there
are opportunities on a national level with the size of the league
and the growth of the league. You’re seeing progress on the
field, as we continue to improve our rosters and identify more
talent year after year. It’s a big territory and it’s a global sport,
so there are a ton of opportunities for us. 
What are the NASL’s biggest challenges?
It’s always about executing the fundamentals. Our clubs need
to be relevant on a local level, and when we have 20 clubs that
are filling their stadiums, we’re going to be a very strong and
very important part of the global soccer landscape. We’re trying
to stay focused on the fundamentals: playing great soccer, cre-
ating great stadium experiences, and being relevant in our com-
munities.

51
How important is the idea of promotion and relegation to
the growth of soccer in the U.S., and specifically to the suc-
cess of the NASL?
Let’s address it philosophically. I don’t think it would have an im-
mediate impact on the NASL. In the long term, though, it would
allow for more of the people in North America to become emo-
tionally tied to professional soccer. It would give people more
reason to support their local clubs, and I think it would help
raise the profile of the sport. I also think that it would aid in
player development and ultimately the competition would be
more attractive to the fans. There are a lot of positives to it – it’s
just a matter of figuring out the best way to assemble it and get
started.
* * *
Under-served communities, under-valued opportunities are
where the NASL may stand today, but that may not be the case
for long. Rayo Vallecano already owns the team in Oklahoma
City and more eyes are on the league. Creative partnerships on
and off the field are ready to be leveraged.
Momentum for soccer is
building at all levels and as a
result, new marketing opportu-
nities exist.
Tweet this.

52
Ready to come over?
Creating this ﬁrst edition of The United States of Soccer
was a labor of love. Speaking to our network of soccer
friends, business professionals, media members and
sports executives is how we spend our days, and it’s our
pleasure to bring you inside this world. We hope you’ve
found the stories and anecdotes included here to be
insightful, and perhaps most importantly, actionable.
The Bridge Sports Group was designed to help teams,
leagues and brands better understand the U.S. soccer
landscape, and ultimately facilitate engagement,
interaction and growth. We’re here to help you identify
opportunities and achieve your objectives be they:
• Fan identiﬁcation and growth
• Content creation
• Social Media engagement
• Merchandise sales
• Public Relations
• Youth programs
• Marketing and technical partnerships, and more.
The sport of soccer has never been stronger in the
United States than it is right now. Domestic league
growth, expanded television coverage, an explosion of
coverage via social, online and traditional media and a
young, desirable demographic that is increasingly
choosing soccer over other sports make this the time to
explore opportunities in the States.
Achieving Success in the U.S. with The Bridge Sports Group
Click here to get in touch with 
The Bridge Sports Group.

53
Issue Two - Summer 2016
In the next issue of The United States of Soccer we’ll take a
look at the strategy of European clubs conducting summer
tours in the U.S.; go deeper inside the youth soccer scene; talk
to foreign clubs already establishing a foothold on these shores
and much more.
Our goal with every issue of The United States of Soccer is to
present our readers with behind the scenes stories, unique per-
spectives and actionable insights on the soccer market in the
States. If you’re involved with the business of soccer and would
like to share your story get in touch with us, we’d be interested
in featuring you in a future issue.
Look for issue two of The United States of Soccer in Mid-
August. Until then, enjoy the Euros, Copa America, the Olym-
pics and the heart of the domestic league seasons here in the
States.
Preview
Icon Credits: 
Sport Club International by Andrea Severgnini 
Soccer Ball by Hayley Warren 
Soccer Logo by Ben Mahler 
spor ts group
the bridge

The United States of Soccer Issue 1

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