IN THIS ISSUE

• 🤝 Introduction: Change is in the air

• 👨‍🎓 Soccer Thought Leader: Taylor Graham, Sounders FC/Reign FC

• ⚽️ Soccer Jobs: New opportunities across the Soccerverse

• 📰 Extra Extra: Is the international calendar coming to MLS?

INTRODUCTION

Greetings, Pathwayers! 👋

It’s Springtime and change is in the air. The expression usually refers to welcoming new weather patterns (West Coasters seeing warmer temps, East Coasters getting hints of humidity, and Midwesterners experiencing all four seasons in the span of a business week), but there are plenty of changes happening in the U.S. Soccer landscape, as well.

With the FIFA Club World Cup, 2026 World Cup on U.S. soil over the next 12(ish) months, as well as the 2031 Women’s World Cup in the near future, clubs across the country are rapidly scaling operations in preparation for the anticipated soccer “boom” that will quickly follow each of those events. Finding the bandwidth to plan for that growth and to manage current initiatives is no easy task.

That’s where someone like Taylor Graham comes in.

We caught up with the former MLS player and longtime front office executive following his recent (and first-of-its-kind) promotion to Chief Integration Officer of both Seattle Sounders FC and Seattle Reign FC.

We spoke about his perspective on leveraging the upcoming tournaments and what it means for the growth of the sport, and how he’s leading Seattle’s MLS and NWSL clubs to usher in the next generation of soccer fans in the Emerald City.

We hope you enjoy our conversation with this issue’s Soccer Thought Leader as much as we did. 🙌

-Kyle Sheldon, Co-Founder & CEO

SOCCER THOUGHT LEADER: TAYLOR GRAHAM, SEATTLE SOUNDERS FC/SEATTLE REIGN FC

“If there is the same commensurate level of growth within the game from 1994 coming out of 2026, this is going to be a really, really big wave.”

Full disclosure: Taylor Graham is one of my favorite people in the soccer industry.

I had the good fortune of working alongside Taylor from 2016-2018 while overseeing marketing at Seattle Sounders FC. He was a trusted collaborator and confidant. He’s one of those people who tackles challenges and problems head on.

Taylor and I reunited in 2022 when he brought me on to manage the club’s 2-year brand evolution project - one of the absolute highlights of my career.

As a former MLS and USL player (KC Wizards, New York Red Bulls, Seattle Sounders), Taylor has seen the growth of the sport up close. As he notes below, when he started playing in MLS as a development player he had to wait tables to make ends meet.

Yes, MLS - and the sport on the whole - has come a long way.

After making the jump from field to front office, Taylor has touched just about every area of the business in his 13+ years working for the club. For that reason, he was recently named Chief Integration Officer and he’s now working across both the Sounders and Seattle Reign FC, which was acquired last summer.

I have no doubt you’ll get a ton of value from our conversation.

-Kyle Sheldon, Co-Founder & CEO

Questions and answers have been lightly edited for length and clarity (and any emphasis below is ours)

PATHWAY: You’ve been in every facet of the business over the last 13 years with Seattle Sounders FC. Of all of the areas you’ve touched, which has evolved or changed the most?

TAYLOR: I have only worked for the Sounders in a true business sense, so I am fully aware of my bias and lack of visibility into other teams and industries. It's been super fun. The Sounders have grown and evolved multiple times since I've been here, most recently with the joining of forces of two soccer clubs - the Sounders and Seattle Reign. 

Honestly, everything has changed so much in completely different ways. Some of the underlying data and infrastructure that is driving everything within the organization is one of the biggest pivots from when I started in 2012, because data and information drive fan experience and fan journeys, so it has massive personalization effects for the fans. It is a ton of information that's essential in driving a story, and the story is so important for brand and identity, and how those stories are captured and attributed through partners through different channels. Honestly, everything has changed so much, but the amount of information that can be collected is now proliferated across the entire sports business and driven by story and fan experience.

PATHWAY: Thinking both about your time with the Sounders and now with the Reign being added, you've been named as Sounders’ Chief Integration Officer, which I think is a first-of-its-kind position in MLS. Recognizing that it’s new, how do you describe what success looks like and how does it function across both clubs?

TAYLOR: When I went home and told my better half that I was going to become the Chief Integration Officer, she asked right away what that meant, so I got good practice on day one [laughs]. We are growing in real time and connected to a huge vision of growing from being a soccer club to a sports and entertainment business. The joining of the Reign as a separate club with its own unique fan base and brand that needs to come to life, while layering on the real estate portfolio that the Sounders have invested in, we've got a lot more properties that we have the opportunity to drive forward. 

To me, the role is to think about all those different properties and how we build our teams and process to evolve from being a single property organization to a multi-property organization, and how we do things really well that service all of those properties. It’s having sight lines into all of those different groups and how we are building strategic plans that can drive success for all properties and thinking about these generational moments coming from the FIFA Club World Cup and the World Cup.

It’s having someone with dedicated bandwidth to think about those macro forces that can accelerate growth across all different properties and leaning into the strategic relationships that are responsible and required to unlock the integration across all those. It's part strategic projects, part strategic planning, and part strategic relationship management. 

We're growing in real time, so we've changed the organization’s structure to serve our multiple properties. We have to change the way that we work and drive processes to drive success across all different areas, then we're investing in people and in the process and we’re bringing in leaders who are subject matter experts for where we believe the ball is going. A lot of investments are being made in the marketing, brand, creative, and distribution spaces because we started with a conversation about data and information, and followed it with really, really strong storytelling that can reach the right audience at the right time to grow. This is all about growing and growing faster, so how we build an organization that can best leverage these generational moments that are coming is the daily conversation.

PATHWAY: You've touched on it in your previous response, but with Seattle in the FIFA Club World Cup and as a 2026 World Cup host city, how are you even thinking about what's possible over the next 18 months? Clearly, you want to grow, but how do you harness the unique opportunity of being one of only two MLS markets to capitalize on both?

TAYLOR: The Club World Cup is different from the World Cup because a lot of data and research has shown across Major League Soccer, specifically that league soccer viewers are a huge growth audience. The ability to watch global club soccer is at everyone's fingertips, those global soccer teams will be coming not only to North America, but to Seattle.

We're not only hosting but playing, so when we think about growth, it's not just about the sport, it's about the growth of club soccer. Not only do we have the chance to bring in Paris Saint-Germain, Inter [Milan], Athlético [Madrid], and Botafogo. As you think about Paris, Madrid, Rio, Tokyo, Seattle, and Milan, these are the clubs that are playing in Seattle, and then we're in the conversation simultaneously so that we get to host the party. 

We think that growth is going to come this summer, maybe in as consequential a way as it will in 2026. So, 2026 is about the growth of the game. Look what happened in 1994 - the legacy and commitment of the World Cup, the creation of Major League Soccer, and what happened to the growth of the game in those 2-3 years. Even if we see the same percentage growth, it's going to be very significant

PATHWAY: I often use the phrase “soccer curious” for the people who are interested in the sport but, for whatever reason, haven't had a chance to connect to it. In both cases, you have different opportunities to capture some of those people. Was that part of the driver for your “First Match on US” initiative, where the Sounders provide a free ticket to anyone who hasn't been to a game before? What are you trying to achieve with that offer? 

TAYLOR: This is a commitment to grow and grow faster. This is not a ticketing initiative, it’s an organizational commitment to make sure soccer is a place where everyone can come and be a part of it. Everyone belongs, and we believe that if you come and taste test it one time, then you'll come back. That's the commitment. 

It's not just the invitation if you've never been, but it's the entire experience that comes from it. We sent out an offer that says we believe in this thing and we'd love to invite you to try it and see if it can be part of how you want to spend your time, energy, and attention. The journey is curated and very intentional. Do you want to try this? What type of experience do you want to have? When do you want to have that experience?

Then, when they come to the match, it's not only just a ticket to get into the venue, but they come to this place and learn about our rituals and traditions, and we give them a scarf to participate in those rituals and traditions. That scarf creates a signal for someone walking around the venue that our core fans can go up to and say, “Hi. I've been a Sounder since 2009, is this your first match? Tell me where you're coming from.” It's an invitation to create human-to-human connections, and there's something just so unique about the game that can bring in all different walks of life. 

What's been super interesting is that this initiative has been really well-received by those who want to try it. It's also been really well-received by our core fans who, as part of their commitment, are trying to grow the next generation of Sounders supporters. We're doing this because we think the game should be accessible for all, and this is an effort to grow and grow faster.

PATHWAY: What can you tell us about the decision to evolve the Sounders’ visual identity? Why did it feel like the right time to do so as you enter this period of Seattle soccer history?

TAYLOR: I look back at the two-year sprint from 2022 into 2024, which led to the brand evolution of the Sounders, as being kind of a career moment for me. The “why” behind it was that we were building for 2024 and the 50th anniversary of the club. Looking back at the legacy, commitment, mission, and impact of the organization across five decades, and how to best celebrate that, it felt only right that the brand identity of the club should be reflective of our entire history. This wasn't a design exercise, this was a commitment to pull in our entire history and heritage into our brand identity to make sure that all of that legacy was a part of our club moving forward, regardless of who was at the helm. 

A lot of that had lived in the DNA of the individuals connected to the organization, the Brian Schmetzers [SFC Head Coach], the Adrian Hanauers [SFC Majority Owner], who know that history and heritage. But at some point, Brian's going to come and go, and he said “this identity is core to our club and generations from now it needs to include not just our MLS era but our entire NASL era.”

That led to another community commitment which was to pull our entire history in and make sure that there was an opening for every type of fan. It was another platform for growth and to connect with different audiences in different ways.

PATHWAY: Is there anything you think is being overlooked about the World Cup? Is there anything people aren't talking about that maybe they should be? 

TAYLOR: I think the thing that's being overlooked the most is the ‘25 Club World Cup. A lot of times people are just seeing FIFA and the words ”World” and “Cup”, and they're immediately thinking about ‘26. The new competition itself is in its first stage for ‘25, but these two things connected by 13 months are going to be massive for the growth of the game.

Gosh, I feel like I'm kind of on the inside looking out. The thing that I keep coming back to is there's a discussion about how the game is going to grow coming out of ‘26, but I don't think people know exactly how consequential that growth will be. If there is the same commensurate level of growth within the game from 1994 coming out of 2026, this is going to be a really, really big wave. The question is whether people know how big it's going to be. It's not a matter of if it's going to be there, but how big it will be, and then how teams, organizations, and communities can best capture it.

PATHWAY: With the likelihood of the U.S. hosting the Women's World Cup in 2031, and with the Reign now a part of the Sounders’ extended soccer family, what growth opportunities are you seeing in the women’s game?

TAYLOR: It's about the growth of the game and knowing now that there's another consequential global soccer moment coming back to North America in 2031.  I actually love the fact that there's going to be about five years of learning and growth coming out of ‘26 that can be leveraged for ‘31. 

It's been super fun to learn more about the Reign’s brand and the legacy. It's had a tough history where they've moved from Memorial Stadium [in Seattle], to Tacoma, and then back to Seattle with changes of ownership. This is about stability, and this is about home, and the good news is that the definition of home in the context of Reign is about Seattle. It is about Seattle and the fact that home is the epicenter for not just the Reign and Sounders, but also the global game of soccer connected to these global moments of the FIFA Club World Cup and the World Cup, and hopefully the Women's World Cup. It's the same opportunity, but with different definitions of what home means.

PATHWAY: Taylor, you played in MLS at a very, very, very, very, very high level [laughs], and at least from afar it looked like you moved into the business side of the sport pretty seamlessly. What do you think led to some of that early success? Do you have any advice for current players who are thinking about that transition into the business side of the sport?

TAYLOR: I was an incredibly below-average MLS player, but my heart and commitment was there. On the spectrum of hard work and talent, I was definitely on the former, and it's been super fun to see the growth of the league because it's changed so much. I was a development player, and I'm not embarrassed to say that I waited tables when I started playing.

The fact that teams are traveling on charters - the Sounders are flying today to go to San Diego - it's where we all aspire to be. But, there's something about the grittiness of where the game was that I know and believe and hope it will never leave. The DNA of this league is this kind of commitment to being grounded and part of the communities, regardless of how high the ceilings grow in this space. 

After playing, I didn't know whether I wanted to get as far away from the game as possible or to try to evolve into a different role within the sport. I initially chose the former and took an internship with a marketing agency called “Wexley School for Girls” that was responsible for a lot of the creative and individuality that came from the Sounders when they launched in 2009.

Ultimately, there was an opportunity to come back to the business operation space with the Sounders, and not to be focused on any specific thing, but to try to leverage my connection to the brand and team across the business side. 

It seems like the more common pathway for most players is to go on the sporting side. I was really curious about what was happening on the other side of the curtain. The analogy I use is that when I was in the locker room, the role was very, very simple - you take pride in your craft, you improve your craft, you're good in the community, and you do your media responsibilities, and that is what your role and responsibility are. 

At the end of my career, when I was hurt and not playing, I kind of peeked behind the curtain to understand the puzzle - the puzzle that was put together to put on an event, for example, and all the different roles and responsibilities that were so instrumental that the players really didn't have an appreciation for.

It’s tough when you're a player because you think about being really clear about your roles on the field, and when you start to look too far outside, you start to lose your hunger to be committed to the things that are driving you from a competitive standpoint. It's really tough for players to transition. My advice is to be curious, ask questions, and to not be afraid to leave the sporting side and go into the business side. Like soccer and the locker room, this business is built on relationships and people.

PATHWAY: The organization is currently experiencing quite a bit of growth and expanding as your team prepares for the moment. Is there one quality that you look for when you're hiring? What quality leads to high performers in your mind?

TAYLOR: It really depends on the function. There are generalists like myself or there's specialists depending on the role, but the requirement for both are their commitment, hunger, curiosity, and attitude because sport is always on and always changing. That curiosity and willingness to be a part of it, knowing that sometimes it's hard, but that's part of this journey. It really comes down to a disposition conversation and a hunger and curiosity while being good at your craft simultaneously.

Thanks to Taylor for taking the time to chat with us. You can connect with him on LinkedIn - and check out all TWENTY ONE (!) of the open roles at both organizations on the Sounders website.

NEW SOCCER JOBS

Here are a few of the specific roles in Seattle that grabbed our attention:

• Lead Designer - Seattle Reign FC

• Sport Scientist - Seattle Reign FC

• Video Producer, Seattle Reign FC

• Senior Manager, Social Media & Content - Seattle Reign FC

• Account Manager, Partnership Marketing - Seattle Sounders

And here are a few other gigs that also caught our eye this week. Good luck in your search, soccer friends!

• Head Coach, U18 - New York City FC

• Manager, Social Media - SC Jacksonville

• Scout, First Team - San Jose Earthquakes

• Coordinator, Player Care - Chicago Stars FC

• Assistant Coach, Men’s Soccer - Ithaca College

• Director, Communications & Public Affairs - Bay FC

• Senior Director of High Performance - Real Salt Lake

• Director, Human Resources Business Partnership - U.S. Soccer

• Manager, Soccer Operations & Team Administration - Portland Timbers

ICYMI: MUST-READ ARTICLES

📰 BREAKING NEWS: Extremely Intelligent Newsletter Subscriber (that’s you, by the way) Catches Up on the Latest Headlines 

The news cycle is 24/7/365, so no one blames you if you’ve missed a story or two. Here are this week’s top stories to keep you in the loop:

• 🗓️ Major calendar changes could be coming to Major League Soccer as early as 2027 [via Yahoo! Sports]

• 🐐 Is the GOAT staying in Miami? Messi and Inter Miami CF could be close announcing a contract extension - what does that mean for MLS? [via The Athletic]

• 🏔️ NWSL Denver hires Jen Millet, former Bay FC Chief Operating Officer, as its first President [via Just Women Sports]

• 🏆 Did you hear!? U.S. Soccer and Concacaf Partners are the sole bid to host the 2031 FIFA Women’s World Cup, marking the third time the U.S. has hosted the WWC [via U.S. Soccer]

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SEE YOU SOON, SOCCER FRIENDS

• Kyle Sheldon

• Nolan Sheldon