IN THIS ISSUE

INTRODUCTION

I’m on a plane to Denver this morning for a bit of Name & Number work with the Colorado Rapids and - bonus! - I get to see the club’s U.S. Open Cup match against the San Jose Earthquakes tonight.

I’ve spent more than 20 years working in American soccer and, I have to say, I absolutely love the Open Cup. It’s the FA Cup, March Madness and a big ol’ pinch of you-never-know-what’s-going-to-happen all rolled together.

If you haven’t watched before, I urge you to tune-in for the closing rounds - there are two quarterfinal matches tonight (after a couple of wild games last night) and then you’ll have to be patient as the semifinals take place in September.

All games can be seen on Paramount+.

Long live the U.S. Open Cup.

-Kyle Sheldon, Co-Founder & CEO

NEW SOCCER JOBS

A few years ago, I spent two years helping Seattle Sounders FC evolve - and then launch - their new brand identity.

Two years might sound excessive.

But here's the thing: the project was incredibly well received.

Because they never rushed it.

A lot of people treat their career search like a rebrand done in a boardroom.

Move fast. Apply everywhere. Hope something sticks.

And then wonder why nothing lands.

The best brands, and the best careers, aren't built that way.

They're built with intention.

So, let's break down what that actually looks like.

Don't apply to a role just because it sounds good.

Understand the organization first.

Before you reach out or apply:

A little research goes a long way.

The Sounders didn't design in a vacuum.

They brought in fan input at every stage.

You shouldn't design your career in a vacuum either.

Talk to people already doing the work you want to do.

Ideally, connect with someone who is currently working at the organization - or someone who previously worked there.

Ask:

Let those conversations shape your path.

Not sure if a role or department is right for you?

Find ways to get exposure before making the leap.

Volunteer at events.

Take on freelance or project-based work.

Reach out to someone in that space and ask to connect.

Small experiments beat big, uninformed bets every time.

Every move you make should connect back to a larger goal.

A job application. A conversation. A skill you're developing.

If you can't explain why you're pursuing something… that's worth paying attention to.

Intentional doesn't mean slow, it just means you know where you're going.

Your background. Your experiences. Your "non-traditional" path.

Those aren't liabilities, they're part of your unique brand.

The best career moves don't erase what came before.

They build on it.

Be intentional about identifying those things from your past that will contribute to your success in the new role.

The soccer industry is small.

Your reputation, your personal brand, follows you everywhere.

So don't rush it.

Do the research. Listen. Test. Be intentional.

👉 This week, identify one career decision you've been rushing and slow down enough to make it with intention.

It might take longer.

But it'll be worth it.

-Kyle Sheldon, Co-Founder & CEO

ICYMI: MUST-READ ARTICLES

📰 A few soccer-specific articles to keep you in the know.

ALSO…

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SEE YOU SOON, SOCCER FRIENDS