IN THIS ISSUE

INTRODUCTION

Good morning, Pathwayers -

I absolutely love the U.S. Open Cup.

It’s a wide-open, cup competition (started in 1913!) that sees amateur teams competing for the chance to take on the biggest clubs in the U.S.

(in fact, the 2027 qualifying rounds have already begun at the amateur level)

And tonight is the U.S. Open Cup final - St. Louis City SC vs. the Columbus Crew (TV: Paramount+ and CBS Sports Network, 8 p.m. ET).

It’s going to be a fun one in Columbus:

If you haven’t watched the Open Cup before, tonight should be a great introduction.

And then be sure you start following the 2027 edition early to enjoy the early-round chaos that always emerges.

-Kyle Sheldon, Co-Founder & CEO

NEW SOCCER JOBS

As always, there are a bunch of new soccer jobs for your consideration.

Even if the exact right role for you isn’t posted, spend time reading the job descriptions of those that are close - take note of the areas you feel confident in and those where you have gaps. That knowledge will only help as you assess future opportunities.

There's an assumption people make about working in sports… if you can market one sport, you can market them all.

In soccer, that assumption rarely holds up.

Traditional sports marketing strategies don't usually carry over to our game. The playbook that works for the NFL or the NBA falls flat with soccer fans.

The reason is simple: soccer fans care about details that people outside the sport often miss.

Big sports organizations and agencies do certain things really well.

But soccer asks for something more specific.

Think about everything a person working in this sport might need to understand:

Each one has its own history, its own culture, and its own fans.

And those differences matter a lot to the people who follow them.

A one-size-fits-all approach doesn't connect with soccer fans. They can tell right away when someone doesn't speak the language of the sport or understand the game.

The post-World Cup opportunity in soccer is massive.

More brands, clubs, and leagues are investing in the sport than ever. As that investment grows, so does the need for people who actually understand the soccer world in detail.

That changes what gets valued.

General sports experience is still useful. But more and more, the people who stand out will be the ones with deep knowledge of specific parts of the sport:

That kind of knowledge can take years to build.

And there isn't much of it around yet, which is exactly why it's valuable.

Most people know the league they grew up with.

Push past it.

Learn how the leagues around it work, who follows them, and why.

Start with the American pyramid: MLS, the USL Championship, USL League One and Two, and MLS NEXT Pro. Look closely at the NWSL, USL Super League, and the amateur leagues below them like the WPSL.

Then learn how it connects to the rest of the world: transfer windows, international breaks, and why some leagues play spring-to-fall while others play fall-to-spring.

Each weekend, watch one match from a league you don’t normally follow.

Rivalries.

Traditions.

Club history.

The small details that make a supporter feel seen.

Those details are where trust is won or lost.

Go to a match and spend time near the supporters’ section. Listen to what they sing, take note of what they wear, and what they react to.

Learn the story behind a club’s crest, colors, and nickname.

Follow supporters’ groups, fan podcasts, and club subreddits. That’s where you’ll hear what fans actually talk about.

You don’t need to be an expert in every league in the world.

Pick one or two parts of the ecosystem and know them better than anyone in the room.

That depth is what makes you hard to replace.

Choose a lane: Liga MX fans in the U.S., the women’s game, the lower divisions, youth soccer, or a league abroad.

Keep a running notes file on it: key clubs, people, storylines, and what’s changing.

Then share what you learn publicly on LinkedIn. Writing about a topic is the fastest way to master it, and it shows people what you know.

The fastest way to learn the game is from the people who live it.

Have conversations with supporters’ group leaders, club staff, and local coaches in your backyard. Seek them out and come prepared with great questions.

Volunteer on matchday at a USL or amateur club near you.

Every conversation gives you context you can’t find online.

As soccer grows in America, the industry needs more than sports people.

It needs soccer people.

Get the fans right, and a soccer fan can become one of the most loyal supporters any club or brand will ever have.

👉 This week, pick one league from the list above that you know the least about. Learn its biggest clubs, its biggest rivalry, and what makes its fans different.

Soccer knowledge is its own skill.

The people who build it now will be the ones the industry needs next.

-Kyle Sheldon, Co-Founder & CEO

ICYMI: MUST-READ ARTICLES

📰 Extra! Extra! Lots of fun articles to dig into this week, soccer friends.

ALSO…

FOLLOW ALONG

SEE YOU SOON, SOCCER FRIENDS