The top markets that remain without pro soccer
Many in the sports and soccer business expect this summer’s World Cup to kick-start a wave of investment in the sport which, it is hoped, will lead to a host of new professional clubs across the country.
But with investors in the U.S continuing to be attracted to European club opportunities, it remains to be seen whether that optimism about growth for the domestic scene proves to be well-placed or naive. It would be reasonable to expect some level of growth, however, even if it doesn’t reach the level of ‘boom’.
With MLS having already reached 30 teams and no real focus on expansion at the moment, opportunities in the top tier are limited. The concerns over the viability of the Vancouver Whitecaps, which we reported on last week, have prompted another round of speculation about whether that club might be relocated and there is, of course, no cause to rule out possible expansion from MLS into new markets, perhaps some currently occupied by USL teams. Whenever that possibility is discussed, markets such as Phoenix, Indianapolis and Las Vegas are mentioned along with perhaps more long-shot options such as Albuquerque. But there are still markets (several states in fact) without a professional soccer presence at all. With USL planning to launch a new division one league, they are hoping to add five or six completely new clubs to their USL Premier division.
I did some number-crunching and some analysis of the top markets that do not currently have a professional soccer club either operating or already in the process of being created. For the purposes of this analysis I considered MLS, NWSL, USL Championship and USL League One as the professional levels of the game. I also took out of the equation some markets where USL 2 clubs have become firmly established and have the prospect of going up a level or two.
That of course leaves out of the equation large and highly promising markets such as Cleveland (where plans are advancing for an MLS Next Pro, WPSL-Pro and possibly USL teams) and places such as Buffalo and Oklahoma City where USL projects are at an advanced stage and Vermont where USL2 club Vermont Green have made an impact.
This then is the list of what I consider the five most promising markets currently without any professional soccer presence.
It goes without saying that all of these markets contain plenty of obstacles and challenges to creating a thriving professional soccer club but all seem to have the ingredients to be USL Premier markets. In the case of New Orleans and Memphis, while they have both proven tricky markets for USL, they could, perhaps paradoxically, thrive with a bigger impact MLS team in the way that Nashville has done.
West Palm Beach may be a surprise occupier of the top spot but there are a few reasons why it earns that place. WPB as a media market regularly features high in the ratings for soccer on television, particularly USMNT games and Premier League games. An affluent market that is far enough away from Miami to not be impacted negatively by the presence of Inter Miami, WPB has no other pro sports in town and limited opportunities for watching college sports. The most recent information we have is that a group associated with Argentine polo player Ignacio "Nacho" Figueras has the territorial rights to WPB for USL but little progress has been reported beyond initial ideas for a possible USL Super League women's team.
Baltimore and the wider area is probably ruled out of an MLS future due to the proximity of D.C. United but should be considered one of the top markets for a USL Premier club and if approached in the right way could tap in to the strong identity the city enjoys and it's tradition in sports established by the NFL's Ravens and the MLB's Orioles. As always it comes down to finding the right venue and doing the right work to embed in the community.
The Virginia Beach region has a young population (over 20% under-18) and boasts a thriving youth soccer scene (around 30 major clubs) serving thousands of players. There is no competition from other major pro sports but minore league baseball and hockey teams draw healthy crowds and the market is relatively affluent. But it is relativelu untested for pro soccer and while Virginia Beach is affluent, Norfolk and Newport News have more challenging ecomomic environments. The area is also a tourist destination which can be a double-edged sword with plenty of other sources of entertainment.
Memphis has shown with the NBA's Grizzlies that it is a city that can sustain pro sports but the recent folding of USL team Memphis 901 is a deterrent. There may have been specific problems (venue, financing etc) that led to that disappointment however. Nashville has shown the potential of the game in Tennessee but being 200 miles away it should not be viewed as competition. Does the local economy have the capacity at corporate level to back the team with sponsorships and partnerships?
New Orleans A recent exploration of the possibility of a USL team in the city appears to have been abandoned. But there is still something attractive about the idea of a pro soccer team in New Orleans, which backs the Saints and Pelicans with passionate fan-bases. Youth soccer participation is growing in Louisiana and as an entertainment hub, a club could benefit from tourist interest. However the local economic difficulties and lack of soccer history will make the city a tough nut to crack.
in the coming weeks, we'll be digging around for information on any developments in these markets and also be exploring here some of the other markets that represent opportunities for entrepreneurs and investors in soccer in the coming period. As always if you have any thoughts or info - drop me a line at simon@thesoccerbusiness.com
MLS stadiums chosen as Olympic venues
Six Major League Soccer stadiums have been selected to host matches for the LA28 Olympic Soccer Tournaments. The venues include Etihad Park (New York), Scotts Miracle-Gro Field (Columbus), GEODIS Park (Nashville), Energizer Park (St. Louis), PayPal Park (San Jose), and Snapdragon Stadium (San Diego). These sites will host group and knockout stage matches, while the Rose Bowl Stadium will host the gold medal finals in late July 2028. For the first time in Olympic history, the women’s tournament will feature more teams (16) than the men’s competition (12).
Naming deal for North Texas new stadium
REV Entertainment has secured a 10-year naming-rights agreement with Texas Health Resources for a new $88 million soccer stadium in Mansfield,. The 7,000-seat venue, to be known as Texas Health Mansfield Stadium, will serve as the home for MLS Next Pro club North Texas SC when it opens this summer. The facility is also being considered as a base camp training site for the 2026 FIFA World Cup. Financial terms of the deal were not disclosed, but the stadium will anchor the larger $2.5 billion Staybolt Street Entertainment District.
USL Buffalo facing stadium delay
Buffalo Pro Soccer is facing a tightening deadline to secure a stadium site for its planned 2027 United Soccer League (USL) Championship debut,. With just over a year until the season starts in March 2027, the group has yet to finalize a location or receive necessary municipal approvals. While President Peter Marlette remains confident, the project has already been delayed by one year after a previous site choice fell through due to environmental concerns and neighbor opposition,. The group is currently evaluating a downtown Buffalo parking lot location near KeyBank Center, which city officials prefer for its potential to drive urban development,. The proposed stadium would use prefabricated modular pieces, requiring approximately eight months for construction once approvals are secure. (Buffalo News)
KKR acquire Arctos Partners
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Kings League secures $63 million funding
Kings League, the digital-first soccer platform founded by Gerard Piqué, has raised $63 million in new funding led by Alignment Growth. The investment, which brings the league’s total funding to over $160 million since 2023, is earmarked for global expansion, including a strategic push into the U.S. market. The league utilizes a seven-a-side format with flexible rules designed for younger audiences, streaming matches for free on platforms like Twitch and TikTok,. Approximately 70% of the league's current revenue is derived from sponsorships. The move comes after rival format, Baller League, suspended their original German league.
U.S. Soccer Foundation celebrates with fund-raiser
The U.S. Soccer Foundation celebrated its 30th anniversary by honoring billionaire philanthropist Kenneth C. Griffin and legendary coach Bora Milutinović in Miami. Griffin, CEO of Citadel, received the "No. 10 Award" for funding 100 mini-pitches in Chicago and Miami, serving over 100,000 children. Milutinović, who coached the U.S. during the 1994 World Cup, was awarded the inaugural "Yes, Coach!" Award for his role in player mentorship. The Foundation was originally established using a $50 million surplus from the 1994 FIFA World Cup. Members of the 1994 World Cup were present at the event which raised a significant number of major donations towards the foundation's work.
USL adds Impact Interiors as partner
The United Soccer League (USL) has designated Impact Interiors as a Preferred Supplier of Furniture Solutions for its clubs and stadium developers. The partnership allows USL franchises to access customized design and installation services for front offices, locker rooms, and premium stadium seating areas,. Impact Interiors joins the USL’s Preferred Supplier Program.