Hi Reader,

Welcome to this week's round-up of the main news in North American soccer business. A special welcome to all new subscribers - and there have been a quite a few of you this week!

As always, if you have any news, suggestions for future stories or podcast guests, or are interested in advertising here or other partnership opportunities, don't hesitate to get in touch with me at simon@thesoccerbusiness.com.

Let's get right into this week's content.

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Cheers

Simon Evans

The Soccer Business.

More new American clubs? What does the future hold?

MLS Next Pro's fifth season gets underway this weekend and so I was delighted to have the league's president Ali Curtis on this week's podcast to outline his plans for the competition and in particular future expansion hopes. Curtis, who took over the reigns of the league last year from Charles Altchek (who became EVP Club Performance and League Growth at MLS) said he envisions a future where MLSNP grows from it's current 30 clubs to "over 50 clubs". That's a process which won't be rushed, he says, emphasizing that expansion must be "measured" and "thoughtful" but you can already see the direction of travel.

This year CT United in Connecticut make their debut in the league this weekend and next year four more clubs are set to begin play. AC Grand Rapids in Michigan are building their impressive $175 million Amway Stadium, while Jacksonville Armada FC, Long Island's The Island FC and Cleveland Professional Soccer also pencilled in for 2027. Recently there were reports that D.C. United are examining how to put an MLSNP team into Baltimore, in conjunction with Carmelo Anthony, while a group has been looking at San Francisco as a potential home for a team.

On top of that the league is expecting more MLS clubs to follow the example of Nashville, who moved their reserve team to Alabama and rebranded as Huntsville City FC. Certainly it will be easier for independent clubs to market games against these 'hybrid' clubs than opponents called such names as Chicago Fire II.

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MLSNP is officially a division three league but it is not difficult to see how expansion could create 'turf wars' with USL clubs at various tiers. Already we have a USL and an MLSNP club in Chattanooga TN and there will be a similar confusing situation in Jacksonville from next year. USL wants to make a move in Cleveland where there is already a Next Pro project well underway and we have heard of some conflicts in the recent past in some smaller markets.

Everyone wants to see more American professional soccer clubs in more markets across the country and if you ask for on-the-record comment from either USL or MLSNP about the danger of cannibalization, you will be given reassuring comments about how this is a very big country and there is room for everyone. And to a degree that is true.

This is a unique market in the football world in having rival leagues creating their own structures. That may be mainly due to the country's anti-trust laws and the sheer scale of the country and its particular football history but it doesn't necessarily mean it can't work. The natural tendency of people like myself, who grew up in English and European football, is to want American soccer to develop the pyramid system that we are familiar with. But it may well be that we end up with two pyramids built next to each other. After all, this is the land of Pepsi and Coca Cola, CVS and Walgreen and so why not MLS and USL?

And they are very different models. USL is now committed to promotion and relegation and a much more decentralized structure, which for some potential owners of new clubs makes it an attractive proposition. But if you talk to people in MLSNP independent clubs they are attracted to being part of the MLS ecosystem, encouraged by the pathways open to the players and staff and having a powerful and stable machine behind them.

Another assumption that you hear, this time from Americans in the sports business world, is that soccer here is destined to follow the path of the other major sports in the country and see the two leagues eventually merge. The NFL-AFL, NBA-ABA, National League-American League mergers created the behemoths of modern-day American sport. Under that way of thinking, MLS as the more powerful of the two leagues, will eventually eat up USL and have full control of the entire pyramid.

I suspect we will find out quite soon, in the next few years following the World Cup, whether we are destined for a long term Pepsi/Coke unbalanced duopoly or if MLS is going to become the undisputed owner of all levels of American club soccer.

These are my personal reflections after hearing Curtis talk about eventually expanding to more than 50 clubs. But the podcast covers much more than that element - give it a listen to hear about MLSNP's new broadcast arrangement with Onefootball (as they move off the Apple ecosystem), the way they have experimented with new rules of the game which are set to become official laws of the game after Saturday's IFAB meeting in Cardiff and the success story of Michael Bradley and three teenagers at Red Bull New York who last week made their step up to MLS proper.

You can listen on Spotify:

MLS Next Pro President Ali C... Feb 27 · The Soccer Business Podc... 40:52   ​

Or on Apple Podcasts. or any major podcast platform here.

New investment in USL

USL announced on Thursday that Weatherford Capital, a private investment firm headquartered in Tampa, has joined BellTower Partners’ investment in the league. Founded in 2015 by Drew, Sam, and Will Weatherford, Weatherford Capital is a private investment firm with more than $1 billion in assets under management and offices in Tampa, Dallas, and Chicago. The firm invests across technology, financial services, business services, sports, and public-sector markets.

In terms of sports investments - Weatherford has invested in IMG Academy, a leading sports education institution; has a minority stake in the Tampa Bay Rays; along with Collegiate Athletic Solutions (CAS), which provides strategic capital to collegiate athletic programs; and Curve Sports, a youth baseball platform.

Will Weatherford was the former Speaker of the Florida House of Representatives and a prominent figure in the GOP in Florida while his brother Will was quarterback for Florida State University and Sam has extensive investment experience.

"Sports is completing its transition into a core institutional asset class, and soccer in the United States is one of the most compelling opportunities within that shift. The USL's scale, multi-tier structure, and national reach give it a differentiated long-term growth profile, and we look forward to supporting the league as it enters its defining era," said Drew Weatherford.

Lots of questions of course. Like how big is the investment and how will the capital be deployed? My understanding is that the capital is to help USL's league office to accelerate the efforts to build stadium and multi-use developments and set up clubs ahead of the launch of USL Premier in 2028. It is a process which requires a more active role from the league than it has traditionally occupied and the institutional capital can only help in strengthening that effort. (Press release here)

USLPA AUTHORIZES STRIKE ACTION: The USL Players Association (USLPA) has voted to authorize its bargaining committee to call a strike after approximately 90% of the player pool rejected the league's latest contract proposal. The move comes following 547 days of negotiations and just one week before the scheduled March 6 kickoff of the 2026 USL Championship season. Major sticking points in the collective bargaining agreement (CBA) include the league’s insistence on unilateral player buyouts at reduced pay, the implementation of a standardized health insurance policy, and a significant disagreement over image rights licensing fees. Additionally, while the union is seeking a $43,400 minimum salary—a 40% increase—the league's offer stands at approximately $38,000. (ESPN) ​

ATLANTA NWSL FRANCHISE SECURES RECORD AFLAC JERSEY SPONSORSHIP: Atlanta’s new NWSL expansion club has signed a seven-year front-of-shirt partnership with insurance provider Aflac. The agreement, which begins in 2028, is valued at $28 million and is believed to be the largest jersey sponsorship in women's sports history. The deal also includes matchday activations at Mercedes-Benz Stadium and integrated digital brand presence.

MLS BREAKS RECORDS WITH 2026 OPENING WEEKEND VIEWERSHIP AND ATTENDANCE: Major League Soccer delivered 9.7 million live match viewers across all platforms during its opening weekend, a 59% year-over-year increase. Attendance also hit a historic high with 387,271 fans across Week 1, surpassing the league's previous opening weekend record. The weekend was highlighted by a crowd of 75,673 at the Los Angeles Memorial Coliseum for the Inter Miami CF vs. LAFC match.

CBS SPORTS SECURES EXCLUSIVE US RIGHTS FOR CONCACAF WOMEN’S COMPETITIONS: CBS Sports and Concacaf have reached an agreement making Paramount+ the exclusive U.S. English-language home for all Concacaf women’s competitions through the 2029-2030 season. The deal includes more than 250 matches across four major club and national team competitions, including the Concacaf W Gold Cup and the W Champions Cup. Coverage begins February 27, 2026, with all matches streaming live on Paramount+.

CAPELLI SPORT ANNOUNCES LANDMARK PARTNERSHIP WITH CABO VERDE FOOTBALL FEDERATION: Capelli Sport has entered into a four-year agreement to become the Official Technical and Apparel Partner of the Cabo Verde Football Federation. The New York-based brand will supply custom match kits and training wear for all national teams as the nation prepares for its historic FIFA World Cup debut in North America. The collaboration also supports participation in the CAF Women’s Africa Cup of Nations.

CANADA SOCCER FOUNDATION RECEIVES $1.5 MILLION SCOTIARISE GRANT: The Canada Soccer Foundation has been awarded a $1.5 million community investment from ScotiaRISE to support women in the sport. The funding will be utilized to sustain three key programs: AccelerateHER, CoachCare, and a paid National Internship Program. These initiatives aim to remove financial and structural barriers limiting women’s progression in coaching and high-performance leadership.

CHAD OCHOCINCO LAUNCHES ‘THE LATE RUN’ SOCCER PODCAST: Former NFL star Chad “Ochocinco” Johnson is launching a new weekly soccer podcast titled The Late Run with Ochocinco. Produced in collaboration with Footballco and Ochocinco Productions, the show focuses on the culture of the sport ahead of the 2026 World Cup. The podcast is co-hosted by Raheem Taylor-Parkes and has secured DraftKings as a sponsor.

KINGS LEAGUE APPOINTS DAVID MUOSER AS US MANAGING DIRECTOR: The Gerard Piqué-founded Kings League has named David Muoser as its Managing Director for the U.S. market. Muoser, formerly of the NBA and Cabot, will oversee the organization's stateside launch from a new regional office in New York. The move follows a recent $63 million fundraising round and plans for both men’s and women’s competitions in America.

SALINAS REGIONAL SOCCER COMPLEX RECEIVES $500,000 FOR EXPANSION: Congresswoman Zoe Lofgren delivered a $500,000 federal check to support the expansion of the Salinas Regional Soccer Complex. The project aims to create the largest sports facility between San Francisco and Los Angeles, potentially serving 18,000 youth weekly. New features will include eight turf fields, a 2,000-seat outdoor stadium, and a 35,000-square-foot indoor arena.

MERCURY13 CO-FOUNDER VICTOIRE COGEVINA REYNAL STEPS DOWN: Women’s soccer investment group Mercury13 has announced the departure of co-founder and co-CEO Victoire Cogevina Reynal. The group, which owns majority stakes in FC Como Women and Bristol City Women, is currently in the process of identifying a new chief executive. In the interim, the organization will be led by majority owner Avenue Sports and its board of directors. Mercury13 is aiming to develop a multi-club ownership (MCO) model across major European leagues.

SAN DIEGO FC EXTENDS GENERAL MANAGER TYLER HEAPS: San Diego FC has signed sporting director and general manager Tyler Heaps to a multiyear contract extension following a record-breaking inaugural season. Under Heaps' leadership, the expansion club earned 63 points and 19 victories in 2025, securing the top seed in the Western Conference. Heaps was the youngest sporting director in MLS when originally hired at age 33.

SNOOP DOGG ATTENDS FIRST MATCH AS SWANSEA CITY MINORITY OWNER: American rapper Snoop Dogg made his first appearance at a Swansea City match since becoming a minority owner of the Welsh club. Club officials believe Snoop’s massive social media following will significantly boost Swansea's international profile and attract new commercial brands. The investment follows a trend of celebrity involvement in the English Championship, which has seen rising attendance and global interest. Martha Stewart has joined Mr.Dogg in the investment group which also includes former Real Madrid and Croatia midfielder Luka Modric. Swansea is primarily owned by Americans Brett Cravatt, Jason Cohen and Andy Coleman.

SUNDERLAND IN TALKS WITH SIXTH STREET OVER WOMEN’S TEAM SALE: Sunderland is in active negotiations to sell a significant majority stake in its women's team to Sixth Street's multi-club group, Bay Collective. While a period of exclusivity with the U.S. investment fund recently expired, discussions are ongoing for a deal that would install former FA technical director Kay Cossington as CEO. The sale is intended to provide the necessary investment for the club to achieve promotion back to the Women's Super League. (The Athletic $)​

SACRAMENTO REPUBLIC FC APPOINTS TIM HOLT AS NEW PRESIDENT: Former USL President Tim Holt has been named the new president and general manager of Sacramento Republic FC. Holt will oversee both soccer and business operations, including the ongoing construction of the club's new downtown Railyards stadium. He joins the organization from San Antonio FC, where he served as managing director during their 2022 USL Championship-winning season.

METLIFE FOUNDATION GRANTS $1.7 MILLION TO U.S. SOCCER FOUNDATION: MetLife Foundation has announced a $1.7 million grant to the U.S. Soccer Foundation as part of a two-year partnership to foster youth well-being. The funding will support the training of 850 coaches and teachers and the creation of six new mini-pitches in cities including Dallas and Philadelphia. The initiative is expected to benefit more than 220,000 young people and their families through mentorship and safe places to play.

TORMENTA FC WITHDRAWS FROM 2026 USL LEAGUE ONE SEASON: South Georgia Tormenta has announced it will not participate in the 2026 USL League One season, just 12 days before the scheduled start. The withdrawal is reportedly due to a "cash crunch" linked to delays in land development around the club's stadium. All players have been released as free agents with three months of severance pay, while the USL Players Association has criticized the league's franchise model as a "broken system". (Beyond the 90)​

THE GROWING COSTS IN EUROPEAN FOOTBALL An interesting aspect from UEFA's report this week on the financial state of European football. Non-player wages – including technical, administrative, commercial and operational staff – have risen by 42% between 2021 and 2024, with other operating costs also climbing sharply, projected to account for 36% of total revenue in 2025.