The Soccer Business
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The Business of North American Soccer Decoded
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Hi Reader,
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Welcome to this week's Soccer Business Newsletter and a special welcome to new subscribers.
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With the transfer deadline coming up next week in Europe, we have a focus this week on how MLS and USL clubs are handling an upsurge in interest in North American talent from British and European clubs. On the whole it's a good news story but there are risks involved.
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We also have our usual round-up of news from across the various levels and sectors of soccer in North America.
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If you have some news you think would work for us — or have any other feedback — you can reach me at simon.evans@thesoccerbusiness.com.
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Cheers,
Simon
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The Bargain Trap
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In this week's podcast, Tom Borgert, MLS transfer market expert at The Athletic, joined us to take a look at the trends in this summer's window and in particular the strong interest shown by British clubs in North American players.
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It is not just MLS talent such as Sebastian Berhalter and Zavier Gozo who have packed their bags and headed off to test themselves abroad. USL clubs have been able to cash-in on some of their players too, with JJ Williams heading from Rhode Island to Hearts of Midlothian and Charleston Battery's young USYNT striker Colton Swan agreeing to join Edinburgh's other club, Hibernian.
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Overall it is a good sign of healthy progress when teams from Europe see MLS and USL as places they can find talent. Yes, they may be cheaper than players from some other markets but it shows that American clubs are developing talent and the standard is considered sufficient to make the data and performance analysis relevant.
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For USL clubs, player trading can be a really significant revenue generator and I can see only benefits, particularly if USL clubs can scout their own talent in the increasingly international world of college soccer, develop them and then pocket a significant profit by moving them on. That also helps with recruiting the next cohort of players — who will be attracted to clubs that have a track record of being a useful stepping stone.
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But MLS needs to be more careful. It is true, as Tom points out in the pod, that almost all clubs in the world are ‘selling clubs’ and most leagues can also be described that way. It is also true that players want to move to Europe and there is little to be gained by creating barriers to their progress. But it has to be at the right price.
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Teenager Zavier Gozo moved from Real Salt Lake to Crystal Palace for a reported $15 million fee.
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Middlesbrough are reported to have paid just $2 million for Sebastian Berhalter from Vancouver. For a 25-year-old USMNT international who is ready to go straight into an EFL promotion-pushing team's starting XI, that is an absolute bargain. Berhalter was nearing the end of his contract so that was a factor, but that also means clubs need to have a more proactive approach to the contractual status of their players. Frankly, Berhalter could easily have been valued at 5x that amount.
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Jayden Nelson, a Canadian international winger, moved from Austin to EFL Championship club Bolton Wanderers for $1.1 million. Even if add-ons are met, the fee only rises to $2.3 million. Another bargain.
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There's no problem, at this stage in the league's growth, with MLS being seen as a league which sells talent to Europe. But it's not healthy if clubs are not able to extract the real value out of their talent and the league is seen as a ‘bargain store’ for English clubs unable to meet the price of European players.
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With MLS considering changes to their roster rules, this new volume of interest in recruiting their players should be factored in. Clubs need the flexibility to get their best players on long-term contracts with appropriate salaries — so that when EFL or EPL clubs come asking, they can be given a price that ensures clubs are getting the true value of the talent they have invested in.
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I will be speaking at the World Football Summit in Madrid next month. Subscribers to The Soccer Business Newsletter will receive a 15% discount on tickets. Click below to activate your discount.
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Why British clubs are buying up MLS players — with Tom Bogert
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NWSL AND ROKU EXPAND SUNDAY NIGHT STREAMING PACKAGE, with the free, ad-supported Roku Sports Channel becoming the exclusive home of eight Sunday-night NWSL matches for the rest of the 2026 season, starting Aug. 30 with Seattle Reign FC vs. Houston Dash, before expanding to 25 Sunday-night matches in 2027. The deal replaces the Sunday-night slate previously held by Victory+, which the league terminated last month after the streamer missed rights payments.
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“We’re thrilled to be elevating our partnership with NWSL to include this exclusive package of Sunday Night matches, leading into and during what will be a watershed year for women’s soccer,” said Roku head of sports Joe Franzetta, noting the deal will bring NWSL matches to more than half of U.S. streaming households. NWSL chief marketing officer Rachel Epstein said the league’s negotiation was supported by IMG. The Roku Sports Channel is free with no subscription required, available across Roku devices, iOS/Android, Fire TV, Samsung and Google TV.
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Source: Sports Video Group · Sportico · Yahoo Sports
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MLS NEXT PRO WILL SHIFT TO A SUMMER-TO-SPRING CALENDAR STARTING 2027-28, aligning the league with MLS, MLS NEXT and the top global leagues. The league will run a transitional “Sprint Season” from February to May 2027 (14 regular-season matches per club plus playoffs and the MLS NEXT Pro Cup in late May), before the full new calendar begins in July 2027 and runs through the MLS NEXT Pro Cup in June 2028, with 28 regular-season matches per club split around a winter break.
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“This is a pivotal chapter for MLS NEXT Pro and the sport of soccer in our country,” said Eddie Pope, SVP of Competition & Operations for MLS NEXT Pro and SVP of MLS Sporting Development, pointing to the league’s strategic partnership with KKR and this summer’s World Cup momentum. From 2027-28, all three tiers of the MLS player pathway (MLS, MLS NEXT Pro, MLS NEXT) will share one calendar for the first time, easing player movement and adding fresh pressure on USL to decide how closely its own calendar should track the shift.
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Source: MLSNEXTPro.com
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UEFA ASKS US COURT FOR FIFA DOCUMENTS IN PLANNED SWISS CRIMINAL CASE AGAINST INFANTINO, filing an ex parte application seeking discovery from two Florida-based FIFA entities for use in a criminal complaint UEFA is preparing in Switzerland against FIFA president Gianni Infantino under Article 158 of the Swiss Criminal Code. UEFA alleges Infantino developed the now-abandoned FIFA Forward Enterprise (FFE) plan in secret with a small group of advisers and investors, bypassing FIFA's Council and member associations, and names Thrive Eternal — an investment vehicle controlled by Joshua Kushner and affiliated with Thrive Capital — as the entity designated to lead the investor group, which UEFA says stood to acquire a permanent financial interest in FIFA's commercial arm.
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The filing puts a number on the deal for the first time: investors would have paid $4.2 billion for a stake in FFE, valuing it at roughly $20 billion — a price UEFA calls a significant undervaluation, never put through an open auction or independent valuation. UEFA had threatened a full European boycott of FIFA competitions over the plan before FIFA abandoned it July 31; UEFA has now provisionally suspended that threat after written assurances the plan is “irrevocably and permanently withdrawn,” while warning it will back a “credible alternative” candidate if Infantino seeks a fourth term in March 2027.
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Source: Reuters
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KELOWNA UNVEILS C$25M APPLE BOWL PLAN TO LAND A CANADIAN PREMIER LEAGUE CLUB BY 2028, with the city and CPL jointly working toward a professional franchise — though finding an ownership group remains the chief open item, according to Mayor Tom Dyas. The upgrade would add a 3,000-seat grandstand, a new scoreboard, expanded concessions, locker rooms, VIP suites, media areas and a conversion to artificial turf; roughly C$11.5 million is already earmarked in the city’s 10-year capital plan, with the remainder subject to council approval in the 2027 budget cycle — a decision that falls to whichever council is seated after this fall’s municipal election, in which Dyas is running for reelection.
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The City has been working with the CPL and league EVP of infrastructure Marni Dicker since 2023 on the project, and Kelowna sold out the Apple Bowl when it hosted the CPL’s On Tour series in 2024. Dyas pointed to a run of major Kelowna events — Touchdown Kelowna, the Memorial Cup, Hoopfest — that have driven an estimated $150 million in economic activity this year as the track record behind the pitch; it’s another data point in a pattern for the league of prospective markets arriving with a stadium plan and municipal buy-in already attached, rather than just an ownership group.
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Source: CBC News · Castanet · Revelstoke Review
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AUSTIN FC NAMES KHALED EL-AHMAD CHIEF SOCCER OFFICER AND SPORTING DIRECTOR, confirming the hire three months after firing Rodolfo Borrell. El-Ahmad, 45, joins from Minnesota United, where he led MLS Cup Playoff appearances in each of his two full seasons as sporting director, and previously ran soccer operations at English League One club Barnsley. He'll oversee all of Austin's soccer operations — roster construction, scouting, player development and the academy-to-first-team pathway — and incoming head coach Jim Curtin will report to him once Curtin takes over at season's end.
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“Throughout our search, Khaled distinguished himself through his global experience, deep understanding of Major League Soccer, and the clarity of his vision for how a modern sporting organization should operate,” said Austin FC chairman and majority owner Anthony Precourt. Minnesota United has promoted head of recruitment Hank Stebbins to interim chief soccer officer.
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Source: Austin FC · MLSSoccer.com · Austin American-Statesman
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MASSACHUSETTS' HIGHEST COURT CLEARS THE $325M WHITE STADIUM PROJECT, BUT BOSTON LEGACY FC WON'T MOVE IN UNTIL 2028, after the Supreme Judicial Court rejected a two-plus-year lawsuit from the Emerald Necklace Conservancy that had threatened to unwind the public-private renovation. Boston Legacy FC is on the hook for roughly $190 million of the $325 million total, with the City of Boston contributing $135 million; Mayor Michelle Wu attributed the ballooning price tag to inflation, tariffs and design changes driven by community feedback.
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Despite the legal win, a post-ruling construction review found the venue won't be ready for the start of the 2027 NWSL season as originally planned — Legacy will continue playing at Gillette Stadium and Centreville Bank Stadium until the 2028 move-in. The renovated 11,000-capacity stadium will double as a hub for Boston Public Schools athletics, a facility-plus-community argument that was central to Legacy's original NWSL expansion bid.
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Source: Boston Globe
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White Stadium rendering
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DAZN TO ACQUIRE EVERPASS MEDIA, BUILDING OUT A COMMERCIAL-VENUE DISTRIBUTION ARM IN THE U.S., picking up the three-year-old platform founded by RedBird Capital Partners and NFL venture arm 32 Equity that holds exclusive commercial distribution rights to NFL Sunday Ticket for bars, restaurants and other venues. EverPass will rebrand as DAZN for Business, with CEO Alex Kaplan staying on and taking a larger role at DAZN; RedBird, 32 Equity and TKO Group Holdings become minority DAZN shareholders. Financial terms weren't disclosed.
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EverPass already distributes Premier League, Champions League, MLB, NBA, WNBA, NWSL, NASCAR, PGA Tour, MLS and Formula 1 programming to commercial venues, with partnerships spanning Peacock, Netflix, Paramount, Apple and regional sports networks. DAZN CEO Shay Segev said the deal lets DAZN “serve every type of customer in the U.S. — from individual sports fans using the DAZN app to commercial venues,” rounding out DAZN's U.S. push alongside its direct-to-consumer boxing partnerships.
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Source: Deadline · Reuters · PR Newswire
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NORTHERN SUPER LEAGUE ADDS A WINNIPEG FRANCHISE AND A $30M INVESTMENT FROM UK FIRM APEX AS CANADA'S WOMEN'S LEAGUE SCALES UP, with the seventh NSL club — co-founded by former Canada international Desiree Scott and ex-Valour FC coach Rob Gale — set to kick off in 2027. London-based sports investment firm APEX is putting up to C$30 million into the league, on top of the C$5.45 million the Canadian government pledged toward NSL infrastructure at last year's inaugural championship.
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NSL president Christina Litz said the league wants to reach eight clubs by 2028, with Edmonton and Victoria under consideration for the next expansion round. The moves come in the league's second season and reflect strong revenue figures from its debut campaign, positioning the NSL as a growing draw for institutional capital in women's soccer outside the U.S.
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Source: Washington Times · CBC News · Canadian Soccer Daily
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NEW YORK RED BULLS PARTNER WITH LEAGUEAPPS TO OVERHAUL YOUTH SOCCER REGISTRATION, naming the youth-sports management platform the official online registration partner for Red Bulls Youth Programs, which serve more than 50,000 players and families annually across community programs, Regional Development Schools and the club's academy pathway. The migration brings streamlined camp management, compliance tracking, automated family communications and player-evaluation tools onto a single system.
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“LeagueApps stood out as the ideal partner to power our registration hub,” said David Jervis, the Red Bulls' head of youth programs. LeagueApps CEO Brian Litvack framed the deal as reinforcing the platform's broader push into youth-sports business infrastructure, a category increasingly attracting MLS clubs looking to professionalize and monetize grassroots pipelines at scale.
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Source: Front Row Soccer · Ministry of Sport
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KANSAS CITY FORMALLY PURSUES A 2031 FIFA WOMEN'S WORLD CUP BID, LEANING ON THE KC CURRENT'S PURPOSE-BUILT STADIUM, with Mayor Quinton Lucas introducing measures at City Council to chase both the Women's World Cup and the 2031 Men's Rugby World Cup. The city is one of 14 named in the U.S.-Mexico-Costa Rica-Jamaica bid book, offering GEHA Field at Arrowhead Stadium as the primary venue and CPKC Stadium — the first stadium purpose-built for a women's professional team — as a secondary site.
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The pitch leans directly on Kansas City's performance as a 2026 Men's World Cup host city, where matches averaged nearly 69,000 fans at Arrowhead. FIFA postponed an originally scheduled April host-selection vote over unresolved government guarantees and has rescheduled it for Nov. 23, 2026; KC Current president Raven Jemison said the club is “in lockstep” with the city's bid effort.
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Source: KCTV5 · KSHB
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GREENVILLE PRO SOCCER REOPENS COMMUNITY CROWDFUNDING FOR TRIUMPH AND LIBERTY AFTER A $733K FIRST ROUND, giving fans a second window (via Greenville-based Vicinity Capital, under Regulation Crowdfunding) to buy equity in the ownership group behind USL League One's Greenville Triumph and USL W League's Greenville Liberty. The April round drew nearly 100 investors in just 10 days; investment tiers start at $2,500 and run through a $100,000-plus “Club Partner” level with match-day and merchandise perks.
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The offering comes as the clubs settle into GE Vernova Park at BridgeWay Station, their first permanent, purpose-built home, and follows Brazilian legend Ronaldinho joining the ownership group via Grupo Ronaldinho. “The Triumph and Liberty have always been rooted in this community,” said chairman Wallace Cheves — a reg-CF equity raise is an increasingly visible financing tool for lower-division clubs looking to convert fan loyalty directly into capital.
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Source: Post and Courier · Greenville Business Magazine
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USL SUPER LEAGUE PRESIDENT AMANDA VANDERVORT STEPS DOWN AFTER FIVE YEARS BUILDING THE LEAGUE FROM SCRATCH, leaving “to pursue other opportunities” with her last day Aug. 28. Vandervort steered the league's pivot from a planned second-division launch to debuting as a U.S. Soccer-sanctioned Division I competition in 2024, and was part of the leadership team that landed the league's first collective bargaining agreement with players earlier this year. USL president and CEO Paul McDonough will stay closely involved while a successor search is underway.
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The exit lands at a transitional moment: the eight-team league (down from nine after Spokane Zephyr folded) is two weeks into an abbreviated fall season as it shifts toward aligning its calendar with the NWSL starting in 2027. Before USL, Vandervort was chief women's football officer at FIFPRO and spent close to a decade across roles at MLS.
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Source: ESPN · Inside World Football · Soccer America
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MOBILE COUNTY SPORTSPLEX EXPANDS FROM THREE TO SEVEN FIELDS IN AN $11.7M PHASE II INVESTMENT, adding four new lighted and sodded fields, a second restroom/concession building and a 300-space parking lot to the Soccer Complex on the nearly 200-acre Sportsplex site — with a 2,000-seat Championship Field (locker rooms, press box, awards plaza) still to come once that project is bid out later this year. Commission President Connie Hudson called it “an investment that serves our residents, supports sports tourism and strengthens our local economy,” the kind of youth-tournament infrastructure spend that feeds hotel, dining and retail activity in the surrounding market.
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Source: NBC 15
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LEXINGTON SPORTING CLUB SIGNS SONNY'S BBQ AS NEWEST PARTNER, adding the Southeast barbecue chain as an official match-day food partner for the USL League One club, following Lexington's recent training-shirt deal with Bluegrass Toyota Dealers. “Our fans love coming together on match days, and having Sonny's BBQ as a stadium food offering adds another great piece to the match-day experience,” said Madyson Foster-Smith, LSC's head of partnerships.
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Source: OurSports Central · Lexington Sporting Club
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FORT LAUDERDALE UNITED RENAMES ITS HOME VENUE AMERANT BANK FIELD IN A MULTI-TIERED SPONSORSHIP DEAL, with the Coral Gables-based bank taking exclusive naming rights to the club's stadium on the campus of Nova Southeastern University, plus jersey placement on the back of every Fort Lauderdale United Youth Academy kit. Amerant already sponsors the arena where the NHL's Florida Panthers play, extending its regional sports-marketing footprint to a second Broward County venue; “Amerant Bank shares our commitment to investing in this community,” said club founder and chairman Tommy Smith.
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The deal bundles venue branding, youth-academy visibility and broader South Florida marketing alignment into a single package — a now-familiar structure for lower-tier clubs converting one sponsor relationship across multiple touchpoints rather than negotiating separately. Fort Lauderdale United competes in the USL Super League, giving Amerant Bank Field a role as a South Florida hub for that league as the club builds out its market presence.
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Source: Beyond the 90 (Kartik Krishnaiyer)
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U.S. SOCCER NEARS TAKEOVER OF U.S. YOUTH SOCCER, A STRUCTURAL RESET FOR THE COUNTRY'S LARGEST YOUTH ORGANIZATION, with USYS members voting Saturday in Dallas on a bylaw amendment that would make U.S. Soccer the association's sole voting member and gradually dissolve the 52-year-old, 2.5-million-player organization into the federation by 2028. Sources close to the matter told The Athletic they expect the amendment to pass comfortably; the roughly $15 million USYS holds in reserves will largely be paid out to its 54 state associations, which will be redirected as “local arms” of a federation-led strategy rather than compete for players and registration fees the way they do today.
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The move is one piece of a broader effort to de-fragment U.S. youth soccer's competing acronyms — ECNL, Girls Academy, MLS Next, US Club Soccer — into a tiered system with shared standards, though a fuller vision document isn't expected until later this fall. Sources caution the change won't unwind the pay-to-play model or meaningfully lower costs at the competitive level; the more immediate commercial angle is centralized player-registration data and a single national entity sponsors and philanthropists can partner with across all 50 states.
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Source: The Athletic
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PRIVATE EQUITY FIRM BLACKSUN SET TO ANNOUNCE AN ENGLISH SOCCER CLUB ACQUISITION AS PART OF A BROADER $7BN SPORTS-INVESTMENT PUSH, according to the Washington Post, though the firm declined to name the club. BlackSun — led by former Morgan Stanley adviser Antonn Muhammad and backed by figures spanning finance, government and sports — is raising capital to buy into teams, media, technology and real estate around them, and is also chasing a possible NBA expansion franchise in Seattle after previously bidding $6 billion for the Boston Celtics (losing to a $6.1 billion offer).
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The firm frames its approach as a corrective to what strategy chief Nick Rathod calls sports’ “old model” of insider-driven ownership churn — pointing to the Lakers changing hands twice in under a year, most recently flipped by Mark Walter to a group led by Joshua Kushner and Bob Iger at a $12.5 billion valuation — and is pitching its Seattle NBA bid on giving Native American tribes a formal ownership role. It's part of a wider thesis, per economist Andrew Zimbalist, that sports franchises benefit from “flat supply and rising demand” as an asset class.
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Source: The Washington Post
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CHELSEA NAMES CIRCLE INTERNET GROUP OFFICIAL FRONT-OF-SHIRT PARTNER IN A STABLECOIN-BACKED SPONSORSHIP, with the U.S.-headquartered USDC issuer becoming the club's new Principal Partner starting 2026/27, placing the USDC brand on the front of Chelsea's Men's, Women's and Academy shirts beginning with Sunday's Premier League opener against Brighton. Circle CEO Jeremy Allaire framed the deal as extending stablecoins' “borderless” ambitions to a global sports audience, while Chelsea president Jason Gannon called it part of positioning the club “at the forefront of football's digital evolution” — the latest sign of digital-asset firms buying into top-tier shirt sponsorships as stablecoins push toward mainstream financial use.
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Source: Chelsea FC
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CANADA SOCCER LAUNCHES RFP FOR A NATIONAL PLAYER REGISTRATION SYSTEM, seeking a technology partner to build a single, bilingual, FIFA-aligned registration platform connecting Canada Soccer, its provincial and territorial associations, districts and clubs — replacing today's patchwork of provincial systems with one authoritative national participant record. The first phase covers player, coach and match-official registration, national reporting, Safe Sport compliance, transfer management and fee collection, with CEO Kevin Blue framing it as foundational to “evidence-based decision-making across our game”; future phases are expected to extend into competition management, referee assignment and talent identification — a Canadian parallel to the platform consolidation U.S. Soccer is pursuing through its own USYS takeover.
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Source: Canada Soccer · SIRC
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CHICAGO STARS FC WILL PLAY A SECOND STRAIGHT SEASON AT NORTHWESTERN'S MARTIN STADIUM IN 2027, extending its lakefront tenancy in Evanston after leaving longtime home SeatGeek Stadium in Bridgeview, with 15 home matches and season-ticket deposits now open. The club still lacks a permanent venue — Martin Stadium remains an interim facility while Northwestern rebuilds Ryan Field for its own football team — but growing attendance and a deepening community partnership with the university have made a second temporary season the preferred option over a lower-tier suburban return.
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Source: Windy City Times · Evanston Now · OurSports Central
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NEWCASTLE LINES UP A NEW COCA-COLA DEAL AS PART OF A £200M COMMERCIAL PUSH, WITH EA SPORTS ALSO IN THE FRAME, with the Telegraph reporting Coca-Cola will replace Sela as sponsor of the club's Stack fan zone — already generating “tens of millions” a year — alongside a separate, already-confirmed training-ground shirt deal with payments company SumUp. Both are described as multi-million-pound contracts, and the SumUp deal alone is worth an extra £11 million a year, making Newcastle one of only three Premier League clubs (with Arsenal and Manchester City) to have fully commercialized their training-ground operations.
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Separately, PIF — in the process of acquiring EA Sports — is in preliminary talks with an unnamed major international company about sponsoring St James' Park itself while retaining the historic name, and sources say a future tie-up involving EA Sports is possible. Chief executive David Hopkinson, formerly of Real Madrid's partnerships team, is targeting an extra £200 million a year in revenue by 2030 to close the gap on the Premier League's traditional “Big Six.”
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Source: Love Newcastle · NUFC Blog
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PSG AND COCA-COLA REUNITE IN A THREE-YEAR GLOBAL DEAL THROUGH 2029, restoring a partnership that ran from 1998 until 2021. Coca-Cola becomes an official partner again, with products inside Parc des Princes and a new experiential fan space at the stadium; Powerade will run activations tied to athletic performance. A limited-edition collector's can celebrating PSG's 2025-26 season will roll out from October across roughly 650 Carrefour stores in the Île-de-France region.
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The deal slots into a rapidly expanding PSG commercial roster that now includes Google (through 2029, with Gemini as official AI assistant), BYD as automotive partner, a renewed Accor hospitality tie-up through 2030 and a new sleeve partnership with BEYOND Developments — underlining how aggressively the reigning Ligue 1 and Champions League holders are diversifying revenue beyond matchday and media.
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Source: Sportcal · PR Newswire
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THE ATHLETIC IS IN ADVANCED TALKS WITH PREDICTION-MARKET PLATFORM KALSHI FOR A SPONSORSHIP DEAL, according to Front Office Sports, as the New York Times-owned outlet searches for a replacement to its BetMGM partnership, which expired earlier this year and had anchored the now-defunct Athletic Betting Hub. No deal is finalized, and any agreement would apply only to The Athletic's sports vertical rather than the wider Times, though it would still need parent-company sign-off.
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The talks come as Kalshi pushes hard into sports and media — it already sponsored Athletic content on TikTok during the World Cup and has struck deals with the Red Sox, Dodgers, Giants, Padres and Braves — even as it fights state-level legal challenges in New York, Washington, Nevada and elsewhere over whether its sports-event contracts amount to unlicensed betting. It's a notable test case for how sports media monetizes prediction markets as regulators and leagues sort out where those products sit relative to traditional sportsbooks.
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Source: Front Office Sports · Status (Oliver Darcy)
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