Because Football

Episoder

• How to Sell Soccer Tickets: Group Sales, Fan Experience & Club Identity in MLS 13.05.2026 36min

  Most people think selling tickets is about getting fans to buy seats. Joe Medcalf will tell you it's about connecting people with a great game day experience they didn’t know they were missing.In Episode 112 of the Because Football Podcast, we delve into how to sell the game to non-soccer fans. In this case, groups: schools, companies, youth soccer clubs, churches, etc. How can soccer become a meeting place for people to gather and be together?Joe is the senior group sales manager at New England Revolution — one of MLS's founding clubs, playing out of a 65,000-seat stadium that averages around 24,000 on a matchday - one of the highest in MLS. We talk about that gap, the Revs role in New England soccer landscape, and how that may change with the newly announced stadium closer to Boston.In this episode, Joe breaks down what professional football ticket sales actually looks like from the inside. We get into why group sales is the most insulated part of a club's revenue from on-field performance and why that is actually a huge advantage. We talk about the real pitch for families: convenience, parking, tailgating, and a matchday environment that feels more relaxed than a Patriots game. We dig into how you build trust with youth soccer organizations, schools, and community groups. And we talk honestly about the challenge of selling a regional identity when your club covers the whole of New England but your marketing budget pulls toward Boston.Joe also brings the full picture of what it was like to grow up following Hull City home and away with his family for ten years — and how that experience quietly shaped everything about how he thinks about the game day experience today.If you work in soccer ticket sales, run a club, or are trying to get more people through the gates, this one's worth your full attention.Connect with Joe and the New England Revolution here:https://www.linkedin.com/in/joe-medcalf-305b81106/https://www.revolutionsoccer.net/schedule/matchesConnect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• What Fans Don't See: Football Contracts, Image Rights & Legal Disputes in Pro Soccer 06.05.2026 40min

  What happens when a club just stops paying a player and hopes they'll go away? How are multi-million dollar contracts and transfers done? In Episode 111 of the Because Football Podcast, we delve into the obscure world of professional sports law, intellectual property, and the inner workings of contracts in pro football. As a partner at BrandSmiths in Manchester, David Seligman is one of the sharpest minds in football law, having worked deals involving Jeremy Frimpong's move to Liverpool, Moussa Dembele's transfer to Celtic, and transactions spanning the Bundesliga, La Liga, Serie A, MLS, Saudi Arabia, and even Kazakhstan.This episode lends insight into a critical - but often hidden - part of professional football and David shares how he supports players and brands in countries all over the world. David explains the legal world most fans never see: how contracts actually get drafted, what the Court of Arbitration for Sport looks like from the inside, why multi-club ownership might not be the villain it's painted as, and what the incoming UK football regulator could mean for the game.And, because we love a good underdog story on the Because Football Podcast, we hear why David supports Bury FC - through the ups and downs - and why he chose the club over global behemoths Manchester United and Manchester City, just down the road.Connect with David here:https://www.linkedin.com/in/david-seligman-29a43b50/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• How To Tell A Club's Story the RIGHT WAY | Tommy Hodul, Oakland Roots 29.04.2026 53min

  Tommy Hodul has one job: tell Oakland's story. It just happens to be through the lens of soccer. In Episode 110 of the Because Football Podcast, we talk with Tommy Hodul, VP of Communications for Oakland Roots SC and Oakland Soul. He's a fan who became a club leader who's been doing it since day one — and what an incredible story it is!The key to this conversation lies in the role of the club in their community - a unique case among American soccer clubs that can sometime feel like they're on the periphery of local identity. Oakland Roots was built on a purpose statement — harness the magic of Oakland and the power of sports as a force for social good — and Tommy's job is to make sure every story they tell actually earns that.We get into what it took to draw the 7th-largest crowd in USL history (spoiler: free tickets for Oakland Public School kids, a minute's applause for Rickey Henderson, Too $hort at halftime, and a blessing from Ohlone elders). We talk about why transparency builds trust faster than spin ever could. And we dig into what it actually looks like inside a PR and comms operation week-to-week — the rhythm of game day, the weight of a coaching change, the art of telling a story that lands with a city as proud and protective as Oakland.This conversation will show you how to extend a love of place into a love of a club - and you'll be better for it.Connect with Tommy and Oakland Roots & Soul here:https://www.oaklandrootssc.com/https://www.instagram.com/oaklandrootsConnect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• The Non-League Club Reinventing Itself Through Design| Brislington FC 26.04.2026 1t 5min

  What happens when two artists show up at a ninth-tier English football club and say — we want to help, and we're not asking for money?In Episode 109 of the Because Football Podcast, we dive into one of the most uniques project in the world of football / soccer that is revitalizing a lower league club that has been all but forgotten.Ken Borg and Jonathan Kelham are the voluntary designer and artist in residence at Brislington FC in Bristol. One year into a project that started with a few flags on a grey corrugated wall, they've painted the stadium, built a website, launched a merch shop, posted flyers across the entire neighborhood (multiple times), landed a billboard campaign, ran a pop-up gallery-meets-club-shop, and - most impressively - convinced a committee of football volunteers to let two artists apply their creativity to breathe life back into the club. No other club has done this before, let alone in a grassroots way that positions the club as a community asset. There's no blueprint. They work a few hours on Fridays and weekends after their real day jobs. They scrounge money from local grants, receive in-kind gifts from local businesses, and get hand-me-downs from bigger clubs. Like all of our episodes, this one goes deeper than football, but it does so in a fascinating way at the intersection of people and design (and PROPER non-league football!).It's about what creativity can unlock when it shows up with no agenda except to give. It's about the gap between communities and the clubs that are supposed to represent them. And it's about what non-league football actually offers that the top of the pyramid never could — proximity, authenticity, and the feeling that a little can mean a lot.Connect with Jonathan, Ken, and Brislington FC here:Brislington InstagramBrislington FC Website : Residency ProjectKen Borg InstagramJonathan Kelham InstagramConnect with Because Football here:⁠⁠https://www.youtube.com/@BecauseFootball_⁠⁠⁠⁠https://www.instagram.com/becausefootball_/⁠⁠⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠⁠⁠https://www.linkedin.com/company/because-football-media/⁠⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• How to Grow a Pro Soccer League: Media Rights to Culture | Luiz Gomes 15.04.2026 48min

  In Episode 108 of the Because Football Podcast, we chat with Luiz Gomes, a sports marketing executive with 10+ years of expertise leading sponsorship, media and event portfolios across global properties and agencies. He has managed multimillion dollar commercial programs, optimizing broadcast rights value and collaborating with cross functional teams in high-stakes environments.In this conversation, we discuss the interplay between culture and branding, the ways leagues can grow in new markets, and specific tactics that L uiz has utilized or observed in the football media landscape. We also clearly define what it means to “grow the game” and how that differs from growing a league’s footprint in a new market.Honed from years working with major properties such as Relevent, IMG, FIFA, Conmebol, and Concacaf, Luiz offers his blueprint for how to grow a league - from media rights to social content and cultural integration, particularly in the American soccer market.We hope this conversation will educate you about how to look critically at how leagues and brands execute their growth strategy.Connect with Luiz Gomes here:LinkedInInstagram⁠Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your soccer stories and content strategy? Let's talk.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Here's How You Can Monetize Your Sports Brand: Content Strategy and Actionable Framework | Ellie Wookey, Press Upload 08.04.2026 41min

  How can you build your brand by creating better content through more engaging stories without feeling overwhelmed or stuck? Most clubs, athletes, and sports brands know they should be creating content. Few actually know how to do it well or why it matters other than “they probably should be doing it!”In Episode 107 of the Because Football, we talk strategy, content, and social media platforms with Ellie Wookey, founder of Press Upload - an agency that helps athletes build and monetize their personal brand.Ellie started as a travel creator, documenting 45 countries by age 25 on YouTube. She learned content strategy as a creator herself - navigating trial, error, and how to monetize her lifestyle. When she pivoted to athlete marketing 18 months ago, she brought that creator-first mindset with her. Now she works with 80+ athletes across four continents, helping them go from "I should probably post more" to having a clear strategy that leads to brand partnerships.In this conversation, Ellie breaks down her three P's framework (Positioning, Presence, Partnerships) and explains why most athletes make a mistake by skiping straight to chasing deals without building the foundation first. She talks about why YouTube presents the biggest opportunity for athletes, how to handle the mental health side of online hate, and what clubs get wrong when they restrict player-driven content.If you're an athlete trying to figure out content, a club thinking about player-driven strategy, or just curious about how this space actually works, then this episode is a practical starting point.Connect with Ellie and Press Upload here:https://www.instagram.com/pressupload/?hl=enhttps://www.linkedin.com/in/ellie-wookey-827520170/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• From Indoor Soccer to the Super Bowl: Lessons in Fan Experience | Mike Harmon 01.04.2026 58min

  You might not think American soccer has contributed anything to the world of football - but this conversation will change your mind. In Episode 106 of the Because Football Podcast, we talk with seasoned sports marketer Mike Harmon, who created the logo and branding for Columbus Crew of MLS, and whose career started in the MISL (Major Indoor Soccer League) days.In this conversation, Mike shares some great stories from the youthful days of pro soccer in the US, as well as his perspective on sports marketing, partnerships, and how to properly value fans in an era where growing disillusionment and alienation threatens the trust between clubs and their supporters.Mike worked directly with US soccer benefactor Lamar Hunt and touts a career spanning nearly every major sports league and governing body, domestic and international, from the NFL, NBA, Premier League, and more. We talk about what actually worked in early MLS (hint: 40% soccer, 60% entertainment), why the fan has to come first in everything, and his concerns about World Cup ticketing. and why he believes this summer is different from every "soccer's moment" that came before.He also talks about his new role as CMO of Fanchize, a fan economy platform which connects soccer fans with clubs and opens up a new frontier of rewards, incentives, and exclusive fan experiences.If you want to understand how American soccer got here and learn from one of the people who built it, then you’ll get a lot out of this episode.Connect with Mike here:https://www.linkedin.com/in/michael-harmon-75b73b2/https://www.instagram.com/michael.harmon.9469/?hl=en#Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Why I Needed to Write a Soccer Book for Children | Carlos Mojica 25.03.2026 35min

  We are obsessed with soccer stories on this podcast - but we have been neglecting the youth! This episode changes that and focuses on how we can pass on our love of the game to the next generation of soccer fans.In Episode 105 of the Because Football Podcast, we talk with Carlos D. Mojica, who has recently published a children’s book about soccer facts called “Goal!”. Carlos is a bilingual communications and football media operations veteran who has worked at multiple levels of the sport including MLS, CONCACAF, and Leagues Cup, so why did he turn his sights to writing a book for kids?In this episode, Carlos shares how he initially got started in soccer communications as a Media Relations and Hispanic Community Outreach officer for AFC Cleveland of the NPSL. This led to a role in the National Premier Soccer League head office, and nearly 6 years working for the Columbus Crew.He has also served as a press officer for the Argentina National Team, MLS All-Star, and other North American competitions. Carlos breaks down how the knowledge he gained in a professional context served him while writing his book - and how he shifted his mindset to communicate with the next generation.If you are changing paths or eager to break into the soccer media world, you will gain verified insight and inspiration from Carlos’s story!Buy the book here:https://www.quarto.com/books/9781577157090/goalConnect with Carlos here:https://www.linkedin.com/in/carlos-d-mojica-978377b0/https://www.instagram.com/cd.mojica/?hl=enConnect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Why Soccer Clubs Need to Invest in Philanthropy to Succeed as a Business | Noah Toumert, Cleveland Pro Soccer 18.03.2026 54min

  How can investing in the local community develop talent, increase trust, and build revenue for a brand new soccer club? In Episode 104 of the Because Football Podcast, we talk with Noah Toumert, Director of Foundation for the newly announced Cleveland Pro Soccer of MLS Next Pro. As a community organizer, nonprofit leader, and strategist, Noah is driven to building equitable access to soccer in Cleveland by a desire to see the US men’s national team lift the World Cup one day.Noah's path to this role started with refugee youth soccer. He was working at a nonprofit in Cleveland when he met families who loved the game but had completely fallen through the cracks of the pay-to-play system. He helped turn informal pickup into organized teams, watched those kids grow into young adults, and saw firsthand what accessible youth sports can do. That experience shaped everything he's building now.In this conversation, Noah explains why Cleveland Pro Soccer has prioritized their community foundation - launching before even announcing a team name or badge. He also calls philanthropy "the highest ROI marketing we can do." He breaks down how a $1,500 street soccer tournament generated over a million dollars in social media impressions, why the US lacks soccer infrastructure compared to basketball courts, and what solidarity payments could change about American youth development.He shares why hosting events and building mini pitches across Cleveland is a priority for the fledgling club, and how they seek to convince sponsors that doing good is good business.A potent mix of social research, community engagement, sports marketing, and business strategy, this episode will help anyone trying to build community around a club, run events on a shoestring budget, or understand why American soccer development works the way it does.Connect with Noah here:https://www.linkedin.com/in/noah-toumert/https://www.linkedin.com/company/cleveland-professional-soccer/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Building a Soccer Club for People to Care About | Brad Stith, CEO of AC Boise 11.03.2026 36min

  What does it take to build a professional soccer club from scratch in a market nobody expected? In Episode 103 of the Because Football Podcast, we learn from Brad Stith, Co-Founder and CEO of Athletic Club Boise, a new USL League One club. For more than a decade, Brad has believed professional soccer belonged in Boise and this club is already breaking USL records before kicking a single ball.Brad's resume is unique among leaders of third division soccer clubs - whether in the US or abroad. He was VP of Ticket Sales and Service for the Portland Trail Blazers of the NBA, founded his own sports agency consulting with franchises across all major American sports properties, and has supported multiple USL expansion launches across the country. For more than 20 years, he’s seen it and done it - he gets it.When he moved back to his hometown of Boise, he saw something most outsiders missed - a top youth soccer market per capita, a diverse, soccer-hungry community that bought 29,000 tickets for an international friendly, and a thriving business ecosystem hungry to rally around something meaningful.In this conversation, Brad breaks down how the club enrolled over 2,000 community members in the branding process, why they meet with dozens of local CEOs every Wednesday for lunch, and the philosophy that's driving their record-breaking ticket sales: owners don't own teams — communities do.He also discusses the distinctions among fans in the American soccer market - the Premier League purists, Liga MX devotees, and how to engage them all in their local soccer scene.Brad brought us multiple lightbulb moments and a proven, cultured perspective on how to sustainably build a pro soccer club in America. - through fans and corporate backing.Whether you're building a club, running a youth program, or just trying to understand what "community-first" actually looks like in practice - you’ll gain a ton from this episode.Connect with Brad here:https://www.linkedin.com/in/bradstith1/https://www.linkedin.com/company/acboise/https://www.instagram.com/acboise/?hl=enConnect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Working in Pro Football & Growing LALIGA in North America | Santiago Lucio 04.03.2026 57min

  Every global soccer club, league, and brand wants a piece of the American market - but how can they actually grow in a competitive sports landscape? And importantly, how can that league convince American brands to partner with a "foreign sports property" most CMOs can barely explain? In Episode 102 of the Because Football Podcast, Santiago Lucio shares how he has spent the last several years figuring that out at LALIGA North America. We talk with the league’s Head of Partnerships Sales in North America about the league’s cultural influence, growing audience, and the surprising challenge of selling a league that plays 5,000 miles away to massive American brands.Santiago's path started near the bottom with a ticket sales internship at Richmond Kickers of USL Championship (it was the only paid internship gig he could find). A hundred cold calls a day led him to realize that commercial partnerships combined his love of soccer with curiosity and creativity. That discovery carried him through North Carolina FC, North Carolina Courage, and now to LALIGA North America, where he's targeting the continent’s biggest brands.In this conversation, Santiago breaks down how he approaches brand relationships: know your value proposition before you prospect, ask questions instead of pitching, and talk only 20% of the time in meetings. He explains why LALIGA is essentially a "challenger brand" in the US, how they activate nationally without being tied to one city, and why they refuse to activate in the pay-to-play youth soccer space — choosing free clinics with legends like Diego Forlán instead.Whether you're selling partnerships at a local club, building a brand strategy, or trying to understand how global soccer properties think about the American market — this episode gives you the blueprint.Connect with Santiago here:https://www.linkedin.com/in/santiago-lucio-69278348/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Growing a Soccer Club with Influencer Marketing | Prerna Aneja, San Jose Earthquakes 25.02.2026 42min

  How can professional soccer clubs connect to new potential fans, maintain relevance, and foster local community pride? San Jose Earthquakes of the MLS have an idea - influencer marketing deployed across their digital channels. In Episode 101 of the Because Football Podcast, we talk with Prerna Aneja, the Bay Area club’s Digital and Influencer Marketing Coordinator. Her innovative approach plays a vital role in connecting the team with its supporters in dynamic and authentic ways.But the origin of Prerna’s story with the Quakes isn’t what you’d expect - and actually paints a picture of how far the club has come in her 5 years with the team. Prerna Aneja's interview for the Quakes internship took a wild turn when the president asked if she'd ever been to a game. Her honest answer: "I didn't know the club existed." Then she told him why and what they could do better. That candor launched a career in influencer marketing that's connecting the Bay Area's oldest soccer club to a new generation of fans.In this conversation, Prerna breaks down how to find influencers who actually fit your story, how to measure the success of a campaign, and how to tell one story ten different ways across platforms. She shares her approach to crafting creative campaigns that amplify the club’s online presence and engage fans across digital platforms. She cites successful partnerships with local influencers and how she has leveraged social media trends to help the Quakes "grow the game” in the Bay Area - something they’ve been doing since 1974.Whether you're running social for a club, building influencer partnerships, or trying to understand how to reach fans outside the soccer bubble — this episode shows you how.Connect with Prerna here:https://www.instagram.com/prerna_aneja/www.linkedin.com/in/prernaanejaConnect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• How MLS Marketers Define Their Club's Story | Sandra Moore, Sporting KC 18.02.2026 41min

  What happens when you bring a CMO from Buick and Hanes into professional soccer? In Episode 100 of the Because Football Podcast, we chat with Sandra Moore, Chief Marketing Officer of Sporting Kansas City of MLS. After decades telling the story of automotive and fashion brands, Sandra pivoted to the world of professional football to answer a question many MLS clubs neglect: Who are we, really?Sandra came into a club without a clear brand story. No consumer research. No data on what fans actually wanted. So she did something radical — she asked them. Focus groups with diehards. Surveys with casual soccer fans. Conversations with people who'd never set foot in a stadium. What she found surprised everyone: fans care as much about what happens in the stands as they do about what happens on the pitch.In this conversation, Sandra breaks down how to define your club's story when wins aren't guaranteed, why engagement metrics matter more than impressions, and how Sporting KC is preparing for a World Cup that could reshape American soccer forever. Plus: the behind-the-scenes content that outperformed their player highlights (hint: it featured the kit men).Whether you're building a brand at a pro club, running a youth program, or just trying to understand how soccer marketing actually works, this episode offers numerous takeaways to help you move forward. Connect with Sandra Moore and Sporting KC here:https://www.linkedin.com/in/sandramoore2/https://www.sportingkc.com/https://www.instagram.com/sportingkcConnect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your soccer content, events, and strategy? We can help!To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Navigating Constant Change in Sports Tech Business | Paul Boanas 11.02.2026 47min

  In Episode 99 of the Because Football Podcast, we discuss the rapid, massive change that has occurred in sports technology, particularly in the world of professional football, and the importance of relationship building to career success.Paul Boanas carries 25 years of experience across the Sports Performance and Technology industry, starting his career at a time when VHS tapes were the norm and he would log hundreds of miles driving all over the UK just to deliver game film. He has held leadership roles at major companies such as Catapult Sports, Prozone and Playermaker, and has witnessed the skepticism, adoption, and current obsession over data in pro soccer.In this conversation, Paul shares amazing stories from early in his career, including time as a consultant at his boyhood club of Middlesbrough Football Club, serving as part of the backroom support staff when the club won its first ever major trophy, qualified for Europe twice and had the club's higfhest ever league finish. For the past 4 years, Paul has been focused on helping start-ups and early stage companies to break into the industry.And, as with many of our guests, Paul continually emphasizes the importance of trust building and relationships, given the football world is actually quite small and unforgiving.It’s a fascinating discussion mixing personal anecdotes with sharp, honed expertise. Anyone planning to break into the pro sports market with their own enterprise is sure to get alot out of it!Connect with Paul Boanas here:https://www.linkedin.com/in/paulboanas/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• How Pro Soccer Clubs can Boost Attendance and Revenue | Jim McCarthy 04.02.2026 56min

  What if the biggest thing holding your club back isn't the product on the pitch but the lack of a clear, open conversation with fans?In Episode 98 of the Because Football Podcast, we chat with Jim McCarthy about everything he's learned regarding building and serving fans over a 25 year career that he has spent supporting over 2 million events for tens of millions of customers.As founder of Impresario Strategic Growth Services and former CEO of Goldstar, he's now focused on one thing: helping professional soccer clubs fill stadiums and build sustainable audiences.In this conversation, Jim breaks down why most clubs get pricing wrong, what "right-size stadiums" really means, and why the 2026 World Cup might have a marketing problem nobody's talking about.We dig into the differences in approaching how to attract families vs young adults vs casual fans — and why "seats are raw materials" that need to be turned into products for specific people.He also shares his informed guesses about FIFA's ticketing model for the World Cup and why there may be some light at the end of the tunnel for hopeful fans who feel priced out.Whether you're running a USL club, building a supporter group, or just trying to understand the business side of the game you love - Jim drops tons of actionable knowledge in this one.Connect with Jim here:https://www.linkedin.com/in/jcmccarthy/https://impresariostrategic.com/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Adding AI to Your Soccer Club's Content Strategy | Isabel Freedman 28.01.2026 33min

  In Episode 97 of the Because Football Podcast, we chat with Isabel Freedman, Emerging Technology Partnerships Lead at Wasabi Technologies. Isabel shares how she leads go-to-market strategy for emerging technologies spanning AI, sports, media and entertainment.Wasabi Technologies is changing how professional sports organizations can leverage AI-power intelligent media storage to quickly locate every highlight and moment across their media archives. Isabel shares how the company has helped their partner Liverpool FC with this feature and even partnered with the club on media campaigns.But although Wasabi is partnered with one of the world’s biggest football clubs, Isabel shares how clubs of all sizes can stay aware of how to use AI in their data storage and content creation workflows. In fact, by adopting an AI-first mindset, clubs can get a headstart on effectively tagging and archiving their data so that it’s easy to retrieve and apply for relevant stories and campaigns.AI is here to stay so clubs need to bes tunderstand how to adopt and adapt. Club leaders professional and youth soccer clubs around the country will experience many takeaways from our discussion about how to transform their sports media workflows and enhance their content marketing.Connect with Isabel Freedman here:https://www.linkedin.com/in/isabelfreedman/https://www.linkedin.com/in/isabelfreedman/https://wasabi.com/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your content strategy and production? We can help!To contact us, email becausefootballmedia [at] ⁠gmail.com⁠
• Winning in American Pro Soccer with Brand, Stories, and Trust | Greg Lalas 21.01.2026 49min

  Professional soccer clubs often neglect storytelling because they lack the patience to trust an asset that doesn't always show an obvious ROI on the spreadsheet - but which is central to building trust and relationships and ensuring longterm financial sustainability.In Episode 96 of the Because Football Podcast, we chat with Greg Lalas, an experienced sports brand storyteller and digital strategist, and Director and Founder of Short Corner Media.Greg has been a mainstay in shaping American soccer stories and marketing strategy for MLS, Goal.com, USL, and has brought decades of expertise to our discussion. An original MLS player turned sports journalist, Greg has seen his talent for crafting stories grow beyond simple journalism to become an integral part of brand building, content marketing, and business growth.In this conversation, Greg breaks down what most people get wrong about the role of stories in relationship building, the importance of respecting the fan, and the specific metrics he uses to measure success across various platforms. He uses the specific example of OKC Energy, a newly announced USL club that Short Corner Media has been supporting as they build a fanbase and solidify an identity that “reflects, represents, and resonates” in their community.Greg has played so many important roles in American soccer and whether you are an emerging content creator, journalist, or club leader, we’re sure you’ll get value from his insights.Connect with Greg Lalas here:https://www.linkedin.com/in/greglalas/⁠https://www.shortcornermedia.com/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your soccer content, events, and strategy? We can help!To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• Why Soccer is the Sport of the Internet | Shawn Francis, COPA90 14.01.2026 51min

  In Episode 95 of the Because Football Podcast, we chat with Shawn Francis, Executive Creative Director for North America at COPA90.Shawn Francis has spent over 15 years figuring out how culture actually connects people to the game - shaping stories and curating moments that make those connections mean something.His path started in music at MTV, where he helped build social media before most brands knew what that meant. Then he followed his curiosity to MLS, laying the league's early social foundations during that strange, beautiful era when American soccer was still the indie band of sports. People were still “figuring it out” but Shawn was honing a vision that has had a seismic impact on soccer creative, brand partnerships, and in-person activations.Now at COPA90, he's leading the team telling the stories that happen outside the 90 minutes, outside the stadiums. The stuff we really love that makes the game matter, whether that’s fan culture, rituals, behaviors, and mini worlds that soccer supporters love getting lost in. He calls himself a "pop-cultural anthropologist” - he pays attention to why people care.We also chat about COPA90’s ambitious “Best Job in the World” project, a campaign that has identified five emerging storytellers to produce authentic, culture-first football content leading into the 2026 World Cup. After receiving over 3,500 applications, COPA90 didn’t opt for creators with the largest following and most experience - they selected those who have a unique presence and perspective in a variety of enthralling subcultures, offering a glimpse beyond the headlines and global stars.Shawn's also a long-suffering Red Bull New York supporter - the kind of fan who knows better than to believe this is finally their year, but can't quite help himself. Listeners will enjoy his “All-Time 5-a-Side selection” with a mix of household names and underdogs.Connect with Shawn Francis here:https://www.instagram.com/copa90/https://www.instagram.com/theoffsiderules/https://www.linkedin.com/in/francisshawn/⁠Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your soccer content, events, and strategy? We can help!To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• How to Become a Professional Football Agent: FIFA Exams to Personal Values | John Viola 08.01.2026 45min

  In Episode 94 of the Because Football Podcast, we welcome John Viola, experienced FIFA-licensed football agent and educator and founder of 451 Football Consultancy. 451 offers services for professional football clubs, players, and online educational courses and events that teach passionate football fans from a variety of career backgrounds how to transition into being a football agent.In this episode, John shares 34 years of insider experience across the global soccer industry, from player representation to World Cup impact in North America. John’s story proves that you don’t need experience in the professional soccer business, secret industry connections, or anyone else’s permission in order to be a successful agent.Not only does John regale listeners with entertaining behind-the-scenes stories, he explains the realities of football industry, the role of trust and transparency in relationship building, and the critical intangibles it takes to “make it” as an agent.We talk about the transformational potential of the 2026 FIFA World Cup in North America, how to pass the FIFA agent exam, and why LinkedIn storytelling and marketing are key to an agent’s networking and self-promotion.For anyone working in professional football (or looking to enter the industry), this episode offers clarity on agent careers, global networking, cross-cultural communication, and the opportunities the 2026 World Cup will unlock across the U.S., Canada, and Mexico.Connect with John here:⁠https://www.linkedin.com/in/johnviolafootball/?profileId=ACoAAAjIj34Bf87sRjxWvDWEb5r9R0bwIPOFkKo⁠⁠https://www.451fc.com/services/⁠⁠https://www.linkedin.com/company/451fc/posts/?feedView=all⁠Connect with Because Football here:⁠⁠https://www.youtube.com/@BecauseFootball_⁠⁠⁠⁠https://www.instagram.com/becausefootball_/⁠⁠⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠⁠⁠https://www.linkedin.com/company/because-football-media/⁠⁠Want to start your own podcast? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠
• The Business of Soccer Media: Creators, Brands, and a Culture of Belonging | Simon Evans 31.12.2025 56min

  In Episode 93 of the Because Football Podcast, we chat with Simon Evans, an experienced journalist, content consultant, and co-founder of the Soccer Business - a news, information, data and analysis company focused on the North American soccer industry.Simon has had quite a ride, from traveling on trains and sleeping on couches while covering football in every corner of Europe (an adventure that led to “The Rough Guide to European Football” book) to 8 years in Italy reporting for Reuters on the glory days of Serie A in the 90s, to eventually covering a range of sports while based in Miami.In this episode, Simon explains the many ways that American soccer fans engage with the game and why the World Cup is a massive moment but isn’t a sure bet to catalyze a new wave of North American fans. We also discuss the current soccer media landscape, opportunities for new storytellers, and how brands play a pivotal role in giving talented creators the resources to reach their potential.For professionals working in clubs, leagues, and football marketing, this episode offers grounded insight into what drives fan engagement, brand alignment, and how storytelling draws attention, loyalty, and long-term growth.We also dance around the possibility of pro/rel in USL, why football is at its best when it emphasizes community and belonging, and the time Simon got to watch AC Milan legend Andriy Shevchenko practice volleys and headers.Listen to the full episode and step into a scintillating conversation that mixes passionate football banter with measured, experienced insights.Connect with Simon Evans here:https://www.linkedin.com/in/simon-evans-9440554/https://thesoccerbusiness.com/https://x.com/sgevans?lang=enSign up for The Soccer Business Newsletter:  https://newsletter.thesoccerbusiness.com/Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Want to start your own podcast? We can help.To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠