Скачать или смотреть Launching a Successful Soccer Club: Marketing, Tickets & Community Tips | Michael Hitchcock

Former MLS executive Michael Hitchcock is a serial soccer start-up expert having invested in and launched 20 clubs across the United States and beyond. He talks about community focus, marketing, ticketing and how to build a new club from the ground up.

Key Takeaways:

Guest Expertise: Michael Hitchcock is a highly experienced figure in American soccer business, with 28 years of involvement, including ownership stakes in approximately 20 clubs across various leagues (MLS, USL, NPSL, etc.) and running related consultancies.

Humble Beginnings: Hitchcock started his career in the early, challenging days of MLS with DC United, working in entry-level, commission-only ticket sales, emphasizing the grassroots, entrepreneurial effort required back then ("butts in seats," cold calling, field-side marketing).

Career Progression: He rose through the ranks, holding significant management positions (Director/VP Sales & Marketing, GM) at major clubs like DC United, Colorado Rapids, LA Galaxy, and FC Dallas, often involved during crucial periods like stadium openings.

Lower Division Focus & Investment: Hitchcock strategically shifted focus to investing in and developing lower-division soccer clubs (NPSL, USL2, etc.) in the US and even England (Alfreton Town), believing this tier is crucial for building a true "soccer nation."

Community-Centric Model: His approach to club building is heavily focused on deep community integration, making the club belong to the fans through local branding, affordable access (10−10−12 tickets), player interaction (post-game autographs), and local partnerships.

Ecosystem Building: He created an ecosystem of supporting businesses (Virtual Veep, Pine Street Press, Tifo Branding) to handle centralized functions like finance, apparel production, and marketing efficiently, saving costs and allowing local teams to focus on community engagement and sales.

Future of US Soccer: Hitchcock is bullish on the growth of US soccer, especially at lower levels, anticipating a "stadium boom" (potentially modular/multipurpose venues) and believes solidarity payments and eventual promotion/relegation (even if initially within leagues like USL) are key future developments.

Investment Reality: While seeing potential, he stresses that investing in lower-division soccer requires passion, hard work, and a community focus, not just a pure ROI motive, though it can be a smart investment for the right people.

00:00 The Journey Begins: Michael Hitchcock's Soccer Career
03:02 Building the Game: Early Days in MLS
06:06 Investing in the Future: Lower Division Soccer
09:02 Community Connection: The Heart of Soccer Clubs
11:50 Creating Opportunities: The Role of Local Ownership
14:58 Stadiums and Community: The Importance of Venue
18:09T he Unique Culture of Soccer in America
27:17 Innovative Stadium Solutions
29:20 Investment Opportunities in Lower Division Soccer
31:30 The Birth of Virtual Vice President
35:59 Cost-Saving Strategies in Soccer Operations
39:59 The Future of American Soccer Post-2026 World Cup