Ep. 51: How creators unlock the future of American soccer ft. Kyle Sheldon
Mar 27, 2025
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Kyle Sheldon, founder and CEO of Name and Number, shares insights from his two-decades-long journey in U.S. soccer. He discusses the evolving marketing landscape and the immense potential for growth in American soccer. Kyle emphasizes the importance of mentorship through his Pathway initiative. He explores the intersection of soccer and fashion, highlighting recent collaborations. The conversation also touches on the shifting power dynamics between creators and traditional media, revealing how creators are reshaping fan engagement ahead of the 2026 World Cup.
Kyle Sheldon emphasizes the shift from traditional soccer marketing to a digital landscape that requires specialized agencies to engage diverse American fans.
The launch of Pathway serves as a vital resource for aspiring soccer professionals, offering industry insights and job opportunities to foster career growth.
Content creators are becoming influential in the soccer industry, with authentic partnerships enhancing brand engagement and capturing younger audiences effectively.
Deep dives
The Growth of Soccer in America
Soccer has seen remarkable growth in the United States, with Major League Soccer (MLS) now rivaling other established leagues in attendance. The league has expanded from 10 teams to 30, showcasing a significant increase in interest and participation. This growth is further evidenced by the high attendance figures, positioning the U.S. as one of the top soccer markets worldwide. The diverse and fragmented nature of the American soccer fanbase presents unique opportunities and challenges for marketing efforts in the sport.
Navigating Soccer Marketing
Kyle Sheldon, a veteran in soccer marketing, highlights the evolving landscape over his two-decade career, emphasizing the shift from analog methods to a highly digital and fragmented environment. Starting from an entry-level position at DC United, he has experienced firsthand the changes in fan engagement and marketing strategies as technology has advanced. He notes how the industry's growth has created a need for specialized marketing agencies that understand the unique nuances of American soccer culture. This expertise allows agencies to effectively bridge gaps between brands and fans, enhancing overall engagement.
The Launch of Name and Number
In 2022, Kyle launched Name and Number, aiming to fill a gap in the market for soccer-specific marketing services in the U.S. This decision was influenced by an observation of increasing investment and interest in soccer, particularly with major tournaments approaching. The agency serves various clients, ranging from American clubs to international teams, tapping into the growing audience for soccer in America. By positioning the agency as a specialist in the market, they aim to leverage this trend to attract more business opportunities.
Pathway: Helping Build Soccer Careers
Pathway, co-founded by Kyle and his brother, aims to assist individuals looking to enter and grow their careers in soccer through a focused newsletter and community engagement. The newsletter features interviews with industry leaders and job listings, targeting those at different career stages, from newcomers to seasoned professionals. The goal is to create a supportive environment that nurtures talent and connects aspiring soccer professionals with the resources they need. As the project matures, there are plans to expand its offerings and possibly monetize it, while continuing to strengthen the soccer community.
The Role of Creators in the Soccer Ecosystem
The podcast discusses the rising influence of content creators in the soccer space, particularly as brands seek to connect with younger audiences. Authenticity is crucial for successful partnerships between brands and creators, allowing for genuine expression and engagement. The example of influencers like IShowSpeed illustrates how their creativity and connection to the sport can drive substantial audience engagement, even in the absence of traditional broadcasting rights. Agencies are increasingly stepping in to facilitate these collaborations, creating value for both creators and brands while enhancing visibility in the soccer community.
This week Francis is joined by Kyle Sheldon, founder and CEO of Name and Number, a soccer specific marketing and creative agency. Kyle has worked within the US soccer world for two decades and held marketing roles at multiple MLS clubs. Kyle is also the founder and editor of Pathway, a newsletter aimed at helping individuals break into the soccer industry.
