• Loading stock data...
Thursday, December 12, 2024
exclusive
Media

$50 Million Soccer-Focused Fund Investing In The Lifestyle Side Of The Sport

  • For Soccer Ventures has made its first three acqusitions, all soccer lifestyle- and culture-focused companies.
  • Content-focused The Soccer Collective is expected to launch a consumer-facing brand in the coming months.
Feb 5, 2020; New York, NY, USA; Boston Scott models the Philadelphia Union kit during MLS FORWARD25 at Hotel Pennsylvania. Mandatory Credit: Geoff Burke-USA TODAY Sports

Soccer investment firm For Soccer Ventures has made its first three acquisitions as the recently launched fund aims to meld together different elements of soccer fandom and lifestyle in the U.S.

Launched in November, For Soccer Ventures is led by Philadelphia Union co-owner Richie Graham.

The more than $50 million effort is aiming to create an almost one-stop platform for the U.S. soccer landscape, combining two components under one roof:  The Soccer Alliance, which groups together traditional soccer properties like youth clubs and tournaments, with The Soccer Collective, a grouping of media companies and platforms that celebrate American soccer culture, while also creating its own soccer-related content.

The three acquisitions all come on the Soccer Collective side, and all look to connect to brands and fans in the soccer community through things like sneaker culture, music, fashion, and ultimately, the sport.

The companies being acquired by For Soccer Ventures are as follows:

FootyCon, which aims to be the first consumer-facing convention series celebrating soccer, will launch its first event in June 2020.

The Association, which launched in Los Angeles in 2017, has developed as a 5v5 soccer league that caters to brands, social media influencers, and content creators. The first two seasons have attracted teams from properties like Beats by Dre, Red Bull, LA Galaxy, LAFC, Complex, and SpaceX.

Kicks to the Pitch, or KTTP, is a digital content platform that looks to celebrate the connection between soccer and sneakers, art, fashion, and music. The company has worked with brands like Adidas, Nike, Puma as well as clubs like PSG, Borussia Dortmund, LA Galaxy, and LAFC to find other connective points between the sport of soccer and the lifestyle and culture around it.

John Parker, managing director of For Soccer Ventures, said the fund’s aim to “find tangible touchpoints with the fan and the soccer community – this is where there are opportunities to affect the American soccer community in person.”

“We believe that there are a lot of people doing fantastic things in the American soccer community – better than a lot of other places in the world,” Parker said. “I don’t think there has been an organization that has looked to provide those people the resources or platform to do something transformative at a larger scale, and that’s where our opportunity is.”

Parker said since launching in November, For Soccer Ventures has been active in discussions with a wide range of companies, platforms, and creators across the soccer industry as it looks to make acquisitions.

READ MORE: Budweiser Shoots For Global Marketing Push Through Soccer

While some of those deals may include established platforms like Kicks to the Pitch or other content agencies, those acquisitions could also include things like individual podcasts or social media channels.

“We want to make sure that we have an authentic touchpoint to all levels of American soccer,” Parker said.

In recent months, For Soccer Ventures has begun staffing up its executive ranks as it looks to make more acquisitions across its business. The team includes Ryan Mooney, the former U.S. Soccer chief soccer officer, Aaron Maines, former head of sports marketing at Adidas Soccer, and Marc Horine, a former ESPN executive who most recently was general manager of soccer content company COPA90 US. Maines serves as the general manager of The Soccer Alliance. For The Soccer Collective Heath Pearce serves as chief brand officer while Burke Cherie is its chief content officer.

Current properties and investments under the For Soccer Ventures umbrella include Graham’s stake in the Philadelphia Union, the YSC Academy, YSC Sports, and APL Leagues and Tournaments, a competitive youth and adult soccer tournament series.

READ MORE: Uninterrupted Plots European Growth Via Soccer

The Soccer Collective is expected to launch a more consumer-facing brand in the coming months, Parker said, which will also include its own media and social channels. 

These acquisitions represent For Soccer Venture’s ambition to prop up the best-in-class operators that are advancing the sport of soccer in America,” Graham said in a statement.

Parker said the fund is planning additional acquisitions both across its content and on-field soccer businesses, aiming that For Soccer Ventures sees plenty of runway ahead for the sport.

“These are companies that are doing great work and helping realize a different vision for American soccer – we think we can be a differentiator by investing in them,” Parker said.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Nov 3, 2024; Harrison, New Jersey, USA; New York Red Bulls midfielder Lewis Morgan (9) heads a ball during the first half against the Columbus Crew in a 2024 MLS Cup Playoffs Round One match at Red Bull Arena.

MLS Team to Play in ‘Sports Illustrated Stadium’ in $100M Naming Deal

It’s a partnership with a sister ticketing platform company, not the magazine.
FIFA

Saudis Awarded 2034 World Cup in Uncontested Vote

Saudi Arabia was the only option after Australia decided not to bid.
exclusive

Netflix Adds RG3, Kay Adams, Mina Kimes, Manti Te’o to Christmas NFL..

The streaming giant’s lineup for the Chrismas doubleheader is taking shape.
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.

Featured Today

Nov 2, 2024; Denver, Colorado, USA; Detailed view of a Wilson NBA basketball held by a referee during the second half between the Utah Jazz against the Denver Nuggets at Ball Arena

‘Obvious Weak Point’: Refs Remain an NBA Gambling Concern

A season after Jontay Porter, the biggest risk may not be players.
Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion
December 7, 2024

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.
December 2, 2024

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
November 30, 2024

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Dec 12, 2024; Chapel Hill, NC, USA; North Carolina Tar Heels new head coach Bill Belichick speaks to those attending his hiring announcement at Loudermilk Center for Excellence.

UNC Job Brings an End to Belichick’s Short-Lived Media Career

Bill Belichick had six media jobs this football season.
Nov 4, 2024; Kansas City, Missouri, USA; Broadcaster Scott Van Pelt prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.
December 12, 2024

Scott Van Pelt Headlines ESPN’s Talent Lineup for Tiger’s New Golf League

TGL launches in January with backing from Tiger Woods and Rory McIlroy.
December 12, 2024

YouTube TV Jacks Up Prices Again Before NFL Playoffs

The Google product has more than doubled in price over seven years.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
December 11, 2024

NFL Scheduling Gambit Pays Off With Two Blockbuster Sunday Games

The Week 15 schedule has a game pairing seen only once since 1970.
December 11, 2024

Pat McAfee’s Kicking Contest Saw $650,000 Awarded—and $5 Million Missed

The weekly contest on ESPN’s “College GameDay” paid out $650,000.
December 11, 2024

F1’s TV Ratings Similar to 2023, but Still Below the Record Highs..

The F1 season averaged 1.1 million viewers in the U.S.
December 11, 2024

WBD Secures Comcast Deal, Readies for Future Without NBA Rights

The TNT Sports parent company continues to remake itself in dramatic fashion.