There isn’t one American soccer fan. There are a lot of different ones. - A lifelong Liga MX supporter - An MLS season ticket holder - A Premier League fan waking up at 7 AM - A parent who discovered the sport through their kid And many fans are several of those things at once. That complexity is what makes soccer such a fascinating audience (and why understanding it is such a valuable skill). In this week’s @pathway_hq newsletter, I break down why the first question shouldn’t be “How do we reach soccer fans?” It should be: “Which soccer fans?” Read it below: pathwayhq.com/p/which-soccer…

Life at @NameAndNumber has been FUN lately: • Had a content shoot last week with a @NashvilleSC player for an iconic soccer brand • Currently building @sandiegowavefc's motion graphics package for playoffs • In Philly tomorrow for @ussoccer meetings + USWNT match • Finalizing a AOR engagement with an NWSL original club • Working on Sol de Janeiro's 2027 Women's World Cup plan • Talking to another BIG global brand about supporting their work in soccer • And planning for our annual @NameAndNumber retreat on the Sheldon family farm in WV Wouldn't have it any other way.

The average soccer fan in the US is 39.6 years old. That's younger than every other major sport in the country, according to nearly every survey on US sports. Someone in their mid-to-late 30s has a lot more years ahead of them as a fan - and as a customer - than someone in their 40s, 50s, or 60s. That's more time to build brand loyalty, more time for that fan to become a repeat customer, more time for the relationship to compound. If your brand is ready to enter soccer but unsure where to begin, we can help. Strategy. Creative. Content. Production. We handle it all. Send me a DM and let’s chat.

The World Cup created millions of new soccer fans, but the real opportunity is what happens next… The question for leagues, clubs, and brands is simple: How do you become that next point of soccer attachment?  If you’re able to turn a once-every-four-years fan into an avid fan of your brand, the potential is truly limitless.  If you’re not sure how to do that, DM me. Answering that question is one of the primary reasons I built my soccer-specific marketing and creative agency, @NameAndNumber

This is pretty cool: @LinkedIn has named me one of its September 2026 U.S. Top Voices. I spend a lot of time talking about where soccer is going, what brands can learn from the sport, and how people can build meaningful careers in this industry. It’s pretty special to see those conversations recognized. And it’s even better to be included alongside some other great people from the soccer world, including Radhika Duggal, CMO of @MLS, and James Johnson, CEO & Commissioner of @CPLsoccer. Soccer has never had more momentum in the U.S., and there are so many interesting stories to tell about the business behind it. It’s an awesome time to be in the sport. I’m grateful to everyone who reads, comments, asks questions, and makes those conversations better. A big thank you to the LinkedIn News team for including me! linkedin.com/pulse/meet-sept…

The next major moment for soccer in the U.S. is already on the horizon: the 2027 FIFA Women’s World Cup in Brazil. If you want to capitalize on the tournament next summer, you should be using the next few months to outline your strategy.  (we can help if you’re not sure where to start)

Psst. 👋 We're going to be posting a new @NameAndNumber job opportunity in the coming weeks. Subscribe to @pathway_hq if you want to see it first: pathwayhq.com/

We're already deep in planning for next summer's @FIFAWWC - we've got big, big plans for a few @NameAndNumber clients. Next summer is going to be fun. Anyone want to meet me in Rio? 🇧🇷

This billboard from Huggies is SO GOOD If you know, you know (via IG/huggies)

The difference between 1994 and 2026 is that soccer in the United States has evolved from curiosity to culture. What began as interest in the sport has grown into generational fandom, with parents passing their passion for the game to the next generation. And, boy, is it fun.

We’ve just launched a new sponsorship consulting arm of our business and are so excited to help more brands connect to American soccer.  The entire team at @NameAndNumber is made up of soccer specialists who have deep understanding of soccer fandom and culture.  In short, if you’re a brand who wants to work in soccer, we’re the ones who can help you do it the right way.