Why Now Is The Time To Invest In Professional Soccer

Soccer is experiencing unprecedented growth in the United States. With the continued success of leagues like Major League Soccer (MLS) and the National Women’s Soccer League (NWSL), the emergence of the United Soccer League (USL) Women’s Super League and its recently announced men’s top-flight counterpart, the FIFA World Cup returning to North America in 2026, and the continuing rise in youth participation, the “other football” has become a truly magnetic force in American sports and culture.

With all that growth and momentum, there’s never been a better moment for ambitious municipalities and shrewd investors to become part of the professional sports landscape as America’s next soccer city. And getting to kickoff may not be as arduous as you think. Here’s why and how to make it happen for your community.

Why Soccer

The visibility and civic pride that come from an affiliated professional soccer team are easy to see. But they’re not the only reasons cities and entrepreneurs invest.

1. Rising Demand – The appetite for high-quality sports entertainment is increasing here in the states, and soccer – America’s fastest-growing sport – is incredibly accessible and offers an economical way in.
2. A Scalable Investment Opportunity – Unlike most sports, soccer’s divisional system offers a scalable investment model that caters to different levels of financial commitment, community support, and market size. The USL, for example, offers an accessible, structured pathway for cities and investors looking to establish a strong, profitable presence. Whether through a Super League, Championship, League One, League Two or USL W club, investors can find an entry point that matches their goals, finances, and market conditions.
3. Strong League Infrastructure and Support – Leagues provide operational guidance, marketing support, and league-wide best practices to ensure that new franchises get off to a strong start and thrive.
4. Revenue Potential and Economic Impact – Soccer franchises and stadium venues not only generate multiple revenue streams but also drive local economic activity, boost tourism, and create job opportunities, benefiting not just investors but entire communities.
5. Unique Local Brand & Culture – Because it attracts such a rabid fanbase and grassroots following, soccer is one of the few sports that allows communities to weave their unique culture into the team and connect it to the greater community brand. And, as the most diverse sport in the world from a gender, ethnicity, and socio-economic standpoint, soccer provides a unique, inclusive platform for community outreach programs.
6. The Promise of Promotion – After a landmark vote in March, the USL will be introducing promotion and relegation to its men’s professional leagues – a groundbreaking decision for soccer here in the U.S. It means teams in the second and third divisions of the sport will be able to earn their way into the first division by finishing at the top of their respective leagues. It also means the communities where they play can elevate their brand and standing to the Division 1 level in short order – an unprecedented opportunity in American sports.
7. Connection to the Global Game – With partnerships and affiliations worldwide, local clubs are soon integrated into the broader soccer ecosystem, opening up business opportunities through international exposure. And with television and streaming distribution increasing both here in the U.S. and worldwide, participating municipalities have the chance to benefit from the valuable exposure that comes with national and international media coverage.

What It Takes To Launch A Soccer Franchise

Starting a professional soccer franchise is not a small undertaking, of course. It requires resources first and foremost, but also strategic planning and a commitment to developing a local soccer community. Here are some of the key steps:

1. Market Analysis

Before committing to a franchise, investors and city leaders first need to assess your market’s viability. This includes these and other assessments:

• Population size and demographics
• Prospective fan base and local interest
• Existing sports competition
• Existing stadium or plans to develop one
• Available public incentives/funding sources

A feasibility study will help draw additional private and public support by determining whether the local market can sustain a professional soccer team and which level might be the best fit.

2. A Business Plan

As an investor you’ll need a comprehensive business plan outlining:

• A viable project site with a pathway to control (lease or purchase)
• Initial investment and funding sources (i.e., seed capital)
• Revenue projections (ticket sales, sponsorships, merchandise, etc.)
• Stadium and facility plans (including conceptual layouts, floor plans, and a funding strategy)
• Staffing and operational requirements
• Community engagement strategies

The business plan serves as a roadmap for financial sustainability and long-term success.

3. Facilities

A proper venue that meets league standards and provides a high-quality fan experience is essential for launching a successful franchise. If a suitable stadium is already available, that’s great. If not, a public-private partnership is one of the best ways to explore options for new construction or renovations to an existing stadium. Considerations should include:

• League-approved standards for broadcast and competition
• Areas that contribute to increased sponsorship valuation
• Premium seating options for additional revenue
• Amenities that support multi-use for additional programming (e.g., stage/concert infrastructure, event space)

4. League Application & Approval

Once a market study is completed and a business plan developed, your ownership group will need to submit an application to the league through which they evaluate things like:

• Market viability
• Bid strength and financial backing
• Stadium plan suitability
• Business and operational strategy

Upon approval, your ownership group will then need to finalize a few key agreements before you can officially join the league.

What City Leaders & Investors Should Be Thinking About Now

If you’d like to take advantage of this unique moment in the American soccer story to bring a professional franchise to your community, here are some of the questions you should be asking and the actions you should be taking now:

• Expansion Timeline: What is the league’s team count and where are they on their expansion timeline?
• Community Engagement: Is there already a strong soccer culture in the community? How can it be developed and nurtured?
• Stadium Infrastructure: Does your city have a soccer-specific venue, or is there a plan to develop one?
• Investment Partnerships: Who are the potential financial backers, and how can you secure funding?
• Long-Term Sustainability: How will the club remain profitable and competitive in the long run?

With soccer's rise in popularity and leagues expanding accordingly, the window of opportunity is wide open for cities and investors to get in the game. If you’re ready to take the next step, consider talking to a sports and real estate adviser like McCullers Group . Firm founder Mark McCullers has more than 30 years’ experience in stadium and franchise development, operations, and optimization and can offer valuable insight and advice on things like site identification and evaluation, project financing, public-private partnership structuring, project management, and revenue optimization. No one could help your soccer city journey get off on the right foot faster.