This summer’s World Cup showed us the generational shift that has been happening right before our eyes…

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.

I absolutely love what @BankofAmerica has done with their World Cup giveaway. Their customizable charm bracelet may be the best stadium giveaway I've ever seen. The team at Bank of America deserves a ton of credit for getting this one so right. 👏👏👏

There are so many levels and layers to the sport of soccer in America. It’s one of the primary reasons we built Name & Number - to help brands navigate the complex, nuanced space that is soccer in the U.S.

So pumped to have @NameAndNumber covering all six matches in Seattle for the WORLD CUP 🥹 Go get 'em, @connorFpickett and Kristi!

15,986,000 VIEWERS 🤯 Last night's U.S.-Paraguay game was the MOST watched @USMNT game ever on U.S English language television. AND it was the second most watched FIFA Men's World Cup game ever. EVER. We are a soccer nation.

2,920 days later and... THE WORLD CUP IS FINALLY HERE! 🎉 It's been eight looooong years since the World Cup was awarded to the U.S., Canada, and Mexico. And it's been four years since I launched @NameAndNumber as a soccer-only marketing and creative agency. Yes, I had my eyes firmly set on this summer's tournament. But, importantly, I didn't launch a soccer-specific marketing agency *for* the 2026 World Cup. I launched Name & Number because I've had a front row seat to soccer's growth in America over the last 20 years - and I knew this moment would serve as a massive accelerator to the sport I've loved since I was five years old (shout out Milford, OH youth soccer!). 2026 was never a finish line, it's a brand new starting line. It's never been a question of whether or not the sport will grow but how much it will grow - and how quickly. And this summer's World Cup will be rocket fuel for a whole new generation of Americans falling in love with the most popular game in the world. Yes, it remains to be seen how this World Cup plays out - how the U.S. Men's National Team performs, which new stars emerge, which countries create generational memories, who lifts the World Cup trophy - but here's what is undeniable: Soccer is on its way to becoming the most popular sport in America. Read that again if you need to. 🙂 It *might* not be in my lifetime, but it will surpass baseball, it will surpass basketball, and it will eventually surpass American football. I'm proud to be playing a very small role through @NameAndNumber and @pathway_hq to contribute to that growth. And it's been the joy of my career to have Kristi Bruner, Justin Hubler, Gabriel Causey, John Lewis, David Kemp, Hope Kemp-Hanson, and Connor Pickett join me in building Name & Number. Our group has been fortunate to lead World Cup-related projects this year for the likes of @FIFA, @MLS, @WrldSoccerShop, @SacRepublicFC, and @FWC26Seattle , among others - and next week we'll help a global, billion-dollar brand launch in soccer for the first time (stay tuned!). Man, is it fun. Now, it's time to watch the best in the world remind us why so many of us love this sport - the beautiful game bringing people together from every country, every culture, every background. And it's all happening right here in our backyard. We'll be very, very busy with client work over the next 5+ weeks but I'm most looking forward to seeing my boys, Jack and Noel, experience the spectacle of the World Cup for the first time. They've fallen in love with the game the same way I did when I was their age. It's a bond and connection we now share - and that really is what it's all about. Enjoy the tournament, soccer friends.

This series includes a @NameAndNumber production 👀

There’s no single formula for finding success in marketing to soccer fans.  While I love a good player partnership, grassroots soccer - youth clubs, academies, and tournaments - may be one of the most overlooked opportunities for reaching soccer fans.  We love helping brands figure out what the right asset mix is for their specific business objectives.  Reach out if you need an assist.

Women's soccer is one of the most undervalued sports properties in the US. The interest, attendance, and viewership are incredibly strong. Investment is starting to catch up. You can enter through: - The NWSL - USL's Super League - Player partnerships - Global leagues in Europe - Youth soccer and grassroots ecosystems One example - Ally Financial is on the NWSL sleeve patch for every team in the league. They also have Charlotte FC’s Front of Jersey sponsorship in MLS. They previously sponsored Wrexham's US Tour. They sponsor lower division soccer, too. That is how different the roadmap can be. The smartest brands invest in pipelines, support pathways, build entry points and foundational structures that make them part of the games growth.  They buy equity in the community, not just visibility. That's the difference between a sponsor and someone who belongs. We share more in our (free!) “More Than a Moment” report below: