What if the biggest thing holding your club back isn't the product on the pitch but the lack of a clear, open conversation with fans?

In Episode 98 of the Because Football Podcast, we chat with Jim McCarthy about everything he's learned regarding building and serving fans over a 25 year career that he has spent supporting over 2 million events for tens of millions of customers.

As founder of Impresario Strategic Growth Services and former CEO of Goldstar, he's now focused on one thing: helping professional soccer clubs fill stadiums and build sustainable audiences.

In this conversation, Jim breaks down why most clubs get pricing wrong, what "right-size stadiums" really means, and why the 2026 World Cup might have a marketing problem nobody's talking about.

We dig into the differences in approaching how to attract families vs young adults vs casual fans — and why "seats are raw materials" that need to be turned into products for specific people.

He also shares his informed guesses about FIFA's ticketing model for the World Cup and why there may be some light at the end of the tunnel for hopeful fans who feel priced out.

Whether you're running a USL club, building a supporter group, or just trying to understand the business side of the game you love - Jim drops tons of actionable knowledge in this one.

Connect with Jim here:

https://www.linkedin.com/in/jcmccarthy/

https://impresariostrategic.com/

Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Need help with your content strategy and production? We can help.

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

In Episode 97 of the Because Football Podcast, we chat with Isabel Freedman, Emerging Technology Partnerships Lead at Wasabi Technologies. Isabel shares how she leads go-to-market strategy for emerging technologies spanning AI, sports, media and entertainment.

Wasabi Technologies is changing how professional sports organizations can leverage AI-power intelligent media storage to quickly locate every highlight and moment across their media archives. Isabel shares how the company has helped their partner Liverpool FC with this feature and even partnered with the club on media campaigns.

But although Wasabi is partnered with one of the world’s biggest football clubs, Isabel shares how clubs of all sizes can stay aware of how to use AI in their data storage and content creation workflows. In fact, by adopting an AI-first mindset, clubs can get a headstart on effectively tagging and archiving their data so that it’s easy to retrieve and apply for relevant stories and campaigns.

AI is here to stay so clubs need to bes tunderstand how to adopt and adapt. Club leaders professional and youth soccer clubs around the country will experience many takeaways from our discussion about how to transform their sports media workflows and enhance their content marketing.

Connect with Isabel Freedman here:

https://www.linkedin.com/in/isabelfreedman/

https://www.linkedin.com/in/isabelfreedman/

https://wasabi.com/

Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Need help with your content strategy and production? We can help!

To contact us, email becausefootballmedia [at] ⁠gmail.com⁠

Professional soccer clubs often neglect storytelling because they lack the patience to trust an asset that doesn't always show an obvious ROI on the spreadsheet - but which is central to building trust and relationships and ensuring longterm financial sustainability.

In Episode 96 of the Because Football Podcast, we chat with Greg Lalas, an experienced sports brand storyteller and digital strategist, and Director and Founder of Short Corner Media.

Greg has been a mainstay in shaping American soccer stories and marketing strategy for MLS, Goal.com, USL, and has brought decades of expertise to our discussion. An original MLS player turned sports journalist, Greg has seen his talent for crafting stories grow beyond simple journalism to become an integral part of brand building, content marketing, and business growth.

In this conversation, Greg breaks down what most people get wrong about the role of stories in relationship building, the importance of respecting the fan, and the specific metrics he uses to measure success across various platforms. He uses the specific example of OKC Energy, a newly announced USL club that Short Corner Media has been supporting as they build a fanbase and solidify an identity that “reflects, represents, and resonates” in their community.

Greg has played so many important roles in American soccer and whether you are an emerging content creator, journalist, or club leader, we’re sure you’ll get value from his insights.

Connect with Greg Lalas here:

https://www.linkedin.com/in/greglalas/

⁠https://www.shortcornermedia.com/

Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Need help with your soccer content, events, and strategy? We can help!

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

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In Episode 95 of the Because Football Podcast, we chat with Shawn Francis, Executive Creative Director for North America at COPA90.

Shawn Francis has spent over 15 years figuring out how culture actually connects people to the game - shaping stories and curating moments that make those connections mean something.

His path started in music at MTV, where he helped build social media before most brands knew what that meant. Then he followed his curiosity to MLS, laying the league's early social foundations during that strange, beautiful era when American soccer was still the indie band of sports. People were still “figuring it out” but Shawn was honing a vision that has had a seismic impact on soccer creative, brand partnerships, and in-person activations.

Now at COPA90, he's leading the team telling the stories that happen outside the 90 minutes, outside the stadiums. The stuff we really love that makes the game matter, whether that’s fan culture, rituals, behaviors, and mini worlds that soccer supporters love getting lost in. He calls himself a "pop-cultural anthropologist” - he pays attention to why people care.

We also chat about COPA90’s ambitious “Best Job in the World” project, a campaign that has identified five emerging storytellers to produce authentic, culture-first football content leading into the 2026 World Cup. After receiving over 3,500 applications, COPA90 didn’t opt for creators with the largest following and most experience - they selected those who have a unique presence and perspective in a variety of enthralling subcultures, offering a glimpse beyond the headlines and global stars.

Shawn's also a long-suffering Red Bull New York supporter - the kind of fan who knows better than to believe this is finally their year, but can't quite help himself. Listeners will enjoy his “All-Time 5-a-Side selection” with a mix of household names and underdogs.

Connect with Shawn Francis here:

https://www.instagram.com/copa90/

https://www.instagram.com/theoffsiderules/

https://www.linkedin.com/in/francisshawn/

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Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Need help with your soccer content, events, and strategy? We can help!

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

In Episode 94 of the Because Football Podcast, we welcome John Viola, experienced FIFA-licensed football agent and educator and founder of 451 Football Consultancy. 451 offers services for professional football clubs, players, and online educational courses and events that teach passionate football fans from a variety of career backgrounds how to transition into being a football agent.

In this episode, John shares 34 years of insider experience across the global soccer industry, from player representation to World Cup impact in North America. John’s story proves that you don’t need experience in the professional soccer business, secret industry connections, or anyone else’s permission in order to be a successful agent.

Not only does John regale listeners with entertaining behind-the-scenes stories, he explains the realities of football industry, the role of trust and transparency in relationship building, and the critical intangibles it takes to “make it” as an agent.

We talk about the transformational potential of the 2026 FIFA World Cup in North America, how to pass the FIFA agent exam, and why LinkedIn storytelling and marketing are key to an agent’s networking and self-promotion.

For anyone working in professional football (or looking to enter the industry), this episode offers clarity on agent careers, global networking, cross-cultural communication, and the opportunities the 2026 World Cup will unlock across the U.S., Canada, and Mexico.

Connect with John here:

⁠https://www.linkedin.com/in/johnviolafootball/?profileId=ACoAAAjIj34Bf87sRjxWvDWEb5r9R0bwIPOFkKo⁠

⁠https://www.451fc.com/services/⁠

⁠https://www.linkedin.com/company/451fc/posts/?feedView=all⁠

Connect with Because Football here:

⁠⁠https://www.youtube.com/@BecauseFootball_⁠⁠

⁠⁠https://www.instagram.com/becausefootball_/⁠⁠

⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠

⁠⁠https://www.linkedin.com/company/because-football-media/⁠⁠

Want to start your own podcast? We can help.

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

In Episode 94 of the Because Football Podcast, we welcome John Viola, experienced FIFA-licensed football agent and educator and founder of 451 Football Consultancy. 451 offers services for professional football clubs, players, and online educational courses and events that teach passionate football fans from a variety of career backgrounds how to transition into being a football agent.

In this episode, John shares 34 years of insider experience across the global soccer industry, from player representation to World Cup impact in North America. John’s story proves that you don’t need experience in the professional soccer business, secret industry connections, or anyone else’s permission in order to be a successful agent.

Not only does John regale listeners with entertaining behind-the-scenes stories, he explains the realities of football industry, the role of trust and transparency in relationship building, and the critical intangibles it takes to “make it” as an agent.

We talk about the transformational potential of the 2026 FIFA World Cup in North America, how to pass the FIFA agent exam, and why LinkedIn storytelling and marketing are key to an agent’s networking and self-promotion.

For anyone working in professional football (or looking to enter the industry), this episode offers clarity on agent careers, global networking, cross-cultural communication, and the opportunities the 2026 World Cup will unlock across the U.S., Canada, and Mexico.

Connect with John here:

https://www.linkedin.com/in/johnviolafootball/?profileId=ACoAAAjIj34Bf87sRjxWvDWEb5r9R0bwIPOFkKo

https://www.451fc.com/services/

https://www.linkedin.com/company/451fc/posts/?feedView=all

Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Want to start your own podcast? We can help.

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

In Episode 93 of the Because Football Podcast, we chat with Simon Evans, an experienced journalist, content consultant, and co-founder of the Soccer Business - a news, information, data and analysis company focused on the North American soccer industry.

Simon has had quite a ride, from traveling on trains and sleeping on couches while covering football in every corner of Europe (an adventure that led to “The Rough Guide to European Football” book) to 8 years in Italy reporting for Reuters on the glory days of Serie A in the 90s, to eventually covering a range of sports while based in Miami.

In this episode, Simon explains the many ways that American soccer fans engage with the game and why the World Cup is a massive moment but isn’t a sure bet to catalyze a new wave of North American fans.

We also discuss the current soccer media landscape, opportunities for new storytellers, and how brands play a pivotal role in giving talented creators the resources to reach their potential.

For professionals working in clubs, leagues, and football marketing, this episode offers grounded insight into what drives fan engagement, brand alignment, and how storytelling draws attention, loyalty, and long-term growth.

We also dance around the possibility of pro/rel in USL, why football is at its best when it emphasizes community and belonging, and the time Simon got to watch AC Milan legend Andriy Shevchenko practice volleys and headers.

Listen to the full episode and step into a scintillating conversation that mixes passionate football banter with measured, experienced insights.

Connect with Simon Evans here:

https://www.linkedin.com/in/simon-evans-9440554/

https://thesoccerbusiness.com/

https://x.com/sgevans?lang=en

Sign up for The Soccer Business Newsletter:  https://newsletter.thesoccerbusiness.com/

Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Want to start your own podcast? We can help.

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

In Episode 92 of the Because Football Podcast, Forrest Tucker joins us to unpack how American soccer can grow not just by emphasizing results, but by amplifying personal and community stories. A veteran reporter and host of the “Cleared off the Line Podcast”, Forrest possess a knack for crafting engaging stories and has seen what works and what doesn’t in the US soccer landscape.

From growing up unsure where soccer fit in his life to covering USL clubs like Charleston Battery, Forrest reflects on the rich culture that soccer cultivates, how club PR departments can better relate to journalists and content creators, and shares concrete steps for clubs to improve their storytelling campaigns. He also explains the nuances between shaping a TV news story and delivering an educational podcast for a spectrum of soccer fans.

This episode offers clarity for anyone interested in soccer media, growing the grassroots game, and why the sport’s potential will be measured by human connection and ability to create a sense of belonging. Forrest breaks down clear steps for shaping stories, improving relationships between clubs and media personnel, and ways that pro and amateur soccer clubs can take advantage of the amazing people in their organization.

Listen to the full conversation for an honest look at how better storytelling can strengthen American soccer at all levels.

Connect with Forrest here:

https://www.linkedin.com/in/forrest-tucker-634940184/

https://linktr.ee/cotlpodcast

Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Want to start your own podcast? We can help.

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

In Episode 91 of the Because Football Podcast, we chat with Frank Dell’Apa an American soccer reporter who has covered the game from the wild days of the NASL in the 1960s and 70s until the present day. There are few voices in the American game that can attest to the whirlwind transformation the game of soccer has seen on every level. As a child growing up in Colorado, he hardly ever saw a soccer ball in a store or on a field. Yet somehow, thanks to the 1966 World Cup final broadcast in black and white, he caught the bug and has been through the ups and downs of US soccer over the past 6 decades.

In this conversation, Frank revisits everything from training with the Las Vegas Quicksilvers of the NASL to interviewing George Best at the old LA Coliseum. He explains why Messi’s arrival in MLS is more complex than it appears, and what the 2026 World Cup will mean for diaspora communities, new fans, and the American soccer landscape.

Whether you’re looking for forgotten stories, historical context, or an experienced take on the upcoming World Cup, this episode covers three major topics in American soccer: the current status of the game, Messi’s impact on a changing MLS, and key stories related to the 2026 World Cup.

Listen to the full episode and step into a comprehensive picture of American soccer told by someone who has been there with every kick of the ball.

Connect with Frank Dell’Apa here:

http://twitter.com/frankdellapa

⁠https://www.frankdellapa.com/

Connect with Because Football here:

⁠https://www.youtube.com/@BecauseFootball_⁠

⁠https://www.instagram.com/becausefootball_/⁠

⁠https://www.linkedin.com/in/baggaleyandrew/⁠

⁠https://www.linkedin.com/company/because-football-media/⁠

Want to start your own podcast? We can help.

To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠