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Most people think selling tickets is about getting fans to buy seats. Joe Medcalf will tell you it's about connecting people with a great game day experience they didn’t know they were missing.

In Episode 112 of the Because Football Podcast, we delve into how to sell the game to non-soccer fans. In this case, groups: schools, companies, youth soccer clubs, churches, etc.

How can soccer become a meeting place for people to gather and be together?

Joe is the senior group sales manager at New England Revolution — one of MLS's founding clubs, playing out of a 65,000-seat stadium that averages around 24,000 on a matchday - one of the highest in MLS. We talk about that gap, the Revs role in New England soccer landscape, and how that may change with the newly announced stadium closer to Boston.

In this episode, Joe breaks down what professional football ticket sales actually looks like from the inside. We get into why group sales is the most insulated part of a club's revenue from on-field performance and why that is actually a huge advantage.

We talk about the real pitch for families: convenience, parking, tailgating, and a matchday environment that feels more relaxed than a Patriots game. We dig into how you build trust with youth soccer organizations, schools, and community groups. And we talk honestly about the challenge of selling a regional identity when your club covers the whole of New England but your marketing budget pulls toward Boston.

Joe also brings the full picture of what it was like to grow up following Hull City home and away with his family for ten years — and how that experience quietly shaped everything about how he thinks about the game day experience today.

If you work in soccer ticket sales, run a club, or are trying to get more people through the gates, this one's worth your full attention.

Connect with Joe and the New England Revolution here:

https://www.linkedin.com/in/joe-medcalf-305b81106/

https://www.revolutionsoccer.net/schedule/matches

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

What happens when a club just stops paying a player and hopes they'll go away? How are multi-million dollar contracts and transfers done?

In Episode 111 of the Because Football Podcast, we delve into the obscure world of professional sports law, intellectual property, and the inner workings of contracts in pro football. As a partner at BrandSmiths in Manchester, David Seligman is one of the sharpest minds in football law, having worked deals involving Jeremy Frimpong's move to Liverpool, Moussa Dembele's transfer to Celtic, and transactions spanning the Bundesliga, La Liga, Serie A, MLS, Saudi Arabia, and even Kazakhstan.

This episode lends insight into a critical - but often hidden - part of professional football and David shares how he supports players and brands in countries all over the world. David explains the legal world most fans never see: how contracts actually get drafted, what the Court of Arbitration for Sport looks like from the inside, why multi-club ownership might not be the villain it's painted as, and what the incoming UK football regulator could mean for the game.

And, because we love a good underdog story on the Because Football Podcast, we hear why David supports Bury FC - through the ups and downs - and why he chose the club over global behemoths Manchester United and Manchester City, just down the road.

Connect with David here:

https://www.linkedin.com/in/david-seligman-29a43b50/

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

Tommy Hodul has one job: tell Oakland's story. It just happens to be through the lens of soccer.

In Episode 110 of the Because Football Podcast, we talk with Tommy Hodul, VP of Communications for Oakland Roots SC and Oakland Soul. He's a fan who became a club leader who's been doing it since day one — and what an incredible story it is!

The key to this conversation lies in the role of the club in their community - a unique case among American soccer clubs that can sometime feel like they're on the periphery of local identity.

Oakland Roots was built on a purpose statement — harness the magic of Oakland and the power of sports as a force for social good — and Tommy's job is to make sure every story they tell actually earns that.

We get into what it took to draw the 7th-largest crowd in USL history (spoiler: free tickets for Oakland Public School kids, a minute's applause for Rickey Henderson, Too $hort at halftime, and a blessing from Ohlone elders). We talk about why transparency builds trust faster than spin ever could. And we dig into what it actually looks like inside a PR and comms operation week-to-week — the rhythm of game day, the weight of a coaching change, the art of telling a story that lands with a city as proud and protective as Oakland.

This conversation will show you how to extend a love of place into a love of a club - and you'll be better for it.

Connect with Tommy and Oakland Roots & Soul here:

https://www.oaklandrootssc.com/

https://www.instagram.com/oaklandroots

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

What happens when two artists show up at a ninth-tier English football club and say — we want to help, and we're not asking for money?

In Episode 109 of the Because Football Podcast, we dive into one of the most uniques project in the world of football / soccer that is revitalizing a lower league club that has been all but forgotten.

Ken Borg and Jonathan Kelham are the voluntary designer and artist in residence at Brislington FC in Bristol.

One year into a project that started with a few flags on a grey corrugated wall, they've painted the stadium, built a website, launched a merch shop, posted flyers across the entire neighborhood (multiple times), landed a billboard campaign, ran a pop-up gallery-meets-club-shop, and - most impressively - convinced a committee of football volunteers to let two artists apply their creativity to breathe life back into the club.

No other club has done this before, let alone in a grassroots way that positions the club as a community asset. There's no blueprint. They work a few hours on Fridays and weekends after their real day jobs. They scrounge money from local grants, receive in-kind gifts from local businesses, and get hand-me-downs from bigger clubs.

Like all of our episodes, this one goes deeper than football, but it does so in a fascinating way at the intersection of people and design (and PROPER non-league football!).

It's about what creativity can unlock when it shows up with no agenda except to give. It's about the gap between communities and the clubs that are supposed to represent them. And it's about what non-league football actually offers that the top of the pyramid never could — proximity, authenticity, and the feeling that a little can mean a lot.

Connect with Jonathan, Ken, and Brislington FC here:

Brislington Instagram

Brislington FC Website : Residency Project

Ken Borg Instagram

Jonathan Kelham Instagram

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 108 of the Because Football Podcast, we chat with Luiz Gomes, a sports marketing executive with 10+ years of expertise leading sponsorship, media and event portfolios across global properties and agencies. He has managed multimillion dollar commercial programs, optimizing broadcast rights value and collaborating with cross functional teams in high-stakes environments.

In this conversation, we discuss the interplay between culture and branding, the ways leagues can grow in new markets, and specific tactics that L uiz has utilized or observed in the football media landscape. We also clearly define what it means to “grow the game” and how that differs from growing a league’s footprint in a new market.

Honed from years working with major properties such as Relevent, IMG, FIFA, Conmebol, and Concacaf, Luiz offers his blueprint for how to grow a league - from media rights to social content and cultural integration, particularly in the American soccer market.

We hope this conversation will educate you about how to look critically at how leagues and brands execute their growth strategy.

Connect with Luiz Gomes here:

LinkedIn

Instagram

⁠

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 stories and content strategy? Let's talk.

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

How can you build your brand by creating better content through more engaging stories without feeling overwhelmed or stuck? Most clubs, athletes, and sports brands know they should be creating content. Few actually know how to do it well or why it matters other than “they probably should be doing it!”

In Episode 107 of the Because Football, we talk strategy, content, and social media platforms with Ellie Wookey, founder of Press Upload - an agency that helps athletes build and monetize their personal brand.

Ellie started as a travel creator, documenting 45 countries by age 25 on YouTube. She learned content strategy as a creator herself - navigating trial, error, and how to monetize her lifestyle. When she pivoted to athlete marketing 18 months ago, she brought that creator-first mindset with her. Now she works with 80+ athletes across four continents, helping them go from "I should probably post more" to having a clear strategy that leads to brand partnerships.

In this conversation, Ellie breaks down her three P's framework (Positioning, Presence, Partnerships) and explains why most athletes make a mistake by skiping straight to chasing deals without building the foundation first. She talks about why YouTube presents the biggest opportunity for athletes, how to handle the mental health side of online hate, and what clubs get wrong when they restrict player-driven content.

If you're an athlete trying to figure out content, a club thinking about player-driven strategy, or just curious about how this space actually works, then this episode is a practical starting point.

Connect with Ellie and Press Upload here:

https://www.instagram.com/pressupload/?hl=en

https://www.linkedin.com/in/ellie-wookey-827520170/

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

You might not think American soccer has contributed anything to the world of football - but this conversation will change your mind. In Episode 106 of the Because Football Podcast, we talk with seasoned sports marketer Mike Harmon, who created the logo and branding for Columbus Crew of MLS, and whose career started in the MISL (Major Indoor Soccer League) days.

In this conversation, Mike shares some great stories from the youthful days of pro soccer in the US, as well as his perspective on sports marketing, partnerships, and how to properly value fans in an era where growing disillusionment and alienation threatens the trust between clubs and their supporters.

Mike worked directly with US soccer benefactor Lamar Hunt and touts a career spanning nearly every major sports league and governing body, domestic and international, from the NFL, NBA, Premier League, and more. We talk about what actually worked in early MLS (hint: 40% soccer, 60% entertainment), why the fan has to come first in everything, and his concerns about World Cup ticketing. and why he believes this summer is different from every "soccer's moment" that came before.

He also talks about his new role as CMO of Fanchize, a fan economy platform which connects soccer fans with clubs and opens up a new frontier of rewards, incentives, and exclusive fan experiences.

If you want to understand how American soccer got here and learn from one of the people who built it, then you’ll get a lot out of this episode.

Connect with Mike here:

https://www.linkedin.com/in/michael-harmon-75b73b2/

https://www.instagram.com/michael.harmon.9469/?hl=en#

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

We are obsessed with soccer stories on this podcast - but we have been neglecting the youth! This episode changes that and focuses on how we can pass on our love of the game to the next generation of soccer fans.

In Episode 105 of the Because Football Podcast, we talk with Carlos D. Mojica, who has recently published a children’s book about soccer facts called “Goal!”.

Carlos is a bilingual communications and football media operations veteran who has worked at multiple levels of the sport including MLS, CONCACAF, and Leagues Cup, so why did he turn his sights to writing a book for kids?

In this episode, Carlos shares how he initially got started in soccer communications as a Media Relations and Hispanic Community Outreach officer for AFC Cleveland of the NPSL. This led to a role in the National Premier Soccer League head office, and nearly 6 years working for the Columbus Crew.

He has also served as a press officer for the Argentina National Team, MLS All-Star, and other North American competitions. Carlos breaks down how the knowledge he gained in a professional context served him while writing his book - and how he shifted his mindset to communicate with the next generation.

If you are changing paths or eager to break into the soccer media world, you will gain verified insight and inspiration from Carlos’s story!

Buy the book here:

https://www.quarto.com/books/9781577157090/goal

Connect with Carlos here:

https://www.linkedin.com/in/carlos-d-mojica-978377b0/

https://www.instagram.com/cd.mojica/?hl=en

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