Offside in the Bay: 2 the Pitch and Beyond

Soccer Fandom with Steve Powell

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Hosts: Claudine Wong & Alex Lobban

Guest: Steve Powell Vice President, For Soccer; former executive with Oakland Roots, Houston Dynamo, San Jose Earthquakes)

This week, Claudine and Alex sit down with longtime soccer executive Steve Powell to dig into the evolving world of soccer fandom in the U.S. Steve has spent decades shaping the sport from the inside — from MLS beginnings to grassroots development — and now helps brands and clubs connect authentically with fans at 4soccer.They discuss what draws Americans to the game, how fandom is shifting with new media and investment, and what the 2026 World Cup could mean for soccer’s long-term future here.

What You’ll Hear in This Episode

  • The fan journey – why U.S. soccer fandom doesn’t always mirror Europe, and how community ties are growing.
  • Media explosion – from a single PBS highlights show in the ’70s to 3,000 live matches available to U.S. fans today.
  • Opportunities for growth – the rise of USL, the youth game, and unaffiliated Hispanic leagues as hidden talent pools.
  • Commercialization vs. authenticity – how brands can engage without exploiting the sport.
  • The World Cup factor – defining success in 2026 and why underdog stories matter.
    • [00:01:02] Steve’s background in global soccer and career in MLS and club management.
    • [00:04:42] How broadcasting transformed soccer fandom in the U.S.
    • [00:08:33] Why clubs should focus on multicultural communities instead of converting NFL/NBA fans.
    • [00:13:45] Over-coaching, pay-to-play, and the importance of unstructured soccer.
    • [00:17:27] Inside 4soccer’s mission: research, marketing, and authentic brand connections.
    • [00:23:23] The growth of fan culture — pubs, bars, and local club adoption in the U.S.
    • [00:30:23] Why the U.S. Men’s National Team struggles to shed its “underdog” identity.
    • [00:33:27] How the 2026 World Cup could plant lasting seeds for American soccer.
    • [00:38:29] The slow but steady cultural shift toward promotion/relegation and grassroots passion.

      • Episode Highlights

      Listen now on ⁠KTVU.com ⁠or stream on the FOX Local app.

       Follow Claudine:

      • Facebook & Instagram: ⁠⁠@claudinewongktvu⁠⁠
      • YouTube: ⁠⁠ClaudineWongKTVU⁠⁠
      • TikTok: @claudinektvu

        • Follow Alex:

        • Instagram: ⁠@thealexlobban⁠

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          Offside in the Bay: 2 the Pitch and BeyondBy KTVU Fox 2 (Bay Area)