Professional Soccer Teams and the Communities They Represent
The top of the soccer world is increasingly driven by global markets, billionaire owners, and the pursuit of trophies at any cost. As the game gets more global and stratified at its highest levels, I’ve become really interested in how the rest of the sport reacts. Some clubs are charting a different path—one rooted in local identity, community connection, and authenticity. These teams are choosing not to chase the highest levels of competition, but instead to remain deeply embedded in the places and people that gave them life. And many are being rewarded for this path by the very communities that they represent.
For many clubs, soccer isn’t just about winning titles—it’s about representing a neighborhood, a city, or a culture. This sentiment is especially strong among smaller clubs, some of which have intentionally resisted rapid growth or corporate takeovers in order to preserve their community-driven ethos. In doing so, they’ve built something rare and increasingly valuable: a club that feels truly local.
There are some clubs around the world that have set the standard for prioritizing grassroots connection over rapid ascent, like Germany’s FC St. Pauli (known for its fan-led governance, and strong ties to working-class and activist communities) and AFC Wimbledon in England (which was reborn by its fans after the original Wimbledon FC was controversially relocated and rebranded).
Personally, I’m especially interested in this approach as it relates to the growth of soccer in the US.The growth of the United Soccer League (USL) in the United States is one of the most compelling examples of how soccer can thrive by focusing on local identity and community connection—rather than solely chasing top-flight, global ambitions. While Major League Soccer (MLS) often grabs the headlines, the USL has been quietly building a grassroots movement that's reshaping the American soccer landscape from the ground up.The US is full of cities that are plenty large enough to be home to a soccer team and are hungry for something to attach their local pride to. USL has capitalized on this by putting teams in places like Sacramento, Louisville, Indianapolis and Tampa and tapping into markets that are not crowded. The people in these cities are proud of their homes, and the ability to show that without having to spend NFL prices or driving 2 hours to an arena is such a great growth opportunity for the sport in the US.
This approach isn’t always easy. Staying small can mean limited funding, slower growth, and less media attention. But for many clubs and fans, the trade-off is worth it. In an era when many top-tier clubs feel more like brands than teams, there’s growing appreciation for those that stay true to their roots.
Ultimately, soccer’s power lies in its ability to connect people—to create shared experiences that transcend wins and losses. By choosing local identity over global ambition, these clubs remind us what the sport can be at its best: authentic, inclusive, and deeply connected to community.
