Culture
Inside the sales pitch that took Liverpool and Manchester United to a U.S. college town
Late in 2023, a delegation of senior Liverpool staff were visiting the college town of Columbia, South Carolina, when they wondered if it might be possible to work out early the following morning. Their hosts from the athletics department of the University of South Carolina swiftly sensed an opportunity.
Chance Miller, at the time the deputy athletics director at the University of South Carolina , arranged a personal 6am pick-up for the Liverpool staff and access to the South Carolina Gamecocks college football team’s weights room. The Gamecocks’ strength and conditioning coach, Luke Day, put the Liverpool staff through their paces. As for the soundtrack, Miller ensured that Liverpool’s anthem You’ll Never Walk Alone played in the background, before working through some classics from The Beatles.
It was all part of a mighty charm offensive that culminated in the University of South Carolina hosting its first major exhibition match between European football teams at the 77,599-seater Williams-Brice Stadium. On Saturday evening, Columbia, with a population of less than 140,000, will host one of the sport’s most famous rivalries when Liverpool face Manchester United for the final leg of their Rivals in Red tour of the United States, which has also seen both teams play against Arsenal. United faced Arsenal in Los Angeles and Liverpool played Mikel Arteta’s team in Philadelphia. This will be the first time any English Premier League team has played in Columbia.
Los Angeles, where more than 62,000 supporters attended United’s 2-1 defeat by Arsenal at SoFi stadium, and Philadelphia, where Lincoln Financial Field sold out for Wednesday evening’s match between Liverpool and Arsenal (which Liverpool won 2-1), are ranked No 2 and No 4 in media researchers Nielsen’s list of designated market area rankings. That is essentially a formula that lists the size of television markets within the U.S.
Salah scores for Liverpool against Arsenal (Andrew Powell/Liverpool FC via Getty Images)
Columbia, however, ranks 76th and has no track record in hosting soccer events. This selection, therefore, represented a leap into the unknown.
According to Miller, who only recently departed the University of South Carolina to join Coastal Carolina University, thoughts turned to hosting these matches during the Covid-19 pandemic.
“It really stretched us and the university because we were reducing attendance at our college football games,” he says. “It was the most difficult time in our professional careers because there was so much uncertainty; whether or not we were even going to play the games. So it was a question of: how are we going to be able to provide for our student athletes and for their wellbeing?
“When you are looking at the financials, big-time college athletics depends on football, basketball and baseball. Attendance, selling tickets, putting games on TV… it is essential to produce the revenue that helps us fund the rest of our sports, such as swimming, diving, track and field, tennis and golf. I kept sitting there thinking, ‘We have all these beautiful facilities. Our football stadium holds 75,000 people, but we only use it seven days a year’. So what could we do to diversify, produce revenue, and also just bring really cool events into the capital city of South Carolina?”
The conversation around this match started in autumn, when TEG, a live events promotion company, reached out to Miller. TEG have organised the Rivals in Red tour, as well as Wrexham’s tour of the west coast in the U.S. this summer. The company, which originated in Australia, has also brought the New Zealand rugby All Blacks to play Fiji in San Diego this year, as well as organising and promoting T20 cricket games on the east coast, including the hot-ticket India fixture against Pakistan in New Jersey.
(Kevork Djansezian/Getty Images)
Miller says: “Hugh Nicholson from TEG reached out to me and his idea was to bring professional soccer at the highest level to some of these big university towns that had great followings of college football. I jumped all over it.”
Miller had another conversation that same night. “Carson, my eight-year-old son and Manchester United fan, is my soccer expert,” he laughs. “And I said, ‘Carson, what if I was able to get Manchester United and Liverpool to play in the stadium?’. He started screaming and running around the house. So I figured we had something successful in the works.”
Nicholson expands on the theory: “There’s been huge success with events at the University of Michigan with Real Madrid and Manchester United previously. I’ve always thought, when you look at college stadiums, they are absolutely massive, but they also have loyal fans and people that are passionate about their university, town and region.
“The teams were heading east at the end of the tour, so geographically it made sense. I immediately started looking into the Southeastern Conference for venues that had the size and scale that could accommodate a match of this magnitude, but also universities that had a loyal fan base who would really buy in and support.”
The University of South Carolina considered hosting other games this summer but eventually decided that if they were to be venturing into football, they ought to go big.
Miller said: “Let’s try to bring two of the top teams here, really sell it and show that the fanbase of college athletics will support something like this. What they liked more than anything is when we talked to the teams, we were able to show them that we have world-class facilities.
“We have some of the best grounds crew and turf management people in the industry. They came over here to look at our grounds and our turf guy, Clark Cox, he’s done some of the world’s biggest events. He’s done the Major League Baseball All-Star game. He’s worked at the Super Bowl and he was really able to show them that we can pull this off at the highest level.”
For United, it suited them well. The club wanted their pre-season to be commercially advantageous — the tour, as a ballpark figure, is worth around £15million to the club — but also performance-driven. This meant avoiding any exhausting zigzagging across the U.S.
Erik ten Hag’s team have used a single training base in Los Angeles and will fly into South Carolina on Friday for an overnight stay and then head straight back to Manchester after the game on Saturday.
The United squad in training in Los Angeles (Ash Donelon/Manchester United via Getty Images)
There were some logistics to resolve. Miller explains that college football teams traditionally leave the visiting team’s locker rooms in a less luxurious state than that of the home team, so as to really press home territorial advantage.
“When we looked at ours, we said, ‘We can’t put Liverpool or Manchester United in this’. So we actually ripped out the lockers, the carpet and the lighting and replaced it all to make it a whole lot nicer for them because this is something where we want to be able to say, ‘Hey, we’d love to have you back here in the future’.”
As for the pitch, there was no issue with the length of the college football field. The width was adequate but tight. Miller says: “The only modification we had to make inside the stadium is that our grounds crew purchased a little bit of ready-to-play grass, not for the actual playing surface, but just outside of the playing surface, so that there was a little bit more room for corner kicks because the way our stadium is, on both the east and west side, there’s a patch of concrete. It’s a natural grass turf, which is not common in the U.S., especially not at the professional level. I was watching Man United against Arsenal (in Los Angeles). I noticed that the TV commentators were talking about the turf having some dead spots and patchy spots in it. I don’t think you’re going to see that here.”
Officials from United and Liverpool’s operations, marketing and grounds teams made multiple trips to the facilities. They were taken to South Carolina’s college football team’s match against Kentucky Wildcats in November, where they discovered a bouncing atmosphere. The stadium, they were told, would be lit up in red when United and Liverpool are in town.
The match in November between South Carolina Gamecocks and Kentucky Wildcats (Joe Robbins/Icon Sportswire via Getty Images)
Dinner reservations were made, first at Halls Chophouse, a high-end steak restaurant, and then Di Vino Rosso, a white tablecloth Northern Italian joint.
A clear plan was presented, explaining the hotels available to teams in the college town, how and where pre and post-game meals would be prepared, how ownership groups and VIPs would be catered for in premium areas, and how the teams would travel in and out of the stadium. These games yield vast returns for European soccer teams, attracting multi-million-pound match fees, but also formulas for revenue sharing with the promoter on ticket sales, and sometimes for media rights, parking fees and merchandise sales.
A rental fee is paid by the promoter, in this case TEG, to the venue and Miller says the University of South Carolina in this case were paid between $400k-$500k for the usual operational and security costs of hosting an event, as well as a cut of the fees for the ticket sales, rather than a cut of the ticket sales themselves.
“Then we put a lot of data in front of them,” Miller said. “From our fan base, we have data from ticket sales, sponsorships and donations. And then we also have online retail partners in Fanatics (the sports apparel and fan equipment store). And we were able to cross-reference our data with Fanatics to create a Venn diagram of Gamecock fans, who also had purchased Manchester United or Liverpool gear. Our partnership with Ticketmaster was able to help us identify that as well.
“One of the concerns the team had was about coming to a smaller metropolitan area and if we were going to be able to sell enough tickets. We were able to show them that on a college football Saturday, we’re able to pull from four different major metropolitan areas within the southeast of the U.S. — Atlanta (Georgia), Charlotte (North Carolina), Jacksonville (Florida) and the Raleigh-Durham area (North Carolina).”
Tickets went on sale on Tuesday, March 27, at 9am. Miller recalls: “At 8.45am, I signed in just to see what the queue looked like. I was 14,000th in line. It brought home to me the level of excitement around Premier League soccer.”
Tickets sold at a lightning pace, faster even than when Beyonce previously played the same venue seven years ago. Of all tickets sold, 40% have been sold to fans from outside South Carolina, Georgia and North Carolina. TEG promoter Nicholson says: “South Carolina is strategically positioned between Charlotte and Atlanta, so we expected there to be a significant amount of interest from two traditional soccer markets. The game sold out almost immediately. We’ve got folks coming from all 50 states in the United States as well as international fans.
“The the University of South Carolina alumni came through; as well as current students who wanted to be a part of the event. Even though the match sold through within 36 hours, we’ve continued to push just the awareness that this is coming. It is a big deal to the city of Columbia and the state of South Carolina. The governor of South Carolina, Henry McMaster, was tweeting about the match the day that we announced it. And if you want to talk about atypical, that’s about as good as it gets.”
The buzz is continuing. On Ticketmaster this week, the cheapest resale ticket appeared to be $89, but the vast majority were in substantial three figures and some were reselling for more than $1,000. This will be the biggest soccer crowd either North or South Carolina have ever seen.
The deal was signed early, which meant tickets for the match went on sale before rival fixtures — including Real Madrid vs Barcelona at MetLife Stadium, New Jersey, and Manchester City v Chelsea at Ohio Stadium, Columbus — which are taking place on the same day, as well as other showpiece fixtures slated in Charlotte, Atlanta and Raleigh across the summer. It will be the biggest-ever grossing event at Williams-Brice Stadium and the largest attendance for a non-American football event at the venue.
United, who have never played in the region before, have maximised the opportunity. They have established new official supporters’ clubs in North and South Carolina. Five thousand fans are expected at a free fan zone outside the stadium before the game, with the FA Cup, won in May against Manchester City, on display for supporters.
As for Miller’s young son Carson, he was first in line. “When we got the game, he was the first person I told.”
(Top photo: Lance King/Getty Images)
This article is part of the “Beyond the Track” series, a dive on the surrounding scene, glamour and culture that makes a Grand Prix.
LAS VEGAS — A dash of dancing fountains, a sprinkle of star power supplied by a collection of celebrity chefs, and even something to chase it all down with champagne. Welcome to the Bellagio Fountain Club, a perfect recipe of the trappings the Las Vegas Grand Prix offers that makes it the most unique race on the Formula One calendar.
At first taste, a who’s who of chefs coming together just hours before qualifying might be hard to swallow. Ah, not so, says Wolfgang Puck, explaining there are parallels between performing at a high level on the track and concocting a gourmet meal in the kitchen.
“A restaurant is exactly the same as a Formula One team. Both are like an orchestra,” Puck told The Athletic. “It’s exactly the same. Because everybody has to work together and everybody has to help each other. You have to really bring it on because it is also all about timing. In a restaurant, if you have three or four different stations and one order has this or that and you have five different dishes coming out for one table, you can’t have them all coming at the same time. So it’s organization and a lot of training.”
Puck is no F1 novice; he closely followed the European-centric sport as a boy in Austria. Naturally, his favorite driver was fellow Austrian Niki Lauda, who later became a good friend. The mere mention of the three-time world champion’s name causes Puck to smile, with him immediately reminiscing about watching Lauda race whenever F1 visited the street circuit in Long Beach, Calif.
Back then, Puck was a rising chef, on the precipice of becoming one of the first chefs to crossover into the mainstream culture, while Lauda was already recognized as an F1 legend. A friendship was formed, and each time Puck attends a grand prix, it brings back a flood of memories of watching races around the globe.
“A restaurant is exactly the same as a Formula One team. Both are like an orchestra,” celebrity chef and F1 fan Wolfgang Puck says. (Christopher Trim / Cal Sport Media via AP Images)
Puck was also here a year ago attending the inaugural Las Vegas Grand Prix, and he is wowed by how this race became an event, a word he emphasizes because how can a setting like this — the famed Bellagio fountains behind him, and a purposely constructed street circuit that winds through Las Vegas’ famous landmarks — be a mere race.
“I think (the grand prix) shows Las Vegas really in a good way because they race at night,” Puck said. “I really think it’s really an amazing thing to finally have it here. People can come from all over the world. There are more hotel rooms so close by, like I go to the Formula One in Budapest and they have very few hotel rooms, you have to stay 50 miles away in a little donkey hotel. Then, you need to get out of the parking lot. Like this year, we waited two-and-a-half hours to get out of the parking lot. That doesn’t happen here.”
Although champagne toasts and caviar dishes have always been synonymous with the globetrotting sport that races in exotic locales, there is no denying that F1 is presented much differently than it was even five years ago.
Propelled by the “Drive to Survive” effect, the boost in U.S. interest in the sport often credited to the Netflix docuseries, races have become such a spectacle that a gathering like this one featuring nearly 20 name chefs doesn’t feel out of place on a grand prix weekend.
And just as Puck is an example of a more traditional F1 fan, another attendee here represents the other side of the spectrum.
“My daughter. All my daughter,” Mark Wahlberg said, explaining how he discovered F1.
Like so many, “Drive to Survive” was the entry point for Grace Wahlberg becoming infatuated with the sport. In particular, she was drawn to McLaren teammates Lando Norris and Oscar Piastri. Before too long, her newfound interest piqued her father’s own curiosity, eventually leading to Mark, the famed actor, pulling some strings so that Grace could get the chance to sit inside one of Norris’ older cars.
“She has a big crush on two of the guys, Oscar and Lando, and so she wanted to meet them,” Mark Wahlberg told The Athletic. “So me being a dad who likes to make things happen for my kids, I figured out how I could track Lando down and get a car sent to the house. It was cool for us to be able to spend some time together and enjoy something.”
How did actor Mark Wahlberg get into F1? “All my daughter,” he says. Daughter Grace is a fan of Lando Norris and Oscar Piastri. (Christopher Trim / Cal Sport Media via AP Images)
Donnie Wahlberg nods his head and smiles as his younger brother describes how he got into F1. It’s the kind of nod that implies, “I told you so,” because Donnie has long been a fan, discovering the sport and learning its intricacies when they toured Europe during the heyday of the boy band New Kids on the Block.
Donnie has lots of opinions on F1 but little time now to express them all. He has to jet to meet his wife. But before he departs, he wants to make one thing known: He loves Michael Schumacher. And while the debate among fans of who is better often centers on Schumacher, Ayrton Senna or Lewis Hamilton, Donnie leans in a different direction. His vote: Max Verstappen is the GOAT.
Mark gives his own smile as Donnie makes his point, though he prefers not to wade into the debate. Maybe Mark’s devotion to McLaren isn’t quite yet to the level of Grace’s or Donnie’s, though it doesn’t appear far off. Nor is his support mere lip service, instead it comes from a genuine place. He may be here at the Bellagio supporting his other brother Paul, a chef who’s worked in the restaurant industry since he was a teenager, but he’s also here because he’s a fan happy to be immersing himself in the event.
And here on a Friday afternoon atop a structure purposely built so fans could watch cars speed down Las Vegas Boulevard, F1 fans old and new intermingle. The event is all anyone is talking about.
“It’s a global event now,” Puck said. “Back then, Americans didn’t know Formula One. It wasn’t that popular. It’s not like today.”
The Beyond the Track series is part of a partnership with Chanel.
The Athletic maintains full editorial independence. Partners have no control over or input into the reporting or editing process and do not review stories before publication.
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(Top photo: Jordan Bianchi / The Athletic)
Culture
NFL Week 12 roundtable: Giants’ QB plan post-Jones, NFC West race, is Bo Nix legit OROY contender?
You can officially count the New York Giants among the teams whose offseason will be built around finding its next franchise quarterback.
Daniel Jones’ being benched and then released is just one development highlighting league happenings leading up to Sunday’s Week 12 action. The Giants host the Tampa Bay Buccaneers with fan favorite Tommy DeVito in line to start.
Elsewhere in this week’s roundtable, our NFL writers Mike Sando, Zak Keefer and Jeff Howe discuss the NFC West. Could it be the league’s most fascinating division title race?
What about the Offensive Rookie of the Year race? Is the Denver Broncos’ Bo Nix (or another rookie quarterback) closing in on the Washington Commanders’ Jayden Daniels? Though Anthony Richardson has redeemed himself in Indianapolis, how will he and the Colts fare against the buzz saw that is the Detroit Lions? The 11-point favorite Kansas City Chiefs — sans Taylor Swift — visit Charlotte and the Carolina Panthers for the first time in eight years. The Harbaugh Bowl caps off Week 12 on Monday night, too.
Read more on what’s catching our writers’ attention this week.
The Daniel Jones era is over as the Giants host the Bucs. What’s next for Jones? What does the Giants’ plan at quarterback look like this offseason?
Howe: They tried to move up for a top QB in April, and I’d expect a similar effort — if not a more concerted one — this spring. The Giants are still in contention for the No. 1 pick, so they might get their choice of QBs, but the race has primarily been focusing on Cam Ward and Shedeur Sanders. There isn’t a marquee prospect in this class, though, and there are personnel executives who have already said they wouldn’t rank any of the 2025 QBs ahead of the six first-rounders from April. The Giants, like every QB-desperate team, should be aggressive, but they can’t force it. As for Jones, he’ll enter the camp competition vortex for teams that aren’t able to find a starting-caliber QB in the draft. It’s recently worked for the likes of Baker Mayfield, Sam Darnold and Russell Wilson, so I’d highly recommend a friendly offensive system.
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Sando: Jones projects as a backup somewhere, possibly with a team that has playoff aspirations and could stand to upgrade behind its starter. The Miami Dolphins are only 4-6, but they could use an upgrade behind Tua Tagovailoa. The Arizona Cardinals have Clayton Tune. Tampa Bay has Kyle Trask. The Minnesota Vikings have Nick Mullens. Maybe those teams love their backups, but I could see teams in their situations considering Jones.
As for the Giants, who will be making the decisions there? How high will their draft choice be? Which veterans might be available? It’s just way too early to know what the Giants are going to do, based on all the important unknown variables. They need to find a veteran able to start and possibly develop so they aren’t too dependent on their next drafted QB — especially in 2025, which doesn’t look like the best year for drafting at the position.
Keefer: Jones is going to make a lot of money in this league as a capable backup somewhere, removed from the expectations that come with being a franchise guy. I can’t see a team — barring an unforeseen injury — rolling with him as the starter in Week 1 next season. Not after what he’s put on tape the last two seasons. And the Giants will find themselves this spring backed into one of the worst corners in football: needing a quarterback in a draft that doesn’t feature a lot of quarterback talent. That’s caused teams to reach in the past, and it’s burned them for decades. New York would be wise to go the veteran route before the draft just to be safe. I wonder whether the prospect of Justin Fields taking over would get Giants fans excited.
Daniel Jones was benched Monday after the New York Giants’ 2-8 start to the season, during which he completed 63.3 percent of his passes for 2,070 yards, eight touchdowns and seven interceptions through 10 games. (Mario Hommes / DeFodi Images via Getty Images)
The Broncos, on the road against the Las Vegas Raiders on Sunday, are in the thick of the AFC playoff hunt. Is Bo Nix (or another rookie QB) a legitimate Offensive Rookie of the Year contender or is it still Jayden Daniels’ award to lose?
Howe: It’s Daniels’ award to lose, and Drake Maye is playing better than Nix. If Daniels and the Commanders tumble while the Broncos snag a playoff spot, there’s absolutely an avenue for Nix to claim the award, but I would still take Daniels over the field.
Sando: It’s Daniels’ award to lose, but there is some uncertainty about how strongly he and that offense will finish. Nix is definitely gaining on him from a production standpoint. We can see that in the table below, which shows production for Daniels, Nix and Maye over their past six games. That’s a big change from early in the season.
Rookie QB comp: Last six games
| QB | Daniels | Nix | Maye |
|---|---|---|---|
|
W-L |
3-3 |
3-3 |
2-4 |
|
Cmp-Att |
101-163 |
132-192 |
122-181 |
|
Cmp% |
62.0% |
68.8% |
67.4% |
|
Yards |
1,203 |
1,409 |
1,214 |
|
Yds/Att |
7.4 |
7.3 |
6.7 |
|
TD-INT |
6-1 |
11-2 |
9-6 |
|
Rating |
94.2 |
104.7 |
89.0 |
|
Sacked |
11 |
11 |
15 |
|
QB EPA |
13.0 |
31.2 |
10.4 |
|
EPA/Pass Play |
+0.11 |
+0.13 |
+0.05 |
Keefer: Mike is right — it’s not only Bo Nix entering the conversation but Drake Maye as well, although he won’t be able to boast the relative team success Daniels is enjoying in Washington and Nix is enjoying in Denver. Voters for these types of awards often lean on turnaround stories, and for a while this season, Daniels was scripting the best one in football. He’s still in front, but how he responds to consecutive losses might very well end up deciding this award.
The Chiefs are 11-point favorites on the road against the Panthers and, presumably, they’ll bounce back Sunday. Does the loss in Buffalo combined with the Lions’ continued rise change how you feel about Kansas City?
Howe: A bit, yes. If the Chiefs managed to beat the Buffalo Bills with a subpar performance, that might have been a wrap, but the Lions and Bills are decisively better right now. And though everyone is waiting for the Chiefs to get significantly better as Patrick Mahomes gains experience with his skill players, we shouldn’t overlook the fact Josh Allen and the Bills will do the same. No one who has watched the playoffs for the past half-decade is ever going to write off the Chiefs, but they’re objectively behind Detroit and Buffalo entering the most pivotal stretch of the season.
Sando: The way the Bills offense handled the Chiefs defense should be concerning for Kansas City. Kansas City can improve as the season progresses because it is well coached and it will be developing key players as Isaiah Pacheco returns, Xavier Worthy gains experience, etc. But it feels like a good year to be Detroit or Buffalo, all things considered. The Chiefs are very good but less dominant than their record indicates.
Keefer: I learned my lesson last year. The regular season simply does not matter for the Chiefs. They’ve come to transcend football norms during their dynastic run. It doesn’t matter that plenty of their wins this season have been unconvincing. Doesn’t matter that Travis Kelce has taken a step back. Doesn’t matter that Patrick Mahomes has looked mediocre — or worse — for stretches. Doesn’t matter that they couldn’t close out the Bills last week. They absolutely remain a legitimate Super Bowl contender and can beat anyone in the playoffs. Remember, as Kansas City proved last year, it’s not the team that looks the best in November and December, it’s the one that gets hot in January. More than any team out there, it knows how to do that.
The Harbaugh Bowl takes place Monday night. The Baltimore Ravens trail in the AFC North title race. The 7-3 Los Angeles Chargers escaped the Cincinnati Bengals last week. There are plenty of storylines in this one. Which one intrigues you the most?
Howe: Before the season, coaches and executives around the league predicted Justin Herbert would make a jump with Jim Harbaugh, who would prioritize the ground game and a high-level defense to complement his quarterback. Harbaugh proceeded to run a conservative offense, but he’s given Herbert more of a chance to let it rip as of late. If Herbert topples the Ravens, he’s going to earn serious MVP consideration.
Sando: I’m interested in seeing whether the Chargers’ much-improved defense can slow Lamar Jackson with the benefit of whatever inside info they have from coordinators Jesse Minter and Greg Roman, who spent significant time on the Ravens’ staff. Is this a game the Chargers can play on their terms? What happens if this game picks up where Chargers-Bengals left off? Will Justin Herbert keep pace with Jackson in that case?
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Keefer: The Chargers-Bengals game was one of the best of the season — Herbert went wild in the first half, then Joe Burrow put together some of the best football I’ve ever seen him play in the second. The intriguing layer of the Harbaugh matchup Monday night is how Lamar Jackson bounces back from last week’s loss to the Pittsburgh Steelers (his -0.21 EPA per dropback and 66.1 passer rating were season lows). Jackson typically torches teams outside the AFC North, and a statement win Monday against an elite defense — the Chargers lead the league in scoring defense at 14.2 allowed per game — would push him right back in front of the MVP race.
It’s time for the biweekly NFC West temperature check. The Los Angeles Rams (5-5) host a hot Philadelphia Eagles team Sunday night. The San Francisco 49ers (5-5) are on the road against the Green Bay Packers. The Cardinals (6-4) and Seattle Seahawks (5-5) meet. Which team is in the best position to win the division?
Howe: I liked the Cardinals as a fun surprise team this season, but I didn’t anticipate they’d be a serious division threat, even if injuries among their opponents are a big reason. I’ll stick with the Cardinals because they’re playing the best and continue to get better. I do like the Seahawks and think they’re neck and neck with Arizona, so their two meetings in the next three weeks could very well tell the story in this division race. Seattle needs to focus more on the run game, though, and the O-line injuries have been problematic. The Niners still have the highest ceiling in the division, but they’ve been giving away too many games and I’m not ready to assume that pattern is about to magically break. The Rams have been too inconsistent, although I can’t rule out Matthew Stafford’s flipping a switch and keeping them in the mix.
Kyler Murray and the Arizona Cardinals could be one of the league’s surprise teams at 6-4 and atop the NFC West. (Stacy Revere / Getty Images)
Sando: The Athletic’s model gives the Cardinals a 58 percent chance of winning the division, followed by the Rams (23 percent), the 49ers (12 percent) and the Seahawks (8 percent). Is it really that lopsided? I see this division coming down to the final week, when San Francisco visits Arizona and the Rams visit Seattle. All four teams could have a shot at 9-8. Any team getting to 10-7 probably will win the division. I don’t see any team with a big advantage, but I question whether the 49ers can stay healthy enough to prevail.
Keefer: The Cardinals are playing the best of any team in the division, and as Jeff noted, these two meetings with the Seahawks could end up deciding the NFC West title. (San Francisco and L.A. have been too inconsistent.) But critical this time of year are the teams that are showing tangible signs of improvement, and the Cardinals fit the bill: Arizona has won four straight, including its last two by a combined 45 points. In three of those wins the defense allowed less than 16 points. On offense, Kyler Murray has been lighting it up. By mid-January, I like the Cardinals to win their first division title since 2015.
(Top photo of Bo Nix: Dustin Bradford / Getty Images)
Culture
NWSL infrastructure is the ‘hardest problem to solve’. Here’s how things stand around the league
All eyes will be on Kansas City, Missouri this weekend when the Orlando Pride and the Washington Spirit face off in the NWSL championship on Sunday. In a way, it will bring the season full circle with CPKC Stadium hosting an action-packed finale.
The stadium’s opening in March marked a historic moment for the NWSL, raising the standard for a club’s stadium experience. With its 11,500-seat capacity, the Current became the first NWSL club to sell out every home game in the regular season.
Although privately financing a stadium might be an unrealistic goal for some clubs, or even an unnecessary one, what the Current has accomplished with CPKC Stadium makes room for a larger conversation about infrastructure in the NWSL. Last year, league commissioner Jessica Berman described that as “probably the hardest problem to solve long-term, and one of the most important problems for us to solve as soon as possible”.
That being the case, The Athletic has taken stock of some of the biggest infrastructure-related wins and losses of the 2024 season.
Most teams are using shared facilities
Nine NWSL clubs in the 2024 season shared a venue with an MLS club. That will increase to 10 teams next year as a new MLS team comes to San Diego. Four teams share training facilities, too. Some teams also share space with a lower-division men’s team, from MLS Next Pro or USL for example.
The only team not to share its venue was the Kansas City Current, which largely used private financing to build its own stadium and training facilities.
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While sharing resources has its upsides, there can also be friction between teams. Take the disagreement between DC United and the Spirit over their long-term deal in 2021, forcing the Spirit to train at a local high school while the matter was resolved.
Three years later, the Spirit is now in a very different place, heading to another NWSL championship after winning its first title in 2021. It now has American businesswoman Michele Kang as majority owner, and Audi Field is its full-time home venue after splitting time between multiple stadiums in previous seasons. This year the Spirit sold out three matches, with its semi-final win against NJ/NY Gotham drawing 19,365 fans.
Rodman celebrates during the 2024 NWSL Playoffs semi-final match at a sold-out Audi Field (Amber Searls / Imagn Images)
Kang has not been shy about expressing her goal of Spirit one day having its own facility. This seems especially pressing now, given that USL Super League’s DC Power, partly owned by DC United, also calls Audi Field home.
In other instances, as for Racing Louisville and USL club Louisville City, having a shared facility means also sharing ownership, which makes it easier to make last-minute decisions, like when deciding to offer your venue as an alternate with only a few days’ notice.
Issues of being a tenant, and not an owner
Earlier this month, San Diego Wave FC was forced to move its final home match of the regular season across the U.S. to the aforementioned Louisville at Lynn Family Stadium because of poor playing conditions at its home, Snapdragon Stadium.
“The safety and wellbeing of all players is our top priority, and the current field conditions at Snapdragon Stadium, which are the responsibility of a third party, have not met the standards required for a safe playing environment,” the club said in a statement.
The Wave had a series of planned celebrations, including a fan appreciation night, a ceremony for Emily Van Egmond’s 100th NWSL appearance and a ceremony for Alex Morgan’s retirement. All of which had to be moved following the venue switch. Morgan’s celebration will happen next year. The venue also will host two games in the SheBelieves Cup in February.
Megan Rapinoe sustained an ACL injury during the first half of the 2023 NWSL Championship match at Snapdragon Stadium (Orlando Ramirez / Imagn Images)
Field issues in San Diego are not new, with multiple season-ending injuries for NWSL players happening at Snapdragon last year, including Megan Rapinoe’s injury in the early moments of the 2023 NWSL championship. These issues extended into the 2024 season, with former interim coach Landon Donovan saying that “outside of replacing the whole field” there was little to be done to remedy the issue.
Because the Wave is only a tenant, it has limited say over what San Diego State University does and soon cedes next priority to MLS expansion team San Diego FC.
The MLS team will have priority in scheduling, despite the Wave having a loyal fanbase and averaging 19,575 fans per game. Only one other women’s team in the world averages higher attendance, according to the club: Arsenal Women in the Women’s Super League. The university’s contract with the MLS club, though, specifies there will be an annual meeting at the start of each contract year to discuss topics such as “stadium maintenance and capital improvement plans” and “field of play quality”.
The crowding at Snapdragon has led at least one team, the professional rugby team San Diego Legion, to relocate in the new year. The team announced Tuesday it would move to the 6,000-seat Torero Stadium to make way for more weekend home matches.
Public land and public funds – or private financing?
A similar availability snafu happened in Chicago, when the punk rock festival Riot Fest announced it would be held at SeatGeek Stadium in Bridgeview, Illinois, on the same day as a home game for the Chicago Red Stars. The stadium is publicly owned by the Village of Bridgeview, and the hope was that both events would happen concurrently.
“It is unfair and unfortunate to have our club put in this situation, shining a light on the vast discrepancies in the treatment of women’s professional sports versus men’s professional sports,” Red Stars president Karen Leetzow said at the time.
The problem resolved when Riot Fest announced the festival would be relocating to Chicago proper, bringing an anticlimactic end to the months-long drama. The timing of this dilemma unraveled just after the Red Stars had packed Wrigley Field in a historic game against Bay FC on June 8.
Chicago hosted Bay FC at Wrigley Field in front of a record-breaking crowd. (Daniel Bartel / Imagn Images)
While the Red Stars have been tenants of SeatGeek Stadium since 2016, and are contracted through the 2025 season, club leadership has been outspoken about wanting to find a home closer to Chicago.
“Every week, we’re meeting with influential people here in the city who can help us get this done,” Leetzow said in August. “I have a whole series of talking points I’ve been refining and honing throughout the summer and into the fall as the (state) legislators go back into session.”
The hope is for city officials to commit public funding to a women’s soccer stadium like they did to renovate Soldier Field, where MLS side Chicago Fire FC currently competes. That might be a tall ask, though, as the Chicago Bears and White Sox are also bidding for public funding for stadium projects.
The Chicago Fire said last month they are considering building a privately financed, soccer-specific stadium in the city, and had already toured three sites for the project. The MLS team left SeatGeek Stadium, which is 30 minutes outside the city, by paying $60.5 million to get the Fire out of its lease with the venue early in 2019 after Joe Mansueto acquired a controlling stake in the team.
What about training facilities?
Investing in better infrastructure also means investing in training facilities that will help develop and prepare players.
Last year, the Utah Royals unveiled multi-million-dollar expansion and remodelling plans for an NWSL-specific training site at their Zions Bank Real Academy, a 42-acre campus with several grass and indoor fields that houses the franchise’s clubs, including Real Salt Lake in MLS. The Pride and Houston Dash have similar, dedicated spaces with their MLS counterparts.
NWSL expansion club Bay FC announced in September plans to build a training facility in San Francisco’s Treasure Island neighborhood, slated to open in 2027.
“Having a permanent dedicated space that is built specifically for our players and football operations staff will allow us to continue to attract the best national and international talent and continue our Club’s mission of being a catalyst for innovation and change for our athletes and the community,” Bay FC chief executive Brady Stewart said at the time.
The news drew criticism, though, for the decision to develop an area with a history of hazardous waste.
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More recently, Angel City Football Club unveiled plans to relocate to a nine-acre site on the campus of California Lutheran University, where they plan to upgrade and remodel a 50,000-square-foot training center. The center was previously home of the Los Angeles Rams and will undergo a multimillion-dollar remodel entirely financed by the club, serving as the team’s home for up to four years.
“The size of this performance center is incredibly important, because not only can we provide the resources and staffing and tools that they need today, but we have enough room to grow and evolve,” Julie Uhrman, president and co-founder of Angel City told The Athletic. “So, if we extend beyond from a first team to a second team to Academy, we have the ability to grow.”
The new facility will be exclusively for Angel City and feature custom lockers for players, coaches and staff. Other custom features include a dedicated locker room for players under 18, a children’s playroom to support players and staff, an onsite studio for content creation, a custom boot wall and a private outdoor relaxation lounge.
“Our commitment is that we are going to build a permanent Performance Center for our players, and we’ve actively been working on that since 2020,” Uhrman said. “Wanting something that’s 10-plus acres is challenging and takes time, and while we’re doing that, we wanted to build the best temporary training facility that we could.”
That search for a permanent home remains a “work in progress”, she added. So far, the club has “identified a couple of locations that we’re really excited about.”
Where do things stand for expansion clubs?
The NWSL is growing, with plans to announce a 16th team before the end of the year. The latest expansion club is expected to begin playing in 2026 alongside Boston. While the league isn’t hinting at which direction it will go, it’s safe to assume that having a concrete plan for a team’s facilities and infrastructure could be a deciding factor.
The ownership group in Boston proposed renovating George R. White Stadium in Franklin Park for the team’s home venue, where BOS Nation FC will play. This would be secured through equity and involve a public-private partnership with Boston Public Schools, which would retain ownership of the stadium for its own use.
As for a potential 16th expansion team, one ownership group in Cleveland recently announced the joint purchase of 13.6 acres of state land to build a $150 million, 12,500-seat stadium on what is currently undeveloped land in the city’s downtown. Cleveland Soccer Group (CSG) plans to pursue a public-private partnership, similar to Boston’s thinking.
GO DEEPER
NWSL expansion: Where things stand as the league looks to add a 16th team
“I think it’s really important because most stadiums in this country have had some public financing element to them,” Murphy said. “If you look back in the state of Ohio even, maybe over the past 30 years, there’s been about $2 billion spent in this state across Cleveland, Columbus, Cincinnati, Dayton, Toledo, (and) other cities on men’s professional (sports), and over the same periods it’s been $0 for women.”
Big step forward for soccer in The Land! ⚽️
The Cleveland Metroparks just approved a 13.6-acre land deal for a proposed stadium, part of Cleveland Soccer Group’s efforts to secure an NWSL expansion team.
Team bid results expected later this year! pic.twitter.com/h5ukBVHtQI
— I’m From Cleveland (@ImFromCle) September 19, 2024
Cleveland Metroparks purchased the roughly $4.2 million state-owned property, where the stadium will sit, from the Ohio Department of Transportation. CSG will fund the purchase, with the stadium remaining publicly owned. The purchase of this property, though, is contingent on CSG being awarded the NWSL expansion bid.
Some other potential expansion groups, such as a campaign that launched in Nashville last month, have not shared specific details on their own facilities plans. The local MLS club, Nashville SC, has however expressed interest in potentially sharing their stadium, Geodis Park.
(Top photo: Jamie Squire / Getty Images)
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