An Examination of Black Soccer Participation and Fandom in America

PATRICK ROSE
BLACK SOCCER
PARTICIPATION
AND FANDOM IN
AMERICA
M A Y 2 0 2 1
A N E X A M I N A T I O N O F

This study would not have been possible without the help of many individuals who
generously contributed their time and guidance. First, I would like to thank my research
advisor Dr. Ben Shields, Senior Lecturer in Managerial Communication at the MIT Sloan
School of Management. Additionally, many thanks to my interviewees and advisors: Ed
Foster-Simeon, Warren Creavalle, Amir Lowery, Opal Rose, Chase Bell, Kab Hakim, Irv
Smalls, Patrick Ouckama, Dr. Renée Richardson Goseline, Harvey “Trey” Livingston,
Thomas Park, Andrew Banadda, Brad Rothenberg, Christopher Sutherland, Sabrina
Rose, Evan Stephens, Matt Marshall, and other Black soccer coaches and executives.
Citation: Rose, P. 2021. An Examination of Black Soccer Participation and Fandom in
America.
Cover Photo: "net" by ||read|| licensed under CC BY 2.0.
ACKNOWLEDGEMENTS

On a global scale, soccer is the preeminent sport of choice. In most countries aside from
the United States, both soccer participation and fandom are widespread. Individuals
from varying socioeconomic backgrounds are actively engaged fans and players. In
fact, some of the best soccer players in today’s game like Neymar, Cristiano Ronaldo,
Marta, Sadio Mane, and Romelu Lukaku come from impoverished, low-income
backgrounds. Sadly, that’s not the case in the United States.
Soccer in America is disproportionately viewed as a white and middle-class sport. Due
to systemic racial barriers, Black Americans are severely underrepresented and have
largely been excluded from soccer participation at all levels—from players, to coaches,
to referees, and decision-makers. Moreover, soccer is not relevant amongst Black
Americans, specifically in underserved communities. Black American sports fans are
avid fans of the National Basketball Association (NBA) and National Football League
(NFL), while U.S. and international professional soccer leagues are not even in the
conversation.
In this study, I seek to explore the issues related to Black soccer participation and
fandom in America, focusing on youth participation and expanding to fandom at all
ages. I also examine successful case studies of the Washington Youth Soccer
Association (WYSA) Academy, FC Harlem, and the Open Goal Project’s District of
Columbia Football Club (DCFC). I then provide preliminary recommendations based on
primary research (interviews with prominent figures in the U.S. soccer landscape) and
secondary research. Based on my research, I identify 10 barriers to Black youth soccer
participation, nine challenges in Black soccer fandom in America, and I assess the
replicability and scalability of player development models in underserved Black
communities.
Barriers to participation include: lack of soccer programming, elite player development,
and coaching development programs in underserved Black communities; high costs of
travel soccer and the impact of economic inequalities and systemic racism exacerbated
ABSTRACT

by the pay-to-play youth soccer model; a lack of ownership and investment in Black-
led soccer programs and properties; and limited pathways to economic mobility and
wealth through U.S professional soccer leagues and full athletic scholarships at the
college level.
Barriers to fandom include: no widely known and respected Black star soccer player
(e.g., the NBA’s Michael Jordan effect); inadequate integration of Black culture (e.g.,
music, fashion, influential cultural figures) into American soccer content, television
coverage, and programming; lack of content, stories, and marketing that highlight Black
players, coaches, and influential figures in the Black soccer community; and a lack of
Black representation amongst soccer marketers, soccer agencies, producers, and media
personalities to authentically produce content for the Black American audience.
Black-led player development models are both scalable and replicable, but will require
significant financial investment and collaboration and accountability from the United
States Soccer Federation as well as influential state associations, clubs, and programs
within the U.S. youth soccer ecosystem.

TABLE OF CONTENTS
Introduction
Methodology
Section 1. Identifying the Problem: Black Youth Soccer Participation in America
Section 2. Case Studies of Successful Soccer Clubs and Player Development
.....Models in Underserved Black Communities
Section 3. Are These Models Replicable and Can They be Applied Across the
.....United States?
Section 4. Identifying the Problem: Black Soccer Fandom in America
Section 5. Exploring Solutions to Increasing Black Soccer Fandom in America
Section 6. Next Steps
Bibliography
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An Examination of Black Soccer Participation & Fandom in America | Patrick Rose | May 2021
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Introduction
With an estimated 4 billion fans worldwide, soccer is undeniably the most popular,
accessible, and racially diverse sport in the world.1
This high level of popularity is seen in both
global participation levels and fandom. However, when looking at soccer in the United States
and the representation of Black Americans within the sport, we see a different story on both
the participation and fandom fronts.
By and large, soccer in America is considered a secondary sport—catering to the suburban,
white middle class. Black Americans, who make up 13.5% of the United States population are
significantly underrepresented in the professional soccer ranks. Using Major League Soccer
(MLS) and the National Women’s Soccer League (NWSL) as proxies, Black American players
only represent 8.8%2
and 12.1%3
of these leagues, respectively. Furthermore, this reality
extends to college soccer participation. According to the NCAA’s Demographic Database for
2019, Black males made up just 9.7% of all male soccer players, and Black females accounted
for only 8.8% of all female soccer players.4
There are many factors that seem to perpetuate this reality, including: exorbitant youth
soccer fees and socioeconomic barriers; a dearth of Black representation in decision-making
roles (e.g., team ownership, team executives, coaches, referees, administrators); lack of
access to soccer fields in urban environments; cultural stereotypes; racial bias; the absence of
Black representation and storytelling in soccer marketing and sports media; and limited
pathways to economic mobility and wealth through U.S. professional soccer leagues. The
“Representation of Black and Latinx Communities and Women in U.S. Soccer” report,
prepared by the FARE Network, excellently highlights the large disparities of Black
representation at all levels of the U.S. soccer industry. Despite McKinsey & Company
reporting that companies with diverse executive teams are 33% more likely to outperform
1
World Atlas, “The Most Popular Sports In The World,” WorldAtlas, October 16, 2020,
https://www.worldatlas.com/articles/what-are-the-most-popular-sports-in-the-world.html.
2
Major League Soccer, “2020 MLS Rosters,” MLSsoccer.com, January 1, 2020,
https://www.mlssoccer.com/players/.
3
National Women’s Soccer League, “Players | National Women’s Soccer League,” NWSL, 2020,
https://www.nwslsoccer.com/players.
4
D Thomas, “Diversity Research,” Text, NCAA.org - The Official Site of the NCAA, November 20, 2013,
http://www.ncaa.org/about/resources/research/diversity-research.

7
their industry on profitability and 70% more likely to capture new markets, the U.S. soccer
industry has not sought to diversify its executive ranks.5
Looking at fandom, the United States has a high affinity for sports with 245 million
Americans identifying as sports fans.6
However, fandom for the NFL and NBA over-indexes
for Black non-Hispanic demographics. An NYU study published in February 2020 stated,
“African Americans not only have the highest levels of passion towards a favorite sport or
athlete, but are significantly more passionate about their favorite sport or athlete than
Caucasians, Asian Americans, and Native Americans.”7
If more Black Americans became
engaged soccer fans, this could positively impact the relevancy of soccer in America.
My hypothesis is that if the U.S. soccer industry can authentically engage Black youth
athletes, families, and sports fans in America’s low income and underserved communities,
soccer’s relevancy will grow due to the cultural influence and social capital that Black
Americans possess. Moreover, I believe that increased representation of Black soccer players
and decision-makers at all levels could improve the player pool and performance of both the
U.S. Men’s and Women’s National teams.
In this study, I answer the following three questions:
1. What drives Black American youth (ages 5-17) to participate in soccer?
2. Why do Black players stop playing the game?
3. How does youth soccer participation affect fandom?
This paper is structured to address two main issues: 1) the lack of soccer participation among
Black Americans and 2) low levels of soccer fandom amongst Black sports fans in America. In
Sections 1 and 2, I describe the problems surrounding Black soccer participation and highlight
case studies of successful player development and club soccer models in underserved Black
communities. Section 3 grapples with the question of whether these successful models for
Black soccer programming are replicable at scale across the United States. I then describe the
5
Vivian Hunt et al., “Delivering through Diversity,” McKinsey & Company, January 2018, 42.
6
SSRS/Luker, “2019 SSRS/Luker on Trends Sports Poll,” SSRS (blog), 2019, https://ssrs.com/ssrs-
luker-on-trends-sports-poll/.
7
Dr. Brandon Brown, “The Black Market Study: Re-Examining African American Sport Consumers in
the 21st Century,” YU School of Professional Studies (NYUSPS) Preston Robert Tisch Institute for
Global Sport, February 24, 2020, 35.

8
fandom problem and lack of representation of Black Americans in soccer media and
marketing in Section 4. Section 5 explores potential solutions to increasing fandom and
engagement among Black consumers. Finally, Section 6 concludes with a summary of my
key findings.
Methodology
The insights and findings of this study were derived from a combination of qualitative
primary research and secondary research. Specifically, I conducted 16 in-depth interviews
with individuals across the Black soccer landscape including: youth players (current and
former), a youth league president, CEO and President of the U.S. Soccer Foundation, a
member of the Black Soccer Coaches Advocacy Group leadership team, professional players,
parents, club and program executive directors, an MLS academy director, and sports media
professional. These 45-60 minute interviews addressed themes and questions about Black
youth participation, systemic barriers, Black soccer fandom, and potential solutions to
increased participation and fandom amongst Black Americans.
Section 1. Identifying the Problem: Black Youth Soccer Participation in
America
After conducting interviews with members of the U.S. soccer community, I synthesized their
input and identified 10 barriers to youth soccer participation among Black athletes in
America. These barriers include:
1. Lack of soccer programming, elite player development, and coaching development
programs in underserved Black communities
2. Geographic inaccessibility of soccer facilities and safe places to play in urban
environments
3. Lack of transportation to participate in practices and games
4. High costs of travel soccer and the impact of economic inequalities and systemic
racism exacerbated by the pay-to-play youth soccer model
5. Low levels of exposure to soccer and education about soccer
6. Underrepresentation and exclusion of Black coaches, players, referees, and decision-
makers at all levels

9
7. Cultural environments that do not foster a sense of belonging for Black athletes
8. A lack of ownership and investment in Black-led soccer programs and properties
9. Absence of a “cool factor” and lack of respect for soccer in the Black American
community
10. Limited pathways to economic mobility and wealth through U.S professional soccer
leagues and full athletic scholarships at the college level
While I will not analyze each of these barriers in-depth due to previous coverage in other
research publications and articles,8
I will detail new insights that were gathered during the
interviews for Barriers 1, 7, 8, 9, and 10.
The need for elite player development and coaching development programs in
underserved Black communities (Barrier #1)
As it stands, there are many Black communities in America without access to entry-level
soccer programming (e.g., recreational leagues, school programs, summer camps) and
facilities. The Active Living Research organization found that 70 percent of African-American
and Hispanic neighborhoods did not have any recreational facilities.9
To meet this need,
several organizations are dedicated to providing soccer programming for underserved Black
youth. The U.S. Soccer Foundation “works with community partners to create sustainable
change in underserved communities across the nation—helping children reach their potential
both on and off the playing field” through programs like Soccer for Success and the Safe
Places to Play initiative to build 1,000 mini-pitches nationwide by 2026.10
Similarly, America
Scores was established in 1994 to “inspire urban youth to lead healthy lives, be engaged
students, and have the confidence and character to make a difference in the world.”11
America
8
Brenda Elsey and Jermaine Scott, “The Representation of Black and Latinx Communities and Women
in U.S. Soccer,” September 2020, 18; Les Carpenter, “‘It’s Only Working for the White Kids’: American
Soccer’s Diversity Problem,” the Guardian, June 1, 2016,
http://www.theguardian.com/football/blog/2016/jun/01/us-soccer-diversity-problem-world-football.
9
Active Living Research, “Do All Children Have Places to Be Active?,” 2011,
https://activelivingresearch.org/sites/activelivingresearch.org/files/Synthesis_Taylor-
Lou_Disparities_Nov2011_0.pdf.
10
U.S. Soccer Foundation, “Programs,” U.S. Soccer Foundation (blog), accessed December 6, 2020,
https://ussoccerfoundation.org/programs/.
11
America Scores, “Our Program – America SCORES,” 2020, http://www.americascores.org/about-
us/our-program.

10
Scores hosts after-school soccer practices, games, poetry, and community service
opportunities for their youth. They serve 13,000 students yearly in 12 cities: Boston, Chicago,
Cleveland, Los Angeles, Milwaukee, New York, Portland (OR), San Francisco, Seattle, St. Louis,
Vancouver, and Washington, DC.”12
Although organizations like the U.S. Soccer Foundation
and America Scores are highly impactful, they do not provide intermediate and elite player
development environments. Alexandria Soccer Club’s Executive Director, Tommy Park from
Washington, DC, recognizes this disconnect and said during an interview:
There are the clubs and there are outreach programs. However, there are not many
organizations who have the capabilities to do both. Like DC scores, they do a good job,
but if a kid wants to play on a legit team, then there is not an option. There’s a
disconnect between top competitive teams and in-school/after-school programs. How
can we bring these two things together?
Irv Smalls, FC Harlem’s Executive Director, has also run into this problem of a lack of urban
player development programs and alternatives to the suburban pay-to-play clubs and
expressed:
10 years ago, I would have been the first person to have done a lot of interviews
where I would say there's not enough access for kids from inner cities to play the
game. That’s not true now. There are more programs, and the U.S. Soccer Foundation
has put a lot of money out there. MLS Works is working with local MLS teams and
bringing in third party corporate sponsors to build mini-pitches. What I’m saying is,
the base of the participation pyramid has gotten wider for African-American youth,
but the problem is the funnel. The minute that one kid says I want to develop, he still
has to find a pay-to-play club. Then, it becomes an issue of access, education,
resources and all of these sorts of things. For example, how can you get to practice
and games consistently?
With regard to coaching development, a prominent Black soccer executive added:
A lot of people with coaching education resources within the U.S. soccer landscape
were expecting Black coaches who were struggling to find the resources to start a
league, fly out to their symposiums, pay for a hotel, and come to them. The problem
was that a lot of these organizations weren’t going to where the people who really
12
America Scores.

11
need the resources are. They were expecting people who were struggling to come to
them. You need to find people where they are.
It is evident that there is a substantial need for financial resources to be invested in elite
development pathways for talented Black soccer players. The players are out there, but they
have not been given access to professional training environments, local academies, and
opportunities to be seen by scouts. Finally, to increase the pipeline of Black soccer coaches,
coaching education programs and licensing classes must be brought to them.
Cultural barriers (Barrier #7)
As noted above, there are not many cultural environments that foster a sense of belonging
for Black soccer players. According to New England Revolution Academy’s Director of
Coaching, Patrick Ouckama, the ethnic family background of youth athletes has significant
impact on an athlete’s interest, introduction, and understanding of the game. He says, “we
have a culture that understands football, basketball, and baseball. Those sports are
celebrated more and supported more from a cultural standpoint. In other countries, soccer is
life and you have more of a family and community connection.”
This is probably why we see that Black youth soccer players in America largely have African
or Caribbean heritage. Black Americans who have not had exposure to the game tend to view
soccer as a sport that is non-American. Youth and college coach, Trey Livingston, expanded
on this point saying, “if the game is not brought to you or if you don’t have a family tie to it, it
will be harder to get into. Black people don’t see the game being widely played in their
communities, so they don’t know it.”
Another cultural barrier that has proven problematic is the lack of a sense of belonging for
Black players in white suburban playing environments. A female youth soccer player from
Prince George’s County Maryland, who previously played for Bethesda Soccer Club,
expressed that she “didn’t have anyone to relate to [on her Bethesda team]. I would come
back home not happy. Now that I’m playing at Elizabeth Seton High School, I’m always
laughing and having fun because it's just a whole bunch of Black people that I can, you know,
talk about things with without feeling uncomfortable. I couldn’t do that while I was at
Bethesda.” This is a prime example of Black youth soccer players feeling marginalized and
alone in mostly white, suburban soccer environments.

12
A lack of ownership and investment in Black-led soccer programs (Barrier #8)
As a function of the lack of entry level, intermediate, and elite level soccer programming in
underserved Black communities, there are also disparities in the number of Black-owned
soccer programs, leagues, and soccer properties. Moreover, the Black-owned programs that
are in existence are not well funded, do not have access to as many resources, and would
benefit from increased investment. A youth soccer director commented, “many Black coaches
are not connected to the U.S. youth soccer state associations and organizations, so to
everyone who is doing the data and reporting, they have no idea what’s happening out
there.” Unbeknownst to many members of the U.S. youth soccer system, there has been a
growing “Black underground” soccer movement. “Many of the larger, U.S. youth soccer
organizations out there aren’t supporting Black-owned programs where many of those kids
are and that’s part of the problem.”
On the importance of Black equity and ownership, a grassroots soccer executive stated,
While I believe in being connected to all of the U.S. soccer associations, I also believe
in the importance of us having our autonomy, so that our programs are able to thrive
and grow in a way that's organic to what's popular for our culture. We’re also very
protective of our landscape because we have found that because some of our teams
are not connected, it’s easy for other teams to steal our players.
Black leaders within the U.S. soccer industry need and desire ownership and equity in the
soccer programs that they run. This would allow Black soccer leaders to create authentic and
welcoming environments that would best position their players to succeed.
Absence of a “cool factor” and soccer’s lack of respect amongst Black Americans (Barrier
#9)
Although a “cool factor” is not measurable due to the qualitative nature of this study, “cool” is
indeed endemic to Black American culture and an important consideration when discussing
Black soccer participation. Many of the interviewees mentioned this idea in our discussions:
Everyone used to play soccer. They tried it out and for whatever reason, they didn’t
stick with it. Maybe it’s not perceived as being cool. My exposure to basketball
through Jordan and Kobe made basketball seem cool. They brought the cool on and
off the court. When I was younger, Black players stopped playing because of the lack
of a cool factor. There weren’t a lot of televised games, and we didn’t have the
prominent soccer icons in the U.S. that these other sports had. There were no Kobe’s

13
or Jordan’s in American soccer. It’s all about its perception and place in culture. If
soccer is the cool thing, players are going to want to play and that will definitely shift
the culture. – Warren Creavalle, MLS Player and Black Players for Change member
The making it look cool thing is important because that’s what Black people like to
do—look cool. – Former female youth player
If you want this thing [soccer in the Black community] to be big, it has to be cool. –
Executive Director of prominent youth club
Limited pathways to economic mobility and wealth through U.S professional soccer
leagues (Barrier #10)
Many news stories and studies have been published to illuminate the enormous wealth gap
that persists in the United States between White Americans and other racial groups. In a
2019 Federal Reserve survey, it was reported that the African American median household
income was $24,100 compared to a White American median household income of
$142,500.13
This is nearly a 6-fold difference. This seismic gap is the unfortunate result of
hundreds of years of systemic racism and economic inequality experienced by Black
Americans.
Since the mid-1900s, professional sports have provided Black athletes a pathway to societal
notoriety and wealth. However, MLS has lagged behind the other prominent U.S.
professional sports leagues like the NBA, Major League Baseball (MLB), and the NFL. The
2020 average reported MLS salary was $345K14
compared to the NBA’s average salary of
$8.8 million,15
MLB’s average salary of $4.4 million,16
and the NFL’s 2018 average salary of
13
Federal Reserve, “Disparities in Wealth by Race and Ethnicity in the 2019 Survey of Consumer
Finances,” Federal Reserve, 2019, https://www.federalreserve.gov/econres/notes/feds-
notes/disparities-in-wealth-by-race-and-ethnicity-in-the-2019-survey-of-consumer-finances-
20200928.htm.
14
Major League Soccer Players Association, “MLS Players Salary Guide,” MLS Players Association,
September 13, 2019, https://mlsplayers.org/resources/salary-guide.
15
Basketball Reference, “2020-21 NBA Player Contracts,” Basketball-Reference.com, 2020,
https://www.basketball-reference.com/contracts/players.html.
16
Ronald Blum, “The Average MLB Player Gets $4.4 Million a Year | News | Stltoday.Com,” STL Today,
May 2020, https://www.stltoday.com/news/the-average-mlb-player-gets-4-4-million-a-
year/article_35d2d9a0-e5c8-5fea-88d0-0c00314ae81a.html.

14
$2.7 million.17
If you were an aspiring Black youth athlete, which of these professional
opportunities would be most appealing to you?
MLS star, Jozy Altidore, shared his thoughts on this topic in a 2017 MLS Black History Month
Roundtable saying, “soccer [in America] doesn’t represent the come up—an opportunity to
change people’s lives economically. There’s no end product in terms of taking care of the
family forever.”18
This sentiment was mentioned several times throughout my interviews.
The following comments below shed light on this reality:
You need soccer to be a viable opportunity for African Americans—something that
people can aspire to, make good money from, and receive widespread accolades like
other athletes. Since that’s not the case, athletes don’t pursue it. It’s not cool. It’s not a
thing to consider from a career perspective and we as a culture don’t know any Black
American soccer players.
Why would you play soccer if you don’t see a pathway to get out of poverty through
soccer in America? Until someone in your community breaks the barrier, it’s hard to
have a belief if that’s not there.
They see basketball and football as a way to help their families with the money they’ll
earn. Black youth athletes don’t [know] how much you can make playing club soccer
in Europe or China. U.S. sports media constantly talks a lot about the salaries of NBA,
NFL, and MLB players, but not much about international soccer.
When I was looking at professional opportunities, I realized that you weren’t
compensated well playing for American pro teams in the MLS and United Soccer
League (USL). In the early 2000s, I saw that some MLS players had to work second
jobs in order to manage. You don’t experience that in La Liga, the Premier League, or
the Bundesliga.
In summary, Black athletes need to see opportunities to earn high salaries (on par with the
NBA and NFL) and create generational wealth in U.S. professional soccer in order to consider
17
Kerri Anne Renzulli Connley Courtney, “Here’s What the Average NFL Player Makes in a Season,”
CNBC, February 1, 2019, https://www.cnbc.com/2019/02/01/heres-what-the-average-nfl-players-
makes-in-a-season.html.
18
Major League Soccer, MLS Black History Month Roundtable, 2017,
https://www.youtube.com/watch?v=yd4_ZcHVaXI.

15
a professional soccer career as a worthwhile endeavor. Exposure to the earning potential in
international soccer could help change the narrative of perceived low salaries in professional
soccer.
Section 1 outlined some of the key challenges associated with Black soccer participation in
America. In the section that follows, I will highlight case studies of successful player
development and club soccer models in underserved Black communities.
Section 2. Case Studies of Successful Soccer Clubs and Player
Development Models in Underserved Black Communities
Increasing the number of Black-led soccer programs in underserved, urban communities was
a recurring theme mentioned throughout my interviews. Several current and former players
spoke about the importance of having Black representation in their coaching staff and teams.
This representation created a “safe space” for players and cultivated an environment in
which these players felt more comfortable.
Former Howard University Men’s Soccer player, Chris Sutherland, grew up in the East
Flatbush neighborhood in Brooklyn, NY. He spoke positively about his experience playing
with the Rosedale Soccer Club-Super Eagles team in Queens, NY. Initially, Chris considered
playing for the Brooklyn Italians Soccer club but chose Rosedale instead. The Brooklyn
Italians team included mostly affluent white youth of Italian descent, primarily from Long
Island. The Rosedale team was coached by Black coaches and was composed of all-Black
players, primarily of Caribbean descent (e.g., Jamaica, Guyana, Trinidad and Tobago).
Reflecting on his experience, Chris said,
I don’t think I would have had a great experience playing for a majority white team. I
was a problem child. Rosedale gave me structure and knew how to deal with me and
my attitude. I could say what I wanted and be myself in that environment. My
coaches were father figures for me and other guys on the team. In my opinion, I don’t
think white teams in Brooklyn would have been as nurturing to me during that time.
Chris’ experience provides helpful context about the importance of safe spaces and Black
representation as I delve into three successful case studies of Black-led soccer clubs and
player development programs in underserved Black communities. These three programs are
the Washington Youth Soccer Association (WYSA) Academy, FC Harlem, and the Open Goal
Project’s District of Columbia Football Club (DCFC).

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WYSA Academy – Washington, DC (Now known as Futsal America)
In 2001, the WYSA Academy team became the first American team and urban soccer
academy to travel to Europe and beat a full-time English Premier League youth academy (3-1
win versus Chelsea FC). WYSA Academy Director, Kab Hakim stated, “this story interconnects
every Black player in America because no other organization in the U.S. had a full-time, year-
round program for inner city youth at the time.” The experience was covered by Fútbol
Mundial, one of the most well-known soccer media platforms in the early 2000s, and
broadcasted in 144 countries around the world. During this historic European tour, WYSA
Academy traveled to “6 countries in 13 days to showcase their talent nurtured against the top
pro academies of Liverpool FC, Chelsea FC, West Ham United and Ajax Amsterdam. All
Academy players went on to play in college and two became professionals.”19
WYSA Academy was founded in 1991 by Kab Hakim, who currently serves as the Director of
Futsal America. In 1991, Kab was asked to run a free 10-week summer soccer camp program
in Washington, DC to serve the city’s inner-city youth. This summer camp was funded by the
Fédération Internationale de Football Association (FIFA), the city of DC, and corporate
sponsors. The camp was able to serve 80 kids. Kab introduced these DC youth to soccer
through futsal or “street soccer” as some call it. Out of the original 80 kids, 20 showed great
athletic talent and an interest in the game. These 20 kids were selected to join the WYSA
Academy.
Regarding the development of the players on the WYSA Academy team, Kab mentioned,
“You just have to introduce the kids to the game, show them you care, and relate to their
lifestyle. I showed them some basic soccer moves and they took it to the next level. These
kids came to love the game and were super creative.” Kab was able to train and develop his
academy players for 10 years. These 20 players went on to become some of the best youth
players in DC.
Despite the success of the WYSA academy, the funding for this program was cut by one of
DC’s city administrators. Even still, Kab Hakim’s WYSA Academy demonstrated a successful
model for the Black-led soccer program for underserved youth in DC. Unfortunately, the U.S.
Soccer Federation has not taken an interest in replicating it for reasons unbeknownst to me.
19
Futbol Mundial, Futbol Mundial AUG 2001: Youth Soccer Development in Washington DC, 2001,
https://www.youtube.com/watch?v=OhkkPOYZdK8&t.

17
FC Harlem L.I.O.N.S (Leaders In Our Neighborhoods) – Harlem, NY
Established in 1991, FC Harlem is a soccer program for underserved Black and Hispanic youth
with limited opportunities to pursue soccer development at the highest levels. FC Harlem
embraces the immigrant culture of Harlem’s neighborhoods and relies on its talented,
licensed coaches to develop players. Their mission is to “1) Create more opportunities for
Black and Latino youth from Harlem, Washington Heights and the Bronx to participate in
soccer for minimum to no cost, 2) Develop and prepare youth to be CONFIDENT, COMPETENT
and CARING future leaders, 3) Develop a creative player from the inner city that will
positively impact the U.S. soccer landscape.”20
In 2019, FC Harlem’s U-18 boys’ team became
the first inner city team to compete in the Dallas Cup, the most prestigious youth soccer
tournament in the United States.
Since Executive Director Irv Smalls, Jr. assumed the position in 2007, he has implemented a
community-first mantra, making FC Harlem an integral component of the historic Harlem
neighborhood. FC Harlem not only provides on-the-field soccer development programming to
its players but also mentorship programs, community service opportunities, career and
educational resources. The club has also pledged to “provide a state-of-the-art community
center with classrooms, computer rooms, fitness center and office space”. Their goal is to
“…build a floodlit covered soccer facility that will not only be used for healthy play for the
broader Harlem community but will create internships to improve job skills for FC Harlem’s
high school participants.”21
In order for a club like FC Harlem to be successful, substantial financial support and
partnerships are needed. FC Harlem has several key partners that generously support the
club. Of note, Chelsea FC has served as its official soccer partner since 2012. Chelsea provides
coaches and other important resources for the club. Additionally, Nike serves as its official kit
supplier. Other key sponsors and past sponsors include: Verizon, Chase Bank, Delta,
Yokohama, MLS, U.S Soccer Foundation, and more.22
The resources that these brands and
organizations provide are vital to FC Harlem's growth and development. These sponsors
directly enlarge the reach and impact of the club in its community.
20
FCHarlem.org, “WHO WE ARE – FC Harlem Lions,” 2020, https://fcharlem.org/about/.
21
FCHarlem.org.
22
FCHarlem.org, “PARTNERS & SUPPORTERS – FC Harlem Lions,” FC Harlem Partners (blog), 2020,
https://fcharlem.org/partners/.

18
Open Goal Project’s District of Columbia Football Club – Washington, DC
Amir Lowery and Simon Landau founded the Open Goal Project in 2015. Open Goal is a
nonprofit organization with a mission “to create opportunities for young players from low-
income families and underserved communities to access high-level soccer and grow with the
game, on and off the field.” While running this program, the duo encountered several
challenges as they attempted to integrate their low-income players into high-level travel
soccer clubs. These challenges included extensive travel, the geographic inaccessibility of
practice and game locations, and the high costs associated with these travel teams (Barriers
#2-4).
As a result of these many barriers, the Open Goal Project launched DCFC. The DCFC
operational model provides “completely free club teams for players, high-level coaches and
bilingual leaders. Programming accessible by public transportation, an independent schedule
to mitigate costs and travel, supplemental programming, and professional leadership”.23
This
free club is funded by individual donors, grants, corporate sponsorship, and merchandise
sales.
In the next iteration of his club, Amir believes that a free soccer system needs to be built
specifically for underserved Black kids, which would eliminate the need for them to be sent to
suburban pay-to-play clubs. If Amir is able to secure significant funding, he would “create a
soccer academy complete with on-campus educational classes and player development
resources. The academy would be built in DC’s Ward 8 [Southeast DC where 92% of the
population is Black American] with 4-6 soccer fields. This would be a hub for the soccer
community, both in DC and nationally.” In order to establish this academy, millions of dollars
would need to be invested and multiple public-private partnerships would need to be forged.
Other notable soccer clubs, leagues, and programs making an impact with underserved Black
youth mentioned by interviewees and news outlets include: Kalonji Soccer Academy
(Atlanta, GA), Columbus Crew (Columbus, OH), Dark Side United (Bay Area, CA), Rochester City
Soccer League (Rochester, NY), International Development Fútbol (Cary, NC), Rosedale Soccer
Club (Queens, NY), Joga Soccer Club (DC and the Netherlands), South Bronx United (Bronx,
NY), Bayview United (San Francisco, CA), Philadelphia Lone Star FC, Maryland Bobcats
(Montgomery County, MD), LA Spartan Wolves (Los Angeles, CA), Future Soccer Club (based
23
Open Goal Project, “DCFC Method,” District of Columbia Football Club, 2020,
https://www.districtofcolumbiafc.com/our-model.

19
in Lanham, MD, Future Soccer Club is the first predominantly Black soccer club to win the
Dallas Cup, the most prestigious youth soccer tournament in the United States), Union Futbol
Club (Charlotte, NC), Detroit City FC, Anderson Monarchs (Philadelphia, PA), Aspire
International Football Academy (Rockville, MD), The SWAG (Philadelphia, PA), Lauderhill
Lions (Lauderhill, FL), Elite Soccer Youth Development Academy (Silver Spring, MD), Akron
Inner City Soccer Club (Akron, OH), and the New York Red Bulls’ Urban Soccer Program
(Harrison, NJ). Also, all MLS youth academies are now fully funded, meaning that players do
not have to pay to be a part of their programs. Furthermore, some MLS academies are even
funding transportation (e.g., Uber/Lyft and public transportation) for their players to alleviate
travel expenses.
Section 3. Are These Models Replicable and Can They be Applied
Across the United States?
Based on my analysis and the feedback received during my research, I do believe that the
models from these successful case studies can be replicated at scale across the United
States. However, in order for this to happen, substantial investment and alignment will be
needed from corporate sponsors, financiers, the U.S. Soccer Federation, U.S. Soccer
Foundation, MLS, state soccer associations, public schools, state and local government, and
Historically Black Colleges and Universities (HBCUs).
Along with the financial investment, decision-makers have to start caring deeply about the
well-being and potential of the Black soccer community in America. U.S. soccer leaders need
to realize that without a thriving community of Black soccer players, coaches, and decision-
makers, the U.S. National teams and professional leagues will not reach their full potential.
Furthermore, the U.S. soccer industry will miss out on commercial opportunities, media
revenue, merchandising revenue, and advertising revenue without an engaged Black
audience.
Above all, accountability is needed. Leaders need to be held accountable for the low levels of
Black soccer participation. Everyone, regardless of their socioeconomic background deserves
to be given the opportunity and resources to participate and thrive in the U.S. soccer system.
After further assessing these case studies, I identified three key factors for success from their
examples that should be prioritized when scaling these models. These key factors include
sponsorship, brand visibility, and a “community-first” mindset. First, WYSA Academy, FC
Harlem, and the Open Goal Project’s DCFC were all able to secure significant sponsorship

20
funding and funding from other sources to finance their programs. From a resourcing
perspective, sponsorship from major sports retail brands like Nike, Adidas, Puma, and Under
Armor is essential. These brands can provide soccer cleats, balls, jerseys, soccer equipment
as well as funds to assist with field access among other essentials.
Given America’s racial reckoning in 2020, numerous companies have pledged millions to
social justice efforts as a result of the heightened awareness of systemic racism in the United
States after the murders of George Floyd, Breonna Taylor, and Ahmaud Arbery.24
Can some
of that money be allocated to serving Black youth soccer programming? If these companies
are held accountable and deliver on their promises, their financial commitments would be
instrumental in raising the profile of soccer in the Black community. PepsiCo’s 2021 “Team of
Champions” initiative is a prime example of the type of investment that is needed. As a part
of their racial equality journey, “Pepsi and Lay’s have formed the ‘Team of Champions’
[initiative] to provide the gift of the game to underserved Black and Hispanic communities.
Through the platform, Pepsi and Lay’s are making a $1 million commitment over three years
to help create transformational change across the U.S. through soccer”. Other major brands
must follow suit in order to drive long-lasting change. Sponsoring leagues, youth clubs, fields,
and tournaments are great ways that brands can partner with Black-owned and operated
programs in meaningful and sustainable ways. FC Harlem has done a phenomenal job with
fundraising, elevating the brand of their organization, and brokering coaching partnerships
with professional clubs like Chelsea FC.
Second, brand visibility is helpful. Both the Open Goal Project and FC Harlem have been
featured in many popular publications and outlets such as: ESPN, NBC Sports, Yahoo! Sports,
Goal.com, Futbol Mundial, MLS, The Guardian, and more. More recently, FC Harlem has
executed interesting marketing campaign collaborations and content stories with EA Sports
FIFA 21, UNINTERRUPTED (LeBron James’ media platform), and Nike. FC Harlem also
launched a streetwear brand, ONE45th, to provide an additional revenue stream to fund the
club's programs. This brand and its apparel will create another avenue to further engage the
Black American community through an important element of Black culture, fashion.
24
Gillian Friedman, “Here’s What Companies Are Promising to Do to Fight Racism,” The New York
Times, August 23, 2020, sec. Business, https://www.nytimes.com/article/companies-racism-george-
floyd-protests.html.

21
Lastly, the directors of these programs care deeply about the players and communities that
they serve. All three organizations have exemplary leaders who have a “community-first”
mindset. It is clear to see that these leaders are driven by more than just soccer. They are
working towards systemic change and empowerment.
While these case studies provide a blueprint for success, there may be some challenges
associated with replicating and scaling these models nationwide. What works for one
program, city or neighborhood is not guaranteed to work for another. Black people in
America are not a monolith, and programs will have to cater to different segments of Black
people including Africans, Caribbeans, and African-Americans. For example, there may be
certain cities that would serve as better target markets than others. A comprehensive
analysis of different cities, demographics, resources, partnerships, and more would need to
be carried out before replicating any of these models.
Section 4. Identifying the Problem: Black Soccer Fandom in America
It is widely known that Black Americans have significant influence on mainstream culture,
not only in America, but on a global scale. This influence is seen in music, fashion, sports,
social media, dance, modern vernacular, and in many other areas. Moreover, Black people
have an immense impact on American consumer purchasing trends. CNBC reported in July
2020 that “Black buying power was $1.4 trillion in 2019, according to the Selig Center for
Economic Growth...higher than the gross domestic product of Mexico. It’s projected to grow to
$1.8 trillion by 2024.”25
Black fans also display much higher levels of fandom than other racial
and ethnic groups.26
For these reasons, I believe that an increase in Black soccer fandom will
be instrumental to the growth and popularity of soccer in America.
As noted in the introduction, the United States has a high affinity for sports with 245 million
Americans identifying as sports fans (88% of the U.S. population).27
However, fandom for the
NBA and NFL over-indexes for Black non-Hispanic demographics. Currently, just 8% of avid
MLS soccer fans belong to the U.S. Black non-Hispanic demographic, and 9.4% of avid
25
Melissa Repko, “As Black Buying Power Grows, Racial Profiling by Retailers Remains Persistent
Problem,” CNBC, July 5, 2020, https://www.cnbc.com/2020/07/05/as-black-buying-power-grows-
racial-profiling-by-retailers-remains-a-problem.html.
26
Brown, “The Black Market Study: Re-Examining African American Sport Consumers in the 21st
Century.”
27
SSRS/Luker, “2019 SSRS/Luker on Trends Sports Poll.”

22
international soccer fans are U.S. Black non-Hispanic. Comparatively, among all Black non-
Hispanic people in the United States, 44.4% are avid NFL fans, and 43.3% are avid NBA
fans.28
Clearly, U.S. soccer is lacking something that is important to Black American sports fans.
Through my research and interviews, I uncovered some of the challenges associated with
Black soccer fandom in America, summarized in the list below. Although, this list is not
exhaustive, I believe that it provides good context for the existing challenges with U.S. Black
soccer fandom.
Challenges with Black Soccer Fandom in America:
1. No widely known and respected Black star soccer player (e.g., the NBA’s Michael
Jordan effect)
2. Low levels of soccer participation resulting in low fandom. This is because
participation leads to fandom.
3. Insubstantial soccer marketing spending aside from marquee tent pole events like the
FIFA World Cup and Olympics
4. Inadequate integration of Black culture (e.g., music, fashion, influential cultural
figures) into American soccer content, television coverage, and programming
5. Lack of Black representation amongst soccer marketers, soccer agencies, producers,
and media personalities to authentically produce content for the Black American
audience
6. Lack of content, stories, and marketing that highlight Black players, coaches, and
influential figures in the Black soccer community
7. No significant investment in Black-owned soccer media properties including digital
platforms, social media accounts and channels, podcasts, etc.
8. An unattractive game product and style of play that is not entertaining to Black sports
fans
9. Lack of understanding and respect for the sport
28
SSRS/Luker.

23
To address the challenges that have been laid out above from a tactical perspective, financial
investment in the following areas must be prioritized: player development and access; Black
representation in soccer media; cross-marketing of top Black professional players with NBA
and WNBA players, NFL players, and influencers in the Black community; original content
and storytelling; Black-owned media properties and agencies. Several of these solutions
were mentioned in my interviews.
Burgeoning media platforms, podcasts, and brands focused on Black soccer content and
apparel include: Arsenal Football TV (AFTV), Black Arrow FC, Kitboys Club, Charcoal Pitch FC,
Participation Trophy Studio, Live Breathe Futbol, Wavyfooty, Pitching It Black, The Crack,
Backyard Footy, For the Culture, Diaspora United, Eat Pray Ball, Shirtless Plantain Show, and
2 Cents FC.
Section 5. Exploring Solutions to Increasing Black Soccer Fandom in
America
In order for soccer to become more relevant amongst Black sports fans, the sport must
become endemic to Black culture. Soccer must be seen as a sport in which Black Americans
can put their own unique stamp, creating their own culture. Renowned fashion designer,
Dapper Dan, provides a great example on how to make a formerly foreign culture, specifically
fashion, one that is embraced as part of Black culture. During the 1980s and 1990s, Dapper
Dan singlehandedly brought luxury fashion to the Black community. In telling his story,
Complex Magazine reported that “thirty years ago, Dapper Dan opened his Harlem boutique
where he sold custom-made luxury clothing to everyone from LL Cool J to Eric B. and Rakim
and Olympic track star Diane Dixon. His mission was to use luxury brands like Gucci, Louis
Vuitton, and Fendi to create his own version of what high-fashion could look like for the
people around him.”29
Dapper Dan was able to take clothes that weren’t made for Black
people and repurpose them in a way that met the desires and needs of his customers and
culture. Dapper Dan’s clothes were worn by prominent Black celebrities. His designs continue
to reach many people (including his 691K Instagram followers), and he can be credited with
influencing Black cultural figures like Pharrell Williams to pursue career opportunities within
fashion. Similarly, prominent soccer brands, soccer media, MLS / NWSL, the U.S. Soccer
29
Tahirah Hairston, “Dapper Dan Is Finally Getting His Props,” Complex, July 27, 2018,
https://www.complex.com/style/2018/07/dapper-dan-gucci-interview.

24
Federation, and local youth clubs can repurpose soccer in a way that meets the desires and
needs of Black players and fans.
I believe that media and storytelling are powerful tools that can be used to expand soccer’s
reach in the Black American community. An opportunity exists for sports companies to
amplify the stories of influential and historic Black figures in the soccer community. The
stories of impactful players and coaches like Kim Crabbe, Lincoln Phillips, Cobi Jones,
Desmond Armstrong, Brianna Scurry, Lenny Davis, Danielle Slaton, Eddie Pope, Angela
Hucles, and DeMarcus Beasley, and so many more must be told, because this shows Black
America that there is a strong heritage of Black soccer representation. When positioning
soccer to this demographic, authenticity is key. Moreover, the experiences of the entire Black
diaspora—Caribbean, African, African-American, and Hispanic Black Americans must be
included. Black Arrow FC is a good example of an American company that is committed to
telling stories that are inclusive of the Black diaspora.
Along with the amplification of Black soccer media entities and storytelling, there are other
actions that can be taken to change the descriptive norms—i.e., social norms that are often
ascribed to specific identities, like race, gender, or age—of Black Americans as they relate to
soccer fandom. The following three actions could prove instrumental in increasing Black
soccer fandom: investing in the development of Black American star soccer players through
technical player development and marketing, increasing representation of Black marketers,
and investment in Black-owned soccer-focused media properties. These three items were
identified as problems in fandom, but they can be transformed into solutions if tactical
actions are taken.
Section 6. Next Steps
In the sections above, I outline challenges to Black youth soccer participation and Black
American fandom based on in-depth interviews with players, coaches, executives, secondary
research, and more. I summarized my findings in a list of 10 key barriers to Black youth
soccer participation like the lack of soccer programming, elite player development, and
coaching development programs in underserved Black communities, the high costs of the
sport in America, and underrepresentation of Black players, coaches, and decision-makers.
From the case studies, I discussed potential replicable models for Black-led youth soccer
programs and their key factors to success (sponsorship, brand visibility, and a "community-
first" mindset).

25
Further, I uncovered key challenges with Black soccer fandom in America and explored
several solutions for increasing Black soccer fandom amongst U.S sports fans. These
solutions included: investing in the development of Black American star soccer players
through technical player development and marketing, increasing representation of Black
marketers, producing content and stories that highlight influential Black cultural figures
within U.S. soccer, and investment in Black-owned soccer-focused media properties. These
insights were gathered through a combination of primary research, secondary research, and
thoughtful analysis.
It is my hope that these qualitative research results are used to improve Black soccer
participation and fandom in the United States. In order to validate my findings, I believe it is
necessary to bring more quantitative rigor to this topic. In my professional endeavors, I
intend to develop a survey that will help uncover information such as: who are the most avid
fan segments among Black soccer fans in America, what key media and cultural elements
will attract and increase the Black American soccer audience, to what degree does Black
soccer representation in the media lead to fandom, how impactful would a Black MLS
franchise be, among several other questions. These questions are important to pursue
because the answers would provide data and insights that could inform the U.S. soccer
industry on how to better engage Black American sports fans.
I believe that the inclusion of Black Americans in soccer participation and the growth of Black
soccer fandom will be instrumental in increasing the relevancy of soccer in the United States,
while also improving the performance of U.S. soccer National teams and the quality of U.S.
professional soccer leagues. More importantly, it will be a step forward in addressing racial
inequality and equity issues facing the United States.

26
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