United Soccer League
WE ARE UNITED.
LARGEST PROFESSIONAL SOCCER LEAGUE
In The United States And Canada
35 TEAMS
In 21 U.S. States And Two Canadian Provinces
MORE THAN DOUBLED IN SIZE
Since 2014
STRONG LOCAL OWNERSHIP GROUPS
In Major Markets Positioned For Long-term Success
INCREASING FRANCHISE VALUATIONS
Proven Through Private Ownership Transactions
2017 LEAGUE FOOTPRINT
USL MARKETS REACH
MORE THAN 75 MILLION PEOPLE
12 Of Top 30 US
DMAs Represented
New York Sacramento
Los Angeles St. Louis
Tampa Charlotte
Phoenix Pittsburgh
Seattle Portland
Orlando Nashville
*Fresno, Las Vegas and Nashville join competition in 2018.
*Austin & Birmingham join competition in 2019.
USL OWNERSHIP
USL features dedicated, experienced club ownership with financial stability. A growing number of
these groups have owned or currently own clubs in a wide variety of sports leagues including MLS,
NBA, NBA D-league, MLB, NHL, MLL, WNBA, ECHL, and NWSL.
USL FRANCHISE VALUATIONS
Increasing franchise valuations for each owner is the goal of USL. Through stable operations and
support services, the league provides a platform for each franchise to continue to grow within its
market.
Value of Private Transactions of Existing Teams
18
16
14
12
10
Millions
0
2012 2013 2014 2015 2016
LOCAL MARKET ECONOMIC IMPACT
Driving sustainability through developing the next generation
of fans, building fan affinity and corporate exposure. The club
also generates sports tourism revenues and boosts
employment.
MERCHANDISE SALES
Club Merchandise Sales Provide Opportunities For Fans to
Display Their Community Loyalty While Providing
Opportunities to Generate Local Economic Impact Through
Community Vendors and Suppliers.
CORPORATE PARTNERSHIPS
Grassroot Initiatives Provide Tremendous Opportunities for
Corporate Partners to Generate A Positive Impact On The
Local Community Through On-Site and Community-Based
Activations.
TICKET SALES
Ticket Sales Provides An Immediate Impact On The Local
Economy In A Direct An Indirect Manner As Most Tickets Are
Subject To Taxation By The Municipality In Addition To The
Direct Spend.
HOSPITALITY EXPERIENCES
Hospitality Within and Outside Of The Stadium Elevate The
Fan’s Event Experience While Providing Premium Atmospheric
Opportunities And Continued Spending.
SOURCE: USL 2016 End of Season Report
LOCAL MARKET ECONOMIC IMPACT
USL continues to drive direct, indirect and induced spending through sports tourism.
ANCILLARY
STADIUM FACILITY
DIRECT SPENDING CONSTRUCTION OPERATIONS
COMMUNITY
SPENDING
FOOD &
RESTAURANTS, OTHER
INDIRECT SPENDING MERCHANDISE
HOTELS & RETAIL
HOTELS MANUFACTURERS
INDUSTRIES
WHOLESALER
OTHER
BUSINESS HOUSEHOLD GOVERNMENTAL
INDUCED SPENDING SERVICES SPENDING SPENDING
ECONOMIC
SECTORS
SOURCE: CS&L International Study for Soccer specific stadium in Louisville, KY
LOCAL MARKET ECONOMIC IMPACT
The USL Division III club will drive comprehensive economic impact touch
points for the local economy inside and outside of the stadium of play.
SPENDING JOBS INCOME STATE & LOCAL REVENUE
INSIDE STADIUM
Admissions Administration Salaries State Sales & Use Taxes
Concessions Maintenance Wages Local Sales Tax
Parking Concessionaires Business Profits Liquor Taxes
Premium Seating Ticketing Personnel Giving Property Taxes
Advertising Parking Personnel Seat User Charges
Security Guards
Non-Player Staff
OUTSIDE ARENA
Restaurant Waiters/Waitresses Salaries State Sales & Use Taxes
Bars Bartenders Wages Local Sales Tax
Lodging Hospitality Management Business Profits Hotel Taxes
Transportation Hotel Employees Giving Car Rental Taxes
Entertainment Transportation Workers Liquor Taxes
Retails Musicians Property Taxes
Retail Staff
CAPEX
Architectural and Engineering Professionals Salaries State Sales & Use Taxes
Trades Management Wages Local Sales Tax
Materials Skilled and Unskilled Labor Business Profits Hotel Taxes
Equipment Vendors and Suppliers Giving Car Rental Taxes
Other Costs Liquor Taxes
SOURCE: Nashville Predators February 2012 Economic Impact
LOCAL MARKET ECONOMIC IMPACT
Recent market analysis concluded a new soccer-specific stadium
in Louisville, KY would generate an economic impact of more than
$195.3 million over a 20-year period, with an annual value of more
than $5.7 million.
The recent construction of the $34 million soccer-specific
stadium in Edinburgh, Texas will generate an estimated economic
impact of $84 million.
Sacramento Republic FC’s pursuit of MLS has generated a study
that a new stadium will generate an economic impact of more than
$1 billion over a 30 year period, including $30.5 million of annual
economic activity.
LEAGUE OPERATIONS
The USL operates an expansive league office comprised of
more than 17 departments, featuring more than 50 talented
sports industry professionals dedicated to providing
exceptional service to club owners, team personnel, players
and fans.
LEAGUE DEPARTMENTS INCLUDE:
Analytics & Strategy
Broadcast & Video
Business Development
Club Services
Commercial Ventures
Communication & Public Relations
Competition
Compliance
Digital Media
Events
Finance
Governance
Human Resources
League Expansion
Legal
Marketing
Player Development
USL BY THE NUMBERS
Generating revenue through increased fan base and impressions
PASSIONATE FANS MATCHES SOCIAL PLATFORMS
17M 480
1,126,098
Total Fans of USL Teams
138,391
USL Total Social Fans
One
Dedicated Streaming Channel
Source: Nielsen / Repucom SDNA
USL VALUES & ATTRIBUTES
Valuable,
UNITED ACROSS NORTH AMERICA
Sustainable
League, Spanning
Grassroots To Top
Tier
UNITED AS FANS
Passionate Fans
Committed
To Their Clubs
Providing
Opportunities To
UNITED AS TALENT Growing Mass Of
Players, Referees,
& Executives In
The United States
UNITED IN BUILDING THE NEXT GENERATION SPORTS LEAGUE
USL & PLAYER PROGRESSION
USL is supported by a robust player development program which the USL owns and operates. The
PDL, USL Division III and USL provide a robust ladder for the advancement of professional soccer in
the US.
U23 Pre-Professional Division III Division II
Professional Professional
Kicking Off 2019
72 TEAMS 8-12 TEAMS 31 TEAMS
2,450 Players 350 Players 1,000+ Players
USL PRODUCTIONS
USL BROADCAST CENTER AT VISTA WORLDLINK
$10 million investment over the next three years
establish the USL Broadcast Center, housed in Ft.
Lauderdale, Florida and the league’s broadcast platform.
Built on location of the Vista Worldlink headquarters,
the broadcast center provides a single-location for all
USL content curation while providing the infrastructure
for state-of-the-art broadcast production.
ESPN PARTNERSHIP
Provides matches throughout the season on ESPN linear
and digital platforms including game of the week,
content sharing with ESPN FC and development of USL-
specific content to be driven by the ESPN platforms.
ROBUST LIVE MATCH & ON-DEMAND CONTENT DELIVERY
Live Action Delivery: All 527 matches (more than
1,000 hours) broadcast via USL national linear
platform and digital streaming platform providing
national and international exposure
Content Distribution Platform: Available for delivery
anywhere in the world, including digital, local tv and
national broadcast.
Content Development: For social media flash-access
consumption (web shows and exclusive feature-
driven content) with access to the state-of-the-art
video archive for to integrated and searchable
footage.
DIGITAL NETWORK
A comprehensive digital-first network providing unparalleled access
for fans, partners and clubs league-wide.
INTEGRATED SEASON, MATCH AND PLAYER STATS
All USL matches will be powered by OPTA Sports
Analytics. The in-depth detail will provide dynamic
insights to enhance engagement across broadcast,
technical and fan channels.
DESIGNED FOR MOBILE CONSUMPTION
Placing the fans first, the USL Digital Network boasts
a mobile-ready design that will allow fans to watch
matches, obtain short-form content and “be in the
know” about all things USL from any digital platform.
ALL USL MATCHES, LIVE IN HD IN THE USL MATCH CENTER
The USL Match Center is the home for all matches
throughout the season. Access is available at no cost
where spectators can tune-in to their favorite teams
for a broadcast-quality live HD broadcast.
GROWING INTEREST IN SOCCER & ATTENDANCE AT USL MATCHES
Interest in soccer has more than doubled in the US between 2011 and 2015.
USL attendance has increased dramatically between 2011 and 2016.
2.1x
Increase In Interest In Soccer In US
(2011 - 2015)
4.8x
Increase In Total Attendance
(2011 - 2016)
38% 1,531,430
18%
321,103
2011 2016 2011 2016
Source: Nielsen / Repucom SDNA
GROWING INTEREST IN SOCCER IN THE US
USL fans are younger, more affluent, and educated
1.3x 4.2x
Higher Likelihood To Be
MILLENNIALS
Higher Likelihood To Be
AFFLUENT
1.3x
Higher Likelihood To Be
EDUCATED
61% 91%
42%
47% 69%
10%
Aged 44 & Under HH Income > $100K Attended Some College
General Population USL Fans
Source: Nielsen / Repucom SDNA
THE USL IS WELL REPRESENTED IN THE HISPANIC MARKETPLACE
Phoenix Rising FC New York Red Bulls II Orlando City B Rio Grande Valley FC Fresno FC
Phoenix, AZ New York, NY Orlando, FL Edinburgh / McAllen, TX Fresno, CA
LA Galaxy II Orange County SC Sacramento Republic FC San Antonio FC Las Vegas
Los Angeles, CA Irvine, CA Sacramento, CA San Antonio, TX Las Vegas, NV
Source: Nielsen / Repucom USL Custom Research Survey
MLS PARTNERSHIP
10 MLS CLUBS OWN AND
OPERATE USL CLUBS IN 2017
Extending the reach, operational
capacity and player profile of each club
11 USL-MLS FORMAL CLUB
AFFILIATIONS
Provided player movement and club
synergistic opportunities
SOCCER-SPECIFIC STADIUMS
By the end of the decade, the goal remains for all USL clubs to
compete within soccer specific stadiums in which the clubs
have greater, if not total control of all stadium assets and
inventory.
12-SOCCER-SPECIFIC STADIUMS
Provide unparalleled match experience for
players and fans
STADIUM DESIGN GUIDELINES
Provide state-of-the-art stadium design
consultation and venue expertise
INCREASING STADIUM CAPACITY
TO 10,000
Clubs creating phasing plans to increase facility capacity
MAXIMIZE REVENUE GENERATION
Establishing the stadium as a community focal point to
host events on non-match days to create a new revenue
stream.
DEVELOPMENT PLATFORMS
The league creates specific opportunities for clubs to gather
and share best practices. The meetings occur at strategic
times of the year that allow the clubs to prepare and
implement new initiatives.
SALES & OPERATIONS SUMMIT
Three-day event focused on best-practice sharing and
network development.
WINTER SUMMIT
End-of-the-year business meetings that celebrate the
past season while preparing for the next.
MID-YEAR BOARD OF GOVERNOR
The mid-season gathering of owners and executives
designed to streamline communication between the teams
and the league.
BROADCAST PRODUCTION SEMINAR
A pre-season seminar focused on preparing club
personnel on live soccer broadcasting techniques, best
practices and new technology.
PROFESSIONAL | PASSIONATE | PROVEN
DIVISION 3 OPPORTUNITY
Uniting passionate fans in new markets with the thrill of a proven, professional soccer experience.
• USL is uniquely positioned to deploy its experience, resources and economies of
scale to launch a Division III professional soccer league; further complementing
the U.S. Soccer landscape while embodying the values and traditions of the
game
• USL Division III will establish local professional teams in target markets, which
create meaningful economic impact in each community
• USL Division III will target markets with population between 150,000 and 1
million which are void of professional soccer, resulting in more than 75 million
fans without a home team
• USL Division III will target a total footprint of 30-40 teams
• USL Division III will cultivate homegrown talent to compete at the highest level
while building a locally-sourced fan base
• USL Division III will kickoff in 2019
U.S. SOCCER LANDSCAPE
The U.S. Soccer Federation governs the U.S. National Teams
program, three levels of professional soccer within the U.S. as
well as amateur and youth soccer.
PROFESSIONAL SOCCER
MAJOR LEAGUE SOCCER (MLS)
Division I Professional Soccer
UNITED SOCCER LEAGUE (USL)
Division II Professional Soccer
UNITED SOCCER LEAGUE
Division III Professional Soccer
SOURCE: CS&L International Study for Soccer specific stadium in Louisville, KY
U.S. SOCCER LANDSCAPE
U.S. Professional Soccer is comprised of three tiers (divisions) based
on ownership, stadium standards and market population.
Market
Ownership Stadium
Population
Standard Standard
Standard
MAJOR LEAGUE SOCCER (MLS)
Owner Net Worth Greater
Seating Capacity:
Than $40,000,000. Min. 1,000,000
15,000+
Division I Professional Soccer ($70,000,000 if a group)
Seating Capacity:
Local Owner with Net 5,000+
UNITED SOCCER LEAGUE (USL) Worth Greater Than
$20,000,000 Field Dimensions:
Min. 750,000
Division II Professional Soccer 110 yards x 70 yards
USL Seating Capacity:
Local Owner with Net 3,500+
USL Min. 150,000
UNITED SOCCER LEAGUE Worth Greater Than
$10,000,000 Field Dimensions:
Division III Professional Soccer 110 yards x 70 yards
LEAGUE STRUCTURE
USL Division III will boast an extensive calendar providing
opportunities for league competition and domestic cup
competition.
AFFILIATION
U.S. Soccer Federation,
Division III Men’s Professional Soccer
COMPOSITION
8-12 Teams in 2019; 12-16 Teams by 2020; 16-20 Teams by 2021
COMPETITION STRUCTURE
24-28 Matches Played From
March – October (est.)
TRAVEL
Predominantly Regional Travel
DOMESTIC AND INTERNATIONAL COMPETITION
The Regular Season Competition Calendar May Be Augmented
With Various Domestic and International Events Including the
Lamar Hunt U.S. Open Cup and CONCACAF Champions League.
MARKET IDENTIFICATION
The key to successful professional soccer franchise is properly
identifying markets of sustainability and support.
STRONG LOCAL OWNERSHIP
A strong local ownership provides the ability to
operate efficiently while focusing on short-term and
long-term developmental goals.
LOCAL CIVIC SUPPORT
The team generates positive economic impact while
providing a family-affordable entertainment option.
Working with local officials ensures the club and the
city are partners within the community.
FACILITY THAT MEETS US SOCCER & USL STANDARDS
All stadia within the USL must adhere to the
minimum standards set by the league and the U.S.
Soccer Federation. Standards address items such as
field size and seating capacity.
POPULATION, DEMOGRAPHICS & CORPORATE BASE
The market’s population must meet minimum
requirements set by USL in order to provide a base
for business. Additionally, the consumer
demographics and corporate base are key to the
future of the franchise.
STADIUM DEVELOPMENT
USL’s destination 2020 set forth a stadium development initiative
for all USL teams to own or become the primary tenant of soccer-
specific stadiums.
The soccer-specific stadium provides the
opportunity to generate revenue from hosting
additional events throughout the calendar year.
In addition to programming the USL schedule of
competition, the facility may also host sporting and
special events including:
• Concerts
• Festivals
• High School / College Sports (Soccer, Rugby,
Football, Lacrosse)
• Corporate Outings
• National Tournaments
STADIUM MINIMUM STANDARDS
USL provides all USL clubs with state-of-the-art stadium development guidelines that address a multitude of topics including: Lighting,
Field Material, Parking, Luxury Suite & VIP Areas, Locker Rooms, Concessions and Broadcasting.
SEATING CAPACITY: 3,500+
Minimum Fixed Seating Threshold
FIELD DIMENSIONS: 110 X 70
Minimum Field Dimensions (in yards)
CALENDAR
USL’s operational calendar provides tremendous opportunities to generate direct and indirect revenue while
sharing economies of scale with parallel sports entertainment options.
JAN. FEB. MAR. APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC.
EXPANSION PROCESS
The USL expansion focuses on three pillars: market, ownership and facility
1 2 3 4 5
Market Ownership Stadium Business Plan Team
Identification Qualification Approval Development Announcement
USL’s expansion efforts will USL has experienced USL desires for all USL teams Key to the successful The final and celebratory
identify markets that tremendous growth through to own or be the primary operation of a USL franchise stage of the USL expansion
exhibit: a local-ownership focus tenant of a soccer-specific is proper research and process, the team
with: stadium that meets and planning. announcement is a
• A proven history of exceeds the standards set coordinated effort between
supporting professional • Previous/current forth by U.S. Soccer and The league mandates all the acquiring owner, market
sports professional sports USL. prospective franchise of operation and the league.
ownership experience owners to complete a
• Communities that are • Stadium ownership allows comprehensive business The team announcement
home to existing • Properly capitalized and for increased revenue plan for the franchise in serves as the official
professional or high-level able to meet the U.S. generating opportunities order to obtain a complete notification of the club and
amateur sports Soccer standards for through programming understanding of the initiates many elements of
organizations ownership including: festivals, expectations. the club’s operation within
concerts, sporting the market including
• Markets with existing or • Tied to the local events, corporate outings The business plan addresses branding, ticket sales and
planned facility community and civic topics including: community outreach.
improvements that network of officials and • Stadium Minimum • Organizational structure
provide a suitable facility business owners and Standards include: • Ticket sales
that meets U.S. Soccer operators • Field: 110 x 70 yds • Corporate partnerships
Standards • Seating: 3,500+ • Youth Academy
• Lighting: 125 ft. Development
• Markets looking to candles • Stadium Development
increase exposure to a • Locker rooms, • Operational Budget
national audience showers, press box, • Marketing
through professional VIP area, parking • Player Scouting
sports • Community Outreach
PROFESSIONAL
PASSIONATE
PROVEN
CONTACT:
Steven Short
Vice President, USL Division III
P: (813) 269-1359
E: Steven.Short@uslsoccer.com
