Building American Soccer Communities: A Conversation with Michael Hitchcock

Send a textWhat does it take to build a thriving soccer culture in America? Michael Hitchcock, the self-described "ninja of American lower division soccer," has spent 30 years answering that question from every angle of the game.From his early days selling tickets at DC United to executive roles with LA Galaxy and FC Dallas, Hitchcock witnessed the birth and growth of MLS firsthand. Now as an investor and operator of over 20 soccer clubs worldwide, he's pioneering a new model for community-based soccer that's changing the American landscape.The results speak for themselves. His clubs regularly draw thousands of passionate fans in markets of all sizes—nearly 9,000 in Annapolis, 5,600 in Lubbock, Texas, and even 3,500 in McKinney where games are played in high school stadiums without beer sales during scorching Texas summers. These success stories challenge conventional wisdom about where soccer can thrive in America.Hitchcock's philosophy is refreshingly straightforward: good people, good plan, good execution. While the fundamentals remain consistent, he emphasizes that each market requires a tailored approach. In major metropolitan areas where traditional advertising is cost-prohibitive, success comes through grassroots marketing, community events, and building support one fan at a time.Drawing from mentors like Tim Laiweke and Lamar Hunt, Hitchcock believes America will truly become a soccer nation when every community has a locally-relevant team that authentically connects with residents. As MLS clubs have become less community-focused, lower-division teams are filling that vacuum of opportunity by creating the authentic connections fans crave.Ready to experience the soccer revolution happening in communities across America? Follow Michael Hitchcock's journey and discover how the beautiful game is finding its American identity from the ground up.Thank you for listening! Visit us at ASCNewYork.com