Ep. 51: How creators unlock the future of American soccer ft. Kyle Sheldon

This week Francis is joined by Kyle Sheldon, founder and CEO of Name and Number, a soccer specific marketing and creative agency. Kyle has worked within the US soccer world for two decades and held marketing roles at multiple MLS clubs. Kyle is also the founder and editor of Pathway, a newsletter aimed at helping individuals break into the soccer industry.

Kyle: https://x.com/kylesheldon

Name and Number: https://www.nameandnumber.com

Pathway: https://pathwayhq.com

00:00 Introducing Kyle Sheldon

01:05 The evolution of soccer and sports marketing

04:28 Becoming the driving force in growing soccer in the US

09:25 Growing careers in the soccer industry

12:22 Pathway's natural growth has led to extremely high engagement

17:32 The potential future growth of the soccer industry is massive

21:20 Navigating the soccer-creator industry requires expertise

24:49 The fashion culture within soccer

28:19 Empowering creators to thrive in the soccer space

32:22 US vs European football content culture

41:36 The shifting power dynamic between creators and traditional media

50:32 Partnership advice for creators and brands