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/kylesheldonName and Number: https://www.nameandnumber.comPathway: https://pathwayhq.com00:00 Introducing Kyle Sheldon01:05 The evolution of soccer and sports marketing04:28 Becoming the driving force in growing soccer in the US09:25 Growing careers in the soccer industry12:22 Pathway's natural growth has led to extremely high engagement17:32 The potential future growth of the soccer industry is massive21:20 Navigating the soccer-creator industry requires expertise24:49 The fashion culture within soccer28:19 Empowering creators to thrive in the soccer space32:22 US vs European football content culture41:36 The shifting power dynamic between creators and traditional media50:32 Partnership advice for creators and brands