Because Football

Andrew Baggaley
  • 3.0 (2)
  • SOCCER
  • UPDATED WEEKLY

The Because Football Podcast is all about uncovering the heart of football through individual journeys and community histories shaped by the beautiful game. We talk with leaders, decision makers, and creatives in the football /soccer industry to discuss their paths and insights they've learned along the way. The Because Football Podcast is hosted by Andrew Baggaley. Since January 2024, Andrew has travelled the world to explore soccer cultures and communities in 20 countries. Originally from Philadelphia, he has had a lifelong fascination with the game as a player, coach, and fan.

  1. 8H AGO

    How MLS Marketers Define Their Club's Story | Sandra Moore, Sporting KC

    What happens when you bring a CMO from Buick and Hanes into professional soccer? In Episode 100 of the Because Football Podcast, we chat with Sandra Moore, Chief Marketing Officer of Sporting Kansas City of MLS. After decades telling the story of automotive and fashion brands, Sandra pivoted to the world of professional football to answer a question many MLS clubs neglect: Who are we, really? Sandra came into a club without a clear brand story. No consumer research. No data on what fans actually wanted. So she did something radical — she asked them. Focus groups with diehards. Surveys with casual soccer fans. Conversations with people who'd never set foot in a stadium. What she found surprised everyone: fans care as much about what happens in the stands as they do about what happens on the pitch. In this conversation, Sandra breaks down how to define your club's story when wins aren't guaranteed, why engagement metrics matter more than impressions, and how Sporting KC is preparing for a World Cup that could reshape American soccer forever. Plus: the behind-the-scenes content that outperformed their player highlights (hint: it featured the kit men). Whether you're building a brand at a pro club, running a youth program, or just trying to understand how soccer marketing actually works, this episode offers numerous takeaways to help you move forward. Connect with Sandra Moore and Sporting KC here: https://www.linkedin.com/in/sandramoore2/ https://www.sportingkc.com/ https://www.instagram.com/sportingkc Connect with Because Football here: ⁠https://www.youtube.com/@BecauseFootball_⁠ ⁠https://www.instagram.com/becausefootball_/⁠ ⁠https://www.linkedin.com/in/baggaleyandrew/⁠ ⁠https://www.linkedin.com/company/because-football-media/⁠ Need help with your soccer content, events, and strategy? We can help! To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

    41 min

  2. FEB 11

    Navigating Constant Change in Sports Tech Business | Paul Boanas

    In Episode 99 of the Because Football Podcast, we discuss the rapid, massive change that has occurred in sports technology, particularly in the world of professional football, and the importance of relationship building to career success. Paul Boanas carries 25 years of experience across the Sports Performance and Technology industry, starting his career at a time when VHS tapes were the norm and he would log hundreds of miles driving all over the UK just to deliver game film. He has held leadership roles at major companies such as Catapult Sports, Prozone and Playermaker, and has witnessed the skepticism, adoption, and current obsession over data in pro soccer. In this conversation, Paul shares amazing stories from early in his career, including time as a consultant at his boyhood club of Middlesbrough Football Club, serving as part of the backroom support staff when the club won its first ever major trophy, qualified for Europe twice and had the club's higfhest ever league finish. For the past 4 years, Paul has been focused on helping start-ups and early stage companies to break into the industry. And, as with many of our guests, Paul continually emphasizes the importance of trust building and relationships, given the football world is actually quite small and unforgiving. It’s a fascinating discussion mixing personal anecdotes with sharp, honed expertise. Anyone planning to break into the pro sports market with their own enterprise is sure to get alot out of it! Connect with Paul Boanas here: https://www.linkedin.com/in/paulboanas/ Connect with Because Football here: ⁠https://www.youtube.com/@BecauseFootball_⁠ ⁠https://www.instagram.com/becausefootball_/⁠ ⁠https://www.linkedin.com/in/baggaleyandrew/⁠ ⁠https://www.linkedin.com/company/because-football-media/⁠ Need help with your content strategy and production? We can help. To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

    48 min

  3. FEB 4

    How Pro Soccer Clubs can Boost Attendance and Revenue | Jim McCarthy

    What if the biggest thing holding your club back isn't the product on the pitch but the lack of a clear, open conversation with fans? In Episode 98 of the Because Football Podcast, we chat with Jim McCarthy about everything he's learned regarding building and serving fans over a 25 year career that he has spent supporting over 2 million events for tens of millions of customers. As founder of Impresario Strategic Growth Services and former CEO of Goldstar, he's now focused on one thing: helping professional soccer clubs fill stadiums and build sustainable audiences. In this conversation, Jim breaks down why most clubs get pricing wrong, what "right-size stadiums" really means, and why the 2026 World Cup might have a marketing problem nobody's talking about. We dig into the differences in approaching how to attract families vs young adults vs casual fans — and why "seats are raw materials" that need to be turned into products for specific people. He also shares his informed guesses about FIFA's ticketing model for the World Cup and why there may be some light at the end of the tunnel for hopeful fans who feel priced out. Whether you're running a USL club, building a supporter group, or just trying to understand the business side of the game you love - Jim drops tons of actionable knowledge in this one. Connect with Jim here: https://www.linkedin.com/in/jcmccarthy/ https://impresariostrategic.com/ Connect with Because Football here: ⁠https://www.youtube.com/@BecauseFootball_⁠ ⁠https://www.instagram.com/becausefootball_/⁠ ⁠https://www.linkedin.com/in/baggaleyandrew/⁠ ⁠https://www.linkedin.com/company/because-football-media/⁠ Need help with your content strategy and production? We can help. To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

    56 min

  4. JAN 28

    Adding AI to Your Soccer Club's Content Strategy | Isabel Freedman

    In Episode 97 of the Because Football Podcast, we chat with Isabel Freedman, Emerging Technology Partnerships Lead at Wasabi Technologies. Isabel shares how she leads go-to-market strategy for emerging technologies spanning AI, sports, media and entertainment. Wasabi Technologies is changing how professional sports organizations can leverage AI-power intelligent media storage to quickly locate every highlight and moment across their media archives. Isabel shares how the company has helped their partner Liverpool FC with this feature and even partnered with the club on media campaigns. But although Wasabi is partnered with one of the world’s biggest football clubs, Isabel shares how clubs of all sizes can stay aware of how to use AI in their data storage and content creation workflows. In fact, by adopting an AI-first mindset, clubs can get a headstart on effectively tagging and archiving their data so that it’s easy to retrieve and apply for relevant stories and campaigns. AI is here to stay so clubs need to bes tunderstand how to adopt and adapt. Club leaders professional and youth soccer clubs around the country will experience many takeaways from our discussion about how to transform their sports media workflows and enhance their content marketing. Connect with Isabel Freedman here: https://www.linkedin.com/in/isabelfreedman/ https://www.linkedin.com/in/isabelfreedman/ https://wasabi.com/ Connect with Because Football here: ⁠https://www.youtube.com/@BecauseFootball_⁠ ⁠https://www.instagram.com/becausefootball_/⁠ ⁠https://www.linkedin.com/in/baggaleyandrew/⁠ ⁠https://www.linkedin.com/company/because-football-media/⁠ Need help with your content strategy and production? We can help! To contact us, email becausefootballmedia [at] ⁠gmail.com⁠

    33 min

  5. JAN 21

    Winning in American Pro Soccer with Brand, Stories, and Trust | Greg Lalas

    Professional soccer clubs often neglect storytelling because they lack the patience to trust an asset that doesn't always show an obvious ROI on the spreadsheet - but which is central to building trust and relationships and ensuring longterm financial sustainability. In Episode 96 of the Because Football Podcast, we chat with Greg Lalas, an experienced sports brand storyteller and digital strategist, and Director and Founder of Short Corner Media. Greg has been a mainstay in shaping American soccer stories and marketing strategy for MLS, Goal.com, USL, and has brought decades of expertise to our discussion. An original MLS player turned sports journalist, Greg has seen his talent for crafting stories grow beyond simple journalism to become an integral part of brand building, content marketing, and business growth. In this conversation, Greg breaks down what most people get wrong about the role of stories in relationship building, the importance of respecting the fan, and the specific metrics he uses to measure success across various platforms. He uses the specific example of OKC Energy, a newly announced USL club that Short Corner Media has been supporting as they build a fanbase and solidify an identity that “reflects, represents, and resonates” in their community. Greg has played so many important roles in American soccer and whether you are an emerging content creator, journalist, or club leader, we’re sure you’ll get value from his insights. Connect with Greg Lalas here: https://www.linkedin.com/in/greglalas/ ⁠https://www.shortcornermedia.com/ Connect with Because Football here: ⁠https://www.youtube.com/@BecauseFootball_⁠ ⁠https://www.instagram.com/becausefootball_/⁠ ⁠https://www.linkedin.com/in/baggaleyandrew/⁠ ⁠https://www.linkedin.com/company/because-football-media/⁠ Need help with your soccer content, events, and strategy? We can help! To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

    50 min

  6. JAN 14

    Why Soccer is the Sport of the Internet | Shawn Francis, COPA90

    In Episode 95 of the Because Football Podcast, we chat with Shawn Francis, Executive Creative Director for North America at COPA90. Shawn Francis has spent over 15 years figuring out how culture actually connects people to the game - shaping stories and curating moments that make those connections mean something. His path started in music at MTV, where he helped build social media before most brands knew what that meant. Then he followed his curiosity to MLS, laying the league's early social foundations during that strange, beautiful era when American soccer was still the indie band of sports. People were still “figuring it out” but Shawn was honing a vision that has had a seismic impact on soccer creative, brand partnerships, and in-person activations. Now at COPA90, he's leading the team telling the stories that happen outside the 90 minutes, outside the stadiums. The stuff we really love that makes the game matter, whether that’s fan culture, rituals, behaviors, and mini worlds that soccer supporters love getting lost in. He calls himself a "pop-cultural anthropologist” - he pays attention to why people care. We also chat about COPA90’s ambitious “Best Job in the World” project, a campaign that has identified five emerging storytellers to produce authentic, culture-first football content leading into the 2026 World Cup. After receiving over 3,500 applications, COPA90 didn’t opt for creators with the largest following and most experience - they selected those who have a unique presence and perspective in a variety of enthralling subcultures, offering a glimpse beyond the headlines and global stars. Shawn's also a long-suffering Red Bull New York supporter - the kind of fan who knows better than to believe this is finally their year, but can't quite help himself. Listeners will enjoy his “All-Time 5-a-Side selection” with a mix of household names and underdogs. Connect with Shawn Francis here: https://www.instagram.com/copa90/ https://www.instagram.com/theoffsiderules/ https://www.linkedin.com/in/francisshawn/ ⁠ Connect with Because Football here: ⁠https://www.youtube.com/@BecauseFootball_⁠ ⁠https://www.instagram.com/becausefootball_/⁠ ⁠https://www.linkedin.com/in/baggaleyandrew/⁠ ⁠https://www.linkedin.com/company/because-football-media/⁠ Need help with your soccer content, events, and strategy? We can help! To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

    52 min

  7. JAN 8

    How to Become a Professional Football Agent: FIFA Exams to Personal Values | John Viola

    In Episode 94 of the Because Football Podcast, we welcome John Viola, experienced FIFA-licensed football agent and educator and founder of 451 Football Consultancy. 451 offers services for professional football clubs, players, and online educational courses and events that teach passionate football fans from a variety of career backgrounds how to transition into being a football agent. In this episode, John shares 34 years of insider experience across the global soccer industry, from player representation to World Cup impact in North America. John’s story proves that you don’t need experience in the professional soccer business, secret industry connections, or anyone else’s permission in order to be a successful agent. Not only does John regale listeners with entertaining behind-the-scenes stories, he explains the realities of football industry, the role of trust and transparency in relationship building, and the critical intangibles it takes to “make it” as an agent. We talk about the transformational potential of the 2026 FIFA World Cup in North America, how to pass the FIFA agent exam, and why LinkedIn storytelling and marketing are key to an agent’s networking and self-promotion. For anyone working in professional football (or looking to enter the industry), this episode offers clarity on agent careers, global networking, cross-cultural communication, and the opportunities the 2026 World Cup will unlock across the U.S., Canada, and Mexico. Connect with John here: ⁠https://www.linkedin.com/in/johnviolafootball/?profileId=ACoAAAjIj34Bf87sRjxWvDWEb5r9R0bwIPOFkKo⁠ ⁠https://www.451fc.com/services/⁠ ⁠https://www.linkedin.com/company/451fc/posts/?feedView=all⁠ Connect with Because Football here: ⁠⁠https://www.youtube.com/@BecauseFootball_⁠⁠ ⁠⁠https://www.instagram.com/becausefootball_/⁠⁠ ⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠ ⁠⁠https://www.linkedin.com/company/because-football-media/⁠⁠ Want to start your own podcast? We can help. To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

    45 min

  8. 12/31/2025

    The Business of Soccer Media: Creators, Brands, and a Culture of Belonging | Simon Evans

    In Episode 93 of the Because Football Podcast, we chat with Simon Evans, an experienced journalist, content consultant, and co-founder of the Soccer Business - a news, information, data and analysis company focused on the North American soccer industry. Simon has had quite a ride, from traveling on trains and sleeping on couches while covering football in every corner of Europe (an adventure that led to “The Rough Guide to European Football” book) to 8 years in Italy reporting for Reuters on the glory days of Serie A in the 90s, to eventually covering a range of sports while based in Miami. In this episode, Simon explains the many ways that American soccer fans engage with the game and why the World Cup is a massive moment but isn’t a sure bet to catalyze a new wave of North American fans. We also discuss the current soccer media landscape, opportunities for new storytellers, and how brands play a pivotal role in giving talented creators the resources to reach their potential. For professionals working in clubs, leagues, and football marketing, this episode offers grounded insight into what drives fan engagement, brand alignment, and how storytelling draws attention, loyalty, and long-term growth. We also dance around the possibility of pro/rel in USL, why football is at its best when it emphasizes community and belonging, and the time Simon got to watch AC Milan legend Andriy Shevchenko practice volleys and headers. Listen to the full episode and step into a scintillating conversation that mixes passionate football banter with measured, experienced insights. Connect with Simon Evans here: https://www.linkedin.com/in/simon-evans-9440554/ https://thesoccerbusiness.com/ https://x.com/sgevans?lang=en Sign up for The Soccer Business Newsletter:  https://newsletter.thesoccerbusiness.com/ Connect with Because Football here: ⁠https://www.youtube.com/@BecauseFootball_⁠ ⁠https://www.instagram.com/becausefootball_/⁠ ⁠https://www.linkedin.com/in/baggaleyandrew/⁠ ⁠https://www.linkedin.com/company/because-football-media/⁠ Want to start your own podcast? We can help. To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠

    57 min
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Ratings & Reviews

3
out of 5
2 Ratings

About

The Because Football Podcast is all about uncovering the heart of football through individual journeys and community histories shaped by the beautiful game. We talk with leaders, decision makers, and creatives in the football /soccer industry to discuss their paths and insights they've learned along the way. The Because Football Podcast is hosted by Andrew Baggaley. Since January 2024, Andrew has travelled the world to explore soccer cultures and communities in 20 countries. Originally from Philadelphia, he has had a lifelong fascination with the game as a player, coach, and fan.

Information

  • Creator
    Andrew Baggaley
  • Years Active
    2023 - 2026
  • Episodes
    106
  • Rating
    Clean
  • Copyright
    © Andrew Baggaley
  • Show Website
    Because Football