Project 14 and 26 - Soccer - Developing Leagues Around the World

[PWC2017]

Chapter 49 — Pershing Square, Birmingham, and the Birth of a New Idea (2021–2022)​

By 2021, Manson’s relationship with Pershing Square had evolved from exploratory conversations into something far more deliberate. What had begun years earlier as informal dialogue about North American sports ownership had matured into a shared philosophy: long-term asset building, infrastructure first, culture second, and competition as the final layer.

Pershing Square saw in Manson what few others did — a strategist who thought in decades, not cycles.

The Birmingham City Opportunity​

The first major convergence of ideas came through English football.

Birmingham City FC represented everything Manson believed modern football ownership had neglected. A historic club. A massive catchment area. Loyal supporters. And yet, underutilised infrastructure, unstable leadership, and no coherent long-term sporting vision.

Throughout 2021, Manson worked closely with Pershing Square advisors to evaluate Birmingham as a case study in football reform:

• Stadium redevelopment potential
• Training ground modernisation
• Academy restructuring
• A data-driven sporting department aligned with European best practices

Unlike speculative ownership models, the Birmingham plan was rooted in stability and patience. The goal was not immediate promotion at all costs, but controlled growth — creating a club capable of sustaining success rather than chasing it.

By 2022, Pershing Square formally completed its involvement in the Birmingham City takeover, with Manson playing a key strategic role behind the scenes. The club became a living laboratory for ideas that would later influence Project 26: licensing discipline, infrastructure mandates, and a clear separation between governance and football operations.

Birmingham was proof that Manson’s thinking worked outside North America.

Conversations Beyond Football​

It was during this same period that discussions between Manson and Pershing Square began to drift beyond football altogether.

Late-night meetings in New York and Las Vegas increasingly touched on a different question:

What would a truly modern combat-sports organisation look like if it were built like football — structured, regulated, global, and sport-first?

Professional wrestling kept resurfacing.

To Manson, wrestling was one of the last major sports-entertainment properties still operating under a closed, territorial mindset. Despite its popularity, it lacked:

• Transparent rankings
• Weight divisions treated as legitimate competitive classes
• Win–loss records that truly mattered
• Independent governance

Pershing Square saw the commercial upside. Manson saw the structural flaw.

By late 2022, the idea had crystallised: a new professional wrestling promotion, built from the ground up with the same principles guiding Project 26 — legitimacy, global governance, weight classes, and sporting credibility.

It wouldn’t be rushed.
It wouldn’t be loud.
And it wouldn’t be announced.

Not yet.

Internally, the project began to take a name — New World Pro-Wrestling.

The thinking was familiar by now. Lay foundations quietly. Build the framework. Secure talent and governance. Let the market catch up later.

Football remained the priority, but something new had begun to form alongside it — another long-term play, driven by the same belief that sport could be better if it was built properly from the start.

By the end of 2022, Manson was no longer working on just one future.

He was shaping two.

 

[PWC2017]

Chapter 50 — 2023: The Apple Deal and the Future of MLS Broadcasting​

By 2023, years of quiet negotiation, strategic leaks, and parallel bidding processes reached a decisive moment. What began as exploratory dialogue under Don Garber had evolved into a full-scale rethink of how top-level football in the United States and Canada would be consumed.

That moment arrived with the formal confirmation of the Apple deal.

The Agreement​

In early 2023, MLS and Apple officially agreed to a five-year exclusive streaming partnership, set to run from:

August 2026 through the conclusion of the 2030–31 season

The deal was deliberately aligned with:

• The launch of the new MLS three-division pyramid
• The transition to the World Soccer Calendar (July–May)
• The first season of promotion and relegation in North American top-flight football

It was no coincidence. MLS wanted a clean break — structurally and commercially.

What the Deal Covered​

The Apple agreement applied only to MLS competitions, specifically:

• MLS Super League
• MLS Second League
• MLS Third League

Every MLS league match would be:

• Streamed live
• Available globally
• Housed on a single platform
• Free from regional blackouts

For the first time, MLS would operate like a modern global league — one subscription, one destination, every match.

This was a defining philosophical shift. Centralised access replaced fragmented regional deals. Fans no longer had to hunt for games. Clubs gained consistent global exposure regardless of market size.

The Linear TV Exception​

Notably, not every MLS match would be exclusive to Apple.

As part of Manson’s insistence on maintaining a traditional broadcast footprint, a secondary linear television package was carved out:

• A select number of high-profile weekly matches
• Rivalries, opening weekends, title races, and promotion/relegation deciders
• Matches deemed part of the main TV package

These fixtures would air on linear networks while remaining excluded from Apple’s exclusivity window, ensuring:

• Maximum reach for marquee games
• Continued relevance on traditional television
• Strong advertising value for sponsors

Apple accepted the structure, understanding that scarcity — not total exclusivity — would protect long-term value.

Why Apple Made Sense​

From MLS’ perspective, Apple offered what no traditional broadcaster could:

• Guaranteed global distribution
• Predictable long-term revenue
• No dependency on ratings-based renewals
• Full control over scheduling

For Manson, the appeal was even more strategic.

Apple’s platform ensured that promotion and relegation — a concept unfamiliar to many North American fans — would be:

• Explained
• Visualised
• Normalised through consistent storytelling

Every match mattered. Apple’s interface would reflect that.

A Line Drawn​

The announcement sent a clear message across the football landscape:

• MLS was no longer building around franchises
• It was building around competition
• And it was doing so with a global audience in mind

NASL, regional leagues, and national competitions would follow different broadcast paths, but the signal was unmistakable. The top of the pyramid had chosen its partner.

By the end of 2023, with Apple locked in and the league structure confirmed, there was no longer any doubt.

Project 26 was no longer theoretical.
It was scheduled, funded, and broadcast-ready.

 

[PWC2017]

Chapter 51 — 2023: CBS Enters the Pyramid​

If the Apple announcement defined the digital future of MLS, the confirmation of the CBS deal cemented its place on traditional television.

Later in 2023, MLS formally announced a landmark linear broadcast agreement with CBS, completing the broadcast framework that Manson, Garber, and McDonough had been quietly assembling since 2021.

The message was clear:
this new pyramid would live everywhere — streaming and linear, domestic and global.

The CBS Package​

CBS committed to a weekly slate of seven live matches, spread deliberately across all three professional tiers:

• 4 matches per week from the MLS Super League
• 2 matches per week from the MLS Second League
• 1 match per week from the MLS Third League

This structure was intentional.

Manson believed promotion and relegation could only succeed if fans were exposed to the entire ecosystem, not just the top division. By placing Second and Third League matches consistently on national television, CBS helped legitimise every level of the pyramid.

No league was hidden.
No division was treated as secondary.

Playoffs and Finals​

Beyond the regular season, CBS also secured rights to:

• All MLS promotion and relegation Playoff matches
• Playoff Finals in the Second and Third Leagues
• Key end-of-season Super League fixtures tied to:
  • Title races
  • Relegation battles
  • Continental qualification

These matches were viewed as made-for-television drama — high stakes, emotional, and easily understood by American audiences familiar with postseason tension.

For CBS, the playoffs were the crown jewel.
For MLS, they were the bridge between American sports culture and global football tradition.

Why CBS Was the Right Partner​

CBS offered what other networks could not:

• A proven football portfolio
• Experience with European competitions
• Flexibility across CBS, CBS Sports Network, and Paramount+
• Willingness to invest in storytelling across divisions

Crucially, CBS understood Manson’s core belief:

Relegation fights rate as well as title races — sometimes better.

Rather than fearing the concept, CBS leaned into it.

The Completed Broadcast Model​

By the end of 2023, the broadcast structure was fully defined:

• Apple TV
  • All MLS matches live
  • Global streaming
  • August 2026–2031
• CBS (Linear TV)
  • 7 matches per week
  • Coverage across all three divisions
  • Full playoff and playoff final rights

Together, they created a system where:

• Hardcore fans never missed a match
• Casual fans encountered the league weekly
• Every club had a national platform

Reaction Across the Game​

Owners who had once feared relegation began to see opportunity.
Lower-division clubs saw visibility.
Sponsors saw inventory.

Most importantly, players and supporters realised something fundamental had changed.

This was no longer a closed league experiment.
This was a living football pyramid, broadcast nationally, debated daily, and finally treated as sport rather than franchise entertainment.

By the close of 2023, MLS was no longer preparing for change.

It was broadcasting it.

 

[PWC2017]

Chapter 53 — Progress, Not Perfection​

By late 2023, as Project 26 moved from theory into implementation, Matthew Manson was increasingly asked the same question by media, owners, and critics alike:

“Will every club be ready?”

The honest answer was simple.

No.

And that, in Manson’s view, was not a failure — it was reality.

Accepting the Imperfect Starting Line​

From the outset, Project 26 was never built on the idea of instant uniformity.

North American football had grown inside a franchise ecosystem for decades. Stadiums were shared, leases were complex, and land acquisition in major cities often took years, not months.

Manson understood that expecting every club to:

• Own land
• Build a soccer-specific stadium
• Control all matchday revenue

by 2026 was unrealistic.

What mattered was direction, not completion.

Baseball Parks and College Stadiums​

By 2023, it was clear that:

• Several clubs would continue playing in baseball stadiums
• Others would remain in college football venues
• A handful would still share multi-purpose facilities

These situations were not ideal.
Sightlines were imperfect.
Scheduling conflicts existed.

But forcing clubs to move before they were financially or logistically ready would risk collapse — the very thing Project 26 was designed to avoid.

Manson was adamant:

Sustainability comes before aesthetics.

---

The Licensing Philosophy​

Rather than hard capacity rules or arbitrary benchmarks, licensing under the new pyramid was built around ownership and control.

Clubs had to demonstrate:

• A clear stadium strategy
• Legal access to matchday revenue
• Training facilities under club control
• A realistic timeline for stadium development

The requirement was not size.

It was intent and ownership.

A 6,000-seat stadium owned by the club was valued more highly than a 40,000-seat venue rented year-to-year.

Momentum Across the Pyramid​

Despite the challenges, progress was undeniable.

By the end of 2023:

• A significant percentage of MLS and NASL clubs had:
  • Broken ground on new stadiums
  • Secured land
  • Announced relocation timelines
• USL and regional clubs were following similar paths, scaled to their markets
• Smaller clubs, once ignored, were now investing in infrastructure for the first time

For many communities, this was the first moment football felt permanent.

2026 as a Milestone, Not a Finish Line​

Manson consistently framed 2026 as a beginning.

Promotion and relegation would start then.
The pyramid would become operational then.
The calendar would align then.

But the true transformation — stadiums, academies, identities — would take another decade.

And that was acceptable.

You don’t build a football culture overnight, Manson often said.
You give it somewhere to live.

A Cultural Shift​

Perhaps the most important change wasn’t concrete or steel.

It was mindset.

Clubs that once chased short-term survival were now planning ten years ahead.
Owners were thinking in generations, not seasons.
Cities were beginning to see football clubs as civic institutions, not entertainment assets.

Perfection could wait.

Progress could not.

Looking Ahead​

As 2023 closed, Project 26 stood on imperfect ground — but solid foundations.

Some clubs would stumble.
Some timelines would slip.
Some stadiums would take longer than promised.

But the direction was set.

And for the first time in North American soccer history, everyone was walking the same way.

Forward.

 

[PWC2017]

Chapter 54 — Identity, Place, and the Power of a Name​

As the structure of the new pyramid solidified, Matthew Manson turned his attention to something less tangible than stadiums or broadcast contracts — but just as important.

Identity.

By 2023, Manson believed North American football had reached a point where clubs could no longer hide behind abstract branding, corporate naming, or vague regional identities. If promotion and relegation were going to mean something, clubs needed to belong unmistakably to a place.

That belief drove one of the most personal and, at times, contentious phases of Project 26.

A Relentless Schedule of Conversations​

Throughout 2023 and into early 2024, Manson’s calendar was dominated by meetings:

• On-site visits with ownership groups
• Late-night video calls across time zones
• Long conversations about history, community, and compromise

Some owners welcomed the discussion.
Others resisted it.

But Manson was consistent.

If your club doesn’t sound like it belongs somewhere, people won’t treat it like it does.

---

Undoing the Franchise Era​

Many club identities were products of a closed-league, franchise-first era — names designed for merchandising rather than belonging.

Manson’s objective wasn’t to erase history.
It was to reconnect it.

Several key changes emerged from those discussions.

Confirmed Identity Changes​

Ottawa

• Atlético Ottawa → Ottawa Fury
  A return to a name with existing emotional equity in the city, restoring continuity rather than importing identity.

New Mexico

• New Mexico United → Albuquerque United
  A move toward city-first identity, anchoring the club firmly in its metropolitan base.

North Carolina

• North Carolina FC → Raleigh RailHawks
  A revival of a name deeply associated with the region’s football history and supporter culture.

Rhode Island

• Rhode Island FC → Providence Islanders
  A name that reflected both geography and identity, tying the club unmistakably to its home city.

The Canadian Push: Cities First​

Nowhere was Manson more deliberate than in Canada.

Working closely with Canadian federation officials and club owners, he pushed for clear city identification across the former Canadian Premier League, ahead of its transition under the NASL umbrella.

The objective was consistency — and clarity.

By late 2023, the proposed identities were aligned as follows:

• Victoria Pacific FC
• East Vancouver FC
• Halifax Wanderers
• Ottawa Fury
• Winnipeg Valour
• Hamilton Forge
• Calgary Cavalry
• York United FC

Some names required minimal change.
Others were reshaped deliberately to emphasize city over region, community over concept.

Resistance and Reality​

Not every owner was enthusiastic.

Some worried about:

• Merchandise resets
• Brand recognition
• Short-term revenue disruption

Manson didn’t dismiss those concerns — but he challenged the premise.

Short-term comfort is not the same as long-term value.

He pointed repeatedly to Europe and South America, where clubs tied to cities survived relegation, ownership changes, and decades of upheaval — precisely because their identity was immovable.

Why Names Mattered in a Pyramid​

In an open system, names weren’t cosmetic.

They were functional.

Promotion and relegation required:

• Local pride
• Emotional attachment
• A sense of loss and achievement

A club named after a state, a sponsor, or a vague idea struggled to carry that weight.

A club named after a city did not.

Quiet Wins​

By early 2024, the results were visible:

• Supporter groups responded positively
• Local media narratives became clearer
• Municipal partnerships strengthened
• Clubs began to feel less like franchises and more like institutions

It wasn’t dramatic.
There were no press conferences.

But it mattered.

Manson’s Long View​

For Manson, this phase of Project 26 was deeply personal.

He had seen in Hong Kong what happened when clubs floated without roots.
He had watched North American teams disappear without trace.

This was his safeguard.

Stadiums can be rebuilt. Owners can change. Leagues can evolve.
But if a club belongs to a place, it survives.

As the pyramid edged closer to reality, the names on the shirts finally began to match the cities in the stands.

And that, Manson believed, was how football truly began.

 

[PWC2017]

Chapter 55 — Homes of the Pyramid (Confirmed Stadiums for 2026)​

By late 2024, there was no longer any ambiguity.

What had once been feasibility studies, renderings, land options, and political discussions were now signed, funded, and approved projects. As part of the final licensing confirmations ahead of August 2026, every club listed below formally committed to opening the new era inside a permanent home.

For Matthew Manson, this moment mattered as much as the pyramid itself.

Promotion and relegation could not exist on temporary ground.
Football clubs could not be institutions without addresses.

From 2016 onward, the stadium strategy had been deliberate: urban, identifiable, soccer-first, and owned or controlled by the club. Some were bold landmarks. Others were intimate neighborhood grounds. All were permanent.

By Summer 2026, the following stadiums were confirmed to open or be in full operation.

Flagship & Super League Stadiums​

Philadelphia Union​

South Philadelphia Stadium — 26,500
A brick-and-steel urban stadium designed to integrate with South Philly’s sports corridor. Steep single-tier stands, safe-standing sections behind both goals, and a public plaza connecting matchdays to year-round commercial use.

Inter Miami​

Freedom Park — 25,000
A palm-lined, modern venue forming the centerpiece of a mixed-use district. Designed with open concourses, shaded seating, and a strong Latin American aesthetic, anchoring football firmly within Miami’s civic fabric.

Vancouver Whitecaps​

Hastings Racecourse Stadium — 33,000
A dramatic coastal redevelopment with mountain sightlines. Hybrid roof structure, wide concourses, and strong transit connectivity, built to host both league and international fixtures.

New York City FC​

Etihad Park, Queens — 26,000
Compact, vertical design inspired by European urban grounds. Close proximity to the pitch, covered stands on all sides, and integrated community football facilities beneath the main stand.

Chicago Fire​

The 78 Stadium — 28,500
A river-adjacent stadium within one of the city’s largest new developments. Industrial design language, rail-accessible, with an emphasis on supporter culture and downtown visibility.

Salt Lake City Saints​

North Temple Street Stadium — 31,000
A bold, cathedral-style design reflecting regional identity. Stone facades, enclosed bowl, and a strong downtown presence tied directly to light rail.

Denver Rapids​

Ball Arena District Stadium — 28,500
Urban infill project replacing surface parking. High-altitude pitch design, steep seating, and shared district infrastructure with existing downtown sports venues.

Boston Pride​

Everett Stadium — 24,500
A compact waterfront venue with brick detailing and industrial heritage cues. Designed to fit tightly into the urban grid while creating a hostile home atmosphere.

The Super Clubs​

New York Cosmos​

Harlem Rail Yards Stadium — 41,500
A statement venue. Large-scale, iconic, and unapologetic. Rail-inspired architecture, multi-tiered bowl, and designed to host continental finals and international events.

Los Angeles Aztecs​

Anaheim Stadium District — 42,500
Southern California’s football cathedral. Open bowl design, canopy roof, and a festival-style concourse. Built to reflect the scale and ambition of the Aztecs brand.

Detroit Express​

Corktown Stadium — 27,500
Industrial-modern aesthetic with exposed steel and brick. Integrated supporter bars, rail access, and deep community integration within Detroit’s rebirth narrative.

Baltimore Athletic​

Fallsway Stadium — 27,000
Downtown, walkable, and tightly packed. Traditional English-inspired design with four distinct stands and a strong emphasis on atmosphere.

Golden City (San Francisco)​

Kezar Stadium Redevelopment — 26,500
Historic ground reborn. Modern bowl within preserved outer structure. Community-first design respecting Golden Gate Park’s footprint.

Club Deportivo Las Vegas​

Hidden Well Drive Stadium — 26,000
Desert-modern architecture with full canopy roofing. Built for night matches, climate efficiency, and spectacle, located south of the Strip near the airport corridor.

Established & Growth Clubs​

Indy Eleven​

Eleven Park — 20,000
A football-first venue with safe-standing ends and mixed-use integration. Designed as a community hub seven days a week.

Sacramento Republic​

Railyards Stadium — 22,000
Rail-inspired architecture, enclosed bowl, and downtown connectivity. Designed to grow with the club.

Albuquerque United​

Balloon Fiesta Park Stadium — 12,500
High-desert design with shade structures and expansion-ready stands. Community-driven and accessible.

Oakland Roots​

Howard Terminal Stadium — 25,000
Waterfront stadium blending port heritage with modern football culture. Designed for atmosphere over scale.

Cleveland City FC​

Canal Road Stadium — 14,000
Compact urban venue with steep seating and strong local character.

FC NOLA​

River City Stadium — 20,000
New Orleans-inspired design, open concourses, and festival zones.

Memphis 901​

Desoto Bayou Stadium — 18,000
Southern industrial aesthetic with community fields and academy facilities integrated.

OKC Energy FC​

Bricktown Stadium — 16,500
Downtown infill with strong supporter sections and mixed-use surroundings.

Sporting Club Jacksonville​

South Bank Stadium — 12,000
Riverfront design with future expansion capability.

Regional & NASL Foundations​

Every remaining NASL and regional club — from Milwaukee Iron’s Iron District to St. Paul United’s Union Depot — confirmed purpose-built or fully controlled stadiums designed to match their scale, market, and ambition.

Capacities ranged from 5,000 to 18,500, but the criteria were identical:

• Soccer-specific
• Club-controlled
• Permanent

No exceptions.

The Moment It Became Real​

By confirming every stadium ahead of 2026, Manson had quietly achieved what many believed impossible in North America.

Not perfection.
But permanence.

Leagues rise and fall on results.
But football survives on place.

When the first ball was kicked in August 2026, every club would do so from home.

 

[PWC2017]

Chapter 56 — South America Aligns (2024)​

By 2024, what had once sounded radical was no longer hypothetical.

For nearly a decade, Matthew Manson had argued that a true World Soccer Calendar could only exist if the biggest footballing regions moved together. Europe alone was not enough. North America could not move in isolation. And without South America — football’s emotional and technical heartbeat — alignment would be impossible.

That year, the breakthrough finally came.

The CONMEBOL Shift​

In a joint series of announcements across Buenos Aires, São Paulo, and Asunción, CONMEBOL confirmed a historic reform package that would take effect from the 2026–27 season.

At its core were two fundamental changes:

1. A move to a July/August–May calendar
2. The end of split-season formats

For leagues that had lived for generations with Apertura and Clausura, it was nothing short of seismic.

Brazil Leads the Way​

Brazil were first to commit.

After extensive consultation with clubs, broadcasters, and the CBF, the Campeonato Brasileiro Série A confirmed:

• Transition to an August–May calendar
• Retention of a single-table league format
• A revised domestic cup schedule aligned with continental competitions

Brazil’s reasoning was pragmatic:

• Improved alignment with global transfer windows
• Reduced fixture congestion with Libertadores
• Greater commercial coherence with European and North American broadcasters

Once Brazil moved, momentum followed.

Argentina Ends the Split Season​

Argentina’s announcement carried the greatest symbolic weight.

The AFA confirmed:

• The abolition of Apertura and Clausura
• A permanent return to a single-table championship
• Calendar alignment beginning August 2026

For decades, Argentine football had oscillated between formats, often driven by short-term politics. This time, the decision was framed as structural and irreversible.

Privately, officials acknowledged that continental alignment — and growing integration with North American competitions — had made the old system untenable.

A Continental Decision​

Following Brazil and Argentina, confirmations quickly arrived from across South America:

• Chile — Single-table, August–May
• Colombia — Gradual phase-out of split seasons
• Uruguay — Calendar alignment with modified domestic cups
• Paraguay & Ecuador — Unified schedules aligned with CONMEBOL tournaments

By the end of 2024, CONMEBOL formally ratified the changes, confirming that all major leagues would operate on a unified calendar by 2026.

Why It Mattered​

For Manson, this was one of the most important moments of Project 26 — even though it happened thousands of miles from North America.

Calendar alignment meant:

• Clean continental scheduling
• Fairer international qualification
• Synchronised transfer windows
• Legitimate integration of U.S. and Canadian clubs into CONMEBOL competitions

It also removed one of the final arguments against promotion and relegation in North America.

There was no longer a scheduling excuse.
No longer a continental mismatch.

Quiet Influence​

Manson was not on stage for the announcements.
He gave no interviews.
His name was not mentioned.

But inside football governance circles, it was understood.

The conversations that began in 2018, the lobbying through 2020, the framework discussions of 2021–2023 — all of it had contributed to this moment.

A senior South American official put it simply:

“Once North America committed, we had no reason not to.”

The World Soccer Calendar Becomes Real​

By the close of 2024, the picture was clear:

• Europe: August–May
• South America: August–May
• North America: August–May
• Continental competitions: Fully aligned

What had once been a theory now had dates.

And with that, the final structural pillar of the new football era locked into place.

The world was ready.

Now the leagues had to prove they deserved it.

 

[PWC2017]

Chapter 57 — The New Clubs (August 2026)​

The stadiums had been confirmed.
The calendar was aligned.
Now came the final piece — the clubs themselves.
By the spring of 2024, league officials quietly acknowledged that expansion was no longer speculative. These were not bids or concepts. These were institutions in formation, backed by ownership groups with capital, land agreements, and long-term sporting models already approved.
All would enter competition in August 2026, together.

---

The Super Club Era​

At the top of the structure sat the Big 6 Super Clubs — global-facing institutions designed from day one to operate at Champions League scale. Their identities, stadiums, and commercial strategies had been finalized earlier, and their admission was never in doubt.
They were the standard-bearers.
The financial anchors.
The global broadcast drivers.
But beneath them — and just as important — was the next tier.
These were clubs built not to dominate headlines, but to anchor cities, revive football cultures, and prove that the new pyramid worked at every level.

---

Confirmed Expansion Clubs (August 2026 Entry)​

Ottawa Fury​

Ownership: Ottawa Sports and Entertainment Group
Revived under stable, multi-sport ownership, Ottawa Fury returned as a national capital club with deep institutional backing. Designed to represent Eastern Canada in the new pyramid, the Fury emphasized youth development and regional identity over celebrity spending.

---

Cleveland City FC​

Ownership: Michael Murphy & Nolan Gallagher
A purpose-built club for a football-hungry market. Cleveland City FC positioned itself as a blue-collar, supporter-driven institution, mirroring the city’s sporting ethos while operating with disciplined financial controls and strong academy investment.

---

FC NOLA​

Ownership: Gale Benson
New Orleans’ long-awaited top-tier football project arrived with credibility and permanence. Backed by Saints ownership, FC NOLA embraced a cultural-first identity, blending local heritage with modern infrastructure and strong regional scouting across the Gulf Coast.

---

Centro Dallas​

Ownership: TPG Inc.
Perhaps the most strategically ambitious of the group. Centro Dallas was built to capture the heart of American player development, operating as a hub club tied directly to elite academies and international recruitment pipelines. Less spectacle — more production.

---

Milwaukee Iron​

Ownership: Kacmarcik Enterprises
Milwaukee Iron embodied the league’s industrial roots philosophy — strong branding, community ownership principles, and a clear regional footprint. The club committed early to infrastructure and supporter culture as its competitive edge.

---

Buffalo City FC​

Ownership: Terry Pegula & Arctos Partners
With NFL- and NHL-proven ownership, Buffalo City FC entered with immediate credibility. Designed as a year-round football venue club, Buffalo aimed to become a northern powerhouse built on infrastructure, analytics, and long-term squad continuity.

---

Fort Lauderdale Strikers​

Ownership: CVC Capital
A historic name reborn with modern ambition. The Strikers’ return was framed as a global investment platform, blending South American recruitment, European commercial strategy, and Florida’s international appeal.

---

St Paul United​

Ownership: RedBird Capital
RedBird’s involvement ensured a multi-league, data-driven approach. St Paul United was positioned as a technically sophisticated club, prioritizing sporting directors and development pipelines over marquee signings.

---

Tucson Sun​

Ownership: Sun Capital Partners
Built for climate, culture, and cross-border engagement, Tucson Sun leaned into its Southwest identity, acting as a bridge club between U.S. and Mexican football markets with a strong emphasis on regional talent.

---

Boise Bears​

Ownership: Brad Stith, Steve Patterson, David Wali & Bill Taylor
A model small-market club. Boise Bears focused on sustainability, local engagement, and smart recruitment. Their admission was seen as proof that the new system wasn’t only for megacities.

---

Glendale Monsoon​

Ownership: Michael Bidwill
With NFL ownership backing, Glendale Monsoon entered as a commercially disciplined, infrastructure-first club, leveraging Arizona’s population growth and sports market maturity.

---

Billings FC​

Ownership: Main Street Sports Group & Steven Titus
A frontier club in every sense. Billings FC represented the league’s commitment to geographic breadth, regional loyalty, and long-term football education in underserved markets.

---

Des Moines City FC​

Ownership: Jeff Lamberti & Orchard View Sports & Entertainment
Purpose-built for stability, Des Moines City FC emphasized municipal partnerships and academy development, positioning itself as a long-term pyramid fixture rather than a speculative expansion.

---

Tacoma Stars​

Ownership: Redpoint Ventures
Reviving a historic name with modern backing, Tacoma Stars leaned into Pacific Northwest football culture, analytics-led operations, and tech-sector ownership philosophy.

A Different Kind of Expansion​

What separated this group from previous eras of American expansion was simple:

• No temporary venues
• No speculative ownership
• No short-term survival models

Every club entered with:

• Stadium certainty
• Long-term capital commitments
• Promotion-and-relegation readiness

They were not “franchises waiting to be tested.”
They were clubs.