USL Launches Preferred Suppliers Program To Help Both Current, Expansion Clubs

The USL has agreements with 10 companies for its preferred supplier program, an effort to aid both existing teams and the 30-40 expansion teams it is expecting for its second- and third-division soccer leagues in the coming years. The program, overseen by USL Dirs of Business Development Josh Keller and Matt Reda, aims to connect teams with businesses from three main categories -- facilities, such as stadium design and seating; front office, such as ticketing and exec search firms; and field, such as medical supplies and player-analysis tools. Keller said, “In the past, we’ve always looked to be a resource for all of our teams, especially those that are coming in that we can have an onboarding process with to help them to be successful from day one. Informally we’ve always tried to give suggestions, and point out where a team may be using this vendor and having success with it, but we wanted to formalize that process and really help all the teams." He said building out this suite of suppliers also has helped gain preferred pricing, as well as access to certain resources that perhaps a team on its own might not have been able to obtain without the scale and volume of leveraging the entire league. The 10 deals have ranged from companies like InProduction, which creates modular stadiums for teams across the league, to sports insurance provider Monument Sports Group to Ruffneck Scarves.

TEAMS GRADUALLY WORKING WITH VENDORS: The program only launched a few months ago, and Keller said not every team has begun working with some of the vendors. However, he expects that many will hold discussions or sign deals with them in the offseason. The USL does not require its clubs to work with any of the suppliers. In terms of categories the USL is looking to move into, Keller said many teams have expressed interest in fan analytics tools, as well as tools on the ticketing and sponsorship side, and the league is hoping to bring on partners in those areas soon. However, Keller said the USL will not look to have multiple partners in single categories, instead trying to find the best fit for the league. Long-term, Keller said some of the partnerships could elevate to full-fledged league sponsorships as well, but as most of the deals done thus far are with pure business-to-business companies with little consumer-facing products, no deal has included that inventory yet. He declined to provide financial details of any of the arrangements, as each is structured different. “We see this program continuing to morph as we introduce the division-three league,” he said. “As more clubs are able to launch and be successful out of the gate, we think it only makes our league even stronger.”