In recent years, international soccer friendlies between clubs have increased dramatically with the formation of unofficial tournaments and multi-city tours, spreading international sports tourism to destinations across the United States.
It's all about branding, for the clubs, the league and the chance to boost their profile in the American market ahead of the 2026 FIFA World Cup. One of the most established events is the Soccer Champions Tour, which includes Spain's Real Madrid and Barcelona, Italy's AC Milan and England's Manchester City and Chelsea, and plays in the eastern and midwestern United States. This summer, Arsenal's women's team will also be in the US for the first time.
But some clubs are working with other promoters to create their own schedules. TEG Sports has organized friendlies between Arsenal, Manchester United and Liverpool in traditional big cities across the U.S., such as Los Angeles and Philadelphia. TEG also staged one of its high-profile matches, between rivals Liverpool and Manchester United, in a new market: Columbia, South Carolina, where soccer often means something entirely different.
Different Soccer
Williams-Brice Stadium is often packed for American football games, so it was a spectacular event when it was announced that Columbia, home of the Southeastern Conference's Gamecocks, would be hosting two of the biggest names in European club soccer.
The decision to bring the United vs. Liverpool match to South Carolina was based on something any event organizer or venue can appreciate: a personal connection. Chance MillerSouth Carolina's senior associate athletics director previously Hugh Nicholson From TEG Sport.
“(TEG Sports) knew Philadelphia and Los Angeles were going to win on their own.” Scott Powers“They've held these types of events there before, but they wanted to see if an English Premier League soccer team could capture the same passion for soccer in the South for two very different sports,” said John McCain, executive director of Experience Columbia SC Sports.
The university first contacted Powers in early December, as talks about the friendly were beginning to gain momentum, to let him know the opportunity was real.
“I told them, 'We're all in,'” Powers said. “I didn't need to see a list of demands. I thought to myself. When they told me the two teams, I was already excited about two Premier League teams coming to Colombia, but to have Manchester United and Liverpool playing in Colombia right before the season starts, I thought that was incredible.”
As part of the constant competition for collegiate facilities, Williams-Brice Stadium has significantly improved its fan experience in recent years, incorporating things like flashing light shows at nighttime games that generate social media buzz. When such an experience is added to a scheduled primetime game, “as soon as it was announced, we sold out all of the hotel rooms in Columbia for Saturday night,” Powers said.
Demand for tickets will vary from local fans to fans in the Southeast (especially Atlanta), and Powers and Columbia fans also know this is a great opportunity to make a big impression that will pay dividends in the future.
“They were betting on Colombia over Philadelphia,” said Powers, who identifies as a Manchester United fan. “We're documenting everything we can about the event – what we put into it, the interaction with the fans, the reactions of the spectators and visitors, information from people staying in the hotels and eating in the restaurants, their opinions – that will help us make future events better.”
In the United States, as the number of preseason friendlies grows, so does the number of different venues on college campuses. Kenan Stadium in Chapel Hill, North Carolina, will host Scottish Premier League teams Manchester City and Celtic on July 23, while Notre Dame Stadium in Indiana will host Chelsea and Celtic on July 27.
Columbus' Ohio Stadium is also scheduled to host a match between Chelsea and Manchester City on August 3. Linda LoganThe CEO of the Greater Columbus Sports Commission said 30,000 tickets for the game were sold on the first day they went on general sale.
“I know how excited the sports tourism side is to have this opportunity,” said Logan, whose destination will also host next weekend's MLS All-Star Game and a friendly match between the Columbus Crew and Aston Villa on July 27. “The business community is really excited. They're all looking at ways to get people to see the city in a different light, to entertain and to bring in potential economic development partners. We're encouraging people to not only buy a suite, entertain and bring people who've never visited the city before, but also to think about the economic impact.”
Premier Chance
The range of clubs playing in the United States spans the whole of Europe, but there is one country, and one league in particular, that stands above the rest in estimated economic impact.
“We believe the English Premier League has the greatest recognition,” Terry Hasseltine“Even people who aren't that familiar with the sport know what the Premier League is in England,” said , executive director of the Maryland Sports Commission and vice president of the Maryland Stadium Authority. “When you start to get exposed to the different aspects of other leagues, there's not as much global recognition. It just takes a little more marketing and strategy to build excitement. The Premier League is a global brand, everyone recognizes it and there's an instant connection.”
Maryland will host two Premier League clubs, Wolves and Crystal Palace, on July 31 at Navy-Marine Corps Memorial Stadium in Annapolis as part of Elite Promotions Group's “The Stateside Cup” event. Baltimore's M&T Bank Stadium will host Barcelona and AC Milan on Aug. 6 as part of the Soccer Champions Tour.
“It's going to bring the club's fan base into our market and allow us to connect with the local community on a higher level,” Haseltine said, “and it's going to put the Maryland name out there in the international marketplace for other opportunities that we're looking to pursue. And maintaining that international relationship and showing that we're a leader in the sports tourism industry will help us as we talk to federations internationally so they know we're putting on large scale events.”
Promoting regional partnerships
The sponsorship aspect of hosting a club is also a big factor. Manchester United's sponsorship deal with San Diego-based Snapdragon saw the Premier League club take on FX fame Wrexham last summer. Manchester United will visit San Diego again on July 31 to take on La Liga side Real Betis.
““At Manchester United and Wrexham, 71% of tickets were purchased outside of San Diego.” Nathan Kopp Vice President of Strategic Initiatives for Sports San Diego. “It was a great opportunity for San Diego. We wouldn't have had the relationship with Manchester United without Snapdragon. Snapdragon and Qualcomm said they wanted to play in San Diego, and that was the start of the relationship.”
The match will be Real Betis' second game in six days in the United States, after they face another Premier League powerhouse, Liverpool, at Pittsburgh's Acrisure Stadium on July 26.
“It means greater international exposure through social media,” the executive director of Sports Pittsburgh said. Jennifer Hawkins“And this is another opportunity for Sports Pittsburgh and Visit Pittsburgh to partner with the Steelers, Liverpool and Real Betis. This is an opportunity to get the name out there for local audiences as well.”
There's also a local connection through the international friendlies. “Given Fenway Group's direct ties to Liverpool and our immediate ties here (as owners of the Pittsburgh Penguins), having us in the conversation with these brands is a win for us,” Hawkins said. “Bringing the anticipated numbers of people to the city will be a win for everyone.”
Highlights from the US Summer Soccer Tour
July 20: Wrexham AFC v AFC Bournemouth, Harder Stadium, Santa Barbara, California
July 23: Manchester City v Celtic, Kenan Stadium, Chapel Hill, North Carolina
July 24: Wrexham AFC v Chelsea, Levi's Stadium, Santa Clara, California
July 26: Liverpool v Real Betis, Acrisure Stadium, Pittsburgh, Pennsylvania
July 27: Arsenal v Manchester United, SoFi Stadium, Los Angeles, California
July 27: Manchester City v AC Milan, Yankee Stadium, New York City, New York
July 27: Wrexham AFC v Vancouver Whitecaps FC, BC Place, Vancouver, British Columbia
July 27: West Ham v Wolves, EverBank Stadium, Jacksonville, Florida
July 27: Chelsea v Celtics, Notre Dame Stadium, South Bend, Indiana
July 27: Aston Villa v Columbus, Lower Dotcom Field, Columbus
July 30: Barcelona v Manchester City, Camping World Stadium, Orlando, Florida
July 31: Liverpool v Arsenal, Lincoln Financial Field, Philadelphia, Pennsylvania
July 31: Manchester United v Real Betis, Snapdragon Stadium, San Diego, California
July 31: AC Milan v Real Madrid, Soldier Field, Chicago, Illinois
July 31: Timberwolves vs. Crystal Palace, Navy-Marine Corps Memorial Stadium, Annapolis, Maryland
July 31: Chelsea v Club America, Mercedes-Benz Stadium, Charlotte
July 31: Aston Villa v RB Leipzig, Red Bull Arena, New Jersey
August 3: Manchester United v Liverpool, Williams-Brice Stadium, Columbia, South Carolina
August 3: Manchester City v Chelsea, Ohio Stadium, Columbus, Ohio
August 3: Real Madrid v Barcelona, MetLife Stadium, East Rutherford, New Jersey
August 3: West Ham v Crystal Palace, Raymond James Stadium, Tampa Bay, Florida
August 3: Aston Villa v Club America, Soldier Field, Chicago
August 6: Chelsea v Real Madrid, Bank of America Stadium, Charlotte, North Carolina
August 6: Barcelona vs. AC Milan, M&T Bank Stadium, Baltimore, Maryland
