Kickback Soccer: New Media Model Aims to Grow US Soccer Fanbase

John Parker believes he’s identified a key missing piece in the American soccer puzzle. For years, the refrain has been that soccer is the sport of the future in the U.S., boasting attractive demographics and rapid growth. Yet, translating that potential into consistent viewership, particularly on traditional media, has proven elusive. Now, Kickback Soccer Media, a new multiplatform media company, is betting it can connect with fans in a way others haven’t – by focusing less on the game itself and more on the American soccer fan.

The challenge facing soccer in the U.S. Is well-documented. Major networks like NBC and ESPN have increasingly shifted soccer content to streaming platforms, struggling to draw audiences on cable. Even Apple TV+, despite its deep pockets, removed the paywall for its MLS content in a bid to boost viewership. And major newspapers, including the Los Angeles Times, have scaled back regular soccer coverage due to dwindling readership. MLS is entering its 31st season this month, and the NWSL is experiencing record attendance, but consistent media engagement remains a hurdle.

A Different Approach to the Beautiful Game

Kickback, launched in December, isn’t aiming to replicate traditional sports journalism. Instead, it’s built around a network of interconnected platforms designed to cater to different segments of the American soccer audience. Soccerwise offers more conventional soccer coverage, while Kickback Committee features conversations with over a dozen soccer personalities and fans. First Touch, the company’s dedicated World Cup property, focuses on attracting new fans with original content. This content is distributed through podcasts, newsletters, social media, and video platforms like Instagram, Bluesky, and YouTube.

The company has already assembled a roster of established soccer journalists and personalities, including David Gass, Tom Bogert, Jordan Angeli, Brianna Pinto, Susannah Fuller, and, recently, MLS authority Matt Doyle. Parker describes this approach as a “funnel,” with content tailored to different levels of engagement, recognizing that U.S. Soccer fans are at varying stages in their relationship with the sport.

SiriusXM Partnership and a New Monetization Model

Kickback’s strategy appears to be gaining traction. Just two weeks ago, SiriusXM picked up the company’s entire slate of shows, recognizing it as one of the nation’s fastest-growing independent soccer voices. But perhaps more significant is Kickback’s unconventional monetization model. Parker explicitly positions Kickback as a “modern digital media company,” diverging from traditional subscription or click-based revenue streams.

“It’s not subscription-based. It’s not click-based,” Parker, 38, explained. “A lot of it’s going to be some form of licensing, brand partnership, direct to consumer.” This approach allows Kickback to focus on building a dedicated audience without relying on the volatile metrics of page views or paywalls. The company also commits to donating 3% of its gross revenue to initiatives aimed at growing the soccer fanbase, recognizing that a larger audience benefits everyone.

The American Soccer Fan: A Unique Breed

Parker’s core insight is that the American soccer fan differs significantly from their counterparts in countries with a longer soccer tradition, like England. “There’s an inherent difference between a soccer fan in the U.S. Than there is a soccer fan in, say, England, where you grew up with the sport,” he said. This understanding informs Kickback’s content strategy, which aims to cater to both lifelong fans and newcomers.

The timing for Kickback’s launch is particularly opportune. The Economist recently reported that soccer has surpassed baseball in popularity in the U.S., becoming the third most popular sport after football and basketball. And with the World Cup returning to the U.S. In June 2026, interest in the sport is expected to surge. However, Parker emphasizes the importance of sustaining that interest beyond the tournament.

“Everyone is talking about how the World Cup is an important moment. But the real question is what happens after,” he said. “If millions of people arrive in for 2026 and then leave, we’ve missed the opportunity. We’re creating content that is attractive to longtime fans but also captures new fans and keeps them on their journey of connecting with American soccer.”

Beyond Coverage: Building a Community

Kickback’s approach extends beyond simply providing news and analysis. The company aims to foster a community around American soccer, offering a space for fans to connect, discuss, and deepen their engagement with the sport. This is evident in platforms like Kickback Committee, which prioritizes conversation and interaction. The company’s diverse content formats – podcasts, shows, social series, documentaries – are all designed to reach fans through their preferred channels.

Parker believes that by focusing on specific segments of the American soccer audience and delivering tailored content, Kickback can achieve significant reach. “We’ve developed media properties that really focus more on specific sections of the American soccer audience,” he said. “Then for those media properties, it’s podcasts, it’s shows, it’s original social series, it’s documentaries. It’s all the forms of media that People can deliver to fans, usually through a digital format.”

Whether Kickback’s formula will prove successful remains to be seen, but the company’s innovative approach and strategic timing suggest it’s well-positioned to capitalize on the growing popularity of soccer in the U.S. The key will be maintaining momentum beyond the World Cup and continuing to cultivate a loyal and engaged audience. You can find more information about Kickback Soccer Media at kickbacksoccer.com.