New Media Venture Aims to Engage U.S. Soccer Fans with Unique Approach

A new media company, Kickback Soccer Media, has launched with the aim of captivating soccer fans in the United States. Co-founded by John Parker, the company seeks to address the long-standing challenge of engaging a wider audience for the sport, which has historically struggled to secure a significant broadcast presence.

For years, soccer has been touted as the “sport of the future” in the U.S., noted for its rapid growth and appealing demographics. Despite this, traditional broadcasters like NBC and ESPN have shifted much of their soccer content to streaming platforms due to low viewership on cable television. Apple TV+, in a bid to attract more viewers to its Major League Soccer (MLS) content, recently removed its paywall. Meanwhile, major newspapers have significantly reduced their soccer coverage in response to dwindling readership.

Kickback Soccer Media, which officially launched in December 2023, distinguishes itself from conventional sports media by focusing on audience engagement rather than simply providing coverage. “What we focus on is less the product, more the audience,” Parker stated. He emphasized the differences between American soccer fans and those from soccer-centric countries like England, where the sport is deeply ingrained in the culture.

Innovative Content Strategy

Kickback is structured as a multiplatform media company that encompasses various hubs tailored to different aspects of soccer coverage. One of its key offerings, Soccerwise, will deliver traditional coverage of soccer in the U.S., while the Kickback Committee features discussions with more than a dozen soccer personalities about current trends. Additionally, First Touch aims to engage new fans with original content related to the World Cup.

Content will be disseminated through a variety of channels, including podcasts, newsletters, and social media platforms such as Instagram, Bluesky, and YouTube. Notable journalists and soccer figures, including David Gass, Tom Bogert, and Brianna Pinto, will contribute regularly to the programming. Recently, MLS expert Matt Doyle joined the team, enhancing the company’s credibility and reach.

Parker described the company’s content approach as a “funnel,” which adapts to the audience’s level of engagement with soccer. This strategy acknowledges that U.S. soccer fans are at varying stages in their journey with the sport.

Adapting to Changes in the Sport

Kickback’s approach has already gained traction. Recently, satellite radio provider SiriusXM picked up the entire slate of Kickback shows, recognizing the company as one of the fastest-growing independent voices in soccer media.

Parker outlined that Kickback operates outside traditional news paradigms. “We are not news. We are not journalistic coverage,” he explained. “We are a modern digital media company.” The company’s revenue model deviates from subscription or click-based systems, instead focusing on licensing, brand partnerships, and direct consumer engagement.

While individual audience numbers for each hub may not be substantial, Parker believes the aggregate viewership could be impressive. He explained, “We’ve developed media properties that focus on specific sections of the American soccer audience. It’s all the forms of media that we can deliver to fans, usually through a digital format.”

The timing of Kickback’s launch appears to be fortuitous. The MLS is entering its 31st season this month, positioning it among the world’s top ten leagues, while the National Women’s Soccer League (NWSL) boasts the highest attendance of any women’s league globally. Furthermore, a report released in January 2026 by the Economist indicated that soccer has overtaken baseball to become the third most popular sport in the U.S., following football and basketball.

As the World Cup returns to the U.S. in June, there is potential for a surge in interest. Parker noted the importance of sustaining this engagement 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, stressing the need to retain new fans.

To foster long-term interest, Kickback commits to dedicating 3% of its gross revenue to initiatives that promote soccer and attract new fans to the game. “The more the fan base grows, the larger Kickback’s potential audience grows,” Parker said.

This innovative model aims not only to deliver compelling content but also to engage a broader audience interested in soccer, ultimately guiding them along their journey with the sport. With a unique approach and a timely launch, Kickback Soccer Media positions itself as a new player in the evolving landscape of soccer media in the United States.