AFC Bournemouth is reaching out to American soccer fans with a bold statement: “Why follow the big clubs when you can support us?” This sentiment is echoed by the club’s president of business operations, Jim Frevola, who openly encourages U.S. fans to consider a more exciting, less mainstream choice in their soccer journey.
Frevola’s perspective is refreshingly candid. He believes waiting for a ticket to watch a big-six club is not just dull; it’s downright unnecessary. This past summer, Bournemouth embarked on a U.S. tour to share their underdog story, making a case for why following “the Cherries” is not only a choice but a statement about true soccer fanhood.
Let’s dive a little deeper into the club’s recent history. Acquired by billionaire Bill Foley in 2022 for around $150 million, Bournemouth is on a quest to modernize its operations and expand its reach. Established in 1899, the club has seen ups and downs, including a stint in England’s fourth division. As of the 2021-22 season, they were fighting their way back up, and they managed to secure a ninth-place finish in the Premier League last season through an aggressive, risk-taking style of play that won them many enthusiastic supporters.
However, this success comes with challenges. The club recently sold key players to elite teams like Paris Saint-Germain and Real Madrid, banking over $150 million. It’s a bittersweet reminder of the stark contrast between different levels of soccer—even within the same league.
The ambition goes beyond just on-field performance; growing their American fan base is central to Bournemouth’s long-term strategy. Frevola emphasizes that building a strong community around the team isn’t just a quick fix; it’s a lengthy process that will take years. After all, the club aims not only to cement itself among England’s best but also to make waves on the European stage.
Being part of the Premier League’s U.S. preseason tour this summer alongside big names like Manchester United and Everton was a strategic move. Frevola was persistent in lobbying for this inclusion, a testament to his commitment. His enthusiasm paid off, and now Bournemouth is making inroads in the States, even eyeing cities like Chicago, thanks to the investment from the Ryan family—who also own a part of the Chicago Bears.
Bournemouth is tapping into American culture in various ways, from leveraging celebrity connections like Michael B. Jordan to launching soccer clinics in Las Vegas. Their goal is to plant seeds for future fan engagement and possibly host more events in the U.S. in the coming years. Frevola describes this as a regional approach, focusing on building lasting connections and brand recognition.
Additionally, the club is working hard to be media-friendly and accessible, making a concerted effort to participate in unique broadcasts, such as sideline interviews during games. They want to be the team that says “yes” to opportunities that put them in front of new audiences. Their season-opening match against Liverpool is set to air on USA Network, bringing significant attention to their mission.
Bournemouth is fully aware that building a passionate fan base is a two-way street; as they grow their supporters, more media attention will likely follow, creating a virtuous cycle. But there’s an underlying pressure—the reality that one poor season could severely impact their ambitious plans. If you have a taste for the underdog narrative, AFC Bournemouth could be the perfect fit for you. Or, of course, you could stick with Liverpool, a choice that many Americans are currently making. But know this: choosing Bournemouth might just be one of the more exhilarating paths to experience soccer in a fresh, authentic way.
Image Source: AFC Bournemouth @ YouTube
