In this insightful episode, we dit down with Kevin Couture, the Senior Vice President of the USL's Club Performance Group, who brings a wealth of experience from his diverse career in sports marketing and management. Starting as a college soccer player at Merrimack College in Massachusetts, Kevin transitioned into a significant role with USA Hockey, where he climbed the ranks over 19 years to become the Director of Corporate Marketing.

Kevin delved into his recent move to the USL at the end of 2023, explaining what drew him back to soccer and the unique opportunities he saw within the league. He outlined the scope of his role, highlighting the strategic initiatives he's implemented to enhance club performance across the league. We also explored the recent success in attracting new partners to the USL, discussing the strategies that have fueled revenue growth at both the league and club levels.

Kevin's insights into ground-level tactics and strategies for smaller clubs and particularly enlightening, offering actionable advice for other sports organizations. reflecting on his own achievements, Kevin shared a heartwarming personal moment of pride that stands out in his career, giving us a glimpse into the dedication and passion that drive his professional life.

If you're a fan of sports business, partnership marketing, or sponsorships, this masterclass from Kevin is an episode you will not want to skip.

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