Three decades before Hank Steinbrecher and Bill Nuttall worked together at U.S. Soccer, they were teammates on Davis & Elkins College’s 1970 national championship team.
“I was the goalkeeper,” Nuttall said. “And Hank was my hard-nosed left back.”
Steinbrecher was “the literary guy” on the team.
“He loved English literature,” Nuttall said. “A smart guy, very intelligent, very well-read. You could tell that by his speeches.”
Nuttall was referring to speeches Steinbrecher gave across the nation after becoming the U.S. Soccer Federation’s Secretary General in 1990.
“Hank was absolutely the perfect choice because he started communicating with everybody,” Nuttall said. “He just hit the ground running. He’s talking to state associations. He’s talking to youth associations. He’s rallying the troops, getting people feeling that they’re involved as things develop building up to the United States hosting the 1994 World Cup.”
He earned the nickname “Reverend Hank.”
“There were state associations that had never heard from anybody in U.S. Soccer ever,” Nuttall said. “Here’s Hank coming to their banquets, painting the picture and energizing. He just started galvanizing our soccer community.”
Steinbrecher, who died on March 25 at age 77, served as U.S. Soccer’s Secretary General until 2000 — during the most remarkable decade of American soccer’s evolution.
Steinbrecher was born in Queens and grew up in Levittown on Long Island before the youth soccer boom reached the area. For club soccer, Steinbrecher caught the Long Island Railroad from the Hicksville station to the Jamaica station in Queens, then the subway or bus to fields in Queens or Brooklyn.
After graduating from Division Avenue High School, perhaps because of the blue-collar environment he grew up in, Steinbrecher didn’t consider the college path and worked in construction for two years.
He also continued playing in New York’s German-American League and drew the attention of Warren Swanson, the coach of Connecticut’s Mitchell Junior College. Steinbrecher accepted Swanson’s scholarship offer. A Brazilian teammate at Mitchell recommended Steinbrecher to Davis & Elkins’ coach Greg Myers. Steinbrecher arrived at the West Virginia college the year after it won its first national title.
“I wouldn’t say he was the most technical player,” Nuttall said, “but he certainly was a great guy to have at left back because nobody was getting by, because he played at the Metropolitan Oval too many times. He had a lot of experience in the New York ethnic leagues.”
Nuttall recalls Steinbrecher’s college years off-the-field:
“He didn’t have a lot of money. Hank lived with another guy in the upstairs room of the English professor.”
In the book, “Relentless: The Story of American Soccer and the Coaches Who Grew the Game,” Steinbrecher recalled that experience to author Tim Schum: “She frequently entertained other professors, and I began to appreciate how well-spoken they were. Later she and I would spend time reading a dictionary.”
After graduating from Davis & Elkins with an English degree, Steinbrecher earned a master’s in education at West Virginia University. He coached at Warren Wilson, Appalachian State and Boston University. While at BU, he served as the Harvard venue director for the 1984 Olympic soccer matches.
“I would’ve picked up towels in the locker room,” Steinbrecher said when he described his desire to be involved.
His Olympic work led to his acquaintance with Alan Rothenberg, who served as the 1984 Olympics commissioner of soccer, and his career switch from college coaching.
Bill Schmidt, the Olympic sites chairman who appointed Steinbrecher to oversee the Harvard venue, became Vice President of Sports Marketing with the Quaker Oats Company and hired Steinbrecher to market Gatorade. In that job, Steinbrecher managed a marketing budget of $52 million, negotiated contracts with sports leagues and teams, and launched Gatorade in international markets.
That tradition of players drenching coaches with the contents of a Gatorade cooler was borne out of Steinbrecher’s talks with the New York Giants trainer about how to get more brand exposure.
“Alan Rothenberg may be trying to lure Hank Steinbrecher as the new chief executive officer of the Federation. If Steinbrecher could be talked into taking this job, we would truly be seeing a new age for American soccer.”
— Lynn Berling-Manuel (Soccer America, August 1990)
On Aug. 5, 1990, FIFA-backed Rothenberg won the U.S. Soccer Federation presidency and took over from Werner Fricker.
”The United States Soccer Federation is full of nice people, but they’re generally an amateur organization,” Steinbrecher told The New York Times shortly before he was hired.
Rothenberg hired Steinbrecher and they were charged with modernizing the organization, commonly referred to as a mom-and-pop operation, ahead of hosting the 1994 World Cup that FIFA awarded the USA in 1988.
“What people don’t realize was that if Alan hadn’t won, there was a very good chance that FIFA would’ve pulled the World Cup from the United States,” Steinbrecher told Schum.
“I have so many great memories of Hank, from his days as a college coach through his time as U.S. Soccer’s CEO and finally as a senior statesman of the game. Along with being one of the true giants of the sport, he was a wonderful human being, touching the hearts of all those he came across. We will all miss him. Rest in peace Reverend Hank.”
— Sunil Gulati (U.S. Soccer President, 2006-2018)
In October 1990, at “The Door to the World Cup ’94: An executive symposium on the U.S. soccer market” — co-hosted by Adweek and Soccer America — Steinbrecher ran into Nuttall and offered him the job of U.S. men’s national team general manager. Steinbrecher also rehired communications and events manager extraordinaire Thom Meredith.
“We were still in the throes of being volunteer-driven,” said Meredith. “The first budget I remember with U.S. Soccer, with like seven people in the office, was something like $800,000. The current budget is [$294 million]. …
“It was very tough sledding. But Hank Steinbrecher as Secretary General and Alan Rothenberg as President were the right guys at the right time in our soccer history. … No disrespect to any other people, but they had a bigger vision.”
“As U.S. Soccer’s General Secretary he had a huge and essential role in the explosive growth of soccer that started in the decade of the 1990s and continues to this day. Always the optimist, when issues arose he was confident the difficulty could be overcome as he knew ‘God loves Soccer,’ his favorite phrase. I’ll miss him; the whole U.S. Soccer world will miss him. He was a treasure.”
— Alan Rothenberg (U.S. Soccer President, 1990-1998).
During Steinbrecher’s tenure, the USA won the inaugural 1991 Women’s World Cup. The hosting of the 1994 World Cup paved the runway for MLS’s launch in 1996. Women’s soccer debuted at the 1996 Olympics and the USA won gold. Steinbrecher’s successor Dan Flynn credited Steinbrecher’s persistence for the USA landing the 1999 Women’s World Cup, which the USA also won.
“His leadership during a critical time for soccer in the United States helped lay the foundation for the sport’s growth and his impact will be felt for generations to come.”
—Dan Flynn (U.S. Soccer CEO, 2000-2019)
Within Steinbrecher’s first year at the Federation, it rebranded — adopting the name “U.S. Soccer.”
“The Federation was represented by various acronyms,” he said. “We created the name U.S. Soccer to appeal to all of the U.S. We focused on a young demographic and rebranded the Federation. Our research was that many people viewed the Federation in a negative way and the name change was one part of a needed cultural change within the organization.”
Steinbrecher orchestrated U.S. Soccer’s headquarters move from Colorado Springs to the Soccer House in Chicago. The building was in a dodgy neighborhood but Steinbrecher knew that Mayor Richard M. Daley was moving to the area and predicted its improvement.
He was charged with building off the 1994 World Cup and the sponsorship deals that followed were astronomically more lucrative than previously.
At the beginning of his tenure, money had to be borrowed to meet payroll and the board of directors’ approval was needed to buy a copy machine. At a recent reunion of former U.S. Soccer employees, they shared anecdotes of going into Steinbrecher’s office to ask for raises — and he would pull out a large stack of resumes from his desk to show them how many people had applied for their job. Yet they also shared their love and respect for Steinbrecher.
“There was no way the federation was going to fire me with so much at stake,” Steinbrecher said. “I could play hardball with our staff. I think that one of my major accomplishments was changing the culture within the organization. I feel I made everyone accountable.”
Upon leaving his post at U.S. Soccer, he told Soccer America’s Ridge Mahoney:
“No organization in the United States is similar to us. Being a not-for-profit [organization] and having everyone under one house can be difficult. You certainly can’t please all of those constituents and there are very different dynamics involved. Having the pros under the same guidance as a 10-year-old player is a difficult task to manage. …
“In the press I’ll be [criticized] for the negotiation difficulties, but I worked tirelessly for the women’s program. I remember going to the board of directors when it wasn’t very popular and asking them to support $1.8 million for the women when we didn’t have it.”
I was fortunate enough to have spent time with Steinbrecher. Nuttall telling me about his love for literature reminded me of the time Hank and I were watching a U.S. national team practice on the sidelines ahead of a World Cup qualifier in Costa Rica.
We started sharing book recommendations. Upon my return home I bought one that he suggested: Doris Kearns Goodwin’s “No Ordinary Time,” about Franklin and Eleanor Roosevelt.
“No Ordinary Time” could also apply to the era of American soccer when Steinbrecher’s leadership helped lead it to such extraordinary progress.
A great tribute, Mike. Hank was a giant. His accomplishments are legion. But he was also just a great human being — easy to talk to, fun to be with, passionate about much more than soccer. He got stuff done, through his intelligence and force of personality, but he also made those around him feel like they contributed too. I am glad my path crossed with his. I am even more glad that American soccer’s path did too.
Hank was someone you will never forget. He was always positive, helpful and understanding and very attentive. He was loved by his players. I remember the coach at Erskine telling me that he never looked forwards to playing against Warren Wilson College where Hank was coach. Saying, that just Hank’s presence on the sideline , the aura as a person was a task in itself to deal with….
I remember sitting in his living room watching Pele make his run around the stadium saying ‘Goodbye’ to international soccer and we both had tears in ours eyes seeing this….
We kept in contact over the years and seeing each other from time to time at the Convention.
Goodbye, My friend, RIP…
I was part of the staff when the federation moved from Colorado Springs to Chicago. One thing I will always remember about Hank is his sense of fairness and his sense of humor. The former was tested many times as he had to get the organization moving in the direction of change. And during this period of change, even though I wasn’t brought in as one of his guys in the new regime, he treated me fairly and had my back as I went about my job. As the communications director from 1989-1993, I remember him renegotiating the adidas deal and we were toasting the fact that it was worth $1 million, a pittance today. But that’s the way it was, baby steps. And I’ll always the remember the “national summit” when he brought together leaders of soccer from all 50 states in an effort to bring them together to think in one direction heading into the 1994 World Cup. Hank Steinbrecher in another life would have been an international diplomat or, since many called him Rev. Hank, a clergyman. RIP my friend.
Another Hank story from my archives:
It was USA vs. Russia at Stanford Stadium, Feb. 21, 1993, (0-0 draw) , and as dir. of communications one of my job was to manage the press box. We must have had more than 100 people covering the game so every seat was taken. For some reason, I decided to wear a sweater over my normal shirt and tie, rather than a suit or sportcoat that day. Hank, an impeccable dresser who must have had a closetful of suits in those days, called me into his office the week after the game. “John,” he said, “you looked resplendent in your shirt, tie, and sweater at the game last weekend, but you need to wear a suit or sport jacket at games.” Embarrassed, I told him it was a one-off and a spur-of-the-moment decision. Hank always wanted his staff to look as professional as possible. Obviously, I never wore a sweater at another game again.”
Wow. He was quite a guy.
Back in the day, when he spoke about the future of U.S. Soccer, by the end you’d be waiting for the flyover.
This is amazing!
“The first budget (1990) I remember with U.S. Soccer, with like seven people in the office, was something like $800,000. The current budget is [$294 million]. …”
A great pioneer I never met but I wish I had.
Hank’s “Love of the Game” was immense. His speeches uplifted and inspired every group of people he addressed. One of the very best ambassadors for the sport in the United States.
A real-life hero for his dedication and service to the game!
Mike, thanks, a fitting tribute to a legend. I first met Hank through his D&E connection tagging along at conventions. In 2006, my two boys and I ran into him after the US-Ghana game in Nuremburg, Germany during the WC 2006. He commented to my boys (12 and 9 years old at the time), “We needed you two today!” Of course, they believed him. His counsel was always about being bold and historical. No surprise his career everywhere he went was bold and historical. RIP Hank Steinbrecher
I am one of the lucky ones to have met and worked with Coach Hank, especially just before WCUSA1994 opened its offices in the Century City Offices in Los Angeles, high up on the 44th floor of one of the CC Towers. But in reality I had the honor of meeting him (if memory serves me well – I hope) at one of the early US Soccer Coaches conventions in Philadelphia and others that followed. And it was in the late ’70’s when I brought soccer to a local community college, L.A. Mission, when we played our games on a junior high school, when I met him again at another convention – about the time he worked for the Quaker company and he sent me several jugs and enough supplies for the drinks to last me several years! And I still have one of the jugs – but not the powder for the drinks. But my most memorable moments came when he supported my application to work the WCUSA94, first as a jack of all trades and later as the “designated” WC historian, a position I held becoming one of the very last WCUSA94 employees in charge of closing out the venues and ensuring that all memorabilia (except for legal and financial) was shipped on to the US Soccer repository in Oneonta, N.Y. Having met him – for me – was n honor, and as others have said hereon, a very distinguished caballero. Thus on behalf of the Fonseca family, RIP our dear amigo, y que vayas con Dios!
H. Ric Fonseca & Family
A true giant for the game. Still remember him the first time I met him before a Tampa Bay Rowdies game.
We have truly lost a Giant who put the game first before anything else. Personally, I just want to say THANK YOU to Hank for all he did to help my Career! Rest in Peace my Friend!
A great tribute, Mike, fully earned. And the breadth of your reporting/writing ability never ceases to evoke awe in me.
USA Soccer Mount Rushmore figure. Whether celebrating successes or expressing challenges to be addressed, Hank left you feeling uplifted, invigorated, and optimistic. Thanks, Hank!