Obituary: Jon Bivens (1939-2025)

When Jon and Connie Bivens were inducted into the U.S. Youth Soccer Hall of Fame class of 2013, they shared the origin story of Sport Pins International (SPI) — a company whose products have made their way to so very many of us.

In 1975, when their oldest son, Jeff, joined a Southern California soccer team, Jon was recruited as coach and referee, and Connie as “team mom.”

“As a child, I always enjoyed collecting pins and patches from the Girl Scouts, and the little tokens in the Cracker Jack boxes,” Connie said. “While at a youth soccer tournament in Canada, they were trading pins, and I thought, this is kind of fun. We never did that in the States at that time.”

In 1980, Sport Pins International was born in the living room of the Bivens house.

Jon recalled …

“I had my corporate job in place … I walked in the front door and Connie says, ‘I’m going to start a little home business selling pins.’ I go, ‘Good grief.’ This is going to keep her busy, at least. And then, on second thought, I was thinking, ‘Man, I’m going to have to finance this forever.’ Well, it didn’t turn out that way. It’s worked out very well.”

SPI became a multi-million dollar business run out of an office and warehouse facility in Upland, California. Jon Bivens, who had been a director of engineering with the Toro Company since 1973, in 1989 became SPI’s full-time CEO and CFO while Connie continued as president. Aside from the popular pins, SPI produces a wide range of award and recognition products, including medals, coins, bag tags, decals, pennants, trophies and T-shirts.

After Connie began the venture in their living room, customers grew to a long list of national organizations — AYSO, U.S. Soccer, US Youth Soccer, U.S. Club Soccer, U.S. Adult, United Soccer Coaches — and countless state associations, tournaments and clubs.

The Bivenses, who had zero experience in soccer before their son signed up, became entrenched in the sport beyond their business. John became an avid referee, and served as vice president of leagues and referee associations in Cal-South. His field development committee work drove the construction of the area’s first soccer-specific complex. They founded the Upland Surf club. He served as tournament director and Connie was in charge of awards.

In 1988, the Bivenses became members of the World Cup Founders Club, which helped fund the bid proposal that brought the 1994 World Cup to the USA.

Jon Bivens died on Oct. 25 at the age of 86.

Longtime U.S. Soccer board member John Motta, also its former vice president and the former U.S. Adult Soccer president, posted on Facebook:

“Jon was a true friend to the entire soccer community. Jon and Connie started making soccer pins when I first started at the national level. I worked with them on many projects throughout the years. They made pins and medals for U.S. Soccer, U.S. Adult Soccer, many state associations, Concacaf and FIFA. Jon helped me develop the Hank Steinbrecher coin that I gave out during the Steinbrecher Cup.  What was more amazing, is that Jon donated the coins to the tournament. He was a super guy and I will miss Jon.” 

Jon Bivens ended his U.S. Youth Soccer Hall of Fame induction speech with:

“It has always been all about the kids having fun playing a great game. And maybe some time later in life, if they open a drawer or open an old dusty box at home and they find an old tournament pin or an old tournament medal, maybe the memories of that event will be rekindled and another soccer fan reborn.”