For Soccer: For Soccer Ventures and Gilt Edge Soccer Marketing join forces

• by Paul Kennedy  @pkedit, Feb 20, 2023

Two of the foremost U.S. soccer-specific marketing and media firms have merged.

For Soccer Ventures has bought Gilt Edge Soccer Marketing. They have joined forces, creating For Soccer.

For Soccer’s principal owner is Richie Graham, who founded For Soccer Ventures in 2019 and is the managing principal of private investment firm Striker Partners. Graham is perhaps best known as a minority investor in the Philadelphia Union and for building the YSC Academy, the Wayne, Pennsylvania-based school for soccer players in grades 6-12 that has produced players like Brenden and Paxten Aaronson and Mark McKenzie.

John Guppy, the former Chicago Fire president and GM, started Gilt Edge Soccer Marketing in 2008. It become one of the most-respected soccer firms working on sponsorship management, event marketing and digital and social media marketing with U.S. teams and organizations, as well as foreign soccer leagues and clubs operating in the U.S. market.

Guppy will join the For Soccer executive team alongside CEO Ernesto Bruce and Heath Pearce. Others on the new For Soccer leadership team include For Soccer Ventures co-founders John Parker, Burke Cherrie, Marc Horine and Aaron Maines as well as Gilt Edge Soccer Marketing’s Scott Hutchison and Danielle Prior.

“For Soccer Ventures has seen tremendous growth since we launched the business a little more than three years ago with a deep commitment to help to accelerate and grow the sport of soccer in North America,” Graham said. “Together with Gilt Edge Soccer Marketing — which has unprecedented research and fan activation capabilities — we are better positioned to support brands and soccer organizations who wish to authentically connect with the rapidly growing American soccer consumer base.”