Nashville Soccer Club | Securing a Major League Soccer Expansion

Problem

Nashville faced stiff competition from bigger markets including Cincinnati, Detroit, and Sacramento for one of two coveted MLS expansion slots. The bid had to prove that:

The fan base was strong enough to sustain professional soccer
The financial and stadium plan was credible and viable
Soccer could become part of Nashville’s cultural identity rather than a generic add-on

Skepticism was high. MLS needed evidence of demand, infrastructure, and authentic local alignment before awarding the franchise.

Actions

The campaign combined grassroots passion with civic alignment to show MLS that Nashville could deliver on every front.

Launched the MLS2Nashville movement to mobilize fans and influencers
Built a civic-aligned brand narrative tying soccer to Nashville’s music and culture
Secured a $275M stadium financing package with community benefit guarantees
Organized record-setting soccer events to demonstrate demand
Produced a comprehensive bid book with projections, endorsements, and data

Results

The strategy exceeded expectations and positioned Nashville as the standout choice among competing bids.

Nashville officially awarded the 24th MLS franchise on December 20, 2017
Surpassed competing finalist cities (Cincinnati, Detroit, Sacramento)
Secured a $275M stadium deal at The Fairgrounds
Proved market readiness with 56,232 fans at a single international match

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Impact

Nashville’s victory reshaped the city’s sports identity and united civic pride around soccer. The bid created momentum that fueled the club’s brand, stadium build, and fan culture for years to come.