The Inspiring Journey of an Ambitious Local Soccer Team

Soccer is now a big part of mainstream pop culture thanks to popular TV shows like "Ted Lasso" and "Welcome to Wrexham." These shows, which showcase the sport in unique ways, have helped introduce soccer to new audiences both in the US and around the world, including Chris Ewing.

Ewing often gets emails in the evening telling him that a fan from a distant place, like Los Angeles, has just become an investor in his small Scottish soccer club, the Caledonian Braves. This shows the growing popularity and reach of the sport.

Ewing, the club's founder, was amazed when someone from Australia invested in the club just 10 minutes later. He exclaimed, "Wow, I can't believe it!"

Located in the scenic outskirts of Motherwell, a town approximately 20 kilometers southeast of Glasgow, the Caledonian Braves compete in the Scottish fifth division. The team consists mostly of amateur players and plays at a stadium that can accommodate only 500 fans.

Despite its small home, Ewing's dream of establishing a fan-owned club centered on diversity and community values, with aspirations of reaching the Scottish Premier League, has garnered over $300,000 in investment from more than 1,000 owners worldwide. This surpasses the annual operating costs of approximately $58,000, according to Ewing.

Among the investors are an NBA player, an NBA coach, a players' union executive, and soccer players from the National Women's Super League (NWSL) in the US. Ewing mentions that individuals from 49 out of the 50 US states have already invested, with Wyoming being the only state remaining on the list.

Ewing believes that a community club is often seen as a local group defined by a specific area. However, he argues that in today's world with the internet, social media, and fan engagement apps, a community can be based on shared ideals and values, making it global.

‘Entrepreneurial spirit’

Visiting Scotland and learning about the country’s history was an “amazing” experience for Mujtaba Elgoodah, one of the club’s lead investors, he remembers.

Elgoodah, who was previously more familiar with basketball than soccer, served as the manager of team development for the Golden State Warriors during their 2022 NBA championship win. He is currently a member of the executive leadership team at the National Basketball Players' Association.

During a visit to the club in February, despite facing the harsh Scottish winter weather, Elgoodah realized the unique thrill of watching a football match, stating to CNN Sport, "there is nothing quite like it."

“Just seeing the intensity and even picking up different slang words that the crowd was throwing out there was amazing too,” he adds.

Chris Ewing founded Caledonian Braves.

Chris Ewing founded Caledonian Braves.

Alastair Ross/Novantae Photography/Courtesy Caledonian Braves

Elgoodah first became interested in the Braves after stumbling upon their story on social media platform X (formerly known as Twitter) last year. He was intrigued by their story and values.

He then gathered a team of investors who shared his belief in the growth potential of soccer and the significance of community. Nassir Criss, his longtime investment partner and a seasoned entrepreneur and venture capitalist, joined him in this venture.

Together, NWSL’s Kansas City Current stars Elizabeth Ball, Kristen Hamilton, and Hailie Mace, who have a lot of soccer experience, teamed up with Boston Celtics performance coach Isaiah Covington. Covington became interested in Ewing after seeing the club's story on social media.

"I didn't have much exposure to soccer growing up," Covington shares. "But in recent years, my nieces and nephews have been playing it non-stop."

Soccer, while not as widely embraced as American football or basketball, is quickly gaining popularity in the US, especially among adults under 30. Over the last 40 years, participation in high school soccer has increased by almost 300%.

According to Hamilton, the trend of celebrities owning football clubs reflects a new wave of interest that people are currently embracing.

I believe that there has been a significant movement in the US emphasizing that even though we may not be able to own an NFL team, we can still own a small football team.

The Braves, with its concept of involving numerous small investors to reach big goals, represents what Criss describes as an American entrepreneurial spirit, as shared with CNN Sport.

"We take something new that no one has ever heard of, this small club with big dreams of becoming a global franchise, and we invest resources, build community, and bring people together to make it happen on a large scale," he explains.

"We are changing the story," he adds.

As soccer continues to attract increasing amounts of money, a significant divide has emerged between fans and club owners. This divide has widened to the point of becoming a deep chasm at many clubs. In the ongoing struggle for the essence of soccer, fans are often seen as guardians of the sport's history and traditions, while owners are portrayed as individuals who are transforming clubs into businesses or using them for sportswashing purposes.

Mutjaba Elgoodah was part of the backroom staff when the Golden State Warriors won the NBA title in 2022.

Mutjaba Elgoodah was part of the backroom staff when the Golden State Warriors won the NBA title in 2022.

National Basketball Association/Courtesy Caledonian Braves

Fan ownership has become a hopeful solution for some fans in the current scenario.

Although still uncommon in the UK, especially in the English Premier League and Championship where clubs face significant financial losses, the Braves are not the pioneers in this pursuit.

In 2022, they established themselves as a company limited by shares, allowing fans to invest in it. They plan to submit their initial set of accounts in October. Ewing had previously tried this ownership model from 2019 to 2021 but ended it without ever starting trading.

In recent years, fans in Scotland have become the majority owners of topflight clubs such as St Mirren, Motherwell, and Heart of Midlothian. Other clubs like Rangers and Celtic also have fans as minority owners.

In German soccer culture, the 50+1 concept of fan majority ownership is deeply rooted, giving fans a greater influence in club decision-making. This is a model that Ewing aims to follow in the future.

However, fan ownership comes with challenges, particularly in managing numerous opinions and trying to reach a consensus.

Ewing, who doesn't receive a salary from the club, finds it difficult to manage expectations. He mentions that people often believe that making decisions like "let's do x, y, z" is simple. However, he emphasizes that it's not always that straightforward. Ewing believes that it's important for people to appreciate both the highs and lows of the club.

The Braves currently play in the Scottish fifth division.

The Braves currently play in the Scottish fifth division.

The Braves have created an app and a Discord channel to strengthen their community and give fan owners a voice in guiding the club. Through these platforms, fans were able to choose the club's name, logo, and the name of its stadium - Alliance Park.

Allowing fans to have ownership over the team is really catching on, according to its investors.

Ball says, “Whenever I mention the Braves, people will message me asking, ‘Who are they and how can I join?’”

Ewing's new project is quite different from his first one, the Edusport Academy, which he started in 2011. The goal of the academy was to offer a training ground for talented young soccer players, mainly from France, to improve their skills and language abilities.

As years passed, the academy's initial team began competing in the Scottish soccer leagues. Eventually, they branched off to create the Caledonian Braves in 2019.

Now, the Braves are focused on progressing through the leagues while ensuring the club's long-term sustainability.

According to Ewing, the club is changing the narrative that owning a football club is only for famous celebrities. In reality, anyone, from any background, can own a football club for as little as £10 ($13).

Editor's P/S:

The rise of fan ownership in soccer, as exemplified by the Caledonian Braves, is a refreshing and empowering trend. By allowing fans to invest in their clubs, the Braves are creating a sense of community and shared ownership that is unique in the world of professional sports. This model not only gives fans a voice in the decision-making process but also ensures that the club's values and traditions are preserved.

The story of the Braves is also a testament to the growing popularity of soccer in the United States. With shows like "Ted Lasso" and "Welcome to Wrexham" introducing the sport to new audiences, more and more Americans are becoming interested in the beautiful game. This newfound interest is also reflected in the increasing number of celebrity investors who are backing soccer clubs, both in the US and abroad. As soccer continues to grow in popularity, it is likely that we will see more and more fan-owned clubs like the Caledonian Braves emerge.