At the heart of England’s industrial north, there is Sunderland. But the city’s identity crumbled — with every conceded goal. I recently watched Netflix’s Sunderland ’Til I Die and was moved. Three seasons document the raw emotion and economic upheaval as Sunderland AFC faced relegation, revealing a community where soccer isn’t just a sport — it’s the lifeblood of the city.

Four thousand miles away, in the heat of Upstate South Carolina, another soccer story unfolds.

The Greenville Triumph Soccer Club, a young club in the USL League One, faces a unique challenge: not fighting relegation, but for relevance. In a land where Friday night lights and college football reign supreme, can soccer carve out its own passionate following? I recently sat down with the marketing director for the Greenville Triumph Soccer Club to have a conversation around this very question. 

Doug Erwin recognizes the challenge. “We’re not just competing against other teams — we’re competing for families’ entertainment dollars. That’s everything from Top Golf to the local cineplex,” he told me.

This local sports club is facing the tough task of building more than a team — they’re aiming to cultivate a soccer culture in the heart of the American South.

Embracing the Game in the American South

The Greenville Triumph SC made its debut in 2018, bringing professional soccer to Upstate South Carolina for the first time, and the Triumph established itself as a competitive force in USL League One play from the beginning. Under the leadership of head coach John Harkes, a former captain for the U.S. Men’s National Team, the club reached the league final in its inaugural 2019 season, falling just short of the championship.

‍