Monterey Bay F.C. kicks off with Aspire

Monterey Bay Football Club (Monterey Bay F.C.), one of newest members of the United Soccer League’s top tier Championship division, and The Aspire Group (Aspire), have announced a multi-year research, consulting and ticketing partnership.

Led by VP of Strategy, Analytics and Marketing, Jack Luce, Aspire will provide Monterey Bay F.C. ownership with an in-depth analysis of market appropriate pricing, suggested ticket packaging and realistic long-term revenue yield forecasts. Aspire’s strategy team will then conduct ticket marketing and fan contact data capture workshops to ensure the growth of Monterey Bay F.C.’s fanbase for years to come.

Aspire is establishing an on-site Fan Relationship Management Center (FRMC) led by 12 year industry veteran, including the last eight with Aspire, Kyle Knickerbocker, to sell and service all tickets to Cardinale Stadium, Monterey Bay F.C.’s soon to be completed 6,000-seat home venue.

Monterey Bay F.C. President Mike DiGiulio, said:

We are very excited to announce our partnership with The Aspire Group, as they have truly set the standard for guest experience, community engagement and excellence in all aspects of the ticketing process at sporting venues throughout the country. We are looking forward to working together to provide world class service to our community.

John Cochol, United Soccer League Vice President of Club Services, said:

As the USL continues to grow, we want to help ensure our clubs have all the available resources necessary to build a commercially viable business. One way to do that is through our preferred supplier program, where we connect best-in-class organizations with our clubs. The partnership between MBFC and The Aspire Group is a great example of the goal of our preferred supplier program. We’re confident that Aspire will be able to support MBFC in this critical time period to help ensure the club sets itself up for sustained success, as ticket sales serve as a catalyst for other revenue categories.

Chad Cardinal, Aspire Senior Vice President of Strategy and Operations, said:

We are grateful for the trust placed in Aspire by Ray Beshoff and Mike DiGiulio in collaboration with the USL league office. The opportunity to partner with a creative and ambitious leadership group combined with the responsibility of collaborating on attendance, staffing, and pricing initiatives from scratch, is something that energizes us. We are excited to get to work with our focus being on the fan and sustainably achieving MBFCs goals.

Aspire is the preferred outsourced supplier of all ticket sales and service for the United Soccer League (USL) and its 135+ senior clubs across three professional divisions. Monterey Bay F.C. is Aspire’s second USL partner, joining South Georgia’s Tormenta FC. Aspire has worked with professional football clubs across several leagues and nations, including the English Premier League, France’s Ligue 1, the Scottish Professional Football League and the MLS.

Caroline McEleney, Managing Director, Aspire Europe, joined a panel session on “Rebuilding & Recovery: What We Left Behind, Is Not What We’re Returning to” at the 2021 edition of ALSD International, hosted by Liverpool FC. Watch the session online by clicking on the image above…

About Monterey Bay FC

On February 1, 2021, the United Soccer League (USL) announced Monterey Bay Football Club (Monterey Bay F.C.) joined USL Championship for the 2022 season. The club will play on the campus of California State University, Monterey Bay (CSUMB) and is privately investing millions to upgrade the existing facilities of what is now known as Cardinale Stadium, to bring the venue’s capacity to 6,000.

Monterey Bay F.C. is led by Owner and Chairman Ray Beshoff, who alongside a dedicated group of local investors, revealed the club’s official crest and colours in July 2021; a crest that was designed by and for the regional community.

Learn more about Monterey Bay F.C. at

Imagery & source, courtesy: The Aspire Group

ALSD International delivers an annual conference & exhibition, in addition to a 365 community, with the focus to increase revenue through New Builds, Renovations & Service Expansions, via innovations in niches including Premium Seating & Hospitality, Architecture & Design, Fan Experience and Technology.

The 2021 hybrid edition was hosted by Liverpool Football Club and featured a high-level conference with industry professional speakers, an exhibition showcasing innovative products & services, as well as networking events at Everton’s Goodison Park and M&S Bank Arena. The 2022 event will be announced in the coming weeks!

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

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