San Francisco City Football Club

What San Francisco City Football Club does

San Francisco City Football Club is a supporter-owned, non-profit soccer club founded on September 4, 2001, in San Francisco, California. It competes in USL League Two (the top amateur tier of the U.S. soccer pyramid), playing home matches at Kezar Stadium in Golden Gate Park and drawing from a regional Northern California catchment. The club is governed by a member-elected Board of Directors under a distinctive community-ownership model, with members holding voting rights and the ability to stand for board seats. Its stated self-description is "one of America's largest supporter-owned soccer teams."

The club's product surface is centered on a tiered membership program (Ambassador at $25 annually, Standard, Season Ticket, Family, and Lifetime at $500), single-match tickets at $10 per adult, an online merchandise store operated through Shopify, concessions at matches, and a digital loyalty program launched in June 2022 via MyFavorito. Underlying technology is non-proprietary: member management, commerce, loyalty, and volunteer coordination run on third-party platforms (Shopify, MyFavorito, Golden, YouTube, Discord). Distribution is direct-to-consumer through matchday sales at Kezar Stadium and an e-commerce storefront, supporting a community-led, event-driven go-to-market.

Revenue is generated from membership fees, ticket sales, merchandise, sponsorships and partnerships (e.g., MoviePass as 2018 title partner), concessions with vendors such as Standard Deviant Brewing and Mixiote/La Cocina, and loyalty-driven transactions. The customer base consists of local San Francisco soccer supporters, youth players and families, and a network of nonprofit community partners including America SCORES Bay Area, City of Dreams, and Street Soccer USA. Leadership includes Director of Football Joe Dugan, Director of Operations Mike Gonos, Head Coach Berdi Merdanov, and co-founder Charles Wollin as the club's broadcast voice.

Name

San Francisco City Football Club

Legal name

San Francisco City Football Club

Website

https://sfcityfc.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

San Francisco City Football Club is a supporter-owned, non-profit soccer club competing in USL League Two at Kezar Stadium in San Francisco, generating revenue through memberships ($25–$500), $10 match tickets, merchandise, sponsorships, and concessions for a distributed community of Bay Area fans.

Ownership category

akta.pro rank

Product category

Amateur Soccer Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYMPAKACAE

Local Amateur Clubs & Community Sports Organizations

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Collegiate & Amateur Sports Organizations (NCAA, Federations, Clubs)

Keywords

• Amateur soccer club
• Supporter-owned football
• Community soccer programs
• Soccer membership services
• Amateur football league

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Fees: The club generates revenue through various membership tiers including Ambassador ($25), Standard, Season Ticket, Family, and Lifetime ($500) memberships. Members receive scarves, exclusive gifts, voting rights, and the ability to run for the Board of Directors.
2. Ticket Sales: Revenue from single match ticket sales at $10 per game with children under 6 admitted free.
3. Merchandise Sales: Online store sales of jerseys, scarves, hoodies, t-shirts, face masks, and other branded merchandise. Members receive exclusive discounts.
4. Sponsorships and Partnerships: Title partnerships (e.g., MoviePass 2018), local business sponsorships, and promotional partnerships with brands. Includes jersey sponsorship, branded activations at matches.
5. Concessions and Food/Beverage: Revenue from beer, wine, and food sales at matches through partnerships with Standard Deviant Brewing, Tonic Beverage Catering, and food vendors like Mixiote/La Cocina.
6. Loyalty Program Revenue: MyFavorito loyalty system where fans earn points through purchases, events, volunteering, and sponsor transactions that can be redeemed for rewards.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

San Francisco City Football Club (SF City FC) is a supporter-owned, non-profit soccer club founded on September 4, 2001, based in San Francisco, California. The club competes in USL League Two and plays its home matches at Kezar Stadium. It sells club memberships, single-match and season tickets, merchandise, and runs a loyalty program (MyFavorito) to engage individual soccer supporters in the Bay Area.

Product overview

San Francisco City Football Club is a supporter-owned soccer club competing in USL League Two. The club's primary offerings include a supporter-owned membership program with various tiers (Ambassador, Season Ticket, Family, and Lifetime), an online merchandise store selling team apparel and accessories, and a loyalty rewards program powered by MyFavorito that enables fans to earn and redeem points for exclusive experiences. The club also offers match ticketing for home games at Kezar Stadium.

Differentiator

Problem solved

Functional benefit

Products and services

• Club Membership
• Match Tickets
• Online Merchandise Store
• MyFavorito Loyalty Program

Quantifiable outcome

• Over 300 volunteer hours contributed to community in 2017
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• MoviePasscoreGTM or Marketing Partner · 4 May 2018MoviePass served as title partner for the 2018 season. The MoviePass logo appeared on the front of match jerseys during PDL and Lamar Hunt U.S. Open Cup matches. The partnership included promotional opportunities for members, co-branded giveaways at matches, and MoviePass activations.
• MyFavoritocoreGTM or Marketing PartnerMyFavorito powers the club's digital loyalty system launched June 2022. Fans join through the app or website using action code 'IronandGold' to earn points through purchases, events, volunteering, and sponsor transactions. Points are redeemable for exclusive fan experiences, match guest passes, jerseys, and club memberships.
• San Francisco Elite AcademycoreStrategic or Co-development PartnerPartnership announced April 2019 for youth development. SFEA players gain opportunity to represent San Francisco at top amateur level through SF City's USL League Two program. Includes discounted memberships and tickets for SFEA families, joint volunteer and social events.
• America SCORES Bay AreacoreStrategic or Co-development PartnerCommunity partnership announced May 2022. America SCORES promotes whole child development through soccer, poetry, and community service. SF City provides fundraising assistance, volunteer time, membership discounts, and promotional support.
• City of DreamscoreStrategic or Co-development PartnerCommunity partnership announced May 2022. City of Dreams resolves generational poverty in San Francisco's underserved neighborhoods through mentorship and youth development. SF City provides fundraising assistance, volunteer time, and promotional support.
• Street Soccer USAcoreStrategic or Co-development PartnerCommunity partnership announced May 2022. SSUSA fights poverty through soccer, providing programs for children 6-18, kids with disabilities, homeless families, and individuals in recovery. SF City provides fundraising assistance, volunteer time, and promotional support. SF City also participates in SSUSA's San Francisco Cup.
• Standard Deviant BrewingminorGTM or Marketing PartnerCraft beer partner at home matches. Provides venue for founding day celebrations, trivia nights, and member events. Part of loyalty program where fans can earn points by purchasing their products.
• USL League TwocoreOthersThe club competes in USL League Two (formerly Premier Development League), the top amateur level of soccer in the United States. The Southwest Division/Norcal Division competition runs May-July annually.
• GoldenminorGTM or Marketing PartnerVolunteer management platform (portal.goldenvolunteer.com) used to manage and coordinate club volunteers for community outreach and match day operations.
• San Francisco Recreation and Parks DepartmentcoreGTM or Marketing PartnerPartnership for venue access at Kezar Stadium, the club's primary home venue in Golden Gate Park.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Chattanooga FC: Supporter-owned American soccer club competing in NISA and previously NPSL. Shares the member-governance, community-led GTM, and lower-division professional/amateur positioning of SF City FC.
• Athletic Club Boise: Community-supported USL League Two club with a similar volunteer-driven and member-engaged operating model. Directly comparable as a small-market, community-rooted amateur soccer team.
• Oakland Roots SC: Bay Area soccer club also competing in the USL system with a strong community identity and social-impact mission. Direct geographic and structural peer operating in the same market as SF City FC.
• Detroit City FC: One of America's most prominent supporter-owned soccer clubs, competing in USL League One (formerly NPSL). Closest comparable in governance structure, community ownership ethos, and grassroots brand-building approach.
• Sacramento Republic FC: Northern California USL Championship club that has historically played or competed in cup matches against SF City FC. Comparable West Coast lower-division professional soccer operation with similar community positioning.
• AFC Ann Arbor: Supporter-owned NPSL/USL League Two club with an explicitly community-driven operating model. Mirrors SF City FC's grassroots, member-governance, and volunteer-driven identity.
• Minneapolis City SC: Community-owned amateur soccer club competing in USL League Two with a similar member-engagement and volunteer-driven model. Directly comparable lower-division supporter-led club.

Others

• MyFavorito: Digital loyalty and fan engagement platform that powers SF City FC's loyalty program. Adjacent ecosystem enabler rather than a competitor, providing the technology backbone for member rewards.
• America SCORES Bay Area: Youth development nonprofit partnered with SF City FC on community programming. Adjacent organization that shares the youth-soccer-meets-social-impact mission and could be a collaboration peer rather than a competitor.

Broad incumbents

• San Jose Earthquakes: MLS franchise and the Bay Area's established professional soccer brand. Competes for sponsorship dollars, media attention, and casual fan attention in the same region, though at a vastly larger scale and tier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/sfcityfc
• Facebookfacebook.com/SFCityFC
• Instagraminstagram.com/sfcityfc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about San Francisco City Football Club