Conversation with Alianza co-founder, Brad Rothenberg

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From insights learned from the 2000 U.S. Census to Alianza becoming marquee events for scouts across the U.S. and Mexico, Brad looks back fondly at Alianza's legacy.

From Journalism to Entrepreneurship: The Beginning of a Dream

It all started in the early 2000s when Brad discovered his true passion was not in journalism, but in soccer. His meeting with fellow co-founder, Richard Copeland, was the beginning of an adventure that would give life to Alianza.

Breaking Barriers: The Creation of Alianza de Futbol

Concerned about the 'pay-to-play' soccer system, Brad and Richard saw a golden opportunity thanks to insights from the 2000 U.S. Census. The growing Latino community was the perfect audience for an initiative to increase access and exposure to soccer for all, offering tournaments and scouting opportunities without economic barrier.

The Business Journey: Challenges and Triumphs

The path was not without challenges. Initially, the corporate world was skeptical, but Brad, Richard, and others remained committed. They financed the project with their own resources until they finally attracted the attention and support of major sponsors.

Impact and Legacy: The Footprint of Alianza in the Community

Alianza has become much more than a series of tournaments. It is a story of empowerment, unity, and opportunities. From the humble initial event – spread over multiple weekends – to facing adversities like the financial crisis in 2008 and the pandemic in 2020, Alianza is a story of resilience and commitment to the community.

The impact of Alianza goes beyond the soccer fields – it has forged a national community, united by the love of the sport and the pursuit of a better future. It is proof of how passion and perseverance can transform an idea into a transformative movement!

March 19, 2024

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