How Nashville SC Is Growing Its Fan Base: A Conversation With Wes Boling [Interview]

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Photo: Courtesy of Nashville Soccer Club

The Titans and the Predators have run Nashville’s sports scene for some time now in both fan attraction and media attention. In only its second season, though, Nashville Soccer Club (NSC) may be becoming the next “it” team of Music City’s professional sports.

In a short period, NSC has seen substantial growth of its fanbase, success on the pitch and will soon celebrate the opening of the team’s new stadium and practice facility. For Nashville native and NSC radio color commentator Wes Boling, the rapid success is something he never imagined when he was growing up.

“It’s been fun to see soccer grow here. I grew up in this community and wouldn’t have expected something like [this club] to flourish like it has,” Boling tells The Sports Credential.

Being an avid soccer fan and co-host of the Club and Country podcast, Boling has watched the club’s journey prior to NSC joining the MLS, and he has seen the passion from the USL fans before they hit the big stage.

Photo: Courtesy of Nashville SC

In 2022, NSC will be opening its permanent home at the Nashville Fairgrounds, further cementing its footprint in the Music City community. Before then, the NSC faithful along with some curious newcomers have made Nissan Stadium an exciting atmosphere, even for those unfamiliar with the club or the sport.

“I think the club has worked really hard to listen to those people and to make sure that the culture of the club doesn’t stray far from its founding principles,” Boling explains.

As Boling expresses, the best way for continued growth of the sport in Nashville is to get people to games. NSC is currently fourth in home attendance this season, according to WorldFootball.net.

NSC is in second place in the Eastern Conference and has the best home record in the league with eight wins, seven draws, and no losses at Nissan Stadium. However, wins alone won’t sustain a new fanbase, but knowledge of the sport and the club will.

“From this community, I’ve seen that people have shown up, first and foremost, for the party. They’re getting entertained because this year’s team is the second best team in the Eastern Conference,” he states. “But, ultimately, entertainment without educating that fan base is empty calories. It’s not going to sustain you as a club.”

He continues, “What they’re working towards now is educating that fan base. Now it’s about getting to know the players and the storylines around this team. It’s about familiarizing people with the club’s identity.”

As the club gets more popular and attendance continues to grow, Boling has seen the growth on a personal level as he recently saw a college friend become an avid fan after taking his five-year-old daughter to their first NSC match.

“Nashville scored a couple goals at that game. They dominated play and it was a really attacking performance,” he shares. “[The daughter] was hooked, so naturally he was hooked too. Now he wants to take her to as many games as he can, and he’s a season ticket holder for for the new stadium.

“That’s the exact template for how this club is trying to grow,” Boling sums. “The goal isn’t people learning every single player’s name, their background, team tactics and being able to predict the starting lineup. It’s a sense of community and adapting their own communities to this larger, building one.”

Photo: Courtesy of Nashville SC

As Boling explains, NSC General Manager Mike Jacobs has built a solid foundation and could be leading a tough team to beat. However, he’s also built a team that is exciting offensively, can offer continuous attacks, and a team that is constantly doing something on the pitch.

Boling also points out that the club’s owner, John Ingram, isn’t some California millionaire looking to make money. Rather, Ingram is a Nashville native who wants to see the success and sustainability of this Music City club.

“He has shown that stewardship in his willingness to make a really good deal for the city with the stadium. He’s also poured his resources into creating a team that was not only viable, but was successful right away,” Boling adds.

So far, the club has successfully begun growning the fan base and building a community, while also building its own stadium that can become a temple of soccer for Nashville in the years to come. NSC has shown its commitment to the city and its people through its inclusive and by reaching out through various charities.

Rather than looking for a specific fan or demographic, the club wants to invite anyone and everyone to fall in love with the team.

“The club’s working hard to find those different audiences, whether it’s the families with kids who want to go or the recreational teams playing all over Middle Tennessee. Whether it’s the hipster in East Nashville that wants to do something different or the Southeast Nashville community who can relate to the players on the field who are speaking Spanish, French, and other languages.”

He concludes: “Nashville’s working hard to meet those audiences where they’re at. Those collective stories of NCS’s individual impact are what will ultimately build a fan base where everybody has their own story of how they fell in love with this team.”

Steven Boero
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