Ten Things to Know About the Potential Denver NWSL Expansion Bid

It’s been a tough couple months for the Colorado Rapids, their fans, and the media who cover them. Here’s some For Denver FC (FC = For Colorado) WoSo content for a change of pace and some joy. We got some Chicago Red Stars news this week that’s relevant to this Denver NWSL expansion bid.

1. They want to start play by 2026.

“We want them to be kicking a ball in 2026, which is our goal. It’s not a lot of time, but it is enough time to do a lot of the building that will be required physical and on the sporting side,” Ben Hubbard told me back in July.

Three years is enough time to put together all their staff, technical or otherwise. They’ll need to have some infrastructure in the works or done by then, but more on that in a bit. It’s a good deadline for taking advantage of the U.S. co-hosting the 2026 Men’s World Cup and potentially the 2027 Women’s World Cup.

That might not be enough time for everything to be setup and successful in year one. Challenge accepted.

2. KSE and the Rapids are not involved, yet. For Denver FC aren’t opposed to it.

Burgundy Wave has heard from both Kroenke Sports & Entertainment leadership and FDFC that they do not yet have a relationship. Both appeared open to discussing it. But for now FDFC is not becoming Rapids Women. This was often a question about a women’s team in Denver whether or not it would have to go through KSE. That doesn’t appear to be necessary. If anything does happen, it will be mutually beneficial.

3. It’s all about a the centrally located stadium and the training facility.

This is the big one. When asked about infrastructure, taking Kansas City Current as an example, Jordan Angeli said the following:

“This is the standard in women’s soccer now. And I think that is going to be topped in the Bay Area. I wouldn’t be surprised if Utah builds a training facility that specific to the women’s group as well. That’s the minimum: Training facility. Stadium. And we really our focus is on getting a stadium that is centrally located in Denver.”

For comparison, Kansas City Current announced unveiled plans for their own stadium in October 2021. It’s scheduled to be ready for the 2024 NWLS season, so two and half years. There’s less than three years between now and when they want this Denver side to begin play. We could see them start in another venue as a soft launch like several clubs have then get a boost a year or two in when the soccer specific stadium opens.

DICK’s Sporting Goods Park, Infinity Park, and possibly even Mile High could be in play for their soft launch. But a downtown WoSo specific stadium and dedicated training facility are two huge promises. If they can deliver on that, this club will move the needle locally and nationally.

4. They’re open to NWSL or USL Super League and still figuring it out.

The announcement back in June was the public unveiling of the project and the announcement of their intent to go for NWSL expansion. However, the USL Super League is launching August 2024 and intends to be first division standard with U.S. Soccer.

“We’re talking to both leagues right now and we’re learning more about their process. They’re going to be forthcoming with more information. We’re talking to the leagues and kind of understanding what what they need, what we need to do to be successful. And we do expect a deadline sometime later this year. But neither has been public about that.”

They’ll certainly go all in on NWSL, but if that does not work, they could see how 2024 goes and then see if it will be easier to join the USL.

5. They might not go all in on the academy cause they don’t need to.

Jordan Angeli knows the local youth soccer scene as well as anyone from her time at Colorado Rush. The professional club academy setup has not taken off yet for the women’s game. FDFC thinks it might not be necessary.

“The best parts of growing up as there were. There was competition within this state. And if you don’t have competition, you can’t get better. And the rivalry that I had at Colorado Rush versus Real Colorado and the games that we played were some of the best games I played all year long because they were such a good team. And I think that that’s what we are speaking to, is what these youth clubs have done in Denver is clearly working because players are making the next step. They are playing on youth national teams for national teams, not just not just from Colorado, but Michelle Johnson playing on a full national team in Africa. There are players who have developed and the pathway is already there. So now we just need that pathway to pro. Now we just need the pro,” said Angeli.

“There’s a very healthy development pipeline already here in Colorado. And I don’t think we want to mess with that. We want to we want to pull from it, not compete with it. So there’s no plans for an academy or anything that would sort of get in the way of the really great ecosystem,” Hubbard added.

6. Angeli, Hubbard, and Tom Dunmore are all soccer people.

Any soccer fan knows Angeli’s soccer credentials. She played college soccer at Santa Clara, was a part of the U-20 USWNT, and played several years in the NWSL before injuries derailed her career. She’s been in the media space for several years now, doing sideline and media work for the Colorado Rapids and the women’s game in several capacities. She spent several years doing color commentary for Columbus Crew prior to Apply TV getting the broadcast rights to the league.

Ben Hubbard and Tom Dunmore might not be household names.

“I was raised on the 99ers, not the men’s teams. So I really looked up to the women growing up like Mia Hamm was my hero when I was playing in high school,” said Hubbard.

“I have two daughters now who play soccer. And my oldest keeps asking me why we’re going to men’s games and not women’s games and is unsatisfied with the answers I’ve provided her. It led to to a curiosity for me, which is why don’t we have a team, the entrepreneur in me then sees opportunity.”

Tom Dunmore should ring a bell for the USL Championship peeps. He was VP of Marketing and Operations for Indy Eleven for over four years as they launched then moved to the USLC. He’s the most soccer front office ready member of the group.

“I was connected to Tom last August through a mutual friend. Tom had just moved to Denver. We connected. We’ve been having conversations with everybody who could lend some level of insight on this, be it from the soccer world, the real-estate world, the political world. By early this year, we were pretty convinced this was an achievable mission,” Hubbard added.

7. Big money is needed. More investment may be necessary.

Sandra Herrera’s reporting for CBS Sports gives us a ballpark valuation of an NWSL team. For an existing team in a big media market with the stadium built, $35 million. The sale includes an additional 72% in further investment committed.

FDFC has suggested they’re not done building their ownership group. A big check writer might still be needed.

“We’re open to all options and possibilities. I can’t share some of those active conversations,” said Hubbard of additional partners, including potentially KSE. “We need to fit the capital and the ownership group in the requirements.”

This could be the biggest missing piece right now other than the stadium site.

8. WoSo and Denver want this to happen. They want to be involved.

The good news on that front is the project is gaining notoriety. There’s plenty who want to be involved. The community’s support is evidence to any additional ownership partners that this is a low hanging fruit.

“The biggest thing today and moving forward is for Denver to say ‘we want this.’ We want this to be a place where players want to play. So it needs to have a good stadium and a good training facility. But we also want this to feel like the community built it because that has been such a success in soccer over the last few years,” said Angeli back in June.

“We have had a number of conversations with athletes either from Denver or who are currently playing in Denver. Their reaction has been so positive. Most all of them have said they want to be involved.”

Perhaps the eventual ownership group will look more like LAFC’s group with several athletes with connections to the Centennial State.

10. There will be a serious social component to the club’s purpose.

“They (fans) might be drawn to the values of the club and the impact we’re making,” said Hubbard.

We’ve seen football clubs have a social component to them as a focal point of communities. Angeli and Hubbard clearly got into this for contributing to WoSo. They could have additional causes that this club champions.

“We’re studying what organizations like the Oakland Soul have done. They’re incredibly purpose driven. What can we learn from their model? Obviously, Angel City has pioneered a lot in this regard in terms of sharing sponsorship dollars with the community,” said Hubbard.

“The community benefit, it’s the word that keeps coming up that’s what this is about. It’s about the athletes. It’s about the community. You get those two things right, you end up with a really exciting and sustainable football club.”

Photo Credit: For Denver FC.

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