With Lionel Messi joining the league and David Beckham’s Inter Miami team forming, the MLS has seen a notable upsurge recently.
InsiderSport chat with Eddie Lewis, a former Los Angeles Galaxy teammate of Beckham’s, about his technology-driven football entertainment startup, TOCA, which has raised over $100 million in funding for growth.
InsiderSport: Thank you for coming. Could you elaborate on TOCA and the circumstances surrounding its founding, Eddie?
Eddie Lewis: TOCA Training began with my own experience as a player. I set out to find answers to technical problems, beginning with a simple tennis ball. TOCA is a state-of-the-art soccer-specific training facility that develops players’ awareness and technical abilities.
We are the biggest operator of indoor soccer facilities in North America because we provide a variety of programs for all ages in addition to our core TOCA Training. With TOCA Social, we’ve reached new technological frontiers and produced the first-ever dining and entertainment experience centered around soccer.
As a teammate in Los Angeles, how big of an influence did David Beckham have on raising the profile and standard of American sports?
I participated in the first-ever Major League Soccer match and have been closely involved in the league’s development throughout the years. Though there have been some pivotal moments along the road, the MLS has witnessed steady improvement. Bringing David Beckham in during the MLS’s formative years was a crucial move.
After David arrived, the league, which was already facing difficulties, underwent a radical change. His celebrity not only brought the MLS international attention, but it also made it a household name. David is a premier sports ambassador, therefore his impact goes beyond the field. His commitment, skill on the field, and charisma off the field raised the league’s profile and attracted interest from all around the world.
Will Lionel Messi’s arrival mark a turning point in the league’s history and how can the MLS capitalize on this?
In my opinion, Messi, like David, is an unmatched representative of the game and personifies the passion for football. He still retains the enchantment that has enthralled followers for twenty years at the age of thirty-six. Off the field, Messi may have a greater influence on how American soccer develops in the future by persuading outstanding young players to see the Major League Soccer (MLS) as a pathway to European football.
Could you elaborate on the TOCA partnership with the Major League Soccer (MLS) and how it has increased fan involvement for the league?
The main goals of our ten-year collaboration with the MLS are player development and fan interaction, which are important initiatives for both the league and TOCA. In the next ten years, we want to have quadrupled our reach, with around 40 centers and counting. Every person who comes to our centers leaves MLS as a new or more devoted fan. It’s the ideal match, establishing fandom and engagement touchpoints that are advantageous to both TOCA and the MLS.
Could you provide us an update on participation before the Major League Soccer playoffs? Additionally, what steps can you take to increase participation as the league’s conclusion gets more organized?
In our centers, TOCA is delivering rich and distinctive experiences as we approach the MLS playoffs. Events branded with the MLS and watch parties are only the start. We’re maximizing fan interaction and giving them unforgettable experiences as we speed toward the exciting end of the league. Watch this space for interesting updates.