The growth of the USL in recent seasons has been predicated on clubs built around strong local ownerships, all able to reach and many times exceed the standards the league has steadily raised over the course of the past five years.

For the teams that have been part of the USL from its inception, that has brought fresh challenges, but for teams like the Richmond Kickers, they have not only been met head-on, but also offered the chance for the club to grow as an organization, and become an even bigger part of the club’s local community.

When it comes to maximizing a team’s resources, in fact, a team like the Kickers that has steadily raised its attendance year-on-year throughout the USL’s history might be among the best in the league.

“We are thrilled that more and more people in the city are talking about the atmosphere and experiencing the entertainment the Kickers have to offer,” said Kickers General Manager Shelley Sowers recently. “We are offering a very exciting and authentic fan experience and our fan base is growing rapidly.”

The Kickers have grown in part thanks to innovative thinking, and finding ways to increase their visibility in the community. The club partnered with Wild Wolf Brewing in 2014 to create the club’s signature beer, Kick it Hunny, while local food trucks and music are a staple at the club’s home games at City Stadium.