Soccer in America — Leading The Way Forward Series

Getting to know James Keston — USL’s Orange County SC Owner & President

This is SoccerToday’s new series on influencers in the beautiful game — and James Keston never played professional soccer but has become one of the strongest influencers of the game.

The former University of Michigan footballer knew his talents were better applied on the business side of the sport than on the field. Keston’s goal has been to further American soccer by creating a real pathway to the professional game for youth soccer players.

Orange County Soccer Club is on the top of the USL’s Western Conference Standings and has secured a spot in the playoffs.  The next match is on October 6th at the Champions Soccer Stadium at OC Great Park when OCSC takes on Seattle Sounders FC  2. Braeden Cloutier is the Head Coach and he and his coaching staff have led the team  their best season ever.

Related Soccer News: A Real American Pathway to the Pros

SoccerToday’s Interview with James Keston

Diane Scavuzzo: When did you first become involved in soccer? 

James Keston: My adventure in soccer started in 2005 when I owned the MLS expansion rights of Seattle and Portland.

Even back then, I believed the MLS rights would be very profitable and afford the chance to genuinely do good in the community. 

I strongly believe in bringing people together and teaching the right values.

Diane Scavuzzo: How did you end up with MLS expansion rights?

James Keston: This was back at a time where the league was not as strong and it was not an exceptionally challenging process to gain the rights, aside from showing that you had the financial resources. Today, it is very different.

Diane Scavuzzo: What did you end up doing with Seattle in Portland?

James Keston: I come from the real estate business and as many people will remember, in 2006, 2007 the real estate was very challenging. I had to focus on my day to day real estate business and the MLS opportunity slipped through my fingers. 

I always knew that at some point in my life I wanted to get back into the soccer management and own a team.

A few years ago, I watched how the USL was growing and I reached out to the league at the end of 2015.

I found the Orange County SC — the right team in the right place. Coming from the real estate business, as far as soccer goes, Orange County is the best real estate I’ve ever seen. 

Diane Scavuzzo: What are your goals for the team? Are you looking at selling the team down the road? Are you committed to staying with the team for the next few years?

James Keston: My goal is to stay with the team indefinitely. 

I often talk about humility and knowing your role, and I know there is a spectacular future in our community-based business in the beautiful stadium at Irvine’s Great Park.

We are focused on bringing the local community together and providing 17 to 20 great professional soccer games a year, and, at the same, continuing to develop this pathway to professional soccer, helping young American players become as good as they can and reaching the highest level in the world. 

I think the opportunity for business is specular and the future is exceptionally bright for American soccer and American transfer market. 

The global transfer market is a five billion dollar annual market.  If the United States was one percent of that, I would be shocked.  The numbers in the global market are going to grow in the next five to ten years, and obviously, there is an incredible opportunity for American soccer. 

Diane Scavuzzo: Why are you so passionate about sports? 

James Keston: Sports provide an environment where children can learn and develop. As the years go on and I see my own children beginning to grow up, I see sports as more and more essential. 

Children learn teamwork, and they learn how to win and lose by playing sports.

It is important that children deal with disappointment — it teaches them what it takes to really be successful. 

This organization exists to create some of the best soccer players in the world — taking the process to the next level where you are really looking for those five or ten best players who can go on to play in MLS or in the top leagues in the world. 

Diane Scavuzzo: So what kind of culture do you need to build for them to get there?

James Keston: You need to build a culture of hard work, accountability and exposing these kids to what it is to be a professional player. 

Diane Scavuzzo: So what sports did you play when you were young? 

James Keston: I played everything. I played football and basketball primarily but also baseball and track. 

Diane Scavuzzo: Where did you grow up?

James Keston: In California, I grew up in Los Angeles.