Lauren Holiday Joins Mercury/13 Board, Paving the Way for Women's Soccer Revolution

In a groundbreaking move that signifies a shift in the landscape of women's soccer, Lauren Holiday, the two-time Olympic gold medalist and World Cup champion, has joined the board of Mercury/13, a global soccer investment group focused on expanding women's soccer in Europe. Holiday's foray into soccer ownership marks a significant departure from traditional roles for former players, who historically have not ventured into such positions of influence. Mercury/13 currently owns FC Como Women in Italy and is looking to expand its portfolio across Europe, with plans to acquire additional clubs. Holiday's involvement comes through Avenue Sports, a private equity fund led by her advisor, Marc Lasry, who is also known for his former ownership of the Milwaukee Bucks. This partnership not only highlights Holiday's commitment to the sport but also her desire to enact meaningful change from within the ownership ranks. In an exclusive interview with The Athletic, Holiday expressed her motivation for stepping into this role, emphasizing the importance of players having a voice in ownership decisions. "It's about a desire to be able to implement change," she stated, reflecting on how many ownership groups lack a fundamental understanding of the game from a player's perspective. This sentiment has been echoed by several former USWNT players who are now actively involved in club ownership, including Mia Hamm and Abby Wambach. However, Holiday’s role is anticipated to be more proactive, as she aims to provide essential insights into what players need for their development and success. Holiday's vision extends beyond mere investment; it focuses on fostering a culture within clubs that prioritizes athlete welfare and growth. She noted that coaches often lack control over the broader culture of a club, which is shaped at the ownership level. "How do you build a club with integrity?" she asked, highlighting the need for ownership to understand and prioritize the needs of athletes. Her approach suggests a profound commitment to developing a supportive environment for players, as well as a desire to mitigate the toxicity that can plague sports organizations. Her journey into ownership began when her husband, Jrue Holiday, played for the Bucks, and Lasry sought her expertise as an advisor for Avenue Sports. This connection eventually led her to Mercury/13, co-founded by Victoire Cogevina and Mario Malave, which aims to disrupt the traditional structures of women's soccer in Europe. Mercury/13's initial acquisition of FC Como Women has already seen a rebranding and improvements to the club's facilities, but it remains to be seen how effectively it can develop a successful team culture and competitive presence in a landscape dominated by established clubs like Chelsea and Barcelona. Holiday acknowledges the unique challenges posed by the European soccer environment, particularly the slower pace of sponsorship growth compared to the U.S. "In American sports, there's always a new sponsorship... How do we get eyes on these clubs?" she asks, hinting at the untapped potential in promoting women's soccer in Europe. Looking forward, Holiday's aspirations extend beyond creating successful clubs; she envisions a future where women's leagues can compete on a global scale. "My dream would be that we're all competing," she remarked, underscoring the isolation that currently exists between European leagues and the National Women's Soccer League (NWSL) in the U.S. As she embarks on this new chapter of her career, Lauren Holiday is clearly passionate about her role in shaping the future of women's soccer. Her commitment to ensuring that players' voices are heard within the corridors of power is an encouraging sign for the sport's growth, promising a new era of player-led initiatives that could reshape women's soccer for generations to come.