Sporting JAX

As club ramps up for kickoff in August, President and CEO Steve Livingstone is bullish on market and club’s long-term vision 

For a project that’s been many years in the making, it’s been relatively recently that Sporting Jacksonville SC has caught the attention of soccer fans in the city.  

“I think locally here, people think, ‘where did you guys come from?’, the overnight success sort of thing,” Sporting President and CEO Steve Livingstone told Morning Kickaround on Monday. “We’ve been working on this since 2017, everything from our plans to develop a 15,000-seat soccer specific stadium in the next couple of years to building our front office team.  

“We’re probably close to about 30 front office staff right now. That will probably expand to about 50 as we get into it. Then we’ll bring the players and the coaching staffs.” 

But make no mistake; Jacksonville is a city that is primed and ready for Sporting’s arrival.  

There’s an established youth soccer scene that features Florida Elite, which Sporting has partnered with to help build a pipeline for local talent into the professional ranks. 

On top of that, the region itself is one of the fastest growing in the country. In 2024, it topped one million residents, making it the most populous city in the state of Florida, ranking 10^th in the country.  

“It’s a fantastic market for soccer,” said Livingstone, a native of Glasgow who has called Jacksonville home since moving across the Atlantic to work for the NFL’s Jacksonville Jaguars two decades ago. “Our population has almost doubled here in Jacksonville … Nielsen and YouGov have told us it’s roughly about 500,000 soccer fans in the area. So, Jacksonville has really become a big soccer town now. And really, I think, where we think a bit of a sleeping giant.” 

The on-field building blocks are starting to move into position. Having previously appointed Mark Warburton as Sporting Director and Head of Soccer, in April the club hired Stacey Balaam as its first Head Coach.  

In May, it made its first two signings, adding United States youth international Ashlyn Puerta and defender Georgia Brown, who with Sporting’s partner club Florida Elite earned 2024 USL W League Defender of the Year honors last summer. 

Now, more signings are being rolled out as the club looks ahead to its inaugural Gainbridge Super League season, which kicks off on Saturday, August 23 against D.C. Power FC at Hodges Stadium. Having followed the league’s inaugural season closely, Livingstone believes he and his team have learned a lot over the past 12 months.  

“I was actually just down to the Final at the weekend in Tampa, which was great, fantastic advertisement for what we’re trying to do here,” he said. “For us, there was a little bit of a luxury to kind of sit back and look at how things were evolving, and we’ve learned a lot from that as well. I think the league comes back even stronger next year and continues to grow. There’s just too much interest in women’s soccer right now for it not to grow, and obviously we are excited to be a part of that.” 

There are more announcements to come, including preseason exhibitions and additional signings to round out the club’s inaugural roster.   

At the forefront of what Sporting Jacksonville is aiming for, though, is to make an immediate mark in the Super League and be built for sustained success in the years to come. 

“We’re trying to build out a world-class organization here and make it something that really Jacksonville deserves,” said Livingstone “[We’re] trying to do things the right way, and trying to make sure that we’re going to be here for a long time.” 

Foundational signings mark the beginning of a bold new chapter for women’s sports in Jacksonville

JACKSONVILLE, Fla. (May 21, 2025) – Sporting Club Jacksonville, the United Soccer League’s expansion franchise, has announced its first two player signings — Georgia Brown and Ashlyn Puerta — as the club prepares for its historic debut season in the top-tier Gainbridge Super League. These young standout athletes have strong local connections to the First Coast and will form the foundation of Sporting JAX’s inaugural roster as the team makes history by bringing professional women’s soccer to the First Coast.

“These exceptional players set the tone for the type of team we want to be – competitive, disciplined and proud to represent Jacksonville,” said Sporting JAX Head Coach Stacey Balaam. “We’re building something special for this club and this community. Each of these players brings leadership, a relentless work ethic and a genuine commitment to the game.”

Georgia Brown, a 6’2,” 22-year-old center back from Highworth, England, and a standout at the University of South Florida, set a school record at USF by scoring four goals in a single game and earned First Team All-American Athletic Conference honors in 2024. A two-time Academic All-America selection, she most recently excelled for Florida Elite, where she was named USL W League Defender of the Year in 2024, led her team to a #1 national ranking last season, and scored 11 goals. Brown also played for Oxford United Women’s First Team in England for three years in the FA Women’s National League. Additionally, she has been called up for international duty to the Scotland Women’s U23 national team for two matches against Iceland and qualified for selection through grandparent nationality.

From San Diego, CA, midfielder/forward Ashlyn Puerta has been part of the U.S. women’s youth pool since she was 14. She made an immediate impact at Florida State University this past season as one of the top five goal contributors on the squad. Puerta played in all 21 games and tallied four goals and five assists during her freshman year, which included a goal and an assist in FSU’s NCAA Tournament victory over Samford. The 18-year-old was also a member of the U.S. Youth U-15 national team that won the Concacaf Championship in 2022, scoring five goals and providing three assists while receiving invitations to U-16, U-17, and U-18 national team camps. She has recently been selected for the 2025 CONCACAF Championship USWNT U-20 squad. Puerta previously received an offer to play for NWSL Gotham FC when she was 16 and trained with European giants Benfica (Portugal) and Madrid CFF (Spain) at the ages of 15 and 16.

The Sporting JAX pro team will take the field for its home opener against DC Power FC on Saturday, Aug. 23, at 7 p.m. at the University of North Florida’s Hodges Stadium,with all regular and postseason soccer matches streaming live on Peacock. The club will announce its preseason home schedule and local broadcast schedule in the coming weeks.

The 2025/26 season marks a historic milestone, not just for the club but also for the city and region, as it introduces professional women’s team sports to the First Coast for the first time. Sporting JAX will play a 28-match regular season from August 2025 through May 2026, divided into a Fall and Spring schedule with a mid-season Winter break, while competing in the nine-team USL Super League. 

This announcement follows the club’s recent unveiling of its adidas home and away kits last week. The complete 2025/26 schedulewas also released to provide fans with the full slate of matchups to mark on their calendars.

Season ticket packages and group ticket deposits are now on sale, starting at just $10 per match. Fans can also receive a complimentary inaugural season scarf (while supplies last). Visit www.sportingjax.com/tickets or call (904) 863-KICK to be part of this historic season from the beginning.

For the latest Sporting JAX news, matchday updates and behind-the-scenes access, follow @Sporting_JAX across all social media platforms.

In a historic moment for Jacksonville soccer, Sporting Club Jacksonville proudly unveiled its inaugural professional, pre-professional and academy home kit for the 2025/2026 season in front of hundreds of passionate fans at a public launch event and Fan Fest held at Friendship Fountain on May 13 presented by adidas and PRI Productions.

The highly anticipated launch, produced in collaboration with global sportswear giant adidas, showcased the club’s first-ever home kit — a classic custom light blue jersey accented with adidas’ iconic three stripes in bold orange. The striking design reflects the energy of Jacksonville and the identity of Sporting JAX as it enters a new era in the USL.

“We couldn’t be more excited to share this milestone with our incredible fans,” said club president Steve Livingstone. “Partnering with adidas to bring this custom kit to life is a powerful statement of who we are and where we’re headed. Today’s turnout shows the city is ready to rally behind its club.”

The 2025/2026 home kit will be worn across all levels of the club — including the USL League Two and USL W League teams, as well as the Sporting JAX Academy — unifying the club from top to bottom in both identity and ambition. While the kits will be available for retail purchase in the coming months, fans got a first look during the live unveiling on stage to roaring cheers, smoke and fireworks.

Among the attendees at the kit launch event was new Sporting JAX women’s Super League head coach Stacey Balaam, associate head coach Alan Kirkup, Sporting JAX co-owners Fred Taylor and Ricky Caplin, and head of US sales for adidas Steven Noble.

The new kit was modelled by players from the club’s USL W League and League Two teams with both squads being introduced to the public for the first time ahead of the kickoff to the new USL W League and League Two seasons this month.

In addition to the headline kit launch, the event also featured the official reveal of the youth academy’s second and alternate kits, goalkeeper kits, and the full line of training wear and equipment, setting the tone for a cohesive and professional presentation across the entire Sporting JAX program.

The Fan Fest, which drew fans from across the region, included live entertainment, food trucks, giveaways, player introductions, and interactive experiences for fans of all ages — further cementing the club’s deep connection with the local community.

This launch marks a defining step for Sporting Club Jacksonville as it prepares for its debut USL season and solidifies its brand presence in American soccer with a bold and unified look, thanks to the global design and performance expertise of adidas.

Former Vanderbilt coach to lead Northeast Florida’s first women’s professional soccer team

JACKSONVILLE, Fla. (April 2, 2025) – Sporting Club Jacksonville, the United Soccer League’s Northeast Florida expansion franchise, has officially appointed Stacey Balaam as the first head coach of its women’s Division One USL Super League team, which will kick off its inaugural season this August at the University of North Florida’s Hodges Stadium.

As Sporting Director and Head of Soccer Mark Warburton’s first major coaching hire, the up-and-coming coaching talent brings a recent track record of success and player development to Sporting JAX. Most recently, she served as the associate head coach at Vanderbilt University, helping to lead the NCAA Top 20 program to historic achievements since 2023. Sporting JAX technical consultant and coaching legend in women’s soccer at the University of Florida, Becky Burleigh, also assisted in the search.

“Finding the right leader as our first women’s team head coach was crucial, and in Stacey, we have someone who embodies the values of Sporting JAX and has consistently displayed throughout her career,” said Warburton. “Her passion for coaching, her deep tactical knowledge of the game, and her ability to connect and develop players set her apart. Through our conversations, it became clear that Stacey not only understands the magnitude of this opportunity but also embraces the responsibility of building a competitive and dynamic squad that will make our supporters proud.”

“I am incredibly grateful for the opportunity to serve as the first head coach of Sporting JAX’s USL Super League Team,” said Balaam. “The club has a clear ambition to not only provide opportunities for professional soccer careers but also to invest in developing young female talent at the academy level. The pathway that the club is building for aspiring players is something I deeply believe in and I look forward to contributing to that vision. My goal is to cultivate an enjoyable, competitive and healthy environment where our talented squad can reach their full potential every day. We will strive for success in the inaugural season, set ambitious goals and grow together as a team that represents Jacksonville with pride and passion.”

Originally from Suffolk, England, Balaam spent the last two years as an assistant coach at Vanderbilt University where she focused on offensive strategy and player development. Under her leadership, the Commodores scored 45 goals last season, tied for the 10^th most in a single season in program history and recorded their highest-scoring single game since 2019. Vanderbilt finished the season with 10 wins, earning a Sweet 16 appearance in the NCAA Tournament and their 13^th appearance overall.

“Stacey is a consummate professional, and one of her strengths is her communication with the players and staff around her, said Darren Ambrose, Head Coach for Vanderbilt University’s women’s soccer team. “She is clear with her messaging, very detail-orientated and her previous head coaching experience has given her a great understanding of what it takes to successfully manage a team. Her experience at Vanderbilt in a Top 20 collegiate program, combined with her passion for the game and experience as a former player in the USL, fully equips her to take this step up to the next level. We wish her the very best at Sporting JAX and in the USL Super League.”

Prior to her time at Vanderbilt, Balaam served as head coach at the University of West Georgia where she guided the program to 40 victories in seasons, including the first berth of the Gulf South Tournament Championship in 2021. She also spent six seasons as an assistant at the University of North Georgia, where she helped the program earn 91 wins and five NCAA Tournament appearances, achieving the highest national ranking in program history.

Balaam’s influence extends beyond coaching as a former U.S. youth soccer scout who identified and evaluated top young players for National Youth Training Centers. Additionally, she served as a member of the NCAA Division II Women’s Soccer South Region Advisory Committee in 2019.

As a player, she competed at a high level in the USL W-League. She captained the Atlanta Silverbacks and won the W-League Championship in 2011, continuing as the team captain for the next two seasons. She was also a member of the U.S. U19 Women’s National Team and a decorated athlete at Montevallo, where she was a two-time All-American, a four-time All-Conference honoree and was inducted into the school’s Hall of Fame, as well as being named to the Gulf South Conference’s All-Time Team.

Following the club’s recent announcements of its multi-year partnership with adidas and the hiring of Mark Warburton as its new Sporting Director and Head of Soccer, Balaam’s appointment reinforces Sporting JAX’s rapid rise toward building a world-class organization and establishing a lasting legacy for women’s professional soccer.