At a glance
Role: Streaming Manager · Client: Chattanooga FC (NPSL) · Duration: Two seasons · Team: 9+ camera operators, commentators, and interview crew

30,000 → 100,000 average viewers per match · 9+ person production team · 2016 awards for best live stream and best commentary

The Challenge

Chattanooga FC had one of the most passionate supporter bases in American lower-league soccer. What it had online was a single cheap handicam pointed at the pitch from the press box. No commentary. No replays. No sideline. One angle, one static shot, and silence.

For a club whose identity is built on community and atmosphere, the broadcast was actively working against the brand. Anyone discovering the team through a stream was seeing the least compelling version of it — and thousands of people were doing exactly that, since most of the audience for lower-league soccer will never sit in the stadium.

The gap wasn't production polish. It was that the broadcast conveyed none of the reason to care.

What I Did

I rebuilt the whole thing as a broadcast rather than a recording.

Coverage: multiple angles, roaming live camera operators moving with the play, and cameras in the goals — the shot that makes a lower-league match look like a televised one.

Voice: I recruited and directed a two-person commentary team, one Cuban and one British, both with lifelong experience in the sport. The expertise raised the analysis and the pairing gave the broadcast a genuinely international tone, which suited a club whose supporters treat the global game as their own.

Access: sideline reporting during matches and post-match interviews after — the material that turns a result into a story and gives people a reason to watch again next week.

The team: nine or more people per match across camera, commentary, and interviews, directed live with no second take.

Results

Average viewership grew from roughly 30,000 to 100,000 per match across two seasons.

The broadcast was recognized in 2016 with awards for best live stream and best commentary — the same season the club won the NPSL regular season title.

The takeaway: the audience was already there. They just hadn't been given anything worth watching.