Consultant Mainka To Support Everton's US Growth Strategy

Everton has teamed up with Pulse Sports and Entertainment to support the Club’s growth and development strategy in the United States.

The Pulse Sports and Entertainment agency, led by Jurgen Mainka, is helping the Club to engage even further with its thriving US fanbase.

A skilled, passionate and knowledgeable operator, Mainka has held senior positions at four Major League Soccer clubs - having worked in the game for more than 25 years.

His experience also includes a six-year spell working in high-level positions at Concacaf (Deputy General Secretary and Chief Commercial Officer), the football governing body for North, Central America and the Caribbean. Here, Mainka played a key role in the organisation of the Copa America 100th anniversary tournament, held in the United States in 2016.

Before establishing his Pulse agency, Mainka was Chief Business Officer at Inter Miami. MLS’s newest club, Inter is part-owned by England great David Beckham. Mainka was a central figure in building the Club’s overall business structure, including commercial and marketing, as well as in the team’s stadium and training facility development projects.

Mainka was born in Mexico City and, as a promising goalkeeper, played for one season in the Mexican third tier.

A lifelong, dedicated football fan, Mainka attended the 1986 World Cup in Mexico and was a spectator when England played Argentina in the legendary ‘Hand of God’ game.

Mainka is an enthusiastic supporter of Pumas in his native Mexico City and the Mexican national team.


Learn more about Jurgen and his consultancy work with Everton in our Q&A below…

Firstly, Jurgen, what attracted you to working with Everton in this consultancy position?

There are not many clubs where the first question in the process of making any decision is: How is this going to affect our fans?

Throughout my entire career, I have looked at the broader legacy of football – the power of the game as a tool for positive social change.

That is one of the areas that attracted me to this link-up with Everton and aligning my philosophy with a club that has had this philosophy for more than 100 years.

At Everton, it is all about the fans. They care about their people.

How would you describe the growth opportunities in the United States for Everton?

Everton holds huge appeal in the US.

Firstly, the history of the team with the country is unique. Joe-Max Moore, Tim Howard, Brian McBride, Landon Donovan…even players like Preki, who played for Everton and then came to the United States where he played and continues to have a great career in management.

There has always been a strong relationship between the Club and the US.


There are other connections, too. You look at the fact Liverpool was host of the first ever US Consulate dating back to 1790. Many people that worked in the ports in Liverpool came to the American continent and added to the foundation of the game in this side of the world. 

Additionally, one of Everton’s values reflects the ethos of the United States, as a whole. Everton is an elite club, but it is not elitist.

Being a club of the people, that is one of the trademarks that reflect the communities in the US, especially ones that are bonded by soccer.

We aspire to be the best without looking down on others. That is a key connection which makes Everton so appealing.


Can you outline your main responsibilities in your consultancy position?

Goal number one is to continue to grow Everton in a meaningful way to the entire region.

That starts, not only having a greater presence here, but also by developing that  communication with our existing fans and creating ways for that fanbase to grow organically. Your core fanbase is what fuels everything else.

This is about exploring new technologies to connect in a meaningful way. It is also about having meetings with our fans in person, when restrictions are lifted, holding more fan events and making ambitious pre-season plans in the US.

The more we know people as fans, the more we can cater for them and give them a better service.

The Club has already made great strides with the Everton International Academy and I will look to help them further enhance its development, including investigating the potential creation of EIA residential academies across the US.

We have lot of exciting international talents in the team. Does that provide its own attraction for overseas fans?

Absolutely. Starting with coach in Carlo Ancelotti and followed by the likes of Richarlison, James and Yerry Mina, it is a team which has genuine global appeal.

In addition to that, the distribution of the Premier League across broadcast platforms globally and in the US is unbelievable. All the ingredients are there to be able to further interact with and grow our fanbase organically.

I believe there is a big opportunity – and that formula can be recreated across the entire continent.

How significant was James’ signing in growing Everton’s profile?

It really showcased the aspiration of this club. Bringing big-time stars shows Everton’s aim to be a global force.

He is probably one of the most beloved Colombian players in modern history.

That resonates with Colombian Americans in the US and to Latino fans across the nation. People recognise who he is and what he has done. For all the Hispanic community, whether you are a Toffee or not, you cannot help but feel proud of his career and excited for what is yet to come.

I have certainly noticed, perception-wise, his signing has elevated Everton’s exposure here in the US and across the Americas to a new level.


How important will Everton’s proposed new stadium be in further increasing the Club’s profile?

I think the stadium move will be incredible. The fact it will be in such a historic location and will represent the city and community makes it very special.

This will be Everton’s first new stadium in 129 years. When something like that happens, the world will listen.

The opportunities we have to engage with fans – not only locally but globally – through this stadium project is quite unique.

In addition to the new stadium, what really catches my attention is the Goodison legacy plan and how that will give back to the community.

Everton’s appetite to build a world-class stadium and also create something that will continue to serve its people at their previous home… I don’t see many of those stories happening anywhere else in world.


On a personal level, it was a very brave move to leave your role at Inter Miami to set up your own agency. What was your thinking behind that?

My time with Inter Miami was fantastic. I am so grateful to the ownership group – David [Beckham], Marcelo [Claure], Jorge and Jose (Mas) and the rest of the owners.

It was exciting. I was in charge of all business and commercial operations. I was able to help build something we were proud of – a stadium, training facility and the commercial programme as well as our ticketing, brand, marketing and communication strategies. The chance to build a team from scratch was unique and once in a lifetime.

But I am driven by a desire to create the next legacy and continue to contribute to the game. I saw the need for a better interaction between clubs – teams from any sports – and their fans.

That’s what fuelled this new agency and, as I was discussing this idea with many people in the industry, I was encouraged that was something not a lot of people were doing .

Finally, how excited are you about what you can achieve working with Everton?

I want to be involved in projects which align with my thoughts and philosophy. For me, this relationship with Everton is close and personal.

I feel a real connection with Everton’s values.

Everton has such an incredible history and has already made great strides in developing its global footprint.

And with my personal knowledge of the industry, the market in the US and across the Americas, I humbly believe I can add value to Everton’s international journey.