At the heart of England’s industrial north, there is Sunderland. But the city’s identity crumbled — with every conceded goal. I recently watched Netflix’s Sunderland ’Til I Die and was moved. Three seasons document the raw emotion and economic upheaval as Sunderland AFC faced relegation, revealing a community where soccer isn’t just a sport — it’s the lifeblood of the city.
Four thousand miles away, in the heat of Upstate South Carolina, another soccer story unfolds.
The Greenville Triumph Soccer Club, a young club in the USL League One, faces a unique challenge: not fighting relegation, but for relevance. In a land where Friday night lights and college football reign supreme, can soccer carve out its own passionate following? I recently sat down with the marketing director for the Greenville Triumph Soccer Club to have a conversation around this very question.
Doug Erwin recognizes the challenge. “We’re not just competing against other teams — we’re competing for families’ entertainment dollars. That’s everything from Top Golf to the local cineplex,” he told me.
This local sports club is facing the tough task of building more than a team — they’re aiming to cultivate a soccer culture in the heart of the American South.
Embracing the Game in the American South
The Greenville Triumph SC made its debut in 2018, bringing professional soccer to Upstate South Carolina for the first time, and the Triumph established itself as a competitive force in USL League One play from the beginning. Under the leadership of head coach John Harkes, a former captain for the U.S. Men’s National Team, the club reached the league final in its inaugural 2019 season, falling just short of the championship. They clinched the title in 2020, during the pandemic-shortened season, to secure the league cup. Early success, coupled with the club’s commitment to community engagement, has helped the Triumph lay a solid foundation in Greenville’s sporting landscape.
However, Erwin noted, “The club faces unique challenges in a market where soccer isn’t the dominant sport.” It’s about winning over a community still learning to embrace the beauty in the game.
The mission at the heart of the Greenville Triumph is this: “To bring people together and create joy through soccer.” The ethos permeates the club’s operations and drives their community engagement efforts. The Triumph has attempted to weave itself into the fabric of Greenville with strategic local partnerships, including a jersey sponsorship with Upstate tech giant ScanSource and a partnership with Pelham Medical Center. And its community outreach has included youth development programs, camps, and clinics, nurturing the potential of the next generation of soccer mavens.
Community events and charitable efforts through their newly established foundation show the Triumph’s commitment to being more than just a local soccer team — to being a cornerstone of the Greenville community. And some members of the community are more than committed.
The most visible manifestation of their community impact is the Reedy River Riot, the club’s small but fiercely passionate supporters group. Present even before the club’s first kickoff, the Riot embodies the grassroots enthusiasm that naturally exists in cities like Greenville — and in English cities like Sunderland.
“They’re there for all the right reasons,” Erwin explains, highlighting the symbiotic relationship between the club and its most ardent fans.
864 ’Till I Die
Like Sunderland AFC fans, The Reedy River Riot leads the Triumph crowd with this chant at every home match, giving ode to the local area code. But this may be where their similarities end. The contrast between the clubs is as large as the ocean that separates them.
Sunderland is a former shipbuilding town in Northeast England. Their football club is their identity. “Sunderland ’Til I Die” poignantly shows this reality. The club’s fortunes (and misfortunes) directly impact the emotional and economic well-being of an entire community. A relegation isn’t just a terrible season; it’s a civic crisis affecting local businesses, employment, and the collective psyche of the city.
While Sunderland AFC fights to maintain its central role in the community, the Triumph seeks to establish one. In Greenville, the Triumph is working to carve out its place in a busy landscape of American entertainment culture; from Friday night lights and College Gameday to Dave and Busters.
It’s all about scale: Sunderland regularly draws crowds of over 30,000, while the Triumph celebrates when they get 2,000 people in their (much smaller) venue. But the two do share passion. The Riot, though much smaller than Sunderland’s hooligans, shows the same dedication to their club. Both teams, in their own ways, are fighting for the heart of their communities.
Local sports magnify the universal human desire for community and belonging. Whether in Sunderland or Greenville, soccer has the potential to be a unifying force. This is soccer’s ethos. Everyone is welcome. Diverse humans come together for a common purpose, common joy, and common disappointment. It’s like church in some parts of the world. The Triumph’s mission “to bring people together and create joy through soccer” is a call to joy and unity. The game is a global language; it calls people together.
The future of the Greenville Triumph hinges on a critical element: a permanent home. While the club has made strides in building a fan base and achieving on-field success, the lack of a dedicated stadium presents significant challenges. “Getting us into the best stadium situation long term that we can … that’s something that we work on day and night, literally almost every day,” Erwin said.
A permanent stadium isn’t just a place to play; the milestone will create a true home for the soccer community in Greenville. And this is crucial for the club’s financial sustainability.
“I don’t mind telling you it’s not sustainable long term in a temporary stadium,” Erwin said.
A dedicated facility would also enable the Triumph to expand their youth development programs and be a home for the Greenville Liberty, a women’s semi-pro club. A permanent home will create a comprehensive soccer system for Upstate South Carolina, from grassroots to pro. It’s clear a stadium is more than stands and seats. While Greenville Triumph SC continues its bid for prominence, it’s the stadium, the physical embodiment of the Triumph’s commitment to Greenville, that will determine the future of soccer in the Upstate.
