Footballco Expands Studios Offering With Controlling Stake in LA Soccer Agency Starting Eleven

Football culture and media company Footballco has taken a controlling stake in North American soccer creative and production agency Starting Eleven. The deal will bring Starting Eleven into Footballco’s ecosystem, expanding its offering to brands and rights holders in the US and globally.

While Footballco has acquired or invested in soccer-focused companies in the past, this is its first services investment, amplifying its vertical integration deep within the soccer industry.

Starting Eleven has already worked with Footballco on productions for clients, including Modelo. Kia and e.l.f Cosmetics.

Previous Footballco deals have included the acquisitions of consumer-facing media brands, such as leading Middle Eastern digital soccer publisher KOOORA; soccer culture media brand, MUNDIAL; YouTube’s largest animated football channel 442oons; and the US grassroots women’s soccer brand Soccer Girl. Footballco’s portfolio of soccer and culture brands, led by flagship GOAL, reaches 20 million US soccer fans a month [source: comScore with ranking first by audience].

The partnership enhances Footballco’s creative offering across long-form features, commercial video, and global production, with a focus on the growing US market. 

Starting Eleven’s reputation is based on creating premium brand and athlete storytelling. This includes working on multiple projects for Major League Soccer, including ‘Breakaway’ which is currently on its fourth season for Apple TV

Starting Eleven has shot covers for EAFC 2024, as well as broader campaign work for EA Sports, a mini-series ahead of the 2025 FIFA Club World Cup for DAZN and the documentary MESSI MANIA.

During the 2026 FIFA World Cup, Starting Eleven provided FIFA and its official partners, with more than 100 crew members, capturing content of all formats throughout the tournament. From commercial campaigns, feature work, social content, event coverage, and still photography.

Recently, Starting Eleven has shot four product campaigns for adidas in 2026, as well as an editorial storytelling feature starring USMNT player, Cristian Roldan.

“Starting Eleven is one of the most trusted creative production partners in North American soccer, with a real ability to tell stories that connect brands, athletes, rights holders and fans,” said Jason Wagenheim, CEO, North America, Footballco. “Bringing them into Footballco gives us an even stronger end-to-end offering for partners looking to create authentic, high-quality soccer content at scale. We’ve already experienced the power of their collaboration, and we’re excited to build on that momentum well beyond the 2026 FIFA World Cup.”

Devin L’Amoureaux, founding partner of Starting Eleven, said: When we founded Starting Eleven, our goal was to have a positive impact on the growth of soccer in North America through genuine storytelling.

“We believe that through teaming up with Footballco, our passion for soccer storytelling will have the opportunity to connect with even more fans, not just in North America, but around the world, thanks to their extensive soccer-focused ecosystem.” 

Vitor Salerno, Senior Content Production Manager for FIFA, said: “Starting Eleven have been a partner for FIFA across both the FIFA Club World Cup 2025 and FIFA World Cup 2026, utilising their knowledge of the North American market to make them an essential collaborator throughout.

“We see their integration into Footballco's wider creative and production offering as an excellent opportunity for us and others to bring even more attention to soccer, both in the US and abroad.”

Anne Charls, Senior Vice President, Marketing, FIFA World Cup 2026 for On Location, said: "Working with Footballco and Starting Eleven throughout FIFA World Cup 2026 has been a great example of how powerful authentic storytelling can be when paired with the reach of a global football media company.

As FIFA’s Official Hospitality Provider, On Location has collaborated with Footballco and Starting Eleven to bring the experiences of our hospitality guests and celebrity ambassadors to life in a way that feels genuine and engaging, while GOAL has helped share those stories with football fans around the world - together driving meaningful engagement and commercial impact for our business. I’m excited to see how Footballco and Starting Eleven will continue to create compelling content and deliver value for fans, brands, and partners alike.”