"We have a universe of remarkable stories" – Right To Dream Group believes it has all the ingredients to embrace the next generation of fans
"We have a universe of remarkable stories" – Right To Dream Group believes it has all the ingredients to embrace the next generation of fans
IMAGO | Simon Adingra of FC Nordsjælland in a Superliga match against FC København.
Following the acquisition of the new MLS team, San Diego, the Right To Dream Group is prepared to take the next significant step in its development. With academies in Ghana, Egypt, Denmark, and the US, it has evolved into a truly global football community
Founder and CEO Tom Vernon is committed to providing as many youngsters as possible with the Right To Dream, which requires a financially-sustainable model. Honest content is the next major revenue driver for the group.
Why it matters: Multi-club ownership groups (MCOs) are gaining prominence. The Right To Dream Group was one of the first MCOs globally, but it continues to differentiate itself from others in the industry.
The perspective: Can the group succeed in creating content compelling enough to captivate young fans worldwide, while also winning over traditional fans with its purpose-driven approach?
24 July 2023 - 2:37 PM
Tom Vernon is not your typical CEO. He doesn't talk about big money transfers or the trophies that the Right To Dream clubs should win. Instead, he shares a story about an 80-year-old Greek woman who had a dream of visiting the Louvre in Paris, the renowned museum displaying some of the world’s most iconic works of art.
"There was a Greek guy who suddenly realized that he had never asked anyone in his family about their dreams. So he asked them, including his 80-year-old mother. He was surprised by her answer: She wanted to go to the Louvre. So he took her to experience all the fine art. It may be a small story in a vast world, but for me, it emphasises the essence of our brand. What we do, enabling everyone to have a dream, is relevant to everyone," says Vernon, CEO of Right To Dream.
Worldwide operation
As head of the group, Vernon is a visionary leader who always sees the bigger picture and never forgets the greater purpose of the Right To Dream Group. It operates four academies worldwide (Ghana, Denmark, Egypt, and San Diego) and three elite teams, including FC Nordsjælland in Denmark, San Diego (set to play in MLS in 2025), and FC Tut, one of the top women's football teams in Egypt.
"While we often focus on whether kids are economically disadvantaged or not, we can see that the welfare system in Denmark and Western Europe, in general, provides incredible support, and young people in Europe are privileged compared to what we witness at our academy in Ghana," Vernon explains.
However, he believes it is narrow-minded to view the world solely from that perspective. After living in Denmark for many years as chairman of FC Nordsjælland, he has now relocated with his family to the UK.
"I guess that many Danish parents would agree with me that their teenagers are somewhat trapped on social media. What if you asked them about what their dreams were? Would they even know? Have they even thought about it? I am not trying to blame anyone here, just asking the simple question that maybe kids and young people from Denmark and other Western countries could meet someone their own age from other parts of the world through our Right To Dream project, and maybe those stories could truly inspire them."
On the left, Tom Vernon, the founder of Right To Dream Group, shaking hands with Don Garber, commissioner of the MLS.
For Vernon, these thoughts capture the potential of Right To Dream. He envisions all these kids, whether from Denmark, Ghana, Egypt, the US, or Mexico, having fascinating stories to tell. It's not necessary for them to break through to the first team or secure big-money moves to European clubs.
"At its core, our project is about character building. Everyone who is part of the Right To Dream family is developing as human beings. That is our focus, and then some of them end up playing football at the highest level. But I genuinely believe that we have many interesting stories to tell about young people finding their way in this world. And they are not necessarily the best footballers."
Compelling content
This is where the group plans to make significant investments in the coming years. It aims to build a concept and strategy that can transform these stories into compelling content, targeting fans worldwide, not just those who support teams within the Right To Dream group.
"Imagine yourself being a fan of a team in Denmark, which is not FC Nordsjælland. But you might be fascinated by a young kid from Ghana playing football in our academy in San Diego or a kid playing in Egypt. We can create fantastic documentaries and other types of content about these young individuals who are fulfilling their dreams. I believe that these truly touching stories could captivate you and millions of other football fans around the world," Vernon says.
He emphasises that the approach to content is holistic and goes beyond simply documenting a player's performance for a specific club. For Vernon and Right To Dream, the focus is on the person, their journey, and their dreams, rather than the club they represent.
"We believe this would appeal to quite a few, and they might subscribe to some of our social media channels, even though they don't support any of our teams. But maybe they would support our vision?" He asks.
He is confident that in a couple of years' time, the group will have found a model where it can generate substantial revenue through its content. This additional revenue would provide it with the opportunity to open more academies around the world.
Vernon reveals the group has already had discussions with some of the world's leading streaming platforms, which see great potential in the stories being created at Right To Dream. However, his group hasn't been able to strike a deal with any of these platforms so far.
"I see two problems. First of all, they are all in search of jeopardy. And we are not necessarily interested in highlighting the stressful periods that our athletes go through. We acknowledge that there are tough times, and we only want to produce honest content. But it seems like the aspect of jeopardy should be the primary driver of the content, and we don't see it that way."
Secondly, Right To Dream and Vernon are also after a partner who is willing to share the content without charge in Africa.
"What we do is try to improve people's lives. And then we can't be part of something where we can truly inspire millions of kids in Africa, and then ask them to pay for a subscription, which would be a lot of money for a kid in Africa. That would be wrong. So we need to find a model where we can charge those who can afford it. We believe that these stories featuring our young footballers are educational for everybody, and we just have to continue working hard to develop the right business model around this," says Vernon.
American acqusition
Currently, Vernon and his colleagues at Right To Dream Group are focused on a reorganisation to benefit from their latest acquisition, the San Diego MLS team, purchased together with the Sycuan Band of the Kumeyaay Nation. The tribe has resided in and around San Diego for more than 12,000 years. However, the team will not participate in the MLS tournament until 2025.
IMAGO | The Right to Dream Academy, International, lifting the Gothia Cup in 2022.
"San Diego, which we consider a strategically great location for us, is just 15 kilometers from the Mexican border. It would probably be fair to say that in Mexico, some kids are further disconnected from their dreams compared to the US. So we feel that we are tapping into a very big market where we can make a significant difference."
Vernon explains that the soccer model in America could be described as a "pay-to-play" system, which excludes many kids from playing football. Additionally, he feels that the MLS is one of the best leagues in terms of giving young talents a chance to play senior football. Vernon, who used to be a scout in Africa for Sir Alex Ferguson at Manchester United, says the diversity of playing styles in the MLS is unique compared to most other leagues.
"You won't play against similar teams week in and week out in the MLS. It is such a big country, so you see many different playing philosophies. Some teams are very much inspired by a Latin-American style, while you encounter something very different when you travel to Vancouver in Canada to face their team. This is the perfect league for our young players as they need to learn to adapt to different styles of play," says Vernon, also highlighting that the group is now entering a massive market with 350 million potential fans.
"This is also why we see content as a growth driver for us in the coming years. We believe that we can offer something new, honest, and very special to this large market."