RevvedUP 2026: Building Belief at Scale: The MLS Playbook w/ Dan Courtemanche
Speakers

Dan Courtemanche is Executive Vice President and Chief Communications Officer of Major League Soccer, overseeing communications for MLS, MLS NEXT Pro, MLS NEXT, and Soccer United Marketing. A founding member of the league, he has spent 28 seasons shaping MLS’ communications strategy, including its launch in 1996. He previously held senior roles with the Women’s United Soccer Association and the Tour de Georgia. Under his leadership, MLS has earned multiple Sports Business Journal “League of the Year” honors. Courtemanche began his career with a sports marketing agency and is a graduate of the University of Georgia.

Kerry Gumas is founder and CEO of Metacomet Advisors, which provides strategic advisory and board services to technology, marketing services, information companies and event owners and, via Metacomet Ventures, co-invests in early stage and growth businesses. Kerry co-founded and served as a director and CEO of Questex, a leading global business information and event producer, and previously held senior executive positions at Reed Exhibitions, Advanstar, and IDG.
His industry affiliations include prior service as chairman at the Society of Independent Show Organizers (SISO) and service as board member of Connectiv, the global business information association division of SIIA.
SUMMARY
Dan Courtemanche shares the story behind Major League Soccer’s transformation from an uncertain, early-stage league into a thriving, culturally relevant business built on long-term vision, bold investment, and deep understanding of shifting demographics. MLS succeeded by selling belief early—convincing owners to commit to a future that didn’t yet exist—while continuously evolving its model, from stadium investments to innovative media and streaming partnerships. By leaning into a younger, more diverse, and digitally native audience, and embracing data, technology, and AI across fan engagement and operations, MLS has built a scalable growth engine. The core lesson: category creation requires conviction, adaptability, and a willingness to invest ahead of the market.
