World Cup

"I feel pretty strongly that any sports fan who comes to our new venue will have the best experience in Boston."

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Brian Bilello worked as a 19-year-old security guard and usher when the United States hosted its first World Cup in 1994. He often reflects on a picture of himself in the crowd watching intensely as Argentina’s Diego Maradona, Gabriel Batistuta, and Diego Simeone celebrated a goal.

The passion that’s seen every four years can’t be replicated. Not only does it give diehard fans like Bilello the opportunity to experience the highest level of soccer, but it also serves as a gateway for new fans to enter the tent.

Bilello, who has been with the New England Revolution since 2003 and now serves as the club’s president, has witnessed immense growth in Major League Soccer over its 31-year history. This summer’s World Cup is another step in its trajectory, especially as fans, players, and staff get an up-close look at the host cities, stadiums, and training facilities.

Bilello spoke to Boston.com about the Revolution’s plan to engage casual World Cup soccer converts, the team’s transfer policy for the current MLS season, and the proposed soccer stadium project in Everett.

Leveraging the World Cup

The Revolution are well-positioned to capitalize on the enthusiasm surrounding the World Cup, which features seven games at Boston Stadium.

The Revs are taking a multi-pronged approach to drive interest, including their “Next Match On Us” initiative. The club’s promotional team will be at watch parties, offering free tickets to those who haven’t made the trek to Foxborough for a Major League Soccer game. 

“We believe pretty strongly in our matchday experience, that when you come to the venue and you experience live soccer for MLS, and specifically for the Revs, that it’s a great experience,” Brian Bilello explained.

The program has been used throughout the league and was piloted locally when France played Brazil in a pre-World Cup friendly. The idea is to give fans the incentive they need to get to a game. Historically, there’s a 9-percent growth in domestic league attendance after hosting a World Cup, according to The Guardian.

Fans who accept the offer will receive a fan package at the game that includes items such as a car magnet, a clear bag, and a small scarf. They will also get information about what it means to be a Revs supporter.

“It’s not just, here’s your free tickets, hopefully we’ll see you at the game,” Bilello explained. “It’s an entire process that we lead them through, both digitally in advance of the game, and a live meetup at a check-in location at the match, as well as a post-match follow-up.”

The Revolution are also leveraging media connections, including those with Fox, the official television partner for the World Cup. They have increased their marketing spend for the tournament and will have players and staff provide analysis. The local affiliate has started to re-run select Revs games after they air live on Apple TV.

“We want to make sure that as people are in the conversation, we’re ready to go to talk about how you engage with Revolution,” Bilello said.

It’s a good time to support the Revs, who are currently fourth in the Eastern Conference with a 7-1-0 record at Gillette Stadium. Carles Gil (five goals, three assists), Luca Langoni (three goals, six assists), and Matt Turner (60 saves, six goals prevented) are standouts.

Behind it all is Marko Mitrović, an encouraging yet demanding coach who has become known for his inspirational locker-room speeches.

“We have a team that’s really fun to watch [and] a great coach with a great personality that I think the team has adopted,” Bilello said. “I think we’ve really taken it upon ourselves to ensure that Gillette Stadium is a fortress.”

Summer transfer talk

There could be some new signings during the summer transfer window, which runs from July 13 to September 2. Bilello noted that they have the opportunity to bring players in if they find the right pieces.

Much is made of signing players with name recognition, which the club did in 2014 when they added then-32-year-old Jermaine Jones after an impressive World Cup, but many factors must be considered, including age, as most of these players are at the end of their careers.

For every Leo Messi, who has starred for Inter Miami CF, there’s an Andrea Pirlo, who fizzled out with New York City FC.

“I think if there’s the ability to bring in a player that has name recognition that makes sense on the field technically, we would always look to entertain that,” Bilello said. “But I think we’re still going to be a club that focuses primarily on the technical side and what we think we need to be successful.”

They’ve recently had success in finding and developing young players. Tajon Buchanan, Djordje Petrovic, and Esmir Bajraktarevic all impressed in New England before being sold overseas. These sales allow the Revs to re-invest.

The team has opted for the model that allows two Designated Players and four U-22 Initiative Players. Gil and Turner are veterans who are highly regarded around the league, while Langoni, Ilay Feingold, Dor Turgeman, and Brooklyn Raines are full of potential.

This approach is driven by MLS rules, as the Revs can sign quality contributors that require transfer fees without taking a big cap hit. There’s no guarantee that they will continue to take this approach as the league evolves.

“We think those are some of the best players we could get given the timing and their age and everything else,” Bilello reflected. “Our hope is to be able to consistently put a great product on the field by going after these kinds of players, developing them, moving them on, and then using those opportunities to bring more players in.”

In general, Bilello believes that hosting a World Cup will turn more players on to the idea of coming to MLS. Locally, the Revolution Training Center, which cost $35 million to build and opened in 2019, has been the host site the day before matchdays at Boston Stadium. Bilello has heard a myriad of positive remarks about the facility.

“I think players and technical staff coming through and seeing these training facilities will have a decent impact on our ability as a league to be able to recruit players,” Bilello said.

An Everett stadium update

While not immediately connected to the post-World Cup boom, the Revs are excited about the Everett stadium project, which is currently in the permitting process. With so many steps to go, including cleaning up the decommissioned power plant, it’s hard to definitively say when the site will be ready, though the club is targeting the summer of 2029 or 2030.

The stadium, which will seat approximately 25,000, will be located along the Mystic River with views of the Tobin Bridge. While the grass currently at Gillette Stadium is set to be removed immediately after the Quarterfinal World Cup game, the Revolution’s new home will have grass permanently.

The goal is to create a best-in-class facility that all can enjoy.

“TD Garden, Fenway Park, and Gillette Stadium were built in a different era,” Bilello said. “The way that those buildings are designed, the way the seats are laid out, it’s very different. I feel pretty strongly that any sports fan who comes to our new venue will have the best experience in Boston.”