As soccer gains popularity across the U.S., New Jersey-based Soccer Post has grown from a local retailer into a national, middle-market brand supported by community relationships, acquisitions and TD financing that helps it expand quickly and serve more players and families.

Key Points

• Soccer Post, based in New Jersey, is a retailer of soccer gear and custom uniforms that has grown to more than 75 locations as soccer participation rises across the U.S.

• The nearly 50-year-old company supports local soccer communities through youth organization relationships, indoor play spaces and neighborhood events.

• TD financing from working capital to lending helps Soccer Post move quickly on acquisitions and continue expanding into new markets.

• Post-World Cup excitement is helping fuel interest in the sport, especially among young players and families.

• Soccer Post is a go-to headquarters for soccer communities across much of the U.S.

Matt Karsh sat inside New Jersey’s Giants Stadium in 1994 for one of the first FIFA World Cup matches ever held in the U.S., surrounded by the kind of energy that can stay with a fan for a lifetime.

“Back then, Soccer Post was a small (Eatontown) New Jersey store, operating across the street from today’s headquarters,” said Matt, who has worked his way up to become the company’s National Team Sales Director. “At the time, I had no idea how large the sport or the company might become.”

Thirty-two years later, Matt saw the World Cup’s return to North America from inside a Soccer Post store in Texas, where families crowded the aisles and children pointed excitedly at jerseys as matches played on flat-screen TVs.

“I’ve never seen so much excitement for the World Cup, especially among kids,” Matt said. “They weren’t just interested in one country. They wanted jerseys for all the countries — Brazil, Morocco, Korea, you name it.”

How did Soccer Post grow into a major soccer retailer?

That excitement reflects how deeply soccer has taken root in American life and how far Soccer Post has traveled alongside the families, players and communities that have embraced it. Founded in 1979, Soccer Post now operates at over 75 locations providing customized youth soccer uniforms to hundreds of soccer clubs.

While Matt sees that growth through the joy inside Soccer Post’s stores, Chief Financial Officer George Cruser notes the responsibility behind it: to make sure the company has the working capital to support every season, every new store and every next opportunity.

“From managing seasonal inventory and integrating acquired stores to securing the funds we need for our next opportunity, my team and I are always watching cash flow to keep the lights on and us moving forward,” he said.

Each year, Soccer Post’s permanent staff of about 500 grows to more than 650 during the summer uniform rush. Even at that scale, George said the company is determined to keep the community spirit that guided its earliest years.

“Our superpower is that we care,” he said. “What really matters is our ability to facilitate getting kids onto the soccer pitch to enjoy this amazing sport.”

Helping more youth score goals

Local club relationships bring families into stores, while online ordering supports local pickup and reaches communities where Soccer Post has no physical location. Where it does have stores, Soccer Post supports youth leagues, schools and adult teams with custom uniforms and gear, helping more families say ‘yes’ when a child wants to play.

“Having all the youth and community partners in the area of the local store really drives the retail,” Matt said. “Our focus is on building local community, especially among soccer families.”

Many larger stores also include indoor fields, turning retail spaces into places for open play, camps and neighborhood events. “This gives us plenty of opportunities to cultivate strong relationships with our customers,” Matt said.

Those client relationships were clear when TD gave Soccer Post tickets to the Brazil-Norway World Cup match at Giants Stadium. Soccer Post executives decided to pass on the joy and selected two young players and their coach who are customers of the Eatontown store to attend the match.

"Attending the World Cup was truly a once-in-a-lifetime experience that surpassed all my expectations," said Soccer Coach Krista Porjero. "We created unforgettable memories, shared plenty of laughs, and the girls left the stadium inspired to continue pursuing their own soccer dreams with even more passion. [It was] a day I’ll cherish forever."

In a full-circle moment, the match was held at the same venue where Matt experienced his own World Cup moment 32 years earlier that helped cement his love of the game.

“They could never have gone to a World Cup match on their own," Matt said. “When I saw them afterward, the kids told me they felt they'd won the golden ticket, like in the Willy Wonka movie. Even their coach was ecstatic. She knew what seats cost and called it the experience of a lifetime.”

The loyalty that Soccer Post’s customers feel towards the retailer is now being passed on to a new generation.

“Many of our store associates played in clubs we supported when they were kids,” he said. “Quite a few worked through college with us. And now they’re parents bringing their kids back to our stores as families. It’s really great to see.”

How TD helps Soccer Post succeed nationwide

Much of Soccer Post’s recent expansion has come through 23 acquisitions over five years, giving it footholds from Northern California and Texas to Pennsylvania and Minnesota. Organic growth also brought the company into new communities like Denver, where it opened a store in early 2026.

That growth requires speed and trust. Soccer Post typically completes acquisitions in two to four months, compared with the six to 18 months such deals can require elsewhere, helping new stores serve players and families sooner.

George knows the company must have ready access to capital before an opportunity appears. Soccer Post became a TD client last year, helping to expand its financing options.

“By having capital access ahead of when we need it, we can be very quick in our acquisitions,” he said. “And we can gain a lot of savings by being faster.”

When Soccer Post acquires a store or group of stores, the goal is to integrate them quickly so that they have not only the company’s name but its systems for sales, inventory, purchasing, payroll and benefits.

That common foundation helps deliver consistent service while allowing stores to stay closely connected to their local soccer communities. It also gives Soccer Post better visibility into the cash and inventory demands of the summer and fall uniform cycle.

Speed also depends on having a bank that understands the business before a time-sensitive request arrives. Nicholas Stanek, Senior Relationship Manager, TD Bank U.S., said the bank drew on its retail financing experience to learn Soccer Post’s operating model and growth plans.

“We got to know Soccer Post, understanding their business,” he said. “We’ve made sure we’re well connected with George, Matt, their teams and the entire company, so we can respond quickly.”

What’s next for Soccer Post as U.S. soccer grows?

Soccer Post expects U.S. soccer participation will continue to grow, especially among younger players who may remember this summer’s matches the way Matt remembers 1994. The 2028 Olympics and 2031 Women’s World Cup could keep the sport in public view, giving Soccer Post more opportunities to enter new markets through acquisitions and new stores.

George’s job is to ensure Soccer Post can act when the right opportunity appears, with TD as a key partner. “We want to grow organically, and we want to grow through acquisition,” he said. “Ultimately, we plan to cover most of the U.S. and be every soccer community’s headquarters.”

FAQs

How is Soccer Post growing as soccer becomes more popular in the U.S.?
Soccer Post has expanded to over 75 locations as soccer participation and fan interest continue to rise across the U.S.

How does Soccer Post support local soccer communities?
Soccer Post works with youth leagues, schools, clubs and adult teams, offering discounts, uniforms, gear, indoor play spaces and local events that help more people play the sport.

How does TD work with Soccer Post?
TD helps Soccer Post expand by supporting its financing needs, giving the company greater flexibility to move quickly on acquisitions and enter new markets.

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