We caught up with the brilliant and insightful Crystal Cuevas a few weeks ago and have shared our conversation below.

Crystal , thanks for taking the time to share your stories with us today Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

FindHerFootball is driven by the mission of bringing visibility to professional women’s soccer. We wanted to validate the passion, talent, and dedication we see contributing to media coverage.

FindHerFootball platform is to serve fans interest in following their favorite female players and an advocate for women’s soccer to have their rightful place in mainstream sports.

As we progressed we encountered limited access to media coverage and inadequate player or team data history. The biggest challenge is educating stakeholders in our industry where and why it’s beneficial to invest in girls and women’s at the same level as our counterparts.

1. Data and performance analysis
2. Sponsorship in media visibility
3. Programs connecting players to pros women’s game

For example, it’s difficult to ask for investment for story telling content or media coverage if we have unequal footing in those 3 areas. We try to address these challenges head on by asking where can we amplify to ensure that access to women’s soccer thrives and unlock the true potential of our sport in our communities.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi, I’m Crystal, and I’m a digital nomad and creativepreneur with a deep love for soccer. I’m at the wheel of two companies that are all about nurturing soccer-loving communities: Findyourfootball, which was founded in 2018 and Findherfootball, launched in 2020. Whether you call it soccer, football, or futbol, this sport has been a constant thread in my life for as long as I can remember.

My journey began when I relocated to New York and started organizing soccer events for inner-city soccer communities. My goal was to ignite a spark in the lives of these soccer players, inspiring them to chase their dreams. “Yes, She Can” marked Findyourfootball’s inaugural event, celebrating the historic 2019 Women’s World Cup and playing a pivotal role in discussions about gender equality and player opportunities. Football is a way of life, and someone’s football journey can be as long or as short as the opportunities they have access to. These events were more than just fun experiences; they acted as a bridge connecting players and families to their local soccer communities. Our grassroots initiatives enabled both youth and adult players in New York City to forge deeper connections, discovering their people, their football, and their path.

My professional background lies in digital marketing and content creation. It’s not hard to imagine that social media channels and soccer teams were struggling to engage with fans during the COVID-19 pandemic when our world came to a standstill. The absence of football was deeply felt on many levels.

Fast forward to August 30 2020, and Olympique Lyonnais Féminin secured their fifth consecutive and seventh overall UEFA Women’s Champions League title. The French powerhouse women’s team also clinched the Division 1 Féminine and the Coupe de France féminine, completing the treble for the second consecutive time and the fifth time overall.

I found myself immersed in a quest, scouring interviews and social media for information about this historic moment in European football’s resurgence. The first European football competition resumes and there was nearly nothing to enjoy about this moment for fans like myself. I depended on Google searches and social media. I was disheartened by the lack of coverage. I have never felt that kind of pit in my stomach before, but I felt it was a breakthrough within myself on what is needed in our world of soccer.

I remember reaching out to my trusted friend and football guru to share what I was feeling. I thought I sounded crazy when I said, “I think I need to promote the visibility of women’s soccer.” Yet, I had found my “why” and was determined to uncover the “how” to make a meaningful impact on my beloved sport. FindHerFootball n just seven months, FindHerFootball grew its social media following to 5,000 strong.It was the first premier media platform for fans and players to discover and follow their next favorite soccer stars and teams. Our mission is clear: drive equity and exposure to stakeholders at all levels of the game.
Have you heard the phrase, “What is football without fans?” I can’t imagine a world where players or families are without soccer. Sustainability is a fundamental pillar for both Findyourfootball and Findherfootball. We’re pioneering best practices and industry standards, serving as the blueprint for a holistic and sustainable life in football, both on and off the field.

Thanks to digital innovation and technology, we’ve connected with communities worldwide, enabling us to share the highs and lows of football together.

We’d love to hear a story of resilience from your journey.

In the early days of FindHerFootball, our challenges as a start-up media platform felt insurmountable. I had to make pivotal decisions to make sure we still reached soccer fans, even if that meant our volume in content creation decreased. We were struggling to secure resources and capital. Instead of giving up, I leaned closer to my grassroots community in NYC to make sure they can see and feel the full effect of women’s soccer being available at their finger tips. We put our heart and soul into consulting with local businesses, collaborated on watch parties, and supporting teams with information to raise their support of growing awareness of major soccer competitions in the women’s game. This was the moment where we knew we could ignite passionate soccer fans and make an impact directly to our local pro club, NJ/NY Gotham FC. We wanted to empower players to stay in the game as long as possible, as a fan or a player. I think it was one of the best pivots for us as a company, we learned what adversity players, teams, and business faced to drive the professional women’s game.

What do you think helped you build your reputation within your market?

Building my reputation as a digital creator and community leader has been a rewarding journey. Quality and authenticity have always been at the forefront of my content creation. I believe in consistently delivering content that resonates with my audience and reflects my passion and expertise. Engaging with my community, both online and in person, has been crucial. I’ve strived to be a reliable source of information and support for my followers. Networking with fellow creators and industry professionals has allowed me to learn, grow, and expand my reach. Being transparent and ethical in all my endeavors has helped me earn the trust of my community. I’ve also been fortunate to receive positive feedback, testimonials, and collaborations that have contributed to my reputation. Above all, my commitment to empowering and uplifting my community has been the driving force behind my journey as a digital creator and community leader.

Contact Info:

• Website: findherfootball.com / findyourfootball.com
• Instagram: findherfootball and findyourfootball
• Facebook: findherfootball and findyourfootball
• Linkedin: https://www.linkedin.com/in/crystal-cuevas/
• Other: https://linktr.ee/findherfootball

Image Credits
Sebastian Ramirez, World Cup Campaign photographer Lori He, Data Analyst and Game Photographer Graphics created by Crystal Cuevas