Soccer Involvements & Projects

Soccer - My Game For Life

Russell Richey

40 years as a player.  25 years coaching youth.  20 years managing adult  teams.  15 years organizing inner city soccer programs.  4 years of D3 ball for Wesleyan U,  Middletown, CT.  One year of PDL (at 30 yrs. old).  20 years of winning Alabama adult state cups.  5 years in soccer journalism. 3 years in retail e-commerce.  3 years as an adult league president.  8 years as ASA adult programming volunteer; ASA VP of Adults 2012 to present. Several nightmarish experiences promoting professional exhibition events and running youth tournaments.  As a player, still looking to "take it to the next level" (my wife laughs when she hears me say that). 

In real life, many know me as one of the best marketing researchers in the Southeast, with 25 years in the trenches doing branding studies, customer experience surveys, product development research and marketing consulting across multiple industries.  I offer marketing research services to the US soccer community because I care about giving back to the game that has given me a lifetime of enjoyment.

Not out to make a bunch of money.  Though I won't necessarily turn compensation down, I'm happy to keep much of my work pro bono.  Here to give back for the good of the game.  Let me know if I can help you.

2015: Committee Member - 2015 Copa Beer Tournament, Birmingham, Alabama
2015: ASA Branding & Logo Research (Focus Groups & Membership Survey)
2014: ASA Youth Club Leadership Survey Research
2013: ASA Youth Club Leadership Survey Research
2013: USASA National Cup Participant Survey
2013: USASA National Best Practices Committee
2012: USASA Region 3 Adult League Leadership Survey
2012-Present: VP Adults, Alabama Soccer Association
2011: Tournament Director, ASA Adult State Cup
2007-2009: Tournament Director, SE Challenge, Decatur, AL
2008-2009, President, Birmingham Area Adult Soccer League
2006: Field Marshall, UNC Women vs. Mexico, International Friendly, Legion Field, Birmingham, AL
2006: UNC Women vs. Mexico, Event website development and online promotions
2006: Event website development and promotions, Chicago Fire vs. Colorado Rapids Exhibition Match, Hoover, AL 
2004-2006: Director, Iguana Christmas Soccer Camps, Legion Field, Birmingham, AL (Inner city youth outreach camps)
​2004-Present: President, Iguana Soccer Club, Birmingham, AL
2002: Birmingham World Cup Qualifier Organizing Committee