From Jaguars Front Office to Soccer Team President

by Cole Pepper
October 8, 2013

JAX NASL working logo

A year and a half can fly by in a hurry. That’s why the Jacksonville NASL team has named its team president now, more than a year and a half before its first game.

Steve Livingstone has joined team owner Mark Frisch and the president of Sunshine Soccer Group, Dario Sala (who will handle soccer operations) as the third member of the front office. Livingstone had previously spent eight years in the Jaguars front office, most recently as the director of ticket marketing.

As president, he’ll be responsible for “developing all business and commercial aspects of the team, working closely with Mark Frisch and Dario Sala,” Livingstone said. “We’ll be looking to establish a great partnership, to truly engage with our fans and to grow our fan base and support.”

Livingstone developed a passion for soccer from an early age. He was born and raised in Scotland as a fan of Celtic.

“My parents still live about 10 minutes from Celtic Park and you can hear the crowd roar from their front door,” Livingstone said.

One of hie early jobs was as a soccer reporter and editor covering Scottish, English, European and World Cup Soccer. Then Livingstone moved to the “other football” where he soon became the general manager of the Scottish Claymores.

One part of his vision for the Jacksonville NASL team, which begins play in the spring of 2015, is to operate like soccer teams did in the sports organized infancy.

“Historically, soccer teams first started not only to play football, but to provide support to the communities in which they were established,” Livingstone said. “I think there is a great opportunity for us to begin the same tradition here in Jacksonville to help support some great causes and to make a difference in the community.”

Part of connecting with the community will be engaging with the fans to help name the team. Fans can go to the team website ( to nominate a team name. One fan will win a trip to an English Premier League game and anyone who registers for season tickets before April, 2014 will be placed in a random drawing for a trip to the World Cup Finals in Brazil.

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