Liverpool and Manchester United: Rivals in Red Tour in Columbia, South Carolina
In a surprising yet thrilling twist, Columbia, South Carolina, has been chosen as the venue for a high-profile exhibition match between Liverpool and Manchester United. This event, part of the “Rivals in Red” tour, represents a bold step into uncharted territory for the college town, renowned more for American football than soccer. As Adam Crafton from The Athletic reported, this marks the first time English Premier League teams will play in Columbia, a city that typically does not host soccer events.
Columbia’s Unexpected Role
Columbia, with its modest population of under 140,000, was an unexpected choice. Unlike major cities like Los Angeles or Philadelphia, which boast large media markets, Columbia ranks 76th in media market size. The decision to host the match here stems from a strategic push by the University of South Carolina (USC) to diversify its sports offerings and utilise its world-class facilities more extensively. Chance Miller, USC’s former deputy athletics director, played a crucial role in orchestrating this event. Reflecting on the pandemic’s impact, Miller mentioned, “We have all these beautiful facilities. Our football stadium holds 75,000 people, but we only use it seven days a year.”
New Frontier for Premier League Soccer
The idea to bring top-tier soccer to Columbia came during a conversation between Miller and TEG, a live events promotion company. TEG has experience in bringing international sports events to the U.S., including the New Zealand All Blacks and international cricket matches. Hugh Nicholson from TEG remarked, “There’s been huge success with events at the University of Michigan with Real Madrid and Manchester United previously… I immediately started looking into the Southeastern Conference for venues that had the size and scale that could accommodate a match of this magnitude.”
For USC, the opportunity was clear: bring two of the most storied clubs in English football to South Carolina, and they will come. The anticipation for the match was palpable, with tickets selling out almost instantly. “At 8.45am, I signed in just to see what the queue looked like. I was 14,000th in line,” Miller recounted, illustrating the immense demand.
Preparations and Expectations
USC spared no expense in ensuring that the teams and fans would have an exceptional experience. The Gamecocks’ facilities, known for hosting major college football games, were revamped to meet the standards expected by Premier League teams. This included upgrading locker rooms and ensuring the playing surface was up to par. As Miller noted, “We actually ripped out the lockers, the carpet, and the lighting and replaced it all to make it a whole lot nicer for them.”
The excitement has reached fever pitch, not just within South Carolina but across the region. Fans from across the United States have snapped up tickets, with many travelling from neighbouring states and beyond. The event has even garnered attention from South Carolina Governor Henry McMaster, who tweeted about the match, highlighting its significance to the state.
A Historic Event for Columbia
The Liverpool vs Manchester United match in Columbia is set to be the biggest soccer crowd ever seen in the Carolinas. It’s a testament to the growing appeal of soccer in the United States and the strategic vision of USC and TEG. The buzz surrounding this event underscores the potential for future international soccer events in American college towns, leveraging their large stadiums and passionate fan bases.
This event not only showcases the global appeal of the Premier League but also sets a precedent for bringing top-level soccer to new and unexpected locales in the U.S. It’s a bold experiment that, if successful, could open the doors to more diverse and widespread opportunities for fans to experience the thrill of international soccer.
Our View – Anfield Index Analysis
This event is monumental, seeing the Reds play in an unexpected location like Columbia, South Carolina, speaks volumes about the global reach and popularity of the club. The charm offensive by USC and the meticulous preparations underscore how much this means to the local community and fans who may not have the opportunity to see their favourite teams live.
The significance of this match goes beyond just another pre-season fixture. It’s about growing the brand and fan base in regions not typically associated with soccer. The excitement from local fans, as evidenced by the quick ticket sales, shows the untapped potential in these markets. This event provides a unique opportunity for Liverpool to connect with a new demographic of supporters, who will get to experience the electric atmosphere that comes with a game against Manchester United.
For Liverpool fans, this is not just about the game but also about the community and spreading the club’s values. The inclusion of “You’ll Never Walk Alone” during the Liverpool staff’s early visit to Columbia is a poignant reminder of the club’s identity and the sense of unity it brings, no matter where you are in the world. The anticipation and excitement surrounding this match are palpable, and it’s a fantastic reminder of why Liverpool is more than just a football club—it’s a global family.
