Spotlight on Community‑Driven Soccer Leaders
Best Western Hotels & Resorts and the United Soccer League (USL) have announced the second edition of their Hometown Heroes program, a initiative that shines a light on individuals who leverage soccer to foster positive change within their communities.
The program, now in its second year, honors five finalists whose work spans mentorship, inclusion, youth development, and broader community impact, with each finalist receiving dedicated storytelling coverage throughout the season.
Fans will have the opportunity to vote for their preferred hero, and the winner will be revealed later this year, accompanied by a grant that can be directed toward expanding the recipient’s community projects.
The inaugural edition’s champion, Maxwell Murray of Detroit City FC, used the award to grow the Urban Football League, a program that provides soccer instruction, education, and scholarships to Detroit youth while also delivering fresh food and resources to local families.
Murray’s recent effort awarded $500 scholarships to two Detroit high school students, illustrating how the grant can translate into tangible educational support.
This year’s cohort includes Rachel Jolly, Haley Briskey, Nil Vinyals, Hannah Davison, and Sandra Navarro Davalos, each of whom will be featured in a series of profiles that highlight their unique contributions.
Joelle Park, a spokesperson for the program, emphasized that the initiative seeks to amplify stories that might otherwise go unnoticed, encouraging broader participation and investment in community‑driven soccer projects.
The selection of finalists reflects the diverse geographic footprint of the program, with representatives from Arizona, Florida, Wisconsin, Washington, Texas, New York, and Michigan, underscoring the nationwide reach of the partnership.
Participating clubs such as Tampa Bay Sun FC, Forward Madison FC, Spokane Velocity FC, Dallas Trinity FC, New York Cosmos, and Detroit City FC illustrate the broad collaboration between the USL and its corporate partners.
Beyond the grant, the program’s storytelling component provides a platform for each hero to share how soccer has shaped their community work, from youth mentorship to food distribution.
As the fan voting period approaches, the excitement builds around which of these grassroots leaders will receive the recognition and resources to expand their impact.