Kicking it with Jeff Berding: The Making of an MLS Powerhouse

A “What Gives” conversation with Jeff Berding, President and Co-CEO of FC Cincinnati

On this episode, host Erin Satzger sits down with Jeff Berding to explore how a “growth mindset” and a deep love for one’s hometown can transform a sports franchise into a powerhouse for regional development. Discover how Jeff’s journey from a Westwood childhood to leading an MLS club proves that professional sports and community philanthropy are essential teammates in building a world-class city. Listen to the full podcast here, and keep reading to learn about Jeff’s morning routine and bug-out bag!

FC Cincinnati is currently valued at an estimated $725–$730 million, representing a massive economic engine for the region.

“If it’s good for Cincinnati, we’ll find a way to make it good for FC Cincinnati. And if it’s good for FC Cincinnati, it should be aligned with the long term interests of our city.”

The Power of Jesuit Values in Leadership 

Jeff’s path to leadership began in Westwood, inspired by the “men for others” ethos at St. Xavier High School. This foundational principle of service took root during his time as the first in his family to attend college at Miami University. His early experiences as an RA and in student government provided the initial “leadership wings” that eventually guided his career through local politics and the front offices of Cincinnati’s major sports teams.

A “Cincinnati-First” Strategy for Growth 

Driven by what he calls a “vision equals ambition” DNA, Jeff authored the original business plan to bring professional soccer to Cincinnati. He recognized early on that the region was ready for something different and inclusive. By prioritizing the city’s brand—insisting the team be named “FC Cincinnati” to promote the city globally—he ensured that the club’s success would directly elevate the pride and civic fortitude of the entire community.

Building Trust Through Community Partnership 

When developing TQL Stadium in the West End, Jeff prioritized listening to the concerns of residents who were skeptical of change. He went door-to-door to hear from neighbors, ultimately signing a legally binding Community Benefits Agreement to ensure the stadium served as a catalyst for positive local impact. This commitment to the “people side” of development has led to a thriving partnership where the majority of game-day staff are West End residents.

Industry Insights 

The Intersection of Sports and Urban Vitality

Jeff highlights a sophisticated model of “sports-based philanthropy” that extends far beyond the pitch. The FC Cincinnati Foundation, currently the largest in the MLS, manages high-impact programs like “Learning Is Cool” and has built ten pristine mini-pitches to provide safe play spaces in underserved neighborhoods. Simultaneously, the club drives urban redevelopment by investing in world-class infrastructure and community-aligned construction, such as the $180 million+ spent with minority and women-owned businesses. This dual approach ensures that professional sports serve as a sustainable engine for both economic growth and social equity.

Aspiring Leaders

“If you’re the smartest person in the room, you’re in the wrong room. Get in a room with the smarter people. You can learn things.”

Ready to make an impact? You can create sustainable change. Reach out to the Northern Cincinnati Foundation today to learn how you can start your own charitable fund or support our local grant programs.