{"id":556,"date":"2026-05-17T18:05:43","date_gmt":"2026-05-17T18:05:43","guid":{"rendered":"https:\/\/bostonrelocationinsider.com\/?p=556"},"modified":"2026-05-17T18:05:43","modified_gmt":"2026-05-17T18:05:43","slug":"inside-the-phenomenon-of-the-portland-hearts-of-pine-this-will-save-american-soccer","status":"publish","type":"post","link":"https:\/\/bostonrelocationinsider.com\/?p=556","title":{"rendered":"Inside the phenomenon of the Portland Hearts of Pine: \u2018This will save American soccer\u2019"},"content":{"rendered":"
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PORTLAND, Maine \u2014 An hour before kickoff, Gabe Hoffman-Johnson is finding it tough to make much progress on a lap around Fitzpatrick Stadium.<\/span><\/p>\n

Read more Don\u2019t miss a moment of the action: Sign up for Court Sense, our Celtics newsletter<\/a><\/p>\n

The founder seems to know (and be known by) every person who passes. It\u2019s a lot of greetings and thank-yous and catch-ups as Hoffman-Johnson bats away the notion that he\u2019s the most popular man in the city on matchdays for the Portland Hearts of Pine.<\/span><\/p>\n

\u201cMaine is the smallest big town \u2014 or the biggest small town, maybe \u2014 that exists,\u201d he says. \u201cEverybody knows everybody, and I think that\u2019s what\u2019s allowed this to permeate, as well. The sort of grassroots, brick by brick, word of mouth was a massive part of this.\u201d<\/span><\/p>\n<\/div>\n

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The soccer club is in its inaugural season in USL League One, a professional league in the third tier of American soccer \u2014 two divisions below MLS in the pyramid, though there\u2019s no promotion or relegation \u2014 organized by the United Soccer League. <\/span><\/p>\n

With a crop of players from as nearby as Lewiston and as far away as Japan, the Hearts already are a hit.<\/span><\/p>\n

In a league that draws about 3,000 per game, regular sellouts in Portland have the team leading the league in attendance. Nearly 6,000 fans pack the stands each week and the 4,000-plus season tickets are long sold out.<\/span><\/p>\n

It\u2019s all the brainchild of Hoffman-Johnson, a two-time Maine state player of the year at Falmouth High School and later captain at Dartmouth. He could only stomach two years of working in private equity in New York before soccer brought him back home. <\/span><\/p>\n

When the USL launched League One in 2019, Hoffman-Johnson began leading the push to bringa club to Maine.<\/span><\/p>\n

Portland was granted a USL franchise in September 2023, with the city-owned, 5,500-seat Fitzpatrick Stadium becoming the club\u2019s first home. Local real estate developers Jonathan and Catherine Culley came on as early investors, as did Lewiston native Tom Caron, a lifelong soccer fan better known to New Englanders as an anchor on NESN.<\/span><\/p>\n

But the club still needed a name, a badge, an identity. It was never going to be \u201cMaine FC\u201d or \u201cPortland United.\u201d It had to be something that spoke to the soul of the place it represented.<\/span><\/p>\n

The \u201cHearts\u201d motif, with its decades of history in the city, might have been the easier part.<\/span><\/p>\n

In the 1970s, a long-unknown person (or persons) began what has become an annual tradition of decorating the city with red hearts printed on white sheets of paper the night before Valentine\u2019s Day. They were known as the \u201cValentine Bandit.\u201d <\/span><\/p>\n

Their identity is no longer a mystery, and these days you still see the Bandit\u2019s impact. Walk up Congress Street and spot red hearts in the storefronts of fabric shops, book stores, and rock clubs \u2014 and, now, on soccer jerseys.<\/span><\/p>\n

\u201cThe Valentine Bandit has long been one of my favorite parts of living in Portland,\u201d Hoffman-Johnson says. \u201cIt\u2019s a very Maine thing of just like, not seeking credit, spreading joy in the community.\u201d<\/span><\/p>\n

Still, the process of defining the brand took years. Hoffman-Johnson and Co. solicited opinions all over town, including from the Dirigo Union, the club\u2019s supporters group that formed years before the team had kicked a ball.<\/span><\/p>\n

The lightbulb moment came through the heartwood of pine trees \u2014 the non-living center of the trunk that allows the trees to flourish where they otherwise shouldn\u2019t, such as on Maine\u2019s rocky coastline.<\/span><\/p>\n

The Portland Hearts of Pine were born. The city\u2019s soccer-loving sections were hooked.<\/span><\/p>\n

\u201cMainers see this, and they see pride of place, and they see, like, \u2018That\u2019s my club,\u2019 \u201d says Josh Lane, the club\u2019s marketing and creative guru.<\/span><\/p>\n

The kits \u2014 a blue and green \u201cWoods and Water\u201d jersey, and a heart-speckled white \u201cBandit\u201d shirt \u2014 sell like hotcakes. It helps that instead of a typical corporate sponsor hawking insurance or airline sales, the club partnered with the state\u2019s tourism office to splash one word across the shirts: Maine.<\/span><\/p>\n

\u201cIt just felt like ours,\u201d Hoffman-Johnson says. \u201cIt felt right.\u201d<\/span><\/p>\n

The club\u2019s motto is \u201clead with your heart,\u201d a play on the state motto \u201cDirigo,\u201d which is Latin for \u201cI lead.\u201d It\u2019s a phrase that\u2019s just as popular on shirts at the merchandise tent as the jerseys.<\/span><\/p>\n

\u201cEvery little thing resonates with the people of Maine,\u201d Caron says.<\/span><\/p>\n

Everyone around the Hearts talks about matchday being like a party, and they\u2019re not kidding. <\/span><\/p>\n

Between the steady stream of music, the score of food trucks, and the chatty atmosphere around \u201cFitzy,\u201d it feels like a summer music festival, at the center of which a soccer match just happened to break out. You might even see some famous Mainers \u2014 actor Patrick Dempsey and Senator Angus King among them \u2014 pitchside.<\/span><\/p>\n

Read more My Miss Mo holds on to win the Black-Eyed Susan over Jumping the Gun<\/a><\/p>\n

\u201cIf you do a lap around Fitzpatrick Stadium right before a match, it\u2019s like you\u2019re going to visit five different neighborhoods,\u201d Caron says. \u201cThe families, the kids, the beer garden, the supporters section. That\u2019s Maine, that\u2019s America, that\u2019s the cross section of life.<\/span><\/p>\n

\u201cEvery time we go, people at halftime are chatting with each other like they\u2019re the best of friends . . . It\u2019s a cool little communal living room they\u2019ve made there.\u201d<\/span><\/p>\n

This August game is a late addition to the schedule. The Hearts are hosting the Halifax Wanderers in the club\u2019s first international friendly, organized to support the Maine-Canada connection as border crossings dwindle. Governor Janet Mills is in attendance to handle the pregame coin toss.<\/span><\/p>\n

Minutes before kickoff, every scarf in the packed stands is raised to the air as the club\u2019s anthem, \u201cBallad of the 20th Maine\u201d by The Ghost of Paul Revere, a Portland folk trio, rings through the air.<\/span><\/p>\n<\/p>\n<\/p>\n

The atmosphere reaches a fever pitch in the moments before kickoff. It\u2019s the \u201cheartbeat,\u201d which starts as a slow clap, a drumbeat setting the pace, with a chant of \u201cHearts!\u201d on each joining of palms. The pulse quickens as the pause between claps gets shorter and shorter \u2014 and the noise grows louder and louder \u2014 until it\u2019s all you can hear and feel in your ears, your feet, and your heart.<\/span><\/p>\n

\u201cIt gets me every time,\u201d Caron says.<\/span><\/p>\n

It\u2019s easy to not quite notice when the game kicks off. You\u2019re reminded when Portland\u2019s Mickey Reilly latches onto a turnover in the opposing penalty box and fires in the opening goal, setting off cheers, smoky red flares coming from the Zoo, and a rousing rendition of Toni Basil\u2019s \u201cMickey.\u201d <\/span><\/p>\n

It\u2019s a \u201cfriendly\u201d that turns out to be anything but. Halifax midfielder J\u00e9r\u00e9my Gagnon-Lapar\u00e9 lunges into a dangerous tackle on Portland\u2019s Khalid Hersi, the first Mainer to sign for the club, in the 26th minute and starts the game\u2019s first fracas.<\/span><\/p>\n<\/p>\n<\/p>\n<\/p>\n

The continuous singing and chanting from Dirigo Union and the Zoo continues through a back-and-forth match and a 60th-minute goal for the Wanderers. Much of the noise is led by \u201chead capo\u201d Dana Ricker, a bullhorn-toting teacher from Gorham who had never been to a soccer game until her mid-20s. She lives and breathes the Hearts of Pine these days.<\/span><\/p>\n

Sometimes, she sees her students around the stadium in Hearts gear. Teenage boys, a demographic among whom earnestness and kindness aren\u2019t always deemed cool, proudly wear shirts that read: \u201cLead with your heart.\u201d<\/span><\/p>\n

\u201cIt\u2019s something very different from other types of sports culture that honestly is so needed right now,\u201d Ricker says. \u201cIt\u2019s cool to see these 25- and 23-year-old guys on the field wearing shirts with little hearts on them, and those are the people that these kids are going to look up to.<\/span><\/p>\n

\u201cIt\u2019s not taboo or lame. It\u2019s what they\u2019re supposed to be doing: leading with their heart and leading with kindness and trying to find ways to better other people around them.\u201d<\/span><\/p>\n

On the pitch, any semblance of friendliness goes out the window in the final minutes, with Halifax earning two red cards. The game looks destined for a 1-1 draw until Portland\u2019s Ollie Wright fires home a sensational volley from 20 yards out in stoppage time.<\/span><\/p>\n

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<\/div>\n<\/div>\n

The noise is deafening. The Dirigo Union is bouncing enough to test the structural integrity of the grandstands. Smoke from the flares fills the air.<\/span><\/p>\n

At full time, as the singing continues, players make their way over to sign autographs for hundreds of kids lining the fences. It takes Wright close to 45 minutes to make his way down the line. <\/span><\/p>\n

\u201cEverything you do, you do for the kids,\u201d Hersi says.<\/span><\/p>\n

The club has followed through on Hoffman-Johnson\u2019s \u201csoccer for good\u201d ethos, whether it\u2019s through supporting local after-school activities, community ticketing programs, or collecting and redistributing secondhand soccer equipment around Greater Portland.<\/span><\/p>\n<\/p>\n

\u201cOur job is to continue to give people reasons to fall in love with this club,\u201d Hoffman-Johnson says. \u201cWe have to continue to stay true to who we are over and over and over again.\u201d<\/span><\/p>\n

It\u2019s working. There are more than 2,000 people on the waitlist and sellouts are routine. A club built from the ground up has plenty of local support behind it, borne of genuine connection, community, and a sense of place.<\/span><\/p>\n

There may not be a bigger believer in this than Caron, who will comfortably proclaim: \u201cThis will save American soccer. And that might be too fine a point on it, but I absolutely believe it.<\/span><\/p>\n

\u201cWhat US soccer has tried to do is start massive and work its way down. Bring Pele. Bring Messi. Bring Beckham. It hasn\u2019t worked. What has been growing is the organic, grassroots foundation . . . To me, this is how the United States becomes a soccer country.\u201d<\/span><\/p>\n

The early indications are there. Similar success has been seen with these lower-league clubs as nearby as Burlington, Vt., where the Vermont Green have made a similar connection in their community (and won a USL League Two championship).<\/span><\/p>\n

But as much as Hoffman-Johnson does think about the macro implications of the Hearts\u2019 impressive start, that\u2019s a tomorrow problem. For now, the folks behind the success in Portland will keep building things as they have \u2014 staying true to Maine, and leading with their hearts.<\/span><\/p>\n

Read more Elina Svitolina beats Coco Gauff to win Italian Open and Jannik Sinner reaches men\u2019s final<\/a><\/p>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"

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