More than the Score - Sporting JAX: How to start a football club

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Sporting Club Jacksonville, or Sporting JAX as they’re more commonly known, was founded in 2020 in Florida. The first ever professional women’s team from the city are currently sitting on top of the USL Super League in their inaugural season, while the men’s team have now begun their first season in the USL Championship – the second tier in the US.

But how do you start a football club from scratch – from deciding on the club colours to the badge design, the football philosophy to the values and ethos? And how does a new club bring together players, coaches, staff and fans?

The BBC’s Lee James is joined by their sporting director Mark Warburton, club president and CEO Steve Livingstone and women’s captain Sophie Jones to discuss how they took the team from concept to kick-off.

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Published on Monday, 23rd March 2026.

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