380 | A Community Building Organization Disguised As a Soccer Team with Ron Patel
Is it possible that the heart of social entrepreneurship beats just as strongly in a stadium as in a startup?
This is just one of the provocative questions we explored with Ron Patel on the latest Awarepreneurs podcast episode, hosted by our very own Paul Zelizer.
Bio: Ron Patel is President of New Mexico United, the USL professional soccer club in Albuquerque. He co-founded the club in 2018 with Majority Owner/CEO Peter Trevisani and, as VP of Sales, helped drive league-leading attendance and merchandise while shaping a strong community brand. After leading a sports & entertainment group in McAllen, TX, he returned to New Mexico in 2021, became Chief Business Officer in 2022, and was named President in January 2024. Earlier, he founded “Just Dine In” (2006), expanded it through mergers to seven Western markets, and exited after its 2015 acquisition by Grubhub. Patel also founded Albuquerque Sol (2013) and helped lay the groundwork for New Mexico’s first professional soccer franchise in United.
This episode is sponsored by the coaching company of the host, Paul Zelizer. Consider a Strategy Session if you can use support growing your impact business.
Resources mentioned in this episode include:
Transcript of A Community Building Organization Disguised As a Soccer Team with Ron Patel
NOTE: While it’s not perfect, we offer this transcript and the below summaries by Castmagic for those who are hearing impaired or who don’t find listening to a podcast enjoyable or possible.
Read the transcript of this episode here.
Key Takeaways in A Community Building Organization Disguised As a Soccer Team with Ron Patel
Community First, Business Second
New Mexico United was founded with the primary intention of building community and creating positive outcomes for New Mexicans, rather than simply winning matches or maximizing profits. This community-first orientation is not just a slogan, but embedded in every aspect of the organization—from its mission statement to hiring practices and business decisions.
"It's not the reason I show up to work every day. It's got nothing to do with winning games. It's all about winning in our community and creating positive outcomes for New Mexicans."
Leveraging Local Pride and Diversity:
The club has thrived by tapping into the rich culture, pride, and diversity of New Mexico rather than lamenting what the state lacks in terms of major corporations or population size. By intentionally making everyone—from different regions, backgrounds, and heritages—feel included and welcome, New Mexico United has fostered an extraordinary sense of belonging among fans.
"I remember one of your ads said something... Whether you live in the 505 or 575... Whether you like red chili or green chile... Whether you just got here last week or your family has been here for generations, New Mexico United. That way of an inclusive invitation to come take part in the United. Now, that's been part of the intention from day one, hasn't it?"
Measuring Impact Beyond the Bottom Line:
New Mexico United tracks its success not just by revenue and attendance, but by unconventional metrics such as “smiles generated” and children reached through community programs. By integrating charitable giving, youth engagement, and creative initiatives into its business model, the club proves that doing good and running a successful enterprise can—and should—go hand in hand.
"We tracked the number of smiles we generated in the state of New Mexico... We calculated that we generated 975,000 and some change... I challenged the team, like, this year, I don't want to hear about revenue... I want to hear how we're going to get to a million smiles."