Meet Our Founder
The vision behind Football Underground
Gregory Rubendall
CEO & Founder
"Every city has a soul. Locals know it. Tourists miss it. We're building the bridge between the two."
Hi, I'm Greg Rubendall, the founder and CEO of Football Underground. With years of experience as a traveling sports fan, I've dedicated my passion to solving real-world problems through innovation.
Traveling across the country following my favorite team, I witnessed firsthand the frustration that comes with not knowing where to go. City after city, the same problem: where do the locals hang out? Which neighborhood has the best atmosphere? The answers were always buried in scattered Reddit threads and outdated blog posts.
My background in business and community building taught me the importance of authentic, local experiences. In 2024, I channeled this expertise into creating Football Underground — a platform where fans discover the hidden gems that make each city unique, curated by the people who actually live there.
Today, I'm proud to lead a company that's helping thousands of fans enhance their game day experiences. My mission is simple: making every game day an adventure, not a guessing game — turning traveling fans into honorary locals.
What Drives Us
Our Mission, Vision & Values
Mission
To enhance the fan experience by connecting traveling sports enthusiasts with authentic, community-curated local experiences near major stadiums. We help you and your group plan for your sport experience using your likes and interests, powered by information collected from locals who know the best ways to get the most out of that game day experience.
Vision
To become the go-to platform for every traveling fan worldwide — the underground network that transforms every game day into an adventure. We envision a world where no fan arrives in a new city without a local's guide to the best experiences that city has to offer.
Values
- Community First — Built by fans, for fans
- Local Authenticity — Real tips from real locals
- Fan-Driven Discovery — Community-curated content
- Accessible Adventures — Every budget, every group
The Problem
What Happens When Fans Don't Know Where to Go?
When fans travel to a game — whether alone, with friends, or with family — most have little knowledge of what to do or where to go. Unless they've been there multiple times or have local insiders, they miss out on the best experiences the city has to offer.
- ✕Stuck at chain restaurants near the stadium
- ✕Wander aimlessly with no local knowledge
- ✕Miss the best neighborhoods and hidden gems
- ✕Rely on generic review apps that don't understand fan culture
- ✕Game day feels like every other tourist experience
- ✓Discover the best local bars, restaurants, and attractions
- ✓Follow community-curated routes and scavenger hunts
- ✓Connect with local fan groups and supporter chapters
- ✓Personalized plans based on your budget and interests
- ✓Every game day becomes an unforgettable adventure
The Opportunity
A Massive Market. A Perfect Moment.
The US sports tourism market is worth $47.1 billion. The FIFA World Cup 2026 will bring millions of fans to 16 cities across three countries. Football Underground is positioned to be the definitive platform for this once-in-a-generation event.
US Sports Tourism Market
World Cup 2026 Host Cities
Competing Nations
Countries — USA, Canada, Mexico
Fastest Growing Segment
Sports tourism is the fastest-growing segment of the travel industry, fueled by major international events.
Global Event, Local Impact
The 2026 World Cup is the first with 48 teams, bringing unprecedented international fan travel to North America.
Millions of Fans
An estimated 5.5 million tickets will be sold — millions of fans who need local guidance in unfamiliar cities.
Questions & Answers
Frequently Asked Questions
Have more questions? We'd love to hear from you.
Contact Us