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From Aztec runner to San Diego FC executive, Jennifer Bower (’03) helped launch the city’s first MLS club and saw it reach the playoffs in its debut season.

By Jennifer Bower as told to Rebecca Nordquist

Jennifer Bower (’03) was one of San Diego FC’s first team members. She joined the soccer club less than two years before its inaugural March 2025 kickoff. As chief revenue officer, she oversees ticketing and sponsorship strategy to drive the franchise’s long-term growth.

The former Â鶹´«Ã½Ó³»­ cross-country and track and field standout has built her career around sports. Bower, who studied management, helped secure the title sponsorship for Snapdragon Stadium in 2021 as a vice president for Legends and spent 10 years with the San Diego Chargers in client services, sponsorship marketing and partnership activation. In her own words, Bower reflects on being part of SDFC—the city’s first Major League Soccer team—during its historic debut season, which culminated in an unprecedented playoff run.

THERE’S ONLY EVER GOING TO BE ONE INAUGURAL MATCH IN AN INAUGURAL SEASON.

When the ball was kicked off at Snapdragon Stadium and I looked down to see the building completely packed, all of our sponsors up, all of the gear out, it was the coolest moment. When I started, we had no players. No roster. No revenue. We were working out of an Airbnb. And seeing it all come to life was pure joy—for the city, the fans, the players and the staff.

I’ve chosen to build my life in San Diego. I’ve spent my career in sports and entertainment here, and my husband and I are raising our daughter and son here. To know I played a part in bringing something like that to this city—there was a lot of pride. Everyone celebrated on the Sycuan Piers after that first match. There was laughter, tears, hugs, high-fives. It was every range of emotion because everybody was processing it differently. I was taking it all in.

And then came the playoffs in October.

We overcame the Portland Timbers 2-1 in the Western Conference series. We were one game away from the final against Messi and his Inter Miami side, the eventual 2025 MLS champions. 

The playoffs were disbelief—but ultimately belief. From day one, we talked about building a top-tier team. But making the playoffs in your inaugural season? That’s challenging. It’s hard enough to qualify when players and coaches have years of chemistry. We were building everything from scratch.

Throughout my career, I’ve seen big sporting events, but for some of our staff, this was their first playoff experience. I was living it through them, and that was a really special moment.

There were a lot of challenges up until this point, but we overcame most of them. By the end of the first season, we were ranked near the top of MLS in attendance and ticket sales. We signed 47 partners, including national brands and local companies, that rallied behind us. Selling the sponsorship on the front of the jersey was also a huge milestone. DIRECTV stepping in as a national brand for a brand-new team in San Diego? That was critical for our success.

And then there was Sharp HealthCare, the largest private employer in San Diego. We built our performance center, where our players train, in 10 months next to Singing Hills Golf Club in El Cajon. That deal wasn’t just about revenue. It impacts Sharp’s 19,000 employees. It connects their name to our first team, academy, our growth and our future. Those partnerships matter beyond the numbers.

Making all of that happen before the first kickoff meant working nights and weekends, and being readily available 24/7. I spent a lot of time away from my family. I give all the credit to a supportive spouse who’s been with me through it all. We have each other—and a lot of child care help.

All of the challenges, sacrifices and successes made our playoff run even more meaningful. It has been a wild ride in the very best way.