OUR STORY
The Places Less Traveled
Football Underground was born from a simple idea: traveling fans deserve to experience a city the way locals do — not through chain restaurants and tourist traps, but through the hidden gems that make game day unforgettable.
How It Started
A Fan's Frustration Became a Movement
Football Underground is a spectator sports fan experience platform that helps traveling fans discover local bars, restaurants, and hidden gems near major stadiums. Through community-curated content, gamified scavenger hunts, and local insider knowledge, we transform ordinary game days into unforgettable adventures.
It all started with a road trip. Greg Rubendall, a lifelong football fan, traveled across the country following his favorite team. In city after city, he faced the same problem: where do you go before the match? Where do the locals hang out? Which neighborhood has the best atmosphere? Every time, the answer was buried in scattered Reddit threads, outdated blog posts, or word-of-mouth tips that came too late.
Greg envisioned a single platform where fans could discover the local spots that make each city unique — curated not by algorithms, but by the people who actually live there. A place where game day becomes an adventure, not a guessing game. That vision became Football Underground.
"Every city has a soul. Locals know it. Tourists miss it. We're building the bridge between the two."
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