The status of football in the US has long been the subject of debate. Will the beautiful game 'take off' in the American market? Has it done so already? Is it, as is often the conclusion, 'on the brink' of doing so?
Whatever the situation, there is clearly a market for football in the States, and one with opportunities to expand. The recent progress of US exports like Christian Pulisic and Tyler Adams to the Premier League has only increased this, while the preparations are well underway for the 2026 World Cup, set to be hosted across the US, Canada and Mexico.
One man who can offer genuine insight is former Everton keeper Tim Howard, who now works on US TV network NBC's Premier League coverage. In his view, interest has already exploded: "The interest, the viewership, the ratings that we have at NBC for the Premier League are historic. People in America absolutely love European football. The World Cup will enhance that but it's at such a fever pitch at the moment, it's never been stronger. Everybody is mad for football."
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Against that backdrop Everton's hierarchy - just like several others in the Premier League - is clearly taking America’s football fans seriously.
Richard Kenyon, Everton’s director of communications, revenue and international growth, said when this latest tour was announced: “We are committed to building on our presence in the US as a key strand of our international strategy, and are looking forward to engaging with our US supporters – and creating new ones."
This is the now the club's ninth trip to the country since 2004. An office was recently opened in Miami. Everton delivered soccer schools to 3,000 children across 15 states last summer and has three US clubs and one Canadian outfit signed up to its affiliated coaching programme.
For Howard, all of this matters because it creates a legacy of commitment by the Blues to the US that makes the club's interest more authentic. Rather than, say, simply showing up after a breakthrough run in a World Cup for the national men’s team creates a new generation of football supporters, Everton are demonstrating they are interested in the US in the long-term.
For Howard, this is important: "I think that is what Everton Football Club has identified and done really well. They have committed to laying that foundation and to seeing it through, to watering the seeds that are being planted. This isn't like a one time thing, it is a full-on commitment and we are already seeing the fruits of that and they will only continue to grow."
Everton already has a presence in the US. The club's history no doubt is an attraction, as is its links to American stars - Howard, a significant presence in the US football scene and an entry point to the Blues for some newcomers.
Pointing to this, he told me: "I think myself and the likes of Landon Donovon before that and before that Brian McBride, it's kind of really become America's team. There are so many Evertonians over here who say 'I became an Evertonian because I saw that game you played in'. You can see it has been growing for a time now and I think Everton has done a really good job of capitalising on that and really focusing in on this market between the soccer schools and coming over for pre-season."
Of course, the reality is that many European clubs are focused on attracting US supporters. Arsenal and Chelsea are two Premier League clubs in the US this summer while Manchester United and Liverpool are among those who have been out for recent pre-seasons. Where Everton genuinely sit in the battle to become 'America's team' is difficult to assess and some growth will no doubt be dependent on success on the pitch.
But there is genuine interest in the club here. Thirty five official supporters clubs are based across the US, some of which have been able to enjoy the club's training camp just outside Washington DC this week. The Washington Post, USA Today and several other US media organisations have been following the Blues' visit while a fan event with football podcast Men In Blazers sold out in less than an hour. Co-host Roger Bennett, a massive Everton supporter, is another US entry point into the club.
For those working with Premier League clubs behind the scenes on pre-season tours, there is also a sense Everton is more willing to engage than some other outfits. Frank Lampard, Dominic Calvert-Lewin, Anthony Gordon and Jordan Pickford were given the freedom to participate in the Men In Blazers show, Leon Osman threw the opening pitch at a game of the 2019 World Series baseball champions the Washington Nationals, and more events are planned.
Only time will tell how much of a difference this makes to Everton's growth in the US. But two things are clear: The club is trying hard in the competition to win over American fans, and there is genuine potential for success if they get it right, even if some of that is dependent on improving on the pitch.
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