USL Louisville City FC

Louisville Native to Lead New LouCity & Racing Foundation

Published on March 22, 2022 under United Soccer League Championship (USL)
Louisville City FC News Release


The LouCity & Racing Foundation - charitable arm of Soccer Holdings, LLC - has appointed veteran nonprofit leader Jeremy L. Jarvi as its first executive director.

Jarvi, who boasts two decades of experience in the field, will lead the foundation's efforts to leverage excitement surrounding professional soccer into good for our local community. The native Louisvillian starts March 28 after eight years as regional chief development officer for the American Red Cross Kentucky Region.

"I am honored and humbled to transition into this exciting new role," Jarvi said. "I believe we can build a best-in-class soccer and sports foundation focused on providing an inclusive culture where every kid can participate in soccer, the world's most popular sport.

"Now is the time to take organized soccer to underserved neighborhoods. I look forward to connecting with individuals in our community to discuss how they and their organizations can become founding partners with something important, significant and fun like the LouCity & Racing Foundation.

"As a result of our programming, we'll aim for young people throughout our bi-state region to improve their physical health; learn and practice healthy habits; and develop life skills such as teamwork, discipline and resilience."

Accomplished local consultant Christen Boone last year helped launch the LouCity & Racing Foundation. That included developing the first strategic plan and a comprehensive, months-long executive director search concluding with Jarvi's appointment.

The vision of the Foundation is that, "Through the love, power, and community of soccer, we will improve the lives of youth throughout the Commonwealth and our bi-state region." Accordingly, among Jarvi's goals is to establish a premier free youth soccer program focused on creating positive social and academic outcomes for its participants. Pilot programs are expected to launch this year.

The Foundation's first Board of Directors formed in 2021, with Soccer Holdings Board member Bernie Fineman appointed as chair. For more information, visit LouCity.com/foundation or RacingLouFC.com/foundation.

"We are thrilled to have Jeremy lead the LouCity & Racing Foundation as executive director," Fineman said. "Jeremy brings tremendous experience, passion and energy to the organization, and we are excited to bring the foundation's vision to life for our community."

Jarvi is a 2002 graduate of the University of Kentucky and, in his role with the American Red Cross, he led a team across the Kentucky region, raising millions of dollars to support community programs. He also previously worked for eight years as the Director of Investments and Sponsorships at Greater Louisville Inc.

Louisville Business First named Jarvi to its 40 Under 40 list in 2019, and he received the Excellence in Leadership Award from the American Red Cross in 2018. He was also awarded the prestigious William T. Young UK National Alumni Association Young Alumni Award in 2013.

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