The Only NY & Friends Invitational began as a shared idea between longtime partners, rooted in a mutual respect for New York’s soccer culture and the communities around it.
As Senior Marketing Director at Only NY, I worked directly with Carlos Franco, Creative Director at Bowery Football Club, to shape the inaugural tournament alongside our respective teams. From the start, the goal was clear: build a tournament that felt authentic to the city, competitive on the field, and expressive beyond it. Through Only NY’s partnership with NYC Parks, we secured public fields and grounded the event in shared communal space.
Soccer was the foundation, but style was always part of the brief. Teams were encouraged to show up with identity, designing custom kits and bringing personal vibe to the pitch. The games mattered, but so did each teams on-pitch kits representing themselves and their communities.
Since that first weekend, the Invitational has grown year over year. New teams, increased media attention, expanded sponsorship, and genuine excitement from the community to come out, watch high-level play, and engage with the culture surrounding it.
In its fourth year, the tournament partnered with iconic Italian soccer brand Lotto, who recognized the Invitational’s community-first foundation and its credibility as a culturally driven platform. The collaboration marked a meaningful evolution of the tournament, reinforcing how strong, grassroots-led initiatives can grow into respected, globally relevant partnerships without losing their core.
The Only NY & Friends Invitational continues to evolve, but it remains rooted in the same principles it was built on: collaboration, community, and the creative energy that defines soccer in New York.
Photography: BK Magazine
Video: NIVELCRACK
