TOCA Football Welcomes Emelie Tirre to Its Board of Directors for Growth and Innovation

TOCA Football Appoints Emelie Tirre to Board of Directors

On October 22, 2025, TOCA Football, recognized as North America's largest soccer training and entertainment entity, announced a significant addition to its Board of Directors: Emelie Tirre, who currently serves as the President of the Americas at Monster Beverage Corporation. Her appointment comes at a pivotal moment for TOCA as the company initiates its first TOCA Social venue in the United States.

With over 15 years at Monster, Emelie has been instrumental in driving the brand's growth, contributing to revenue increasing over fivefold, culminating in $7.5 billion in global sales by 2024. Her savvy in brand management, particularly in markets centered around youth culture and sports, positions her as an invaluable asset to TOCA's ambitions for global expansion.

Before her success at Monster, Tirre held key commercial roles at Anheuser-Busch InBev, further bolstering her qualifications to contribute to TOCA’s strategic goals. She holds a Bachelor’s degree in Communications from the University of San Diego.

TOCA’s Board already includes an esteemed group of leaders from various sectors, such as Erik Anderson, the former Executive Chairman and CEO of Topgolf, along with U.S. Women’s National Team Champion Abby Wambach, and Julie Haddon, the former Chief Marketing Officer of the National Women’s Soccer League. Emelie's addition enhances the board's collective expertise, crucial as TOCA navigates its growth trajectory.

Expressing her enthusiasm, Tirre stated, “I am truly excited to join TOCA's Board of Directors and help shape its next chapter of growth. Soccer unites people around the world like no other sport, and TOCA is redefining the game experience with innovation and purpose. Together with MLS, TOCA is building a global brand that inspires connection, joy, and excellence on and off the pitch.”

Tom Denison, Co-Chair of the Board, echoed this optimism, highlighting Tirre’s long-term advisory relationship with the company and her keen insights into commercialization strategies. Denison said, “Her expertise in commercializing innovation, building a worldwide brand, and creating high-profile sponsorships will immensely benefit TOCA as we accelerate our expansion in the U.S. and beyond.”

TOCA Football, Inc. aims to revolutionize the soccer experience while instilling a sense of community that encourages everyone to engage with the beautiful game. The company operates two primary segments: TOCA Soccer, which includes North America’s largest network of tech-enabled soccer training centers with 37 locations, and TOCA Social, a unique fusion of soccer-themed entertainment and dining venues, currently operational in London and Birmingham.

With Tirre now on board, TOCA Football is poised to further develop its innovative approach to soccer, influencing a new generation of players and fans worldwide. The company aims not just to train athletes but to cultivate a cultural phenomenon surrounding the sport. Exciting times lie ahead for TOCA as it strives to leave an indelible mark in the soccer arena.

To learn more about TOCA Football, visit TOCAfootball.com or follow them on social media: @tocafootball on Instagram, Twitter, and Facebook. For insights on TOCA Social, check out toca.social or follow @tocasocial on Instagram.