Heart of Pine Credit Union Credits Success to Community Focus

A New Era for Soccer in Maine

Maine has found a new passion, and it's centered around the Hearts of Pine, a soccer team that has quickly become a symbol of community spirit and local pride. In their inaugural season, the team has achieved remarkable success, selling out all home matches with an average of 5,700 fans per game. That’s about 1,000 more than the second-highest attended team in the league. With over 2,000 people on the waitlist for next year's season tickets, the Hearts are expected to maintain this momentum in 2026.

The team's founder, Gabe Hoffman Johnson, credits the city, state, and its people for embracing the club. “This is the community's living room. This is about bringing people together. This is about a sense of belonging,” he said. The Hearts have positioned themselves as more than just a sports team—they’re a lifestyle brand rooted in the essence of Maine.

Embracing Local Identity

From their jersey designs, which reflect the sunrise at Cadillac Mountain, to their team flag that hangs off lobster boats, the Hearts have made it clear that they are deeply connected to the state’s culture. Their approach extends beyond the field, with concessions and sponsorships focused on local businesses. Food trucks serve Maine oysters, restaurants offer lobster rolls, and vendors sell beer brewed just outside of Portland.

“This is a pro-soccer match meets street festival meets the farmers market. It's like a super special celebration of community and joy,” Hoffman-Johnson explained. This unique blend has attracted supporters who may not typically follow soccer, including locals who simply want to see their community thrive.

Jim Good, a first-time fan at a recent game, praised the team’s community-focused approach. “They know how to build from the bottom up and build a base within their community,” he said. While the team may not be the best in the league, Good emphasized that their connection with fans is what truly sets them apart.

Support from Politicians and Celebrities

Maine’s political leaders and local celebrities have also shown their support for the Hearts of Pine. Governor Janet Mills and Senator Angus King have been seen at multiple games, expressing their enthusiasm for the team. “The game is great, the players are great, but the spirit is unbelievable,” King said. “I’ve never seen anything like this in Portland.”

Actor Patrick Dempsey, a well-known figure in the state, has also been spotted at matches, further solidifying the team's status as a cultural phenomenon. Their presence adds to the excitement and draws even more attention to the growing fanbase.

A Unique Fan Experience

The Hearts of Pine’s social media campaign has played a significant role in their success, but the real magic lies in the fans themselves. Sebastian Pettit, a member of the club's supporters' group called Dirigo Union, described the energy at games as always high. The group, formed before the team even had a name, is a constant presence at matches. They lead chants, sing songs, and create an electrifying atmosphere by banging drums and setting off smoke bombs every time the team scores.

“For us, it's a group effort,” Pettit said. “This club is an embodiment of the state of Maine, what it means to be a Mainer.” From the name and badge to the supporter’s group, the Hearts of Pine represent the heart and soul of the state.

Looking Ahead

As the novelty of the team begins to settle, the question remains: can the Hearts of Pine become a lasting institution in Portland? Hoffman-Johnson acknowledges the challenge. “How do you stay relevant? How do you continue to give people reasons to fall in love with you all over again?” he asked. However, he remains optimistic, believing that staying true to their roots while evolving will ensure continued success.

The Hearts of Pine have already made a lasting impact, proving that a community-driven approach can transform a sport into something much greater. As they look to the future, one thing is clear—their story is just beginning.