Columbus Crew are delighted with the work Frankie Hejduk is doing as brand ambassador for the club.
The 38-year old former MLS Cup-winning Captain at Crew is spending his time in retirement doing a variety of things around the city to heighten the product and he is kicking goals in his new role.
"It's been more than I expected, and I didn't really know what to expect," Mark McCullers, president and general manager of the Crew, told the Columbus Dispatch.
"It absolutely has evolved into the vision that I didn't have.
"We have to create more noise as an organization in this market, and he's doing that - plain and simple."
And Hedjuk is planning to reach the city of Columbus one Crew fan at a time as he continues to fulfil his role with the club he led to the 2008 MLS Cup.
"My whole vision for all this is to bring Columbus together," he said.
"That's how you have to do it. You're building relationships. Not only are they a fan, but they are a friend and part of a bigger family.
"I'm doing it one person at a time."