Welcome to the very first episode of mole football STL! In our debut session, host Mo sits down with a man who many in the local community call a "legend"-though he's far too humble to claim the title himself. Santiago Beltran, the Spanish play-by-play broadcaster for St. Louis City SC, joins us to share his incredible journey from Corporate America to the broadcast booth during the most exciting era of soccer in St. Louis history.
Whether you are a die-hard supporter of the "Lou" or a newcomer to the Major League Soccer (MLS) scene, Santiago's story is a testament to the power of passion, community, and the unique soccer culture that defines this city. From his early days at Build-A-Bear to calling games for the inaugural season of St. Louis City SC, this conversation dives deep into what makes our soccer city so special.
The Unexpected Path: From Build-A-Bear to the Broadcast Booth
One of the most fascinating aspects of Santiago's story is that he didn't start his career in sports media. In fact, many long-time St. Louis residents might recognize him from a completely different world. In 2015, Santiago was named one of the "40 Under 40" by the St. Louis Business Journal-an honor he received while working for the iconic Build-A-Bear Workshop.
"At that point, I wasn't really involved with soccer in St. Louis," Santiago recalls. "I was nominated because of my regular job. It was so humbling to be recognized, and it's funny because nobody has asked me about that in a while!"
Originally from Colombia, Santiago moved to St. Louis in 2006 with the intention of staying for only a few years. However, like many who move to the Gateway City, he found himself tied down by the community, the culture, and eventually, the sport. While he still maintains his full-time career, his "side hustle" as a broadcaster has become a defining part of his life in Missouri.
A Foot in the Door: The St. Louis FC Days
Santiago's transition into broadcasting happened almost by accident. It began with a guest appearance on a Spanish-language sports show at La Kawena Radio. A friend invited him to talk about St. Louis FC (the city's former USL Championship team), knowing Santiago was a frequent attendee at the games.
When the show's co-host left, Santiago was asked to step in. Despite having no formal training in broadcasting, he jumped at the chance. "I told them, 'I don't know anything about this, but yeah, I'll give it a try!'" he laughs. This role eventually led to him becoming an analyst for St. Louis FC games in 2018.
When the radio station folded, Santiago didn't stop. Alongside his partner, Hector Vega, he helped launch Lider Sports Media to ensure Spanish-speaking fans had dedicated coverage of local sports, including the Cardinals, the Blues, and most importantly, soccer. This grassroots effort built the foundation for what would eventually become his role with the city's new MLS franchise.
Key Milestones in Santiago's Broadcasting Career:
- 2018: Debut as a commentator/analyst for St. Louis FC on La Kawena Radio.
- 2019-2020: Provided Spanish broadcast coverage for St. Louis FC home games via Lider Sports Media.
2021: Expanded into indoor soccer, broadcasting for the St. Louis Ambush*.
2022: Called games for St. Louis City 2* during their inaugural MLS Next Pro season.
2023: Became the Spanish play-by-play voice for St. Louis City SC* in the MLS.
Discovering the "Soccer Capital of America"
As an immigrant from a soccer-obsessed nation like Colombia, Santiago was surprised to discover the deep-rooted history of the sport in St. Louis. While he initially followed the MLS from a distance-mostly keeping an eye on Colombian players in the league-it wasn't until he visited World Wide Technology Soccer Park in Fenton that he truly got "hooked."
"I didn't know St. Louis had so much history," Santiago admits. "Learning about the 1950 World Cup, the U.S. Open Cup titles, and the sheer number of players that have played for the National Team... it's been great to learn all of that. It's an honor to be in such a historic city for U.S. soccer."
This history isn't just in the record books; it's in the stands. Santiago notes that the atmosphere at St. Louis games reminds him of the passion found in Europe and South America. Even his wife has become deeply involved, joining local supporters' groups and embracing the "camaraderie" that defines the St. Louis soccer community.
The Rise of St. Louis City SC
The journey to the MLS was a steady build. In 2022, Santiago was part of the St. Louis City 2 experience, calling games at SIUE and traveling with the team to the Conference Finals in Columbus. This "test run" allowed the club and the broadcasters to refine their craft before the big stage.
Now, in the inaugural MLS season, the energy has reached a fever pitch. Santiago highlights the unique experience of seeing a team built from scratch-a concept that is foreign to many fans in Europe who are used to the promotion and relegation system. In the U.S., an expansion team starting from "zero" and building a world-class stadium and roster is a monumental task, and St. Louis has handled it with record-breaking success.
"Everything fell into place perfectly," Santiago says. "I enjoy going to practice, talking to the players, and speaking with Coach Carnell. It's been a dream experience."
Insights for Aspiring Broadcasters and Fans
- Community is everything: Santiago's career grew because he showed up to games, met people, and built genuine relationships with the clubs.
- Embrace the history: Understanding the legacy of soccer in St. Louis (from the 1950s to today) adds depth to the modern fan experience.
- Passion over pedigree: You don't always need a degree in journalism to start; sometimes, a deep love for the game and a willingness to say "yes" to opportunities is the best starting point.
- The MLS is evolving: The "product" of the MLS has improved drastically over the last 15 years, moving from a niche league to a top-tier sporting experience with world-class atmospheres.
Conclusion: The Future of Soccer in the Lou
Santiago Beltran's journey reflects the growth of soccer in our city. It is a story of an immigrant finding a home in a historic sports town and helping to bridge the gap for Spanish-speaking fans. As St. Louis City SC continues to make waves in the MLS, voices like Santiago's ensure that the beautiful game is accessible to everyone in our community.
We want to thank Santiago for joining us for this milestone first episode. His passion for the game and his dedication to the St. Louis community are truly inspiring. Whether he's at Build-A-Bear or behind the mic at CITYPARK, he is a vital part of the fabric of St. Louis soccer.
Want to hear more about Santiago's experiences and his thoughts on the current MLS season? Watch the full video interview above and don't forget to subscribe to mole football STL for more exclusive insights into the world of soccer in St. Louis!