How US Soccer Is Prepping For The World Cup

Key Concepts

• In-Service to Soccer Strategy: US Soccer’s repositioning to prioritize growth of the sport at all levels.
• Commercial Rights Management: Bringing commercial partnerships and revenue generation in-house from Soccer United Marketing.
• World Cup 2026: Hosting the tournament and its impact on soccer’s growth in the US.
• Accessibility & Youth Development: Increasing participation and opportunity in youth soccer across all communities.
• Dual National Team Strategy: Balancing investment and development for the Men’s and Women’s National Teams.
• Philanthropic Support: Leveraging donations to fund grassroots programs and infrastructure improvements.

Financial Turnaround & Commercial Strategy

JT Batson details a significant turnaround for US Soccer since taking the CEO role in 2022. Initially, the organization was facing financial losses and lacked a clear strategic direction. A key initiative was the “In-Service to Soccer” strategy, announced last year, which aims to prioritize the growth of the sport across all levels – youth, amateur, and professional. This strategy has been supported by substantial growth in both commercial revenue and philanthropic contributions.

Financial year 2026 revenue is forecasted at approximately $36 million, representing a 16% year-over-year increase. The revenue model is currently comprised of roughly 70% traditional commercial revenue and 30% from services and philanthropic support. US Soccer currently has 22 major partners including Nike, Volkswagen, Bank of America, Coca-Cola, Visa, and recently added CVS. Media partnerships include Warner Brothers Discovery (English language) and Telemundo (Spanish language). The organization also generates revenue through ticket sales and merchandise. Significant philanthropic support comes from individuals like Arthur Blank, Michelle Kang, and Ken Griffin.

Bringing Commercial Rights In-House

Previously, commercial rights management was handled by Soccer United Marketing (SUM), a partnership with Major League Soccer. Batson explains the decision to bring this function in-house was driven by the need to tell the unique story of US Soccer – a non-profit national brand with both a massive youth participation base and high-profile national teams. He acknowledges the past success of SUM in building the soccer market in the US and highlights an upcoming “Business of Soccer Summit” with MLS and Concacaf as evidence of the maturing relationship. The ability to directly partner with brands, beyond sponsorship, was a key factor. For example, Bank of America is actively involved in the “Soccer and Schools” program, and New York Life supports soccer accessibility initiatives.

Professional League Partnerships & Growth

Batson emphasizes the importance of the success of all professional leagues – MLS, NWSL, and USL – for the overall growth of soccer in the US. He states, “There’s no way we achieve any of those goals without the success of our professional league.” He notes the significant investment and growth occurring across all levels of professional soccer, which he believes is crucial for developing talent and inspiring the next generation of players. He acknowledges the impact of Lionel Messi’s arrival in MLS, stating that any event that draws people to the game is positive, ultimately leading to support for the national teams. He frames this as people falling in love with the game through various avenues, ultimately rallying around the US team during the World Cup.

Balancing Men’s & Women’s National Teams

The interview addresses the disparity in performance between the US Men’s and Women’s National Teams. Batson highlights the appointment of Emma Hayes (Women’s) and Gregg Berhalter (Men’s) as world-class coaches. He notes growth in player pools for both teams, with a trend towards younger players. However, he acknowledges the differing global soccer landscapes for men and women. The US has a strong domestic league for women, with many top American players competing within it. The men’s team relies more heavily on players competing in European leagues. Therefore, the strategies for developing each team will differ, focusing on leveraging existing strengths and addressing areas for improvement.

Accessibility & Youth Development – The Soccer Forward Foundation

A key component of US Soccer’s strategy is increasing accessibility to the sport, particularly for youth players. The financial success of the organization has enabled the creation of the Soccer Forward Foundation, dedicated to building more fields, integrating soccer into schools, and training coaches in diverse communities. Batson acknowledges that significant work remains to make soccer affordable and accessible to all, addressing issues like cost, travel, and time commitment. He notes a generational shift in corporate America, with more executives having personal connections to soccer, which is driving increased investment and support.

World Cup 2026 Preparations & Impact

Hosting the 2026 World Cup is a major focus. Batson emphasizes the advantage of having existing infrastructure – stadiums, hotels, and airports – allowing US Soccer to focus on maximizing the event’s impact. The organization is working closely with host cities and FIFA, and early funds from the Soccer Forward Foundation are being allocated to legacy projects that will bring soccer to more communities. He anticipates a significant cultural moment, with communities across the country uniting around the tournament.

Regarding political considerations, Batson believes soccer’s broad appeal – with fans across the political spectrum – will help ensure a positive and unifying event. He notes strong support from both Republicans and Democrats for the World Cup and for initiatives to grow the sport at the grassroots level.

Investment in the Men’s National Team

Ahead of the 2026 World Cup, US Soccer is making significant investments in the Men’s National Team. This includes staffing, high-performance training, and a dedicated penalty kick strategy, recognizing the importance of this skill in knockout rounds. The organization is also investing in a high-quality base camp environment to optimize player preparation and recovery.

Future Outlook & 2027 Women’s World Cup

Planning is already underway for the 2027 Women’s World Cup and the 2028 Los Angeles Olympics. The US Women’s National Team will play friendlies in Brazil this summer as part of their preparation. US Soccer is also bidding to host the 2031 Women’s World Cup. Batson expresses optimism about the future of US Soccer, emphasizing the opportunity to build on recent momentum and inspire a new generation of players and fans. He acknowledges the hard work ahead but believes the collective enthusiasm and support will drive success.

Quote: “You know, as someone who grew up playing soccer and soccer was so much a part of my life… what I’m most excited about is, uh, the opportunity we have in front of us.” – JT Batson.

Quote: “The other thing that’s a big change is uh if you wander around the the parties over the next couple days and meet with the people that run the big companies who sponsor sports. Yeah. They’re soccer people now.” – JT Batson.