US Soccer Aims for National Popularity with Ambitious Goals

US Soccer chief executive JT Batson has articulated an ambitious vision for the men’s and women’s national teams, aiming to elevate them to the status of America's favorite sports teams. In an exclusive interview, Batson emphasized the importance of achieving mass popularity for both teams ahead of the upcoming men’s World Cup. He noted that the US women’s national team (USWNT) currently ranks 14th in popularity among American sports teams, while the men’s national team (USMNT) is positioned at 43rd, according to a YouGov tracker.

The Guardian

Batson outlined several key objectives, including making soccer the most participated sport in every community across the United States. He highlighted the potential for a successful World Cup campaign to transform the teams' popularity, particularly as the USWNT is favored in the next Women’s World Cup in Brazil and the US is set to co-host the World Cup in 2031. Batson stated, “We want our men’s and women’s national teams to be America’s teams... We have an opportunity with this summer, the Women’s World Cup next year, the LA Olympics [in 2028], and then the 2031 World Cup to really propel the men’s and women’s national teams to be the top teams in America in any sport.”

The Guardian

The recent match against Portugal at the Mercedes-Benz Stadium, which attracted a crowd of 72,297, marked the highest-grossing event in US Soccer history. This event coincided with the opening of a $250 million National Training Center, where 27 US teams will be based. US Soccer is projecting revenues of $300 million for the year, a 16% increase from the previous year, bolstered by commercial partnerships with major brands like Nike, Coca-Cola, and Bank of America. Batson noted that the federation expects to receive around $100 million from FIFA's profits from the tournament, which will be reinvested into grassroots programs.

The Guardian

Batson emphasized the need for soccer to be accessible to all children in America, stating, “We want soccer to be in every school, to put soccer within reach of every kid in America who wants to go and play.” He referenced the legacy of the 1994 World Cup, which led to the establishment of Major League Soccer, and expressed a desire to use the upcoming World Cup as a catalyst for further growth. The Soccer Forward legacy program and a new Pathway Strategy aim to create clear routes from recreational play to competitive levels.

The Guardian

Despite recent defeats to Belgium and Portugal, Batson remains optimistic about the upcoming World Cup. He highlighted the excitement among players and the importance of fan support, stating, “The players are excited about being in large stadiums... feeling the hopes, the dreams of the country behind them.” He concluded by questioning whether fans feel represented by the teams, emphasizing the emotional connection that is vital for their success.

The Guardian

• “We want our men’s and women’s national teams to be America’s teams,” — JT Batson, US Soccer Chief Executive

The Guardian

• “To do that it has to be accessible.” — JT Batson

The Guardian