The M&C Saatchi international marketing agency has struck a new deal with the US Soccer governing body.
Through the tie-up, M&C Saatchi (which has its global headquarters in the UK) becomes the official strategic marketing agency of the national federation. This comes during the lead-in to the 2026 men’s FIFA World Cup, with the next edition of the iconic tournament set to be co-hosted by the US between June 11 and July 19.
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Through this partnership, the agency’s American division is now responsible for work including partnership marketing, experiential marketing, brand development, performance marketing, and data and audience insights.
Catherine Newman, chief marketing and communications officer at US Soccer, said: "At US Soccer, we are powered by an ambition to ignite a national passion for the game, and everything that we do is imbued to ensure everyone feels ownership of soccer’s future in the US. M+C Saatchi North America’s approach reflects that philosophy and will be vital to helping us build a soccer legacy in America.”
The 2026 World Cup will be the most significant soccer event to take place in the US since the 1994 edition of the same tournament.
In the last 32 years, the country’s premier men’s and women’s domestic leagues in the US – Major League Soccer and the National Women’s Soccer League – have gone from strength to strength commercially and off-pitch in general, as has the sport’s overall profile in the market.
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By GlobalDataNow, US Soccer is aiming to capitalise once again on the premier national team soccer tournament being hosted on home soil.
Late February, as an example, saw US Soccer unveil a deal extension with Artificial intelligence firm Veritone.
Last month also saw the governing body (as well as the NWSL) announce a multi-year tie-up with the CVS Pharmacy arm of US healthcare heavyweight CVS Health.
