With the US set to jointly host the 2026 FIFA World Cup (alongside Canada and Mexico), the US Soccer federation has struck a latest agreement in its recent commercial push, with global tech heavyweight Google now sponsoring the US national teams.
The multi-year agreement covers both the US’ men’s and women’s national teams, spanning this year’s men’s FIFA World Cup, the 2027 FIFA Women’s World Cup, and the Los Angeles 2028 Olympics.
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Centered via the deal will be Google’s Gemini consumer artificial intelligence brand.
Specifically, supporters will be able to use Gemini’s text-to-image model, Nano Banana, to create custom cheering visuals or compose team anthems using its text-to-music model, Lyria.
Fans will also be able to access Gemini to break down soccer rules, analyze match performance, and predict results.
For the upcoming World Cup, which will begin on June 11, Google will serve as the presenting partner of the US national team roster reveal and accompanying fan celebration.
Google will activate across the tournament, including at the US Soccer House installation in California, leveraging a range of current and former US men’s national team stars.
Speaking on the deal, US Soccer senior vice president of partnerships and development strategy Dan Gaiman commented: “We’re focused on building fandom and creating deeper connections between our teams and fans, not just around major moments like World Cups, but for the long-term future of soccer in this country.”
“Google is a partner that understands how people discover, experience, and engage with the sports and passions they care about. Together, we have an opportunity to reach new audiences, strengthen the connection with existing fans, and help grow the game in meaningful ways for years to come.”
The US is the latest national team to join Google’s soccer partnership portfolio, a portfolio that already includes World Cup favorites Argentina, Brazil, France, Germany, as well as newly partnered Iraq and Morocco, which joined the roster earlier in May.
The 2026 World Cup will run through July 19, and will be the first to feature 48 sides.
The US will co-host the World Cup for the first time since 1994, and in anticipation, the federation has struck a range of commercial tie-ups.
Back in March, US Soccer announced the M&C Saatchi international marketing agency as its official strategic marketing agency in the lead-up to the FIFA World Cup.
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.
February, for example, saw US Soccer unveil a deal extension with Artificial Intelligence firm Veritone, and a multi-year tie-up with the CVS Pharmacy arm of US healthcare heavyweight CVS Health.
Most recently, it added wearable tech firm Oura to its portfolio on a long-term basis.
