M&C Saatchi Appointed as U.S. Soccer’s Strategic Marketing Agency

Byoutsidesport

M&C Saatchi Appointed as U.S. Soccer’s Strategic Marketing Agency

CHICAGO — The U.S. Soccer Federation has officially appointed the international marketing agency M&C Saatchi North America as its new strategic integrated marketing agency. This partnership arrives as the governing body ramps up commercial and brand-building efforts in the final lead-up to the 2026 FIFA World Cup, which the United States will co-host alongside Canada and Mexico this summer.

The Strategic Mandate

The partnership is designed to help U.S. Soccer capitalize on the unprecedented national spotlight that the 2026 World Cup—the most significant soccer event in the U.S. since 1994—will generate. M&C Saatchi’s American division has been tasked with a broad integrated remit, including:

  • Brand Development: Strengthening the U.S. Soccer brand identity ahead of and during the tournament.
  • Partnership Marketing: Enhancing the value and engagement of the federation’s growing commercial partner portfolio.
  • Data and Audience Insights: Leveraging advanced analytics to deepen engagement with both existing fans and new audiences drawn to the sport by the World Cup.
  • Experiential Marketing: Creating tangible, physical, and communal moments for fans to foster a sense of “ownership” in the future of American soccer.
  • Performance Marketing: Driving measurable commercial outcomes and growth.

Building a Legacy Beyond the Pitch

For U.S. Soccer, this move is part of a broader strategy—”In Service to Soccer”—aimed at transforming the World Cup from a fleeting tournament into a lasting, nationwide cultural movement. Catherine Newman, Chief Marketing and Communications Officer at U.S. Soccer, emphasized that the agency’s philosophy aligns with the federation’s mission to ignite a national passion for the game.

“At U.S. Soccer, we are powered by an ambition to ignite a national passion for the game, and everything that we do is imbued with the purpose of ensuring everyone feels ownership of soccer’s future in the U.S.,” said Newman. “M&C Saatchi North America’s approach reflects that philosophy and will be vital to helping us build a soccer legacy in America.”

A Commercial Moment of Growth

This agency appointment is one of several major commercial maneuvers U.S. Soccer has executed recently to professionalize its operations. Under CEO JT Batson, the federation has significantly modernized its commercial model, bringing rights in-house and securing record-breaking philanthropic and corporate partnerships. Recent deals include:

  • A partnership extension with AI firm Veritone.
  • A multi-year collaboration with CVS Health.
  • The development of in-house campaigns, such as the Never Chase Reality™ brand platform, which M&C Saatchi will now help amplify through their integrated marketing expertise.