United States Soccer Federation CEO JT Batson has outlined an ambitious long-term vision to position both the men’s and women’s national teams as the most popular teams in the United States, while also making soccer the leading sport for children across the country.
National Teams as Flagship Cultural Assets
Batson emphasized that the organization’s goal is to elevate the United States Men’s National Soccer Team and the United States Women’s National Soccer Team into “America’s teams,†aiming for them to become the most followed and favored across the US sports landscape.
He highlighted that upcoming global tournaments—including the FIFA World Cup 2026—alongside future events such as the 2028 Olympics and the 2031 Women’s World Cup, represent key opportunities to strengthen national team visibility and popularity.
Growing Popularity and Strategic Timing
Current data shows room for growth in fan engagement. While the women’s national team ranks relatively higher in popularity metrics, the men’s team sits lower, though both have previously climbed following strong tournament performances and high-profile coaching appointments.
Batson views the coming years as a critical window to reshape perceptions and establish sustained support for both teams at the top of the US sports hierarchy.
Commercial Growth and Infrastructure Investment
The federation’s strategy is also supported by increasing commercial momentum. A recent match at Mercedes-Benz Stadium drew over 72,000 fans, generating record matchday revenue.
Additional investments include:
- A $250 million national training center
- Partnerships with major brands such as Nike, Coca-Cola, and Bank of America
- Projected annual revenues approaching $300 million
These developments are intended to support both performance and long-term growth of the sport.
Grassroots Focus: Making Soccer Accessible Nationwide
A central pillar of the plan is participation growth at the grassroots level. Batson stressed the importance of accessibility, aiming to make soccer:
- Present in schools across the country
- Easily accessible in every community
- The most widely played sport among children in the US
The federation’s broader objective is to build a sustainable ecosystem where increased participation feeds into higher engagement, stronger national teams, and expanded commercial opportunities.
Outlook
With major global tournaments on the horizon and continued investment in infrastructure and partnerships, the United States Soccer Federation is positioning itself to capitalize on a pivotal period. The dual focus on elite performance and grassroots expansion reflects a long-term strategy to embed soccer more deeply into American sporting culture.