US Soccer Outlines 3 Ambitions Ahead of 2026 World Cup

CEO JT Batson details plans to grow the sport's popularity and legacy in the US

Published on Mar. 4, 2026

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With the 2026 World Cup set to take place in the United States, the US Soccer Federation has outlined three key ambitions it hopes to achieve: winning on the world stage, fostering a sense of ownership and connection to the sport among fans, and making soccer the most played sport in every community across the country.

Why it matters

The 2026 World Cup presents an unprecedented opportunity for US Soccer to accelerate the growth of the sport nationwide, building on the momentum from hosting the 2028 Summer Olympics in Los Angeles and a potential joint bid to host the 2031 Women's World Cup.

The details

US Soccer CEO JT Batson says the organization is working to bring immersive fan experiences, community-driven events, and high-profile roster reveals to engage fans beyond just the World Cup matches. MLS clubs are also planning major marketing pushes to capitalize on the increased interest, though concerns remain over high ticket prices and security costs for fan festivals.

  • The 2026 World Cup kicks off on June 11, 2026.
  • The US Men's National Team will begin play in the tournament against Paraguay on June 14, 2026.

The players

JT Batson

CEO of the US Soccer Federation, outlining the organization's three key ambitions ahead of the 2026 World Cup.

Brad Sims

CEO of New York City FC, planning the club's largest marketing commitment around the 2026 World Cup to boost brand awareness and ticket sales.

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What they’re saying

“We have three ambitions at U.S. Soccer. One, we want our teams to win on the world stage, including World Cups. Two is we want everyone who cares about this sport to feel ownership over the future of this sport and feel connected to U.S. Soccer. And three, we want U.S. Soccer to be everywhere. We want soccer to be the No. 1 played sport in every community in the country.”

— JT Batson, CEO, US Soccer Federation (nypost.com)

“For us, it's kind of getting in front of these people. Getting brand awareness. Trying to get them to sample our product or get them to come out, and we think on the heels of the World Cup, people are going to be like, 'I got to go to a game.' And maybe some of these World Cup games, based on what I've seen and heard, might not be in certain people's budgets. Whereas our games will.”

— Brad Sims, CEO, New York City FC (nypost.com)

What’s next

The US Men's National Team will have several send-off matches in Atlanta, Charlotte, and Chicago in the coming months before the World Cup kicks off.

The takeaway

The 2026 World Cup represents a pivotal opportunity for US Soccer to dramatically grow the sport's popularity and cement its legacy in the country, with plans to engage fans nationwide and leverage the momentum to boost MLS club profiles and make soccer the top played sport in every community.