Coca‑Cola North America today announced a long-term partnership agreement with the U.S. Soccer Federation to support the sport’s growth across all levels by using the reach and relevance of its brands to build participation, champion player development, promote inclusion and engage fans.
“We’re incredibly excited to have Coca‑Cola North America join U.S. Soccer and there’s no better time for us to embark on this long-term strategic partnership,” said U.S. Soccer President Cindy Parlow Cone, who called the deal one of the most significant brand alliances in the Federation’s history. “This is a pivotal time for soccer in our country, and we have a massive opportunity to realize exponential growth in the United States in the coming years. Coca‑Cola’s global impact on the sport is undeniable and having an iconic brand with us on our journey during this unique moment in time will be game-changing.”
Coca‑Cola and U.S. Soccer will build legacy events that champion emerging talent and create opportunities for all U.S. Youth National Teams and Extended National Teams to grow the sport and increase participation. Coca‑Cola also will amplify magical global moments involving the U.S. Women’s and Men’s National Teams through digital storytelling and activations – uniting soccer fans and encouraging them to fully express and share their love for the game.
“Together, Coca‑Cola and U.S. Soccer are committed to fueling dreams both on and off the pitch,” said Jennifer Mann, President, Coca‑Cola North America. “Our goal is to empower communities, inspire future generations and cultivate a legacy of unity while growing the sport across the U.S.”
Several major soccer events will be played in the United States in the coming years, starting with this summer’s Concacaf Gold Cup, followed by the 2024 Copa America, the 2024 Concacaf W Gold Cup, 2026 FIFA Men’s World Cup and 2028 Olympic Games in Los Angeles. U.S. Soccer joined the Mexican Football Federation to launch a combined bid to host the 2027 FIFA Women’s World Cup.
The U.S. Men’s and Women’s National Teams will compete in several premier soccer events across the world in the coming years, kicking off with the USWNT competing this summer for its third straight title at the 2023 FIFA Women’s World Cup in Australia and New Zealand. One year later, both the USWNT and Under-23 Men’s National Team will compete in the 2024 Olympic Games in Paris.
Founded in 1913, the U.S. Soccer Federation has been the official governing body of the sport in the United States for more than 100 years. During that time, the sport has grown tremendously at all levels. Looking ahead, U.S. Soccer is focused on increasing participation at the youth and adult levels, developing world-class players, coaches and referees to consistently win at the highest levels on the international stage, and engaging with fans in deeper and more meaningful ways.