# Transcript: Unlocking Soccer's Development in the U.S. **Date:** March 13, 2026 · 10:00 PM **Session:** [Unlocking Soccer's Development in the U.S.](/sessions/2026-03-13/pp1149240-unlocking-soccer-s-development-in-the-u-s) ## Summary This session explores the transformative potential of the 2026 FIFA World Cup for soccer development in the United States. Panelists emphasize how the event will accelerate the sport's already growing popularity, drive significant economic impact, and necessitate robust infrastructure development at both grassroots and elite levels. The discussion highlights leveraging the World Cup as a cultural moment to engage new fans, foster community development, and solidify soccer's place as a major American sport. ## Topics `soccer development` · `2026 world cup` · `us soccer` · `economic impact` · `community engagement` · `infrastructure` · `fan engagement` · `grassroots soccer` · `sports marketing` · `legacy planning` ## Key Takeaways 1. The 2026 World Cup is a critical inflection point for US soccer, expected to significantly accelerate its growth and popularity beyond its current status as the third most popular sport. 2. Successful long-term development requires substantial investment in infrastructure, including academies, coaching education, and community pitches, to nurture talent and engage fans at all levels. 3. Host cities are leveraging the World Cup as a cultural moment, using innovative marketing and community initiatives to attract diverse audiences and ensure widespread economic and social benefits. 4. Data-driven approaches are essential for identifying and developing talent, while multi-club models and local engagement strategies help build meaningful, lasting connections with fans and communities. 5. The event's unprecedented scale and the US's diverse cultural landscape present a unique opportunity to unite people and leave a profound, lasting legacy for the sport across the entire nation. ## Full Transcript The New York/New Jersey host committee is responsible for marketing and communications for the 2026 World Cup, ensuring a lasting legacy. With the final being held in their region, there's an extra spotlight on their efforts. Their goal is to make a significant impact beyond the event itself, focusing on strategic pillars like security, transportation, engagement, and economic impact. Josie Altidore, a former professional soccer player for the US national team, views the upcoming World Cup as an inflection point for soccer in the United States. She is excited about the opportunities it presents for developing young talent and evolving media coverage of the game. Her role involves being both a fan and a critic of the sport's ecosystem. Maria, Chief Marketing Officer for City Football Group, which owns 12 clubs globally including Manchester City and NYCFC, sees the World Cup as an accelerator for soccer's growth in the US. The group has been investing in the US market for many years, recognizing the "soccer revolution" that is already underway. She anticipates the event will further amplify this growth. The "soccer revolution" is already a reality in the US, with studies indicating over 100 million people interested in the sport. Soccer is the fastest-growing team sport in terms of participation and the biggest market globally. The World Cup will attract newcomers and translate this interest into support for clubs like Manchester City and NYCFC, as well as increased brand association. US soccer funds often follow multiple clubs, presenting an opportunity for growth and increased attention across different leagues. Josie Altidore believes that due to the nation's diversity, soccer has already become an American sport. The critical factor for capitalizing on this growth is building robust infrastructure. The investment made by groups like City Football Group, both domestically with NYCFC and globally, serves as a model for thoughtful infrastructure development. This includes building academies to nurture talent and ensuring that clubs actively invest time and energy into the market. NYCFC's success in MLS and Manchester City's global standing exemplify the positive impact of such sustained commitment. The last time the World Cup was hosted in the US in 1994, it led to the birth of Major League Soccer (MLS) as a commitment to grow the sport. The question for 2026 is what new growth and legacies will emerge. Soccer has already become the third most popular sport in the US, surpassing baseball, demonstrating its significant and accelerating growth. Host committees are focused on expanding access to soccer, recognizing its low barriers to entry. This involves rallying communities, working with local groups, and ensuring youth can take advantage of the sport. The World Cup will compel the US to take soccer more seriously, attracting new fans through the presence of international players in MLS. The 2026 World Cup is more than just a sporting event; it's a cultural moment that brings people together, regardless of their prior interest in soccer. With advanced technology and social media, the event's reach will be unprecedented, ensuring widespread awareness and elevating the sport's spotlight even further. Manchester City's rapid growth as a global football brand stems from on-field success and a commitment to innovation in fan engagement. They prioritize being where fans are, utilizing diverse media and content platforms. Pioneering behind-the-scenes content, like Amazon's "All or Nothing," has allowed fans to experience the inner workings of an elite club. City Studios, the club's content factory, focuses on storytelling to entertain audiences and enhance the fan experience. For US audiences, they create dedicated content channels that tell authentic stories of what it means to be a Manchester City fan across different American cities. US fandom is evolving beyond traditional generational ties, influenced by media and cultural moments. Engaging with new platforms like Roblox and Fortnite is crucial for reaching the next generation of fans, reflecting a modern and adaptable approach to sports marketing. Josie Altidore's passion for soccer began with the 1999 Women's World Cup, inspired by heroes like Mia Hamm, and watching the Men's World Cup with her father. She envisions thousands of children having similar inspiring experiences with the 2026 World Cup. The key challenge after the World Cup is to establish robust developmental, organizational, and structural infrastructure to capture and nurture new talent. This means creating opportunities for all levels of engagement, fostering a love for the game in various roles beyond just playing professionally, such as content creation or physical therapy. A crucial aspect of developing talent in the US is leveraging data to identify players and build effective ecosystems. The current fragmentation in data utilization hinders the US from consistently producing top-tier talent compared to leagues that effectively use data for player and coach identification. Host committees collaborate with regional sports teams, emphasizing soccer's unifying power to bring diverse communities together. They focus on the sport's ripple effect, encouraging contributions beyond professional play through youth programs like the US Soccer Foundation's "Yes Coach," which trains new coaches. A significant legacy initiative involves creating and improving mini-pitches in underrepresented areas, often in partnership with educational institutions and local leagues. The ultimate success metric is the positive impact on communities, inspiring children and families to embrace soccer and fostering a lasting love for the game from the grassroots level. A study by Tourism Economics projects the World Cup will generate over $3.3 billion for the New York/New Jersey region. The region's existing transportation infrastructure and immense diversity, with over 600 languages spoken, were key factors in securing the bid and hosting the final. The World Cup is expected to attract millions of international and domestic fans. A small business initiative will encourage visitors to explore local communities beyond major landmarks, ensuring widespread economic benefit and allowing everyone to feel the positive impact. Beyond the significant economic figures, the most important aspect is how the World Cup's benefits are distributed back to communities, fostering diverse ecosystems for talented players. Soccer acts as a bridge in diverse communities, increasing activity and uniting people. Building comprehensive infrastructure includes providing equipment, educational tips, and crucially, educating coaches. This holistic approach ensures growth beyond just playing, impacting all aspects of the sport and ensuring the momentum from the 1994 MLS launch continues to accelerate over the next 30 years. Robust academy systems in Europe and South America are instrumental in producing top talent, a result of years of dedicated infrastructure building. While the US has made progress, it needs to significantly improve its developmental pathways, challenging itself to avoid complacency and foster growth at all levels, including coaching. City Football Group's strategy in the US is to act as locals, not tourists, maintaining a meaningful presence daily rather than just playing occasional friendly games. Playing competitive games in the US, as they did last year, significantly boosted their visibility and presence, demonstrating the impact of real competition. The December 5th draw was pivotal, revealing which nations (e.g., England, Brazil, Morocco) would play in the New York/New Jersey region. Engagement strategies involve targeted approaches for diaspora communities and collaboration with consulates to reach specific fan bases. The World Cup's broad impact is seen in unexpected choices like Kansas City becoming a popular training ground. Josie Altidore is optimistic about the US team's chances in the World Cup, citing home advantage and the current talented player pool. The 2026 World Cup coincides with the United States' 250th anniversary, creating a poetic and incredible summer of celebration and energy across the nation, which everyone should embrace. --- *Source: stt · Language: en · Model: google-vertex/gemini-2.5-flash* [← Back to session](/sessions/2026-03-13/pp1149240-unlocking-soccer-s-development-in-the-u-s)