Can the USMNT and USWNT become ‘America’s favorite sports teams’? Their CEO thinks so
US Soccer CEO JT Batson envisions the US men’s and women’s national teams becoming the most beloved sports teams in America. He cites growing fan interest, record‑breaking attendance, and new financial resources as catalysts for a historic rise in soccer’s popularity.
US Soccer chief executive JT Batson has set an ambitious goal for the country’s two flagship teams: to become the most beloved sports teams in America. In a Guardian interview, he outlined how the men’s and women’s national squads could rise to the top of the country’s sports hierarchy amid a surge of interest and new investment.
From Olympic Gold to World Cup Hopes
Batson’s vision follows a series of recent successes that have put American soccer on the global map. The women’s national team, led by Emma Hayes, captured Olympic gold in Paris 2024 and surged to fifth place in a YouGov popularity ranking. The men’s team, under Mauricio Pochettino, climbed to 11th after his appointment. Yet both squads remain far from the top spot in the United States, where the USA Olympic team, Chicago Bulls and Pittsburgh Steelers dominate fan engagement.
With the 2026 World Cup set to be hosted by the United States, Batson sees the summer tournament as a turning point. He believes a strong performance on home soil could spark a lasting shift in how Americans view soccer, turning the sport from a niche pastime into a mainstream passion.
Record‑Breaking Attendance and New Infrastructure
Last week’s 2‑0 loss to Portugal at Atlanta’s Mercedes‑Benz Stadium drew 72,297 fans, making it the highest‑grossing event in US Soccer history. The match also marked the opening of a $250 million National Training Center that will house 27 US teams. These milestones demonstrate the growing appetite for soccer and the federation’s commitment to building a lasting legacy.
Batson highlighted the federation’s commercial success, citing deals with Nike, Coca‑Cola and Bank of America that have helped project revenues of $300 million for the year— a 16% increase over the previous twelve months. In addition, US Soccer expects to receive roughly $100 million from FIFA’s share of the World Cup profits, funds that will be reinvested into grassroots programs.
Grassroots Growth and Pathway Strategy
Beyond the national teams, Batson is focused on making soccer accessible to every child in the country. The Soccer Forward legacy program already provides resources to ensure the sport is available to all, while a new Pathway Strategy outlines clear routes from recreational play to professional and international competition.
“We want soccer to be in every school, to put it within reach of every kid in America who wants to play,” Batson said. “Whether you’re a four‑year‑old just getting started, or a 34‑year‑old coach, we want world‑class pathways for everyone.”
Fan Engagement and the Future of American Soccer
Batson believes that a successful World Cup campaign would galvanize fans and create a sense of national pride. He cited Christian Pulisic’s recent comments that pressure is a privilege, echoing Billie Jean King’s famous quote. The players are excited to play in front of large crowds and to represent the hopes of the country.
He added that the ultimate measure of success would be whether fans feel proud and see the teams as a reflection of their own passions and dreams. “Do the fans believe? Are they proud? Do they feel this is a team that represents their passion, their hopes and their dreams?” he asked.
Looking ahead, Batson sees a series of events that could elevate soccer’s profile: the 2026 World Cup, the 2027 Women’s World Cup in Brazil, the 2028 LA Olympics and the 2031 World Cup, which the United States will co‑host. Each of these milestones offers a chance to cement soccer’s place as America’s favorite sport.
What’s Next for US Soccer?
While the men’s team suffered recent defeats against Belgium and Portugal, Batson remains optimistic. He stresses that the federation’s financial and infrastructural gains position the U.S. to capitalize on the upcoming tournaments. The focus now is on turning fan enthusiasm into sustained support and building a soccer culture that reaches every community.
As the World Cup approaches, the question remains: can the USMNT and USWNT rise to the top of the American sports landscape? Batson believes the answer is yes, provided the federation continues to invest in infrastructure, grassroots development and fan engagement.
Only time will tell whether the men’s and women’s national teams can become the country’s favorite sports teams, but the groundwork is being laid, and the stakes have never been higher.
Why it matters
The rise of soccer in the United States could reshape the national sports landscape, offering new opportunities for community engagement, youth development, and international competitiveness.
Key points
- US Soccer CEO aims for national teams to become America’s top sports teams
- Record attendance at Atlanta match signals growing fan interest
- $300m projected revenue and $100m FIFA profit share will boost grassroots programs
- New National Training Center and Pathway Strategy aim to make soccer accessible nationwide
- Upcoming tournaments (2026 WC, 2027 WWC, 2028 Olympics, 2031 WC) are key catalysts
Frequently asked questions
What is the main goal of US Soccer’s CEO?
To make the men’s and women’s national teams America’s favorite sports teams.
How much revenue does US Soccer expect this year?
US Soccer projects $300 million in revenue, a 16% increase over the previous year.
What new infrastructure has US Soccer opened?
A $250 million National Training Center in Atlanta that will house 27 US teams.
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