M+C Saatchi wins U.S. Soccer marketing role

U.S. Soccer has appointed M+C Saatchi North America as its strategic integrated marketing agency, forming a partnership as the organization prepares for the upcoming FIFA World Cup and seeks to expand the sport’s cultural presence in the United States.

The agency will support U.S. Soccer through a connected model that integrates data and audience insights, partnership marketing, experiential marketing, brand development and performance marketing.

Integrated model to support fan engagement

Nadja Bellan-White, Chief Executive Officer at M+C Saatchi North America: "This relationship with U.S. Soccer, at this critical moment, demonstrates the full transformation we have achieved at M+C Saatchi North America, combining a full range of best-in-class capabilities under one roof and delivering a unique value proposition. This is the model of how we deliver for clients: Integrated, insight-led, and grounded in cultural power."

The collaboration will focus on strengthening fan engagement while supporting brand partnerships and cultural activations around the tournament.

Val Middleton, Executive Vice President and Head of Sport at M+C Saatchi Sports+Entertainment: "Our role is to help U.S. Soccer unlock the full force of fandom. We’re putting fans at the center of every decision and working closely with the partnership team on how we activate partners, design experiences, create content, and build momentum."

Marketing initiatives ahead of the World Cup

The partnership launched several initiatives ahead of the tournament. In December, the organisations introduced the Road to ’26 Draw Show presented by Visa in Times Square to build momentum among fans.

They also presented the partnership to corporate brand leaders at the Beyond the 90 Summit, which included a Culture in Motion conversation with former U.S. national team player Abby Wambach.

Catherine Newman, Chief Marketing and Communications Officer, U.S. Soccer: "At U.S. Soccer, we are powered by an ambition to ignite a national passion for the game and everything that we do is imbued with the purpose of ensuring everyone feels ownership of soccer’s future in the U.S. M+C Saatchi North America’s approach reflects that philosophy, and will be vital to helping us build a soccer legacy in America."

The collaboration will continue with cultural activations marking the 100-day countdown to the tournament, as well as a joint presence at the upcoming SBJ Business of Soccer Summit.

Agency growth and recent client work

The partnership will be led by Val Middleton and supported by specialists across the agency network, including teams from M+C Saatchi Consulting, M+C Saatchi Sports+Entertainment and M+C Saatchi Performance. The work will also involve collaboration with U.S. Soccer’s brand partners.

The appointment follows several recent client wins and projects for M+C Saatchi North America. These include producing a Super Bowl advertisement for Novo Nordisk promoting Wegovy, expanding JPMorganChase’s Make Happen campaign globally and supporting the Harlem Globetrotters’ brand development ahead of their 100th anniversary.

The agency also worked with Visit Iceland on the campaign Love Iceland, which turned the viral elimination of Love Island USA contestant Jalen Brown into a tourism marketing initiative.

Leadership appointments support expansion

The agency has also introduced several senior hires and promotions over the past year as part of its growth strategy.

Recent appointments include Suresh Raj as Chief Growth Officer, Chris Turney as Chief Strategy Officer for the region and Stevie Archer as regional Chief Creative Officer. Val Middleton joined the agency after previously serving as Chief Brand Officer and Executive Vice President of Global Partnerships and Digital Marketing at Stephen Curry’s enterprise.

www.mcsaatchi.com

www.ussoccer.com

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