KEYNOTE Game PLAN 2026: Building the Brand and Business of US Soccer

As the world’s game continues to grow in the United States, US Soccer is at the forefront of shaping not only the future of the sport but also its role in American culture. In this session, Dave Wright and Catherine Newman explore how US Soccer is building a powerful, resonant brand that connects with diverse audiences, drives fan engagement and unlocks new commercial opportunities.

The conversation examines the federation’s evolving media strategy, partnerships and digital platforms, as well as how storytelling, innovation and community engagement are fueling its expansion. Attendees gain an inside look at how US Soccer balances tradition with modern brand-building, what it takes to grow fandom in a competitive sports landscape and the opportunities that lie ahead as the United States prepares to host major international tournaments in the coming years.

Whether you’re in sports, media, or marketing, this discussion will provide valuable insights into leveraging brand power and business strategy to grow both the game and its cultural impact.

Moderated by:

Stu Holden, Lead Match Analyst, FOX Sports

Speakers:

• Catherine Newman, Chief Marketing & Communications Officer, US Soccer Federation (USSF)
• David Wright, Chief Commercial Officer, US Soccer Federation (USSF)