M&C Saatchi North America Named Strategic Marketing Agency for U.S. Soccer
M+C Saatchi North America has been selected as the U.S. Soccer Federation’s strategic integrated marketing agency, a pivotal partnership as the nation prepares to host the 2026 FIFA World Cup. The appointment marks a significant shift for U.S. Soccer, which previously ended a two-decade-long partnership with Soccer United Marketing, the commercial arm of Major League Soccer (MLS), in 2021 1.
Expanding Reach and Strengthening Fan Engagement
The partnership with M+C Saatchi aims to expand the FIFA World Cup’s reach to new audiences although simultaneously strengthening relationships with existing fans, influencers, and partners 1. Nadja Bellan-White, CEO of M+C Saatchi North America, emphasized the agency’s focus on turning fandom into participation and cultural relevance into lasting impact 1.
A Multi-Disciplinary Approach
M+C Saatchi has assembled a team of specialists from across its network, including its Consulting, Sport+Entertainment, and Performance offerings, to lead the initiatives 1. Val Middleton, EVP and Head of Sport at M+C Saatchi Sport+Entertainment, will spearhead this group, working closely with U.S. Soccer’s partnership team to activate partners, build momentum, create content, and design experiences 1. The agency’s strategy centers on placing fans at the heart of every decision.
Leveraging Cultural Power
Bellan-White highlighted the agency’s approach of understanding how brands can authentically connect with culture, stating that M+C Saatchi North America excels at helping brands harness cultural power to connect with people across their entire ecosystem 1. This involves a “deep dive” into audiences to determine how to engage the existing soccer fanbase and identify new potential fans 1.
Preparing for a Landmark Year
The partnership comes with the 2026 FIFA World Cup rapidly approaching, set to begin on June 11th, less than 100 days from now 1. Catherine Newman, U.S. Soccer Chief Marketing & Communications Officer, stated that the organization aims to ignite a national passion for the game and ensure everyone feels ownership of soccer’s future in the U.S. 3.