U.S. Soccer announces long-term partnership with Coca-Cola North America

The GIST: U.S. Soccer wants to buy the world a Coke. The organization announced a long-term partnership with Coca-Cola North America last week, making the popular beverage company their second-largest partner after Nike.

The background: Coca-Cola has retained a longtime presence in international and American soccer, including a four-year deal with U.S. Soccer and MLS that ran from 2015 to 2019. As one of FIFA’s oldest corporate partners (since 1974), Coke has been an official sponsor at every World Cup since 1978.

The details: The partnership is focused on growing soccer in the U.S., especially at the youth level. Its main goal is to bring all American soccer fans together by increasing U.S. Soccer’s visibility, with Coke contributing unique and innovative digital activations for the USWNT and USMNT.

The timing: As a former partner (and critic) of U.S. Soccer, this new deal represents a big step for Coke in the American soccer landscape. With the FIFA Women’s World Cup (WWC) inching closer, the partnership was announced just in time for a potential collab with the USWNT as they compete for a third straight WWC title.

• The deal also precedes an influx of global soccer events on American soil in the near future — the 2024 Copa America, the 2024 CONCACAF W Gold Cup, and the 2026 FIFA World Cup will all partially or entirely take place in the country. A true party in the USA.

Zooming out: In 2021, Nike became U.S. Soccer’s biggest partner after signing a 10-year deal. While Nike is arguably the biggest global sports brand, Coca-Cola is a bigger overall company ($82B more in market cap, to be specific), and boasts similar widespread appeal.

• Nabbing a huge partnership with Coke is a testament to the USWNT’s impact on the overall American soccer landscape. Its popularity and success attracts global brands — with the ability to transform the future of the sport — to the federation. Like a moth to the flame…