M+C Saatchi named marketing agency for US Soccer, ahead of FIFA World Cup 2026

The US Soccer Federation has appointed M+C Saatchi Group North America as its strategic integrated marketing agency, marking a pivotal relationship as the organisation prepares for the FIFA World Cup in just 100 days at a defining moment for the growth of the sport in America.

The relationship leverages the breadth of M+C Saatchi Group North America’s expertise within a single, connected model, spanning data and audience insights, partnership marketing, experiential marketing, brand development, and performance marketing.

“This relationship with US 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,” said Nadja Bellan-White, M+C Saatchi Group North America CEO. “This is the model of how we deliver for clients: Integrated, insight-led, and grounded in cultural power.”

“Our role is to help U.S. Soccer unlock the full force of fandom,” said Val Middleton, M+C Saatchi Sports+Entertainment EVP Head of Sport. “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.”

“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.,” said Catherine Newman, US Soccer chief marketing and communications officer. “M+C Saatchi North America’s approach reflects that philosophy, and will be vital to helping us build a soccer legacy in America.”

Spearheaded by Val, M+C Saatchi Group North America has selected specialists from across its network to lead the initiatives, including key members of M+C Saatchi Consulting, M+C Saatchi Sport & Entertainment and M+C Saatchi Performance to work as a full-service cultural marketing partner.

This will include collaboration with key US Soccer brand partners.

Together, the organisations launched the 'Road to ’26 Draw Show presented by Visa' in Times Square this December, igniting fan momentum ahead of the FIFA World Cup. They also introduced the partnership to corporate brand leaders at the Beyond the 90 Summit, featuring a 'Culture in Motion' conversation with legendary player Abby Wambach. The collaboration will continue with 100-day countdown cultural activations and a shared stage at the upcoming SBJ Business of Soccer Summit.

The announcement comes on the heels of a string of new business wins for M+C Saatchi North America over the past year, including winning a competitive pitch to produce its first Super Bowl ad for Novo Nordisk - the Super Bowl spot for Wegovy, the first FDA-approved GLP-1 pill for weight loss. M+C Saatchi also expanded JPMorganChase's "Make Happen" campaign globally this year, was selected by the Harlem Globetrotters to revitalise the brand for its 100th anniversary, and helped Visit Iceland turn the viral elimination of Love Island USA contestant Jalen Brown into a global tourism campaign, "Love Iceland."

The growth was fuelled, in part, by a series of senior appointments that have reshaped the agency's leadership. Recent additions include Suresh Raj as Chief Growth Officer, a role he previously held at McCann New York; Chris Turney, Chief Strategy Officer overseeing the region, Stevie Archer's promotion to Regional Chief Creative Officer and Val Middleton, former Chief Brand Officer and EVP of Global Partnerships and Digital Marketing for Stephen Curry's Enterprise, to lead sport and commercial partnerships.