Hi Reader,

After a slightly extended holiday season break, it's great to be back with our regular round-up of all the business news in the North American region. Before we get into the news - may I wish all our subscribers and readers a belated but nonetheless sincere Happy New Year. It's a big year for everyone with the World Cup drawing ever closer and I look forward to documenting the growth of the game through this crucial year.

There is plenty to digest this week with news on which U.S markets have been chosen as bases for World Cup teams, partnership deals for US Soccer, Inter Miami and USL, the continuing issues around the salary cap in NWSL, a new agency deal for MLS and Alex Morgan's latest investment,

As always, if you have any news or suggestions for future stories, don't hesitate to get in touch with me at simon@thesoccerbusiness.com.

​
Cheers

Simon Evans

The Soccer Business.

World Cup teams begin selecting U.S bases for tournament

While we have known the host cities for the tournament for some time, this is the month when the 48 teams will be selecting their 'home bases' for the World Cup - primarily their hotels and training camps. While these are decisions based on practicalities for the teams, who look for top quality practice facilities and suitable accommodation for players and staff, they also bring a whole range of benefits and opportunities for the hosts.

For a start, there is global publicity for the base hosts with the relevant media also setting up nearby to cover the practice sessions and press conferences. Some of the most ardent fans will also stay near the team and there are also commercial partners who look to activate locally.

Some of the biggest teams have already made their choices - The German national team has officially selected Winston-Salem, North Carolina, as its Team Base Camp. Head coach Julian Nagelsmann’s squad will reside at the historic Graylyn Estate and conduct training sessions at Wake Forest University’s facilities. The media center will also be conveniently located on the university campus.

Nagelsmann emphasized that the primary factor in this decision was the proximity to training pitches, as the three available football fields are less than a ten-minute walk or bike ride from the hotel. This setup mirrors the team’s "Home Ground" at the adidas headquarters in Germany, offering the necessary peace and privacy. Given the vast travel distances expected across North America, avoiding additional daily commutes was a decisive advantage for the coaching staff.

The cooperation with Wake Forest University allows the team to utilize existing on-site resources, significantly simplifying logistics. The team is scheduled to arrive in Winston-Salem after a final pre-tournament friendly against the USA in Chicago on June 6. Germany will kick off its Group E campaign on June 14 in Houston against Curaçao, followed by matches in Toronto and New York.

While Winston-Salem didn't feature in the official FIFA 'brochure' of options, the German Football Federation (DFB) worked closely with FIFA throughout the process, knowing that the governing body has final approval on any choice made.

The French Football Federation has confirmed that the France national team will have its base camp at the Four Seasons hotel in downtown Boston. Les Bleus will train at Babson College in Wellesley, located 15 miles west of Boston and roughly a half-hour drive from the hotel.

Brazil announced that they will train at the new Red Bull New York training facility in Morristown, New Jersey. The confederation revealed that it will stay at The Ridge Hotel in Basking Ridge.

“I believe we made the best choice based on our assessments,” Rodrigo Caetano, general coordinator for the Brazil national team, said in a statement. “Since securing our qualification, we have taken every precaution to find a place that could offer the necessary training structure, with privacy, modernity, and comfort. After the draw that defined the groups and the locations of the games, we intensified our search and found the perfect setting at the RB New York training center to host the national team.”

As yet unconfirmed reports say that Spain will be based in Chattanooga, TN, and practice at Baylor School while staying at The Read House hotel. Japan is reported to have chosen Nashville, with the MLS club's Vanderbilt Health Training Center attracting the federation. South Korea has two group stage games in Guadalajara and the Chosun Daily reported that, as a result, they will be based in the Mexican city. Croatia will select Alexandria, Va, and will train at Episcopal High School, according to local reports.

NWSLPA Files Grievance Over 'Rodman Rule'

The NWSL Players Association (NWSLPA) has submitted a formal grievance against the league’s proposed "High Impact Player" (HIP) rule. The rule, brought in to respond to fears of a talent drain and fears over star Trinity Rodman moving abroad, would permit clubs to exceed the salary cap by up to $1 million for specific players who meet designated sporting or commercial criteria. These criteria include being shortlisted for the Ballon d’Or or reaching specific appearance milestones for the USWNT.

The union argues that this rule was a unilateral decision by the league that violates both the collective bargaining agreement (CBA) and federal labor law. NWSLPA Executive Director Meghann Burke stated that while they agree player compensation must increase, it should be done by raising the salary cap for everyone rather than creating a "parallel pay system" controlled by the league.

Conversely, the NWSL insists that the mechanism is essential to prevent star players, such as Rodman, from departing for lucrative offers in European leagues, which do not face the same spending restrictions. The dispute intensified following reports that the league vetoed a backloaded contract for Rodman, leading to an additional grievance on her behalf. If a resolution cannot be reached by a joint committee, the matter may proceed to arbitration.

Rodman, is a free agent after her contract with the Washington Spirit expired, and it remains unclear yet where she will be playing next season amid interest from European clubs. In a further reminder of the situation the league finds itself in, USWNT midfielder Sam Coffey on Wednesday was bought by Manchester City from the Portland Thorns. City have reportedely paid $875,000 plus add-ons to sign Coffey.

MLS Taps Ogilvy as Creative Agency

Major League Soccer (MLS) has selected Ogilvy as its creative and strategic Agency of Record (AOR) following a competitive review. The WPP agency is tasked with elevating the league's brand profile leading up to the 2026 FIFA World Cup. The partnership's first major work, a campaign titled “MLS is Back,” is set to debut just before the 2026 regular season begins in late February.

The primary strategic goal is to convert the immense global curiosity surrounding the World Cup into long-term fandom for MLS clubs. Creative work will be released throughout the year, with specific campaigns timed to coincide with the World Cup and the resumption of league play.

Nike Named Founding Partner of U.S. Soccer Training Center

U.S. Soccer and Nike have announced a significant evolution of their long-standing partnership, with Nike becoming a Founding Partner of the new Arthur M. Blank U.S. Soccer National Training Center (NTC). Located near Atlanta, the NTC will serve as the first-ever permanent home for all 27 U.S. National Teams. Nike will bring its legacy of athlete-centered innovation to the facility, providing direct access to its cutting-edge expertise and technology.

A key component of this facility will be the integration of the Nike Sport Research Lab (NSRL), where teammates will gather athlete insights to improve performance and resilience. The center is designed to be a hub for high-performance research, community programming, and the education of coaches and referees.

The partnership extends beyond soccer, as Nike athletes from various sports will have the opportunity to access resources at the NTC to exchange training and recovery insights. Nuno Silva, Nike Soccer North America VP, stated that the facility allows the brand to scale its commitment to developing the next generation of players. The NTC is considered a cornerstone of U.S. Soccer’s long-term vision to grow the game nationwide.

Buethe launches new soccer comms agency

Neil Buethe, the long-time head of communications for the U.S. Soccer Federation, has launched his own PR agency, 18th and Prairie.​

The name is a nod to U.S. Soccer's former headquarters on the corner of 18th and Prairie in Chicago's South Loop where 'Soccer House' was based following relocation from Colorado Springs in 1992. U.S. Soccer's headquarters have moved to Atlanta as part of the switch to the new NTC.

Buethe worked for the USSF for 23 years and was Chief Communications Officer from 2018.

"At 18th and Prairie, we specialize in strategic communications, public and media relations, and creative storytelling. We’re focused on helping federations, clubs, players, broadcasters, and sponsors define their voice, tell their stories with purpose, build credibility, and create meaningful connections with fans across the American soccer landscape," said Buethe.

"With unmatched relationships and access to leading journalists, decision-makers, and influencers across the sport, we help our clients shape their narratives and place their stories with the outlets that matter most and shape opinion. Through thoughtful executive and media coaching, we also prepare leaders, coaches and players to deliver their stories with clarity, confidence and credibility," he added.

USL Partners with Pro Housing

The United Soccer League (USL) has entered a new partnership with Pro Housing, designating the company as a Preferred Supplier of Professional Housing Solutions. This collaboration is designed to provide USL clubs with cost-effective, managed housing programs that meet the specific needs of professional athletes. The initiative aims to reduce the administrative burden on club staff during busy seasonal periods.

Pro Housing offers fully managed, all-inclusive accommodations at competitive rates, drawing on its experience with Major League Baseball and existing USL partners like the Tampa Bay Rowdies. A central feature of the partnership is the Pro Housing Edge software, which allows teams to maintain full control of their housing programs while managing reservations in real-time.

USL OKC Stadium to Feature "On the Pitch" Supporter Section

When the new multipurpose Stadium opens in Oklahoma City in 2028, fans will experience a rare level of proximity to the action. The new 10,000-capacity venue will feature a 1,500-person supporters’ section located directly behind the south goal and the supporters in the front rows will have their feet on the actual playing surface.

The design, crafted by world-renowned architecture firm Populous, aims to replicate the intensity of NBA courtside seating for a wider audience. The supporters' section will utilize a "safe standing" configuration with fold-down seats and drink rails, recessed to ensure that views from adjacent sections remain unobstructed. OKC for Soccer President Court Jeske emphasized that the goal is to make fans feel completely immersed in the action rather than just "renting a spot".

The stadium will serve as the home for OKC’s new USL Championship team, led by principal owner Christian Kanady. Located in downtown Oklahoma City, the venue will anchor a new multi-use cultural district within walking distance of the OKC Thunder arena and Bricktown. Construction is expected to begin this spring, managed by local firm Lingo Construction.

Inter Miami Secures Record Sleeve Deal with Lowe’s

Inter Miami CF has reached a major agreement with Lowe’s, making the retailer the club's jersey sleeve sponsor in what is described as the richest deal of its kind in MLS history. The multi-year partnership expands on Lowe’s existing role as the club’s official home improvement partner. Under the new terms, Lowe’s becomes a "Main Partner," joining the highest tier of the club’s sponsorship hierarchy alongside front-of-kit sponsor Royal Caribbean.

While standard MLS sleeve sponsorships are typically valued between $1M and $2M per season, Inter Miami’s commercial value has skyrocketed since the arrival of Lionel Messi. Lowe’s replaces Swiss freight forwarder Fracht Group on the sleeve, though the club is still discussing future opportunities with Fracht related to the upcoming Miami Freedom Park. The retailer will also serve as a founding partner for the new stadium development, which is set to open this season.

Beyond the jersey placement, Lowe’s is deepening its ties to the soccer community as the presenting partner of the Dreams Cup, a major youth event in Florida. This aggressive expansion into soccer is part of a broader strategy leading up to the 2026 FIFA World Cup, which includes an individual endorsement deal with Messi himself. Lowe’s chief rival, The Home Depot, currently holds the category rights for MLS and FIFA.

FIFA Signs Up Stats Perform for Betting Data and Streaming

FIFA has appointed Stats Perform as its first-ever official betting data and streaming rights distributor. This partnership covers major international competitions through 2029, including the 2026 FIFA World Cup and the 2027 FIFA Women’s World Cup in Brazil. The deal will allow bookmakers to offer live data and video feeds to fans worldwide.

Data collection will be handled by Stats Perform’s Opta division to power in-play markets and digital features like live match trackers. Additionally, the company will provide betting integrity services and distribute thousands of matches from the FIFA+ streaming service.

The agreement is a core component of FIFA's digital revamp, aimed at deepening fan relationships and maximizing the value of real-time information. This is particularly relevant in the booming US market, where the majority of the 2026 tournament matches will take place. While some observers have noted the optics of closer ties to the betting industry, the move aligns with the strategies of most other major global sporting properties.

Alex Morgan’s Trybe Ventures Leads WTGL Investment

US soccer icon Alex Morgan is expanding her influence beyond the pitch as her investment vehicle, Trybe Ventures, has been named the lead capital partner for WTGL. This upcoming women’s team golf series is a collaborative development between TMRW Sports and the LPGA. Morgan, who co-founded Trybe in 2022, is bringing together a powerhouse group of women investors—including Linnea Roberts, Jenny Just, and Ellie Rubenstein—to accelerate growth in women’s golf.

The inaugural season of WTGL is scheduled to launch across the winter of 2026/27. The league will feature LPGA Tour stars competing in a fast-paced, team match-play format. Matches will be hosted at the custom-built SoFi Center in Palm Beach Gardens, Florida, the same high-tech venue utilized by the men's TGL which has been led by Tiger Woods and Rory McIlroy.

Trybe Ventures' portfolio already includes significant investments in TMRW Sports, the San Diego Wave, and the women’s basketball league Unrivaled.