American Soccer's Cultural Journey
Andrés Martinez author of 'The Great Game - A Tale of Two Footballs and America's Quest to Conquer Global Sport' talks with Simon Evans in this week's The Soccer Business Podcast.
For decades, the United States existed behind what author and professor Andres Martinez describes, in this week's The Soccer Business Podcast, as a "sports iron curtain," a self-imposed isolation where the nation developed its own massive homegrown sports—baseball, American football, and basketball—separate from the rest of the world. Moving to the U.S. from Mexico in the early 1980s, Martinez recalls the jarring experience of this cultural disconnect:
"Soccer mad 15 year old boy dropped in the US in the early eighties. It was like, being dropped on a different planet or behind some sports iron curtain where suddenly I was cut off from this global community."
This isolation was not merely accidental; it was part of a conscious effort to define American identity through distinct athletic pursuits. By choosing baseball over cricket and American football over rugby, the U.S. reiterated its exceptionalism, even going as far as to label domestic winners "world champions" despite having no international competition. Martinez explains the intentionality behind this:
"I do think there was a conscious project. It's very clear in the case of baseball, there was like an official Spalding commission that kind of rewrote the origin story of this sport to sort of bathe it in patriotic glory and link it to the Civil War and kind of scrub out any notion that it had anything to do with any English game," he says.
As soccer began to struggle for a foothold in the mid-20th century, it faced an ideological headwind. In the conservative political climate of the 1980s, the sport was often dismissed as foreign or even subversive. Some of the leading sports writers of the era clearly despised soccer. Martinez points to a specific historical sentiment: "There's a famous quote from Jack Kemp in the eighties where he... says, 'we must resist this other football as socialism.'" It may have been half in jest but that was a sentiment others shared.
The turning point for soccer’s cultural position in America came not, says Martinez, from the men’s professional leagues, but from the explosive growth of the women’s game following Title IX. This movement transformed soccer from a "foreign" sport into a quintessential American experience. Martinez notes: "The way I describe it is it naturalized the game as American. ... That post-Title IX wave of so many millions of girls and women picking up the sport... was such a cultural phenomenon."
This cultural shift was cemented by the emergence of the "soccer mom" as a demographic shorthand in the late 1990s, signaling that the sport had reached the heart of the American middle class.
"Soccer mom... was meant to represent voters who were suburban, definitely white, quote unquote mainstream... For that to become the shorthand for the most mainstream, white, kind of centrist, independent voter, just shows you how much, how quickly the role of soccer in American life had changed."
Today, the cultural landscape has flipped. Once a target of conservative skepticism, soccer is now enthusiastically embraced across the political spectrum. From the unlikely involvement of figures like Donald Trump in FIFA events to the mainstream success of Atlanta United and Nashville SC, soccer has broken out of its "coastal liberal" box and into "red America".
As the U.S. prepares to co-host the World Cup, soccer’s position is close to the mainstream. Martinez predicts a unique future where the U.S. dominates the sport without it even being the nation's primary obsession "We are going to become a superpower in this sport without it necessarily being our number one sport. And that's a hard one for people elsewhere to take. ... The rest of the world has wanted the US to care about soccer, but don't get too good at it, right? And certainly don't get too good at it if you don't care about it more than anything else."
At the same time, the NFL and the NBA and to some extent Major League Baseball, are seeking to compete with soccer on the global stage, expanding their operations outside the United States to Europe, Asia and beyond. The conversation Simon has with Andrés on the pod is a wide-ranging one and should appeal to those involved in the business of soccer, offering real insights into the cultural position of the game today. You can listen on Spotify here:
Listen on Apple Podcasts.
To buy 'The Great Game' by Andrés Martinez click here.
Columbus, Mesa readying for NWSL expansion slots
Two major metropolitan areas are intensifying their efforts to secure the 18th National Women’s Soccer League (NWSL) franchise, with competing bids centering on massive infrastructure investments and high-profile ownership groups.
In Mesa, Arizona, entrepreneur Vicki Mayo is spearheading a $2.4 billion mixed-use development known as the Palo District, located at the 80-acre site of the former Fiesta Mall. The project features a 25,000-seat stadium to be designed by architecture firm Gensler specifically with female athletes and fans in mind. The district also includes a $100 million Women’s Health Campus.
“You can place a team in a city with a strong stadium and a well-capitalized ownership group, but if the market itself isn’t engaged, it doesn’t make sense. Arizona, though, is more than ready,” Mayo told The Athletic. Mayo, the CEO of Sunny Day Sports, highlighted Arizona’s high youth soccer participation and the state’s “Theme Park District” legislation, which utilizes tax increment financing to fund stadium projects.
Meanwhile, Columbus, Ohio, is leveraging established sports infrastructure to lure the league. A private ownership group led by the Haslam Sports Group—which owns the MLS Columbus Crew and NFL Cleveland Browns—has pledged over $300 million for the expansion franchise. The group also includes Nationwide Insurance and Crew minority owners Dr. Pete and Christine Edwards.
The Columbus bid seeks $50 million in public funding to convert McCoy Park into a training facility and upgrade Scotts Miracle-Gro Field. To repay the investment, the city is debating a 2% ticket tax on events at the stadium. “We intend to support a professional women’s team with the same seriousness we’ve afforded to the Columbus Crew,” Jennifer Fening, Columbus deputy chief of staff, told reporters.
NWSL Commissioner Jessica Berman has indicated the league likely will announce its 18th franchise this year. The competition is fierce, as expansion fees reach record highs; the 17th franchise, based in Atlanta, recently paid $165 million to join for the 2028 season.
The Mesa bid emphasizes a “best-in-class” home built from the ground up. “We are building this stadium and complex to create a space that reflects the significance of women in sports,” Mayo said. Conversely, Columbus officials argue their city’s proven track record with professional sports makes them a premier candidate for the league’s continued growth.
Berman has stressed the league is taking a flexible approach to expansion so it's not impossible that both bids could succeed. Nor, with the level of interest among investors in women's sport in general and women's soccer in particular, should other expansion bids be ruled out.
Inside Inter Miami's Nu Stadium
MLS's newest stadium might just be its best. Inter Miami raced to reach the April 4th deadline and while there was clearly much work left to be done outside the stadium, inside the fans loved it as our 'sights and sounds' video above shows.
Harris Poll - 65% of Americans are 'soccer fans'
The usual caveats around polling data apply of course but some interesting numbers from a recent Harris Poll.
• 32% of soccer fans say this year’s World Cup has sparked new interest in the sport.
• Since 2020, American soccer fandom has grown by 17%.
• 65% of Americans call themselves soccer fans, even though they say, “it still doesn’t feel like an American sport.”
• 35% of Americans already watch major global soccer events.
• 47% follow individual stars as much as a specific team.
Canada Soccer projects rare surplus
Canada Soccer is forecasting a $6.55 million surplus in 2026, marking a significant financial turnaround after years of operating losses as the country prepares to co-host the FIFA World Cup.
The national governing body released updated financial projections on Wednesday, outlining a steady improvement in its balance sheet. The organization reported a $1.44 million deficit for 2025, which represented a notable reduction from the $3.99 million shortfall recorded in 2024 and was nearly $1 million better than initially budgeted.
The narrowing losses signal growing stability ahead of the 2026 tournament, where Canada is set to host 13 matches—six in Toronto and seven in Vancouver. Canada Soccer projects total revenue will climb to nearly $62 million in 2026, while expenses are expected to sit at approximately $55.4 million.
A key driver of this improved outlook is a restructured commercial agreement with Canadian Soccer Media & Entertainment (formerly Canadian Soccer Business). This revised 12-year deal is expected to generate more than $100 million in additional net revenue, providing long-term financial security and greater control over commercial assets.
The organization has also seen a surge in philanthropic revenue, which reached $5.18 million in 2025, up from $1.70 million in 2024. Canada Soccer CEO Kevin Blue described the emphasis on donors as a “modern and forward-looking” approach to diversifying revenue streams.
The financial recovery coincides with the recent ratification of a new collective bargaining agreement (CBA) with the player associations for both the men’s and women’s national teams. The pact includes equitable compensation, a no-strike, no-lockout clause, and a revenue-sharing model where players receive a portion of ticket revenue from home friendlies.
AND NOW FOR THE NEWS IN BRIEF
SON HEUNG-MIN SIGNS FIRST AMERICAN BRAND DEAL WITH ESSENTIA: South Korea and LAFC star Son Heung-Min has partnered with Essentia Water for its “Change the Equation” campaign. This marks Son’s first American brand partnership since joining the MLS, focusing on a shared narrative of resilience and personal growth. The 360-degree campaign will include a film series, a retail activation, and integration at BMO Stadium in Los Angeles.
UFL TO USE OKLAHOMA CITY USL STADIUM IN 2028: The United Football League (UFL), the spring American football league, has confirmed it will launch an expansion team in Oklahoma City for the 2028 season. The team will play at the new $121 million MAPS 4 Multipurpose Stadium, a 10,000-seat downtown venue currently under development and the future home of an expansion USL team. The addition of a key tenant is a boost to the revenue plans of the new venue.
NIKE TO REPLACE ADIDAS AS CHAMPIONS LEAGUE BALL SUPPLIER: Nike is set to end Adidas’s 25-year reign by winning the contract to provide match balls for all Uefa men’s club competitions from 2027 to 2031. The deal, which includes the Europa League and Conference League, is expected to double in value to more than €40mn a year. While Adidas confirmed it will not renew this specific role, it will continue to supply other major tournaments, including the Uefa European Championship and Women’s Champions League.
CHICHARITO JOINS FOX SPORTS AS WORLD CUP ANALYST: Mexico’s all-time leading goal scorer, Javier “Chicharito” Hernández, has joined FOX Sports’ broadcast team for the 2026 FIFA World Cup™. Making his television commentator debut, Hernández joins a star-studded lineup that includes Thierry Henry and Zlatan Ibrahimović. FOX Sports will serve as the exclusive English-language home for the tournament, broadcasting all 104 matches across its networks.
ARSENAL LAUNCHES GLOBAL PARTNERSHIP WITH META:Arsenal Football Club has announced a new global partnership with WhatsApp and Facebook to bring supporters closer to the club through unique digital experiences. The collaboration includes the premiere of a film titled “It’s Official” and exclusive opportunities for fans to engage via an official WhatsApp Channel and Facebook page. The initiative aims to drive traffic from Meta's networks towards Arsenal's recently launched app.
VISA AND BANK OF AMERICA EXPAND COMMUNITY SOCCER INITIATIVE:Visa, Bank of America, and the nonprofit Street Soccer USA have pledged to establish a community soccer hub in every U.S. host city ahead of the FIFA World Cup 26. This initiative converts underutilized urban spaces into high-grade athletic and learning centers, with new locations slated for cities including Boston, Los Angeles, and Miami. Beyond athletics, the project includes the “Visa & Main” program to support small businesses operating near these new facilities.
MICHELOB ULTRA BECOMES OFFICIAL BEER SPONSOR OF CANADA SOCCER: Canada Soccer and Michelob ULTRA Canada have entered a new partnership as the country prepares to co-host the FIFA World Cup 2026™. The brand will serve as the title sponsor of the Michelob ULTRA Canada Soccer House in Halifax, with additional fan hubs planned for Toronto and Vancouver. The collaboration aims to engage fans from coast to coast through special-edition packaging, on-site activations, and branded experiences.
GIRONA FC AND INTERNATIONAL SOCCER ACADEMY LAUNCH RESIDENTIAL PROGRAM: La Liga’s Girona FC and the International Soccer Academy (ISA) have announced a new residential program in Spain specifically for elite American players aged 18 and older. Starting in August 2026, a limited roster of 22 players will train within the club’s professional structure and compete in matches across Spain and Europe. Participants also have the option to continue college studies through a partnership with Arizona State University while training.
SERIE A EXPLORES PRIVATE EQUITY STAKE FOR INTERNATIONAL MEDIA RIGHTS: Italy’s Serie A is sounding out private equity firms, including CVC and Apollo, for a minority stake in its international media rights business. Advised by JP Morgan, the league is considering selling up to a 49% stake in the unit, which currently generates approximately €250 million in annual sales. The move aims to boost revenue in a market currently dominated by the English Premier League and Spain’s LaLiga.
