Morning Buzz

Deloitte renews U.S. Soccer sponsorship

By Ted Keith

Deloitte has renewed its sponsorship as the Official Professional Services Provider of U.S. Soccer. Terms of the deal were not disclosed, but it will again be a multiyear agreement that also includes continuation as the foundational sponsor of the annual SheBelieves Summit that gives college students professional development opportunities. “With every strategic relationship, it starts and stops with a core value, and we could not be more aligned from the top down,” said U.S. Soccer Chief Commercial Officer David Wright. In a statement Deloitte Consulting Chair & CEO Dan Helfrich said, “Our involvement with U.S. Soccer Federation is about advancing the sport -- making it more inclusive and growing the next generation of players and fans.”

This renewal comes at what Wright called, “a moment of time unlike any we’ve seen.” The men’s FIFA World Cup kicks off in Qatar later this year; the next edition of the event will be in North America in '26, followed by the '28 L.A. Games and a possible women’s World Cup in the U.S. in '31. “(Partners) that are in the game are really doubling down and securing a strategic position and taking a hard look at soccer,” he added.

The renewal with Deloitte, which has sponsored U.S. Soccer since '19, allows U.S. Soccer to continue its relationship without interruption, including a wide-ranging sustainability strategy. Other recent renewals for U.S. Soccer sponsors includes Nike and Degree, among others. Wright would not disclose details on the state of any other sponsorship renewals with partners like Chipotle, but said, “We’ll have a number of big updates coming up. There’s going to be a lot of positive news to share.” Starting next year, U.S. Soccer will take back its commercial business for the first time in 20 years.

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