Rapidly growing USL hires Cohen to lead broadcast and media push in New York

March 24 – The United Soccer League is beefing up its broadcast and media presence with the launch of a new media group under industry veteran Michael Cohen, and a commitment to open a business presence in New York to expand its partnerships.

Cohen, who advised the USL on its broadcast deal with ESPN, will be Executive Vice President and Head of Broadcasting and Media, while Dana Rubin joins as Vice President of Media.

“The USL continues to grow on all levels at a tremendous pace, and as we look to the future, we are intensifying our efforts to differentiate ourselves within the soccer landscape,” said USL CEO Alec Papadakis.

“Building a strong presence in New York – the center of commerce and media – is a statement of intent that the USL is more determined than ever to drive our business imperatives with our current partners and future partners that are based in New York.”

Cohen has more than four decades of experience in producing live soccer events. As Executive Producer at Soccer United Marketing, Cohen led coverage of the 2002 and 2006 World Cup on ABC and ESPN, and the 2003 Women’s World Cup. He produced NBC’s soccer coverage for four Olympic Games. From 2017 through 2021, Cohen executive produced NWSL coverage on Lifetime, ESPN, and CBS platforms.

Cohen and Rubin will oversee live match production, media partnerships, distribution strategy, and premium content production including docuseries, feature shorts, and panel shows.

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