April 24 – Telecoms giant AT&T has extended its 10-year sponsorship of the U.S. Soccer Federation (USSF), taking it through to the end of the 2026 World Cup.
The sponsorship, which started in 2013, will cover both the US Women’s and Men’s national teams. Over the next three years the US women’s team will play in the 2023 Women’s World Cup in Australia and New Zealand, the 2024 Olympic Games, and the inaugural Women’s Gold Cup. The US will be among the starting favourites for all those competitions.
Over the same period the US men’s team will pay in two Gold Cups, the Copa America in 2024 (being played in the US), as well as the 2026 World Cup.
U.S. Soccer Vice President of Partnership Marketing Kelly Higgins. “AT&T will be key in helping us connect fans of all backgrounds to soccer and ultimately change the way fans experience the transcendent power of this game on and off the pitch.”
AT&T said it will focus on a fan-centric approach to creating immersive experiences, telling ‘authentic’ stories. This will include the AT&T 5G Net Cam – a camera angle that utilizes AT&T 5G technology to give fans a first-of-its-kind replay view from inside the goal.
AT&T will also continue to support U.S. Soccer’s SheBelieves platform and the annual SheBelieves Summit presented by Deloitte, as well as celebrate Hispanic Heritage Month with a new initiative that will aim to recognise the intersection of arts and soccer culture. AT&T emphasised “a shared commitment to elevate voices and champion diversity, equity, inclusion and belonging”.
“When it comes to fandom, soccer fans are raising the bar. They are among the most passionate and engaged fanbases in all of sports and we take inspiration from them in everything we do,” said Mark Wright, VP of media and sponsorships, AT&T. “Together with our incredible collaborators at the U.S. Soccer Federation, we will continue to create more immersive moments and deeper access through AT&T connectivity.”
No value was given for the sponsorship extension.
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