Noah Lyles and the World of American Sports
When Olympic sprinter Noah Lyles made headlines last year by pointing out that NBA Championship winners are not world champions, he did more than just stir the pot among his Team USA colleagues. His comments sparked laughter and ignited a broader conversation about the nature of American sports and the international competition landscape. Lyles’ remarks highlighted a significant truth: many of America’s top athletes, particularly in major sports like football, baseball, and basketball, rarely engage in international play.
The Landscape of American Sports
In the United States, the three most popular team sports—American football, baseball, and basketball—are predominantly domestic affairs. The professional leagues in these sports, such as the NFL, MLB, and NBA, are so well-established that they often overshadow international competitions. Athletes in these leagues are not only highly skilled but also enjoy lucrative contracts that make participation in international events less appealing. Why would they compete internationally when they can dominate at home, where the stakes are high and the rewards are substantial?
This dynamic creates a unique situation where American athletes excel in their respective sports without the need for extensive international competition. National governing bodies exist for these sports, but their roles are often limited to organizing events and managing logistics, rather than fostering a competitive international spirit.
The Case of Soccer
Soccer, in contrast, presents a different scenario. It is a sport that thrives on international competition, with leagues and tournaments spanning the globe. To achieve success on the world stage, a well-resourced national governing body is essential. This is precisely the conclusion reached by the United States Soccer Federation (U.S. Soccer) in 2021, as it prepared for a pivotal moment in American soccer history. With the men’s World Cup set to be co-hosted in 2026 and the Olympics in Los Angeles in 2028, U.S. Soccer recognized the need to capitalize on these opportunities.
In a strategic move, U.S. Soccer decided to reclaim its commercial rights from Soccer United Marketing (SUM), an agency that had managed these rights for nearly two decades. This decision marked a significant shift in how U.S. Soccer would approach its commercial endeavors, allowing it to take control of sponsorships and merchandise sales.
A New Era for U.S. Soccer
David Wright, U.S. Soccer’s chief commercial officer, expressed optimism about this new direction. He noted that the federation was entering a transformative period for soccer in the U.S., with major events on the horizon. Hosting the Copa America, the Club World Cup, and the men’s World Cup would place American soccer in the global spotlight, creating a unique opportunity to grow the sport’s fanbase.
Wright projected that the number of U.S. soccer fans could increase significantly, from 122 million to over 150 million by the end of the 2026 World Cup. This surge in interest is expected to translate into substantial commercial revenue, with projections for the current financial year reaching $110 million—an impressive 243% increase from the final year of the SUM deal.
Investment in Infrastructure
To support this growth, U.S. Soccer has made significant investments in infrastructure. One of the most notable projects is the Arthur M. Blank U.S. Soccer National Training Center, a $250 million facility in Atlanta designed to serve as a high-performance base for national teams. This ambitious project received a substantial boost from Blank, co-founder of The Home Depot and owner of Atlanta United FC, who contributed $50 million to kickstart the initiative.
In addition to infrastructure, U.S. Soccer has made high-profile coaching hires, bringing in Emma Hayes and Mauricio Pochettino to lead the women’s and men’s national teams, respectively. These decisions reflect a commitment to elevating the quality of play and ensuring that both teams are competitive on the world stage.
The Commercial Landscape
As U.S. Soccer navigates this new commercial landscape, it has already secured partnerships with major brands like Coca-Cola, Marriott Bonvoy, Nike, and Visa. The federation’s ability to manage its own commercial rights has opened doors for additional sponsorship opportunities, with expectations of signing more global brands in the near future. This shift not only enhances revenue but also allows U.S. Soccer to reinvest in grassroots programs, coach education, and referee training.
FIFA’s Challenges
While U.S. Soccer is on an upward trajectory, FIFA faces its own set of challenges. The organization is currently grappling with issues related to its revamped Club World Cup, which has struggled to attract broadcast and commercial partners. Despite the excitement surrounding the 2026 World Cup, FIFA’s efforts to generate interest in the Club World Cup have been met with skepticism, leading to concerns about the event’s viability.
The Future of Transfers
Another significant issue on FIFA’s agenda is the potential overhaul of football’s transfer system. A ruling from the Court of Justice for the European Union (CJEU) is expected to impact FIFA’s Regulations on the Status and Transfer of Players, which could fundamentally change how transfers are conducted. This ruling has the potential to disrupt the business models of clubs worldwide and reshape the landscape of player movement.
The European Super League
Amidst these developments, the idea of a European Super League continues to linger. While the concept has faced backlash, proponents believe that recent challenges in domestic broadcasting deals and player workload discussions could reignite interest in a new league format. The proposed structure aims to create a more lucrative and competitive environment for clubs, but its future remains uncertain.
Conclusion
As American soccer prepares for a pivotal moment in its history, the landscape of sports continues to evolve. Noah Lyles’ comments serve as a reminder of the unique challenges and opportunities faced by athletes in the U.S., particularly in a world where international competition is increasingly important. With strategic investments and a focus on growth, U.S. Soccer is poised to make a significant impact on the global stage, while FIFA navigates its own set of challenges in the ever-changing world of football.