• by Sarah Mahoney  @mahoney_sarah, August 1, 2017

Target is betting big on the fastest-growing game in the U.S., announcing $14 million—its largest team sports investment ever—in funding for youth soccer. The effort includes an $8 million local grant program that will make $1,000 grants for every single Target store and distribution center, as well as a $6 million partnership with the U.S. Soccer Foundation. That collaboration is expected to result in 100 new soccer play spaces by 2020.

Company marketing execs made the announcement in Chicago, which is hosting the Major League Soccer All-Star Game this week, also sponsored by Target. The new funding follows Target’s decision last January to become a national sponsor of Major League Soccer, as well as the local jersey sponsor of Minnesota United FC.

“We didn't really pick soccer, so much as our guests chose soccer for us,” says Lee Henderson, a Target spokesperson. “We’re looking for sports that are multicultural, played by families and growing in popularity, and soccer is the fastest-growing sports category. We sold one million soccer balls in 2016.”

The investment is meant to connect with consumers no matter how they interact with the sport, whether they’re purely spectators, soccer moms or on the field themselves.

The grants are available for anything that increases and improves access to the sport, including registration fees, equipment, and importantly, to professional development for volunteer coaches, Henderson tells Marketing Daily. Grants are scheduled to be awarded in November.

Funding for new soccer fields will be directed at areas it deems as “play deserts,” making the sport safer and more accessible. The first three are scheduled for the Chicago area.

“We’re super-excited to be joining the soccer family,” Henderson says, “at both the local and national level.” Matches are an easy-to-watch 90 minutes, “they’re affordable, and it’s such a welcoming environment for families.”

Other sponsors of MLS include AT&T, Audi, the Home Depot, EA Sports and Wells Fargo.