In the leadup to the 2026 FIFA World Cup Tournament being held across North America this summer, the U.S. Soccer Federation has appointed M+C Saatchi North America as its strategic integrated marketing agency. The tournament runs from June 11 to July 19. 

The remit includes data and audience insights, partnership marketing, experiential marketing, brand development, and performance marketing. Billings weren’t disclosed. 

“At U.S. Soccer, we are powered by an ambition to ignite a national passion for the game and everything that we do is imbued with the purpose of ensuring everyone feels ownership of soccer’s future in the U.S.,” stated Catherine Newman, U.S. Soccer chief marketing & communications officer. “M+C Saatchi North America’s approach reflects that philosophy and will be vital to helping us build a soccer legacy in America.”  

The award is the latest in a recent string of new business awards for the agency, including winning a competitive pitch to produce its first Super Bowl ad for Novo Nordisk for Wegovy, the FDA-approved GLP-1 pill for weight loss. 

The agency also expanded JPMorganChase's "Make Happen" campaign globally this year and was selected by the Harlem Globetrotters to revitalize the brand for its 100th anniversary.