The United Soccer League (USL) has introduced a new brand identity—dubbed “United For Soccer” and created by independent agency Spark--as the league prepares for major changes over the next couple of years. 

The rebrand is designed to better represent the entire USL organization, which includes youth, academy, men's, and women's soccer, and comes ahead of two major developments, including the launch of USL Premier as a Division One professional division in 2028.  Division One play is a first for the league. 

The USL is also introducing promotion and relegation in league play, where teams get promoted or demoted across the league's three men's professional divisions, depending on competitive performance.  

Those two initiatives are designed to challenge competing pro soccer organization Major League Soccer, currently the only active Division One league in the US. It currently does not use the promotion/relegation approach, which is widely practiced by leagues outside the U.S. 

To develop the new identity, Spark interviewed league executives and club owners, researched U.S. and international soccer fans, and tested branding concepts. The research found that U.S. fans often viewed USL divisions as separate leagues. The new "United for Soccer" brand is intended to unify the league under a single identity and better communicate its player development system and community-based clubs. 

The redesign includes a new wordmark and a consistent visual system that will be used across all USL competitions, digital platforms, broadcasts, merchandise, stadiums, and marketing. 

“We wanted our brand to represent both who the USL has become and where we’re going,” said Valerie Panou, executive vice president of marketing and communications at the United Soccer League. “We’ve built something significant across our leagues and communities, but we haven't always told that story as one organization.” 

The new brand launches immediately, with a full rollout beginning in January 2027.  

Spark and the USL are both headquartered in Tampa.