A Strategic Partnership for the 2026 World Cup
Google announced that it has become the 27th sponsor of U.S. Soccer, securing a multiyear agreement that positions the company as the presenting sponsor of the federation’s roster reveal show. The deal grants Google exclusive rights in the search and consumer AI categories, underscoring a strategic alignment between the sport’s governing body and a leading tech firm.
The collaboration will be on display at the U.S. Soccer House activation space in Venice Beach, where a photo booth powered by Google’s Gemini AI technology will allow fans to create personalized soccer‑themed images. The booth will be open throughout the World Cup period, from June 11 to June 26, offering a hands‑on glimpse of how artificial intelligence can enhance fan interaction.
U.S. Soccer is projecting $397 million in revenue for the current fiscal year, with $227 million expected from sponsorship, licensing and fan‑engagement activities. This financial outlook highlights the growing economic impact of the sport and the value that partners like Google bring to the table.
Broadcast Details and Fan Access
Fox will air the roster reveal from 3 p.m. to 4 p.m. Eastern Time on May 26 as a live, hour‑long special broadcast from the Rooftop at Pier 17 in New York. The event is free for fans to attend in person, reinforcing U.S. Soccer’s commitment to broad accessibility as the tournament approaches.
In addition to the AI photo booth, Google will launch a new search campaign in June that features current U.S. men’s national team players Weston McKennie and Tyler Adams, alongside former stars Landon Donovan and Tim Howard. The campaign will roll out across broadcast, digital and social platforms, aiming to deepen engagement with soccer fans during the World Cup build‑up.