The U.S. Soccer Foundation’s programs are the national model for sports-based youth development in underserved communities. Since its founding in 1994, the Foundation has established programs proven to help children embrace an active and healthy lifestyle while nurturing their personal growth beyond sports.

The Challenge

With children in underserved communities facing distinct challenges every day – from a lack of access to healthy foods to an acute shortage of safe places to play and consistent mentors – the U.S. Soccer Foundation aims to enhance, assist and grow the sport of soccer from kids across the United States, with a special emphasis on underserved communities. In order to position soccer as a vehicle for social change, resources and information must be on-brand, cohesive across all 50 states and easily accessible for a wide range of communities. This poses a crucial marketing charge to effectively promote local programs and the support of U.S. Soccer Foundation’s broad bench of partners to kids and parents everywhere.

The Solution

Fose + McKay supports the U.S. Soccer Foundation on an integrated marketing front, producing graphics, video content along with website design and management to elevate and showcase their brand. Recent engagements have included marketing programs such as “Soccer for Success” and “It’s Everyone’s Game,” which are designed to help children, parents and volunteers across the country access physical education and philanthropic programming near them. Fose + McKay’s efforts have also helped deepen the U.S. Soccer Foundation’s relationship with their partners by finding interactive ways to highlight local work on a large scale and laddering individual efforts up to the larger movement of organizations supporting soccer.

The Impact

Provided web support and branded materials for:
  • Soccer for Success, of which 410 communities hosted in the 2017 – 2018 year.
  • It’s Everyone’s Game, a national effort launched to dramatically increase access to programming in underserved communities by 2026.
  • 12th annual Urban Soccer Symposium provides training on best practices in sports-based youth development for more than 280 participants from 174 grassroots soccer and community-based organizations.
Provided web materials for:
  • Highlighting U.S. Soccer Foundation’s partnership with Target to build 100 soccer play spaces by 2020.
  • The first round of 50 minipitches unveiled as part of the New York City Soccer Initiative.




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