Google will serve as the presenting sponsor of the U.S. Soccer’s roster reveal show for the 2026 FIFA World Cup next week under a new deal struck with just weeks to kickoff. The multiyear agreement, terms of which were not disclosed, makes the search giant an official sponsor of both the men’s and women’s national teams with exclusivity in the search and consumer AI categories.
Google becomes U.S. Soccer’s 27th sponsor heading into the World Cup and serves as the latest example of the federation’s unprecedented appeal to brands heading into the first World Cup on home soil since 1994. The federation is projecting revenue of $397M this fiscal year, including $227M from sponsorship, licensing and fan engagement.
Fox will air U.S. Soccer’s World Cup roster reveal from 3-4pm ET on May 26 as a live, hour-long special from the Rooftop at Pier 17 in N.Y. The event will also be free for fans to attend in person. Google will also have a presence at the U.S. Soccer House activation space in Venice Beach, which will be open during the World Cup from June 11-26, with a photo booth powered by its Gemini AI technology. U.S. Soccer and Google are billing the collaboration as an effort to enhance the search experience for soccer fans during the World Cup. CAA represented Google in negotiations with U.S. Soccer.
The brand is also partnering with current U.S. men’s national team players Weston McKennie and Tyler Adams, as well as former players Landon Donovan and Tim Howard. The four players will appear in a new Google Search campaign launching in June across broadcast, digital and social channels.
