How U.S. Soccer Plans To Grow With Brand Help
Feeding the Dream: How U.S. Soccer and Chobani Unite to Power the Future of the Game
At a moment when soccer in the United States stands on the edge of an extraordinary decade, U.S. Soccer has announced a partnership that is as much about purpose as it is about performance. The U.S. Soccer Federation and Chobani have officially united in a multi-year partnership that aims to nourish athletes, strengthen communities, and help grow the game at every level — from grassroots youth programs to the global stage.
This collaboration arrives at a pivotal time. With the United States set to host the 2026 FIFA Men’s World Cup, the 2028 Olympic Games, and continue long-term investment in player development, coaching education, and fan engagement, U.S. Soccer is not only preparing for major global events — it is laying the foundation for a more inclusive, healthier, and more sustainable soccer ecosystem for generations to come.
At its core, the partnership between U.S. Soccer and Chobani is built on a shared belief: that soccer is more than a sport. It is a force that brings people together, creates opportunity, and helps individuals and communities thrive.
“U.S. Soccer and Chobani share something magical — the power to bring people together in a new dimension,” said Hamdi Ulukaya, Founder and CEO of Chobani. “This partnership with U.S. Soccer is more than just a match or drills on the pitch; it’s about nourishing potential, strengthening communities, and creating a future where everyone can move, grow, and dream.”
Together, U.S. Soccer and Chobani are not just feeding athletes — they are feeding the dream of what American soccer can become.
A Defining Moment for Soccer in the United States
Soccer in the U.S. has never been more visible, more accessible, or more culturally relevant. Participation continues to grow across youth, amateur, collegiate, and professional levels. National Team success has elevated interest, while global stars, domestic leagues, and international tournaments have expanded soccer’s footprint nationwide.
But with growth comes responsibility.
U.S. Soccer has spent the past several years shaping a long-term vision focused on:
Expanding access to the game
Developing players and coaches holistically
Supporting communities through soccer
Building sustainable pathways for future generations
Hosting the 2026 World Cup and 2028 Olympics represents more than a spotlight moment — it’s a once-in-a-generation opportunity to inspire millions, invest locally, and leave a lasting legacy.
That’s where partners like Chobani come in.
Rather than simply aligning logos or sponsorship placements, this partnership is designed to integrate deeply into U.S. Soccer’s ecosystem — addressing nutrition, education, empowerment, and community impact at scale.
Chobani’s Mission: Good Food for All, On and Off the Pitch
For Chobani, this partnership represents a natural extension of its mission: to make good food for all and build a stronger, healthier world.
Since its founding, Chobani has challenged traditional ideas about food access, nutrition, and corporate responsibility. The brand has consistently emphasized:
Real, accessible nutrition
Community investment
Supporting people, not just products
By joining forces with U.S. Soccer, Chobani brings its food science expertise, community-first mindset, and belief in human potential into one of the most powerful cultural platforms in sport.
Soccer, after all, is played everywhere — in neighborhoods, schools, parks, and fields across the country. Nutrition education and access at these levels can be transformational, particularly for young athletes who are still developing physically and mentally.
This partnership recognizes that fueling the future of soccer isn’t just about elite performance — it’s about helping young players build lifelong habits that support health, confidence, and opportunity.
Soccer as a Force for Good
For U.S. Soccer, the collaboration fits squarely within a broader strategy to deepen the game’s impact beyond competition.
“At U.S. Soccer, we know soccer is more than a game; it’s a force for good,” said JT Batson, CEO & General Secretary of U.S. Soccer. “You can see it in neighborhoods and schools across the country; the game brings people together and builds a sense of community.”
From inner-city futsal courts to rural club teams, soccer provides structure, belonging, and connection. The Federation’s vision extends beyond wins and losses — it’s about creating environments where players, coaches, families, and fans can thrive.
By partnering with Chobani, U.S. Soccer gains a collaborator equally invested in:
Youth development
Coach education
Community health
Long-term social impact
Together, they aim to scale that impact nationwide.
Powering the Game, Feeding the Dream
The heart of the partnership lives in the programs and initiatives designed to reach athletes and communities where it matters most.
Chobani Ball Kids
One of the most visible and inspiring components of the partnership is Chobani Ball Kids, a program that celebrates young participants and gives them meaningful, memorable experiences at matches.
Beyond the excitement of being close to the game, Ball Kids programs emphasize values like teamwork, responsibility, and confidence — moments that can spark a lifelong love of soccer and belonging within the sport.
Coach Development Pathways
Coaches are often the most influential figures in a young player’s soccer journey. Recognizing this, Chobani and U.S. Soccer are investing in coach development initiatives that go beyond tactics and training plans.
Together, they will support education that helps coaches:
Understand basic nutrition principles
Teach healthy habits alongside soccer skills
Create positive, inclusive environments for players
This holistic approach ensures that coaches are equipped not just to develop athletes, but to mentor people.
Soccer Forward Foundation: Investing in the Grassroots
The partnership also strengthens the work of the Soccer Forward Foundation, U.S. Soccer’s legacy initiative focused on making the game more accessible and equitable.
Through Soccer Forward, scholarship grants will be provided to youth soccer clubs across the country — helping reduce financial barriers and expand participation for players who might otherwise be left out.
These investments reinforce the idea that talent exists everywhere — opportunity does not. By lowering costs and increasing resources, U.S. Soccer and Chobani are working to ensure more players have a chance to step onto the field.
Nutrition Education That Meets the Moment
One of the most innovative aspects of the partnership is the creation of a new learning tool focused on nutrition education.
Co-developed by Chobani food scientists and U.S. Soccer growth experts, the tool will train coaches on how to teach nutrition values in age-appropriate, accessible ways. Rather than complex or elite-only messaging, the curriculum emphasizes practical lessons players can use in everyday life.
This resource will soon be accessible through the Soccer Forward Resource Hub, expanding its reach nationwide.
The result is a powerful combination: trusted coaches delivering meaningful nutrition education in environments where young people are already engaged, active, and receptive.
The Arthur M. Blank National Training Center: A Shared Home for the Future
The partnership also extends to the very heart of U.S. Soccer’s future infrastructure.
Chobani has been named a Founding Partner of the Arthur M. Blank National Training Center, the future home of U.S. Soccer and a cornerstone of the Federation’s long-term vision.
Designed to unite all U.S. Soccer National Teams and technical departments under one roof, the training center represents a new era for the Federation — one that integrates:
High-performance training
Coaching education
Leadership development
Athlete well-being
At this facility, the next generation of players, coaches, and leaders will be developed in an environment that values performance and personal health equally.
Chobani’s presence as a founding partner reinforces the idea that fueling athletes properly — physically and mentally — is fundamental to sustainable success.
Fueling Every Moment: La Colombe Joins the Team
Under the Chobani umbrella, La Colombe Coffee Workshop also joins U.S. Soccer as the Official Coffee and Cold Brew Partner.
While a lighter detail on the surface, the inclusion of La Colombe reflects the partnership’s attention to the full ecosystem surrounding the game — from athletes and coaches to staff, fans, and communities that power soccer every day.
It’s another example of how this collaboration touches every layer of the sport.
Looking Ahead: A Decade of Opportunity
As the United States prepares for a historic stretch of global soccer moments, the importance of partnerships rooted in purpose has never been clearer.
The 2026 World Cup and 2028 Olympics will bring unprecedented attention to the sport. But what endures long after the final whistle will be the systems, communities, and people strengthened along the way.
By aligning with Chobani, U.S. Soccer is signaling that the future of the game is not just about elite outcomes — it’s about:
Access
Education
Health
Belonging
“Together, we’re building a beautiful future rooted in a shared purpose that starts local and reaches across the nation,” Ulukaya said.
That future is fed not just by goals and trophies, but by the everyday investments that help players, coaches, and communities grow.
More Than a Partnership — A Shared Vision
In many ways, the partnership between U.S. Soccer and Chobani reflects where the sport is headed in America: inclusive, community-driven, and deeply human.
It recognizes that success is measured not only by championships, but by opportunity created, lives impacted, and dreams sustained.
As soccer continues to grow across the United States, collaborations like this one will shape not just the next decade of the game — but the generations who carry it forward.
And in that sense, U.S. Soccer and Chobani aren’t just powering the future of sport.
They’re feeding it.
