Google becomes official partner of US national teams
Google’s deal with U.S. Soccer adds another major technology brand to the federation’s commercial platform before a defining cycle for football in the United States.
Google has become an official partner of the United States men’s and women’s national teams as U.S. Soccer builds its commercial and fan engagement programme ahead of the 2026 FIFA Men’s World Cup.The partnership will position Google Search as a gateway for supporters seeking information about U.S. Soccer, its teams, players and the wider game, with the company using its AI-powered search tools to help fans follow matches, understand tactics and explore the sport in greater depth.The agreement will begin on May 26, when Google serves as presenting sponsor of U.S. Soccer’s 2026 Men’s National Team Roster Reveal and fan celebration in New York City. The event will include a live, hour-long national broadcast on FOX from 3pm to 4pm ET, alongside a free public event for supporters.U.S. Soccer said the partnership is designed to help fans get closer to its teams and players, with Google Search used as the starting point for discovery. The deal covers both the United States Men’s National Team (USMNT) and United States Women’s National Team (USWNT).Dan Gaiman, U.S. Soccer’s Senior Vice President of Partnerships and Development Strategy, said: “We’re focused on building fandom and creating deeper connections between our teams and fans, not just around major moments like World Cup’s, but for the long-term future of soccer in this country.“Google is a partner that understands how people discover, experience and engage with the sports and passions they care about.“Together, we have an opportunity to reach new audiences, strengthen the connection with existing fans, and help grow the game in meaningful ways for years to come.”Google will also work with current and former U.S. Soccer players, including Weston McKennie, Tyler Adams, Landon Donovan and Tim Howard, as part of a new Search campaign launching in June across broadcast, digital and social channels.Kate Johnson, Director of Global Sports & Entertainment Marketing Partnerships at Google, said: “The energy around U.S. Soccer right now is absolutely electric. The more you watch, the more questions you have about the players, the history, and the tactics.“Through our partnership with U.S. Soccer, we're showing how AI in Google Search makes it easier than ever to follow those questions, dive deeper into the sport, and fuel that love for the game.”The announcement comes during a landmark period for the sport in the United States, with the FIFA Men’s World Cup returning to the country this summer, followed by the 2027 FIFA Women’s World Cup and the 2028 Los Angeles Olympic Games.During the World Cup, Google will also host a Gemini-powered photo booth experience at U.S. Soccer House, presented by Bank of America, in Venice, California, allowing fans to create and share football-themed imagery.U.S. Soccer said the agreement forms part of a wider effort to use the coming cycle of major international events to deepen fan engagement, reach new audiences and support long-term growth of the game.