Philadelphia Union co-owner Richie Graham announced a new $50 million investment fund in 2019 built off a simple thesis: The 2026 men’s World Cup would transform soccer in the U.S., and with it, businesses around the sport.
Graham’s For Soccer venture cast a wide net, backing properties focused on social media, marketing, youth tournaments and community organization. For the World Cup it is working in various capacities with FIFA, the New York/New Jersey host committee, trading card maker Panini and English football’s governing body. For Soccer also recently relaunched a podcast co-hosted by U.S. defender Mark McKenzie.
While the investment premise has already borne out, according to For Soccer’s chief business officer Marc Horine, the U.S. Men’s National Team’s round of 16 game against Belgium on Monday night in Seattle is an opportunity to cement a new benchmark for soccer in America.
“The growth is already happening—we’re seeing it every day through rising fan engagement, increased brand investment, and record participation, but a [win Monday] would bring even more people into the sport,” Horine told Sportico in an email. “Just as the 1994 World Cup changed the trajectory of soccer in the U.S., this tournament has the potential to do the same for the next generation.”
