The election of the next U.S. Soccer President will make all the difference for the sponsors

As the former Head of Global Sponsorships for two of the most active sponsors in the world - Visa and The Coca-Cola Company - and, more recently, an independent sports consultant, I have had a front-row seat to watch?U.S. Soccer perform under these two leaders. The results could not be more different.?

In full transparency, Mr. Cordeiro and I don’t know each other. We’ve never met despite we both have worked in sports for a long time.?

Nevertheless, my work was impacted in many ways by some of his decisions during his turbulent years as President. U.S. Soccer, historically one of the best partners any brand could have, suddenly became unrecognizable.?As a sponsor, I felt less motivated to invest.?And the message I heard from across my industry network was that US Soccer had turned into a liability?for most companies associated with them.

The controversies related to equal pay and performance took central stage in the sponsors-Federation relationships stealing the spotlight of what really matters: promoting the sports and the brands.?The whole experience was a major embarrassment and?I can’t think any sponsor would like to go back to those days.

Thankfully, leadership changes at?U.S. Soccer?occurred (Mr. Cordeiro’s resignation, to be precise) and sponsors were able to reengage with the Federation in a more constructive way.

Since the new management team recruited and led by?Cindy Parlow Cone landed at?U.S. Soccer many things have changed. As a sponsor, I would have much greater confidence (and interest to invest) in this organization than in the one that preceded it.?

Managing a large and complex Federation like?U.S.?Soccer isn’t an easy task. There is a large number of very diverse challenges that need to be addressed. From how to create a more inclusive and fair soccer ecosystem, to how to attract sponsors and better broadcasting deals, to how to develop youth players, to being part of and managing the relationship with CONCACAF and FIFA. All while preparing to host the largest event in the world: the 2026 FIFA World Cup in our background in just a few years’ time.

There is no single background - in business or as a player - that can prepare you for such a job. It is simply impossible to be equally effective at all these tasks. This is why a good and inclusive leader capable of assembling a talented team and delegating to them the authority to do their jobs is the only answer. The time of a one-man (or woman)-show is over.

U.S.?Soccer isn’t a perfect organization but it is incredibly better than they were just a few years ago. They recognize their areas of improvement and invest in each of them. I see this often in the?US Soccer Diversity, Equity, Inclusion, and Belonging Advisory group?I am voluntarily involved with.

If we want to secure a successful future for our sport (I mean, keeping existing sponsors and adding new ones), we can’t go back to old thinking and behaviors. I know sponsors will not tolerate that. We all deserve better and expect more from?U.S.?Soccer and its management.

I am confident that Cindy and her team can tackle all the challenges the next years will bring and guide US Soccer into a brighter future. I hope most people voting agree with me and elect her the next?U.S.?Soccer President so she and her team can continue to go forward on the positive path they have set for the sport.