U.S. Soccer unveils strategic overhaul targeting 2028 Olympics and youth reform
New appointments, structural realignments, and a push for school-based access mark the federation’s attempt to cement its status as a global football powerhouse.
U.S. Soccer has released a comprehensive long-term strategic plan designed to capitalise on the momentum generated by the men’s national team’s recent World Cup campaign. CEO J.T. Batson and COO Dan Helfrich outlined ambitions to leverage the 2028 Los Angeles Olympics and the 2031 Women’s World Cup to establish the United States as a consistent elite force in global football. The strategy moves beyond immediate tournament results to address structural inefficiencies within the sport’s development ecosystem.
A central pillar of the new framework is the appointment of Steve Cherundolo as head coach for the 2028 U.S. men’s Olympic team. Cherundolo, a former national team player and ex-LAFC head coach, will lead the U-23 squad in Los Angeles. The federation views the Olympic tournament as a critical development tool, aiming to provide high-level competitive experiences for young players who currently face limited opportunities compared to their European counterparts. Current USMNT head coach Mauricio Pochettino played a key role in Cherundolo’s selection.
The federation is also addressing significant vacancies in its executive structure, particularly the role of sporting director. Following the departure of Matt Crocker, the position is currently managed by a committee including Oguchi Onyewu, Barry Pauwels, Tracey Kevins, and Emma Hayes. Batson confirmed that the federation is in active discussions regarding the permanent appointment but has not set a timeline. Helfrich indicated that the future structure may not follow traditional models, emphasising the need for diverse input from league officials, coaches, and alumni.
Youth development reform remains a primary focus, with U.S. Soccer aiming to reduce costs and improve accessibility through systemic alignment. The federation plans to expand school-based soccer access, beginning with a pilot program in Atlanta that aims to ensure every school in the city has access to the sport. This initiative involves collaboration between local authorities, the private sector, and nonprofit organisations. The goal is to create a new, highly affordable system that reduces travel burdens and aligns youth leagues, rather than merely making the existing pay-to-play model cheaper.
To support these infrastructure and development goals, U.S. Soccer is seeking philanthropic and government funding. The federation is leveraging its $250 million national training centre in the Atlanta suburbs, which recently hosted U-20 women’s national teams from England and Colombia. Arsène Wenger, FIFA’s chief of global football development, is collaborating with the federation on this vision, noting that early skill development is essential for long-term success. The federation’s workforce now stands at 600 employees, with plans to hire additional staff across various roles to execute the strategy.
