U.S. Soccer Foundation Named in Fast Company’s Fourth Annual List of Brands That Matter

Awards recognize brands that achieve cultural significance and deep audience connections

December 10, 2024

The U.S. Soccer Foundation has been named in Fast Company’s fourth annual Brands That Matter list as one of 66 industry-spanning benchmark brands. The annual list honors brands and individuals that forge meaningful connections with consumers and have established relevance and impact on culture through captivating branding and marketing efforts.

“We’re so proud to award such a wide variety of honorees this year and shine a spotlight on leading marketing executives,” said Brendan Vaughan, Fast Company editor-in-chief. “The thread that binds brands like Arc’teryx, Tony’s Chocolonely, and the NFL together is their commitment and creativity in how they build connections with audiences through cultural relevance.”

This year’s list includes large international organizations, small-but-mighty companies, and nonprofits—including the U.S. Soccer Foundation—and in total highlights 121 brands and 10 CMOs of the Year that inspire genuine engagement and loyalty from consumers. Every brand included in the list has found an ability to forge an emotional connection, conveys the positive difference the brand is making in society, communicates its values and mission authentically, and uses innovative and effective business and purpose-driven strategies in driving success.

“Soccer is much more than a game to us. We use it as vehicle to tackle some of our nation’s most pressing social issues,” said Ed Foster-Simeon, President & CEO of the U.S. Soccer Foundation. “Our brand embodies a commitment to uplifting young people in under-resourced communities through proven programs that boost their health and emotional well-being. We’re deeply honored to be named one of this year’s Brands That Matter and commit to continuing to use our platform to ensure that soccer has a lasting impact on future generations that extends well beyond the playing field.”

In early 2024, the U.S. Soccer Foundation launched its “What Soccer Does” creative brand platform to highlight how soccer builds character, confidence, and community, among other positive outcomes—showcasing how soccer can be used as a tool for positive social impact. The Foundation’s brand strategy showcases powerful, personal stories of transformation. By sharing these narratives through digital media, fundraising efforts, and community events, the Foundation has forged a deeper emotional connection with its audiences.

Combining creative storytelling with strategic partnerships, the Foundation has amplified its message of soccer as a force for social good and expanded its reach over the past year. Social media campaigns have garnered over 10 million impressions, and the Foundation garnered earned media coverage reaching more than 1 billion readers and viewers. The Foundation has shown exceptional inventiveness in how it has leveraged its platforms to highlight the transformative impact of its programs and driven increased engagement among participants and supporters.

In addition, the continued expansion of the Foundation’s Just Ball League in New York City, Miami, and Los Angeles has allowed the U.S. Soccer Foundation to connect with more young people and helped drive a more vibrant, authentic culture around the game that is reshaping soccer culture and positively impacting communities in the U.S. The hyper-local approach and small-sided pick-up style play on mini-pitches and at other community hubs provides safe, inclusive environments for young people from all backgrounds and of all abilities. In addition, community-centered Just Ball Unity Cups bring together hundreds of young people and their families for pick-up style tournaments alongside other culturally relevant collaborations with entities across music, fashion and gaming.

Through its efforts, the U.S. Foundation has built a strong and supportive community around its mission to enhance lives through soccer that aligns with Fast Company’s recognition of brands that redefine the relationship between business and culture.

For more than 30 years, the U.S. Soccer Foundation has been the leading force focused on advancing soccer as a vehicle for social impact. In three decades, the Foundation has worked collaboratively with 1,000 national and local partners to positively impact youth largely in underserved communities – delivering proven programs that foster improved health and well-being at a time when kids need it most. In the past year, the Foundation engaged 1 million youth in its programs and opened its 750th mini-pitch, on its way to opening 1,000 by 2026.

Fast Company’s Brands That Matter awards are open to companies of any size, from multinational corporations to small businesses. Applications are judged on their emotional resonance, cultural significance, timeliness, clarity, and originality.

For more information or to view the complete list of honorees, visit fastcompany.com/brands-that-matter/list.

About the U.S. Soccer Foundation
As the national leader for sports-based youth development in under-resourced areas, the U.S. Soccer Foundation is on a mission to let soccer do what it does: change absolutely everything. Founded as a legacy of the 1994 FIFA World Cup, the Foundation provides underserved communities access to innovative play spaces and evidence-based soccer programs that instill hope, foster well-being, and help youth achieve their fullest potential. Headquartered in Washington, D.C., the U.S. Soccer Foundation is a 501(c)(3) organization. For more information visit www.ussoccerfoundation.org or follow us on LinkedIn, and Instagram.

About Fast Company
Fast Company is the only media brand fully dedicated to the vital intersection of business, innovation, and design, engaging the most influential leaders, companies, and thinkers on the future of business. The editor-in-chief is Brendan Vaughan. Headquartered in New York City, Fast Company is published by Mansueto Ventures LLC, along with our sister publication, Inc., and can be found online at fastcompany.com.