Richard Scheer on Verizon’s soccer sponsorship strategy and the 2026 FIFA World Cup

With fan growth surging and the 2026 FIFA World Cup on home soil, Verizon is positioning itself at the heart of US soccer’s commercial future.

In a country long dominated by the NFL, NBA and MLB, soccer is emerging not just as a growing sport but as a valuable platform for brands. And for Verizon, one of the United States’ biggest advertisers, that growth presents a rare opportunity to reach a new, young, and increasingly engaged audience.