M&C Saatchi North America has been appointed strategic integrated marketing agency for the U.S. Soccer Federation, securing the account in the leadup to the 2026 FIFA World Cup Tournament scheduled to run across North America from June 11 to July 19.

The appointment tasks the agency with a broad remit covering data and audience insights, partnership marketing, experiential marketing, brand development and performance marketing, as the governing body of soccer in the United States prepares to engage both new and existing audiences during one of the biggest sporting events on the planet. Billings were not disclosed.

Catherine Newman, Chief Marketing and Communications Officer at U.S. Soccer, said the appointment reflects the federation’s broader mission to make soccer a truly national passion. “At U.S. Soccer, we are powered by an ambition to ignite a national passion for the game and everything that we do is imbued with the purpose of ensuring everyone feels ownership of soccer’s future in the U.S.,” Newman said.

“M&C Saatchi North America’s approach reflects that philosophy and will be vital to helping us build a soccer legacy in America.”

The U.S. Soccer win adds to a strong run of new business for the agency. M&C Saatchi North America recently won a competitive pitch to produce its first Super Bowl advertisement for Novo Nordisk, promoting Wegovy, the FDA-approved weight loss pill.

The agency also expanded JPMorganChase’s “Make Happen” campaign globally this year and was selected by the Harlem Globetrotters to revitalise the brand ahead of its landmark 100th anniversary.