Exclusive: Bank of America invests in American youth soccer as World Cup approaches
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America's youth soccer programs will get a boost from a new partnership between Bank of America and the sport's governing body as this summer's World Cup approaches.
Why it matters: About 2 in 3 U.S. park-and-rec departments lack sufficient fields, courts and facilities to serve local youth — and about 4 in 5 don't have enough volunteer coaches, according to the National Recreation and Park Association.
Driving the news: With the FIFA World Cup coming to North America in June and July, Bank of America is partnering with U.S. Soccer's Soccer Forward Foundation to launch Soccer at Schools.
- The organizations described it as "an initiative designed to make soccer accessible to every school across the country by 2030."
Zoom in: Initial plans include promotional events with the likes of soccer legend David Beckham, as well as:
- Equipment donations.
- Field investments.
- Training opportunities.
- Volunteer recruitment.
What they're saying: "Soccer at Schools is … about looking at the joy on kids' faces, and working with partners like U.S. Soccer and Sir David Beckham who share our values and commitment to providing access and opportunity for kids to play," Michele Barlow, head of enterprise marketing for Bank of America, tells Axios.
State of play: This year's World Cup will be played at fields throughout the U.S., Canada and Mexico.
- Soccer advocates expect the games to generate additional interest in a sport that is already growing here.
- 20.5 million Americans played soccer in 2024, up 14% from 2021, according to the Sports & Fitness Industry Association.
- U.S. Soccer CEO JT Batson said the Soccer at Schools program aims to create "lasting opportunities for students and communities across the United States, not just during the tournament, but for generations to come."
The bottom line: 2026 is a seminal moment for American soccer.
