Footballco launches United Soccer League content partnership

Footballco has launched a content partnership with the United Soccer League.

The company will showcase the league, which is the football pyramid separate to the franchised MLS in the US, through existing fan and player-led video content formats, original creative, features and news. Goal and Mundial will focus on the men’s divisions, while Indivisa will work on the soon-to-be-launched USL Super League and USL W League. 

Footballco is aiming to expand in the US, with the next Men’s World Cup and Olympics taking place there, and a bid for the next Women’s World Cup possibly adding that to the mix. It is being backed in this by investors including private equity firm TPG, and has recently expanded its US-based executive leadership, editorial staff, and sales operations.

USL chief marketing officer Greg Lalas said: “The USL is the heartbeat of American soccer, and we are thrilled to partner with Footballco to help bring the story of our leagues and our clubs to new fans around the world. Brands like Goal, Mundial, and Indivisa are massively influential in the global soccer community, and as we look to extend our reach both domestically and internationally, we were excited about the opportunity Footballco presents. Likewise, we look forward to supporting Footballco’s strategic expansion in the U.S. This really is a match made in soccer heaven.”

Jason Wagenheim, Footballco’s CEO, North America, added: “The USL is among the most exciting soccer leagues in the United States. As we expand our U.S. footprint, we look forward to connecting at an entirely new level with the clubs, players and fans at the heart of the USL. Our reporting goes beyond just news and scores to cover the intersection of soccer and lifestyle, and there’s a huge opportunity to put the USL at the centre of that storytelling - something we know our audience craves.”