For US Soccer's CEO, the challenge isn't just the World Cup — it's what comes after

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US Soccer CEO JT Batson is prioritizing long-term growth for the sport in America beyond the 2026 FIFA World Cup co-hosting event. While factors like television economics, sports betting, and Gen Z fandom previously hindered soccer's full breakthrough in the United States, there is a strong focus on utilizing the upcoming tournament to transform the country into a soccer nation. The objective is to ensure the event creates a lasting positive impact on the game.
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