JT Batson’s IPO Approach to US Soccer

Batson, who transitioned to the federation in 2022 after a career in advertising technology, is importing business principles to navigate a sport currently considered a challenger in the American market. Since taking the helm, he has pushed to bring commercial operations—including sponsorship and media rights—in-house. By recruiting executives from firms like Deloitte and emphasizing internal restructuring, he aims to treat the federation’s growth with the same rigor as a corporate entity.

This shift is already reflected in the organization’s bottom line, which has seen three consecutive years of profitability and a tripling of revenue. The federation’s new national training center near Atlanta serves as a physical manifestation of this strategy, consolidating 27 national teams under one roof. Batson argues that success requires out-innovating competitors, a task he plans to tackle by leveraging digital tools and AI to scout talent and engage fans across the country. With 70% of Americans expressing interest in the sport, the federation is positioning itself to capture a massive, untapped audience beyond the stadium gates. Looking ahead, Batson is eyeing the 2028 Los Angeles Olympics and a bid for the 2031 Women’s World Cup as the next milestones in a broader, multi-year expansion plan.