BUILDING AUTHENTICITY

BUILDING AUTHENTICITY

In cities like Madrid, soccer (fútbol) is more than just a sport—it is a way of life embedded in the routines and values of the community. Children play impromptu matches on the streets, wear their kits around town, and families gather at local bars or in stadiums to cheer on their beloved clubs. In contrast, soccer in America is still developing this rich history of soccer culture, and with it, the identity that unites us all. While so much progress has been made in the last 15 years, everything around the sport still feels somewhat curated. So how do we guide the the sport we love down a path of authenticity?

Building a deeper soccer culture in the U.S. requires a strong focus on grassroots participation and bridging the gap between youth programs and long-term engagement. Youth soccer participation in the U.S. is substantial, with over 3 million children playing annually, but only ~24% of them continue into adulthood. Many American cities are beginning to experiment with ways to change this trend by creating free-entry leagues, local tournaments, and accessible mini-pitches. These efforts aim to make soccer an everyday activity, much like it is in Europe, rather than a sport tied solely to official events. Creating informal spaces for spontaneous play will not only encourage participation but also strengthen local connections around the sport.

It's no surprise that America’s diversity offers a unique advantage in fostering an authentic soccer culture. Immigrant communities from soccer-loving regions such as Latin America, Europe, and Africa already bring with them a passion for the game. Engaging these communities and integrating their traditions into mainstream American soccer can create a vibrant, inclusive culture. Events that celebrate these traditions—through neighborhood rivalries, street leagues, or family-friendly tournaments—can strengthen the authenticity of the soccer experience in the U.S. With the 2026 World Cup on the horizon, the opportunity to spark a cultural shift has never been greater. However, this shift must extend beyond the tournament to establish a meaningful, long-lasting connection between soccer and daily life.

Challenges:

  • Event-based engagement: Soccer culture in the U.S. relies heavily on structured events, limiting opportunities for organic participation.
  • Youth drop-off rates: While millions of children play soccer, many do not remain involved in the sport as they grow older.
  • Limited informal play spaces: Soccer fields are often tied to formal leagues, leaving fewer options for casual, everyday play.
  • Competition from other sports: American football, basketball, and baseball have long-standing cultural dominance, making it challenging for soccer to gain similar traction.

Opportunities:

  • Leverage diversity: Immigrant communities bring rich soccer traditions that can enhance and diversify the American soccer landscape.
  • Expand infrastructure: Developing mini-pitches and neighborhood leagues can make soccer more accessible and spontaneous.
  • Strengthen youth programs: Clearer pathways between youth soccer and professional leagues can help retain lifelong fans and players.
  • Harness the 2026 World Cup: Hosting the World Cup offers a unique moment to grow soccer’s presence and establish deeper cultural roots.

 

How we can help shape soccer culture

    By creating a safe space where people can play, share stories, and connect through their love of the game, GIVE&GO promotes a sense of community that extends beyond the pitch and merges culture with community. Through local gatherings and storytelling-based events, we aim to foster an environment where everyone—whether seasoned players or newcomers—feel welcomed. These activities encourage lifelong engagement by blending fun with meaningful connections, making soccer more than just a sport.

    As the U.S. soccer landscape evolves, GIVE&GO is ready to guide the journey, helping communities unite through the beautiful game and build a culture that feels as effortless and authentic as it does abroad.

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