U.S. Soccer and TST join forces to grow the game

The U.S. Soccer Federation and The Soccer Tournament (TST) have announced a new partnership to grow the tournament, broaden access, and engage the next generation of fans.

This partnership helps U.S. Soccer stay true to its mission while reaching new fans through exciting formats like TST.

Together, they’re creating more ways to connect with fans, grow participation, and expand the game nationwide.

It also shows U.S. Soccer’s continued push for innovation, building on events like the Brandi Chastain Cup and increased support for the U.S. Open Cup.

U.S. Soccer CEO JT Batson says the partnership with TST reflects a commitment to growing the game.

“This new partnership reflects that we recognise new formats of soccer help to grow interest and participation in the game,” he said in a press release.

“We’re excited to work with TST and support new soccer competitions— staying true to our mission of working in service to soccer.”

TST’s fast-paced 7v7 format, with $1 million ($1.541 million AUD) prizes for both men and women, has quickly become a cultural sensation, mixing sport, entertainment, and innovation.

The 2025 event in Cary, North Carolina, drew 50,000+ fans, 64 teams, and 134 matches, and aired on ESPN for the second year running.

It also featured The Pat McAfee Show and stars from top leagues and former U.S. national teams, along with celebrities and influencers.

TST CEO Jon Mugar says teaming up with U.S. Soccer will fuel growth, highlight talent, and meet rising fan demand.

“TST is proud to partner with U.S. Soccer to grow our event and the broader game even further in support of expanding the soccer ecosystem,” he said in a press release.

“There is extraordinary demand from both fans and participants eager to experience our festival.

“This partnership will help us meet that demand and continue building a high-profile pathway that showcases young talent, brings star players back into meaningful competition, and excites new fans.”

This unique partnership draws on U.S. Soccer’s expertise, connections, and strategy to boost the event’s reach and impact.

It also promotes new formats that keep fans involved long-term, helping grow the game from local fields to the highest level.

Previous ArticleNext Article

Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Arsenal FC announce Saint Lucia as new destination partner

Starting in the 2026/27 season, the deal will see Saint Lucia become Arsenal‘s Official Destination Partner.

 

Global reach of a football giant

As one of the most popular clubs in the world, Arsenal’s influence expands far beyond the boundaries of North London.

And with its latest partnership, alongside the Saint Lucia Tourism Authority (SLTA), the reigning Premier League champions will help to promote the Caribbean island to the UK market.

Furthermore, the agreement will see additional benefits for both parties, including the development of an Academy Hub in Saint Lucia, brand visibility at the Emirates Stadium for both Premier League and Women’s Super League games, and more.

“We are entering an exciting term as Arsenal’s Official Destination Partner, aligning with a club that has a loyal, global supporter base,” said Saint Lucia’s Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, Dr. Ernest Hilaire via media release.

A partnership extending from one side of the Atlantic to the other, uniting communities through football.

 

Sport and culture go hand-in-hand

This isn’t the first time, however, that Saint Lucia Tourism Authority has ventured into the commercial world of global sport.

In the past, for example, the organisation built firm relationships with several other iconic outfits including the New York Yankees (baseball), Toronto Raptors (basketball), Toronto Maple Leafs (ice hockey) and Brooklyn Nets (basketball).

But with an iconic club like Arsenal the latest addition to the lost, it further proves that sport, culture and commerce are by no means seperate entities.

In fact, in a deal such as this, all three can grow and thrive.

Arsenal are one of several clubs to establish ties with tourism boards and destination groups across the world. Notable partnerships include:

  • Manchester City and Visit Abu Dhabi
  • Fulham FC and Visit Mongolia
  • Manchester United and Visit Malta

Exposure for international tourism boards at Premier League grounds holds immense economic potential, thus a key aim in the alliance between Saint Lucia and Arsenal is to drive the island’s economy through tourism.

Most Popular Topics

Editor Picks

Send this to a friend