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U.S. Soccer partners with VML for new digital engagement platform

25 March, 2014

U.S. Soccer

Includes Revamped Fan Experience to Power Engagement Around U.S. MNT’s Campaign in Brazil This Summer

CHICAGO — VML, a leading global marketing agency, has partnered with U.S. Soccer to redesign and evolve the experience and to create a digital hub for fan interaction ahead of the U.S. Men’s National Team’s participation in the 2014 FIFA World Cup.

The new digital fan experience will debut in advance of the upcoming U.S. MNT match on April 2 against Mexico. Further enhancements will continue to be released in the ensuing weeks, resulting in the fully upgraded platform being in place before the U.S. MNT’s opening match of the 2014 FIFA World Cup on June 16 against Ghana.

“VML differentiated itself due to its creativity, professional and detail-oriented approach, and proven track record to deliver measurable results for leading brands,” said Neil Buethe, U.S. Soccer’s Director of Communications and Content. “Through our continual dialogue with our fans, we identified several key areas to better serve U.S. National Team supporters through our digital platforms. In collaboration with VML, our new site will improve our reach and connection to the fans and provide them with innovative ways to share their experience in support of all U.S. National Teams.”

VML will support U.S. Soccer as it continues to engage and energize its base of core fans across the digital landscape ahead of the 2014 FIFA World Cup. The launch of the new online experience marks the next phase in the evolution of U.S. Soccer’s digital presence and was built with a mobile-first approach that is both adaptive and responsive. This includes content, design and mobile strategies, site architecture design, website development and activation and engagement strategies. Content creation will focus on pre-, during and post-match insights and perspectives, as well as team and player profiles.

“Our goal is to excite soccer fans ahead of this historic occasion with the development of a modern digital experience that engages users and motivates them to create and share compelling content that resonates with fans,” said Chuck Searle, executive director of client services at VML. “We look forward to kicking off a partnership with U.S. Soccer that plays a strategic role in the evolution of its digital presence.”

U.S. Soccer will continue to utilize web content management (WCM) and digital marketing solutions by Sitecore, transitioning to the Sitecore 7 Experience Platform to deliver relevant, personalized digital experiences across channels.

Lynsay Montour
Communications Manager, VML
Mobile: (785) 640-3694
Office: (816) 218-4980

Neil Buethe
Director of Communications and Content, U.S. Soccer Federation
Office: 312-528-1270

About VML
VML is a global marketing agency that delivers forward-thinking ideas and solutions for the world’s most influential brands, including Charter Communications, Colgate-Palmolive, Dell, Gatorade, the Kellogg Company, Microsoft, NAPA AUTO PARTS, PepsiCo, SAP, Southwest Airlines, U.S. Bank and Xerox.

Founded in 1992 and headquartered in Kansas City, Mo., VML has more than 1,900 employees with principal offices in 24 locations across six continents. In 2001, VML joined the world’s largest communications services group, WPP, and is a partner agency with Y&R within the Young & Rubicam Group. For more information, visit  

About U.S. Soccer
Founded in 1913, the U.S. Soccer Federation is the not-for-profit National Governing Body of soccer in the United States, and has helped chart the course for the game for more than 100 years. During this time, the federation’s mission statement has been clear and simple: To make soccer, in all its forms, a preeminent sport in the United States and to continue the development of soccer at all recreational and competitive levels. To that end, the sport’s development and growth in the United States during the past 25 years has been nothing short of remarkable as U.S. Soccer’s National Teams have continually succeeded on the world stage and, with the assistance of its members and the fan support, participation in the game continues to reach new heights. For more information, visit

About Sitecore
Sitecore is the global leader in customer experience management software. The company delivers highly relevant content and personalized digital experiences that delight audiences, build loyalty and drive revenue. With Sitecore’s experience platform, marketers can own the experience™ of every customer that engages with its brand, across every channel. More than 3,500 of the world’s leading brands – including Manchester City Football Club, Revlon, Carnival Cruise Lines and easyJet – trust Sitecore to help them deliver the meaningful interactions that win customers for life.

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