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

• US Soccer CEO JT Batson aims to capitalize on the World Cup’s immense attention.
• He said he’s building for what comes after the World Cup, not just the event itself.
• Batson said he often looks to business for lessons that might apply to US Soccer.

Beyond the World Cup

“How do we use this summer? How do you use LA ’28? How do you use the Women’s World Cup bid for 2031 to get people to make these big bets and make these big bets together?” he said. “That’s been the focus for us.”