The US Soccer governing body has secured its latest commercial partner ahead of this summer’s FIFA World Cup, with wearable tech firm Oura agreeing a long-term deal to support its national teams.
A partner of the US women’s national team since 2020, this new partnership spans all 27 US men’s, women’s, youth, and disability teams, with Oura’s smart ring technology to be deployed across these categories to support athletes, coaches, and staff.
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Oura will serve as a founding partner of US Soccer’s training hub, known as the Arthur M. Blank U.S. Soccer National Training Center, which will open later in 2026, and as such will gain sponsorship inventory across the venue, as well as wider US Soccer operations.
This is of particular importance this year, with the US set to co-host the FIFA World Cup (alongside neighbors Canada and Mexico)
This is the second major tie-up in recent months for Oura, which in February was unveiled as a commercial partner of the Los Angeles 2028 Olympic and Paralympic Games and Team USA.
In particular, Oura is the exclusive provider in the category of continuous health and fitness tracking devices.
Elsewhere, it also has partnerships with Spanish soccer giants Real Madrid and NBA basketball outfit the New York Knicks.
Back in March, US Soccer announced the M&C Saatchi international marketing agency as its official strategic marketing agency in the lead-up to the FIFA World Cup.
Through this partnership, the agency’s American division is now responsible for work including partnership marketing, experiential marketing, brand development, performance marketing, and data and audience insights.
US Soccer is aiming to capitalise once again on the premier national team soccer tournament being hosted on home soil.
February, for example, saw US Soccer unveil a deal extension with Artificial Intelligence firm Veritone, and a multi-year tie-up with the CVS Pharmacy arm of US healthcare heavyweight CVS Health.
