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Soccer—known as “football” to the rest of the world—is the fastest-growing sport in the U.S., and its rise shows no signs of slowing down. With major events like the 2025 FIFA Club World Cup and the 2026 World Cup on the horizon, alongside the expansion of Major League Soccer clubs, soccer’s footprint in America is becoming more prominent than ever.
AT&T, a brand deeply committed to supporting sports and entertainment in the U.S., has long been a key player in the soccer space. The telecom giant has sponsored teams like the USMNT, USWNT, MNT, and Atlanta FC, while backing the MLS itself. Beyond sponsorships, AT&T is focused on connecting fans to the game, enhancing their experience with cutting-edge connectivity.
To build on this momentum, AT&T is launching a new soccer platform in partnership with Omnicom agencies Dieste, BBDO LA, and Critical Mass. The platform’s inclusive campaign, “This Is How We Soccer,” celebrates the legacy of women in the sport by featuring former USWNT star Mia Hamm as a Soccer Mom who helps change the game with a single video call. The spot also highlights other types of fans—from die-hard supporters to those who wear soccer jerseys just for the style.
Benjamin Jara ECD Omnicom Advertising Group, stated, “There’s no arguing that soccer in the US has no problem in doing things its own way. Penalty shoot-outs from half court in the 90’s, a season that runs from February to December, turf fields, tail gate parties, a lumberman that saws off a slab off a log following every goal; that’s the way the US soccers. So, with this campaign we wanted to highlight the distinct ways fans soccer in the US, and how AT&T keeps them connected to the beautiful game. We’re thrilled with the result, and it was an amazing experience to work in true collaborative soccer team fashion alongside our amazing client and so many talented people from all the partner agencies. This is just the beginning of a platform that will continue to evolve as we head into two years of soccer packed action.”
The campaign playfully showcases the unique ways people in The U.S. experience soccer, forming diverse fan clubs and inviting everyone to discover which one they connect with. AT&T as the brand stands as the enabler of this passion, keeping fans connected to the game and each other.
CREDITS
Client: ATT: Valerie Vargas Marc Burns Sujei Sierra Alex Gross Jorge Almeida Kaitlyn Motycka Carrie Dodd Lauren Stoeckel
Agency: Dieste, BBDO Los Angeles, Critical Mass
Production: Park Pictures
Director: Georgia Hudson
DP: Ryan Marie Helfant
Editor: Pablo Piriz, Pablo Leda / Pixel Power Post
Colorist: Daniel de Vue / Trafik
VFX: Jamm
Music: Songs for Film & T.V.
Audio Design: Lime Studios
