From Pochettino to MLS, the giants of American finance keep making big promises about the future of U.S. soccer

August 5, 2026 - 05:13

American finance has decided that soccer is the next big thing, and it is putting serious money behind that idea. Ken Griffin, the billionaire founder of Citadel, is helping fund U.S. men's national team coach Mauricio Pochettino through the 2030 World Cup cycle. That commitment goes beyond the typical coaching contract and signals a long-term vision for the sport's growth in the United States.

At the same time, private equity giant KKR is backing MLS's development league, a move that aims to build a stronger pipeline of homegrown talent. And the league itself has chosen a new commissioner with deep ties to Apollo Global Management, one of the largest asset managers in the world. That hire is a clear sign that the business side of soccer is now being run like a Wall Street portfolio.

These moves are not random. They come as the U.S. prepares to host the World Cup in 2026, and as the sport finally starts to capture the attention of mainstream investors. The promise is simple: soccer in America is under-monetized, under-developed, and ready for a financial overhaul. But the track record of big money in U.S. soccer is mixed. Past investments in the NASL and early MLS years produced more hype than results.

Still, the current wave feels different. Griffin's involvement with Pochettino is not just about winning games. It is about building a soccer culture that can sustain itself after the World Cup buzz fades. KKR's interest in the development league suggests a focus on the grassroots, where the real long-term value lies. And the new commissioner's background in private equity points to a league that wants to operate with more discipline and sharper financial modeling.

The question is whether these financial giants understand the sport itself, or just the market around it. Soccer fans are notoriously skeptical of outside money that tries to reshape the game without respecting its traditions. But the people making these bets are not casual fans. They have studied the data, and they see a country with 330 million people, a growing youth participation rate, and a media landscape that is still hungry for live sports content.

The next few years will tell if this is a genuine transformation or just another round of expensive promises. For now, the money is flowing, and the people holding the checkbooks are not shy about their ambitions.