Tom Byerトム•バイヤー@tomsan106
There seems to be an escalating arms race happening in American soccer. USL recently brought in the BellTower Partners investment group, while MLS NEXT Pro partnered with global private equity giant KKR through Hometown Soccer Holdings. Billions are being raised and spent in a battle to grow professional soccer in the United States.
But here’s the uncomfortable reality: you cannot buy culture. You cannot spend your way into creating a true soccer nation if the game is disconnected from the everyday lives of children and families.
While billions are being poured into leagues, stadiums, media rights, and a one-month tournament, our children are becoming less healthy, less active, and academically weaker. In New York City, where the FIFA World Cup Final will be played in 2026, nearly 50% of K-12 students are failing reading proficiency standards, around 70% are failing math proficiency standards, and one in three children in grades K-3 cannot read at grade level. This is happening while NYC’s public school budget approaches $44 billion annually.
In October 2023, I met with one of MLS’s top executives and presented research from a pilot study we conducted in Houston alongside Houston Dynamo and the University of Houston. We studied several hundred children and the impact Ball Mastery training had on academic performance and physical activity. The results were encouraging: improved mathematics scores, improved reading scores, and reduced sedentary behavior on weekends.
More research absolutely needs to be done, but the findings suggested something important: simple soccer-based movement activities, supported by parents, teachers, and schools, may positively impact both learning and health outcomes.
The Houston pilot was conducted with KIPP Schools, an organization widely respected for producing strong outcomes in underserved communities. Because KIPP operates nationally, the model has the potential to scale nationally as well.
I suggested to MLS that, with the 2026 World Cup approaching, they should work with the New York City Department of Education to explore piloting this approach in NYC and eventually across the country. Unfortunately, nothing came from those discussions.
To me, this should have been the true legacy project of the 2026 FIFA World Cup. Not another sponsorship deal, celebrity investor, or billion-dollar valuation, but a nationwide initiative using soccer to improve childhood health, learning, confidence, focus, and family engagement.
“Soccer Starts at Home” is simple, affordable, scalable, and inclusive. Several CONCACAF member associations have already reached out asking how a program like this could be implemented in their own countries. That tells you everything.
The future of soccer in America will not be determined by how much money leagues can raise. It will be determined by what the game actually does for children. Right now, this feels like a massive missed opportunity.