As the global game of soccer enters a once-in-a-generation spotlight in North America, the marketing stakes have never been higher. In this conversation, Bill Battin, SVP of On-Air Promotions at FOX Sports, and former U.S. Men’s National Team star and FOX Soccer Lead Match Analyst Stu Holden join ADWEEK to unpack how the network is approaching this historic moment—not just as a tournament, but as a cultural inflection point.

We’ll explore the evolving marketing playbook behind soccer’s surge in the U.S., and how FOX Sports is operating as a cultural architect through storytelling, on-air energy, and cross-platform strategy that deepens emotional connection with fans. The conversation will also dive into how the network is building year-round fandom, transforming global competition into sustained engagement that lives far beyond the final whistle.