Investing in the Dream: Michelle Kang and Arthur Blank Fuel US Soccer’s ‘National Sport’ Ambition

US Soccer is no longer content with being a secondary player in the American sporting landscape. With a series of massive global events on the horizon, the governing body has launched an aggressive “National Sport” project designed to elevate both the men’s and women’s national teams to the pinnacle of domestic popularity. To fund this vision, the organization has secured two powerhouse benefactors: NFL owner Arthur Blank and visionary businesswoman Michelle Kang.

The financial commitment is staggering. Arthur Blank, owner of the Atlanta Falcons, has pledged $50 million to the cause. Joining him is Michelle Kang, who has contributed $30 million (approximately 44.1 billion KRW). For US Soccer, Kang’s contribution marks the largest single donation ever made specifically toward the women’s game in the organization’s history.

The Gap: Why US Soccer is Pivoting

The impetus for this project is rooted in a stark reality revealed by recent data. According to polling from YouGov, the US women’s national team currently ranks 14th in popularity among American sports teams, while the men’s team trails significantly at 43rd. For a nation that hosts some of the most successful soccer programs globally, these numbers represent a massive untapped opportunity.

US Soccer CEO JT Batson outlined the strategy in a recent interview with the Guardian, stating that the goal is to transform the national teams into the most popular teams in the United States. The roadmap relies on a “perfect storm” of upcoming mega-events: the 2026 World Cup hosted on home soil, the 2028 Los Angeles Olympics, and a strategic push to host the 2031 Women’s World Cup.

To make this a reality, the federation isn’t just looking at the professional level. The funds provided by Blank and Kang are earmarked for “grassroots” expansion. Batson has been clear about the objective: soccer should be the most played sport in every region of the country, with a specific mandate to introduce the game into every school in the U.S.

Michelle Kang: From Seoul to the Center of the Game

For many in the sporting world, Michelle Kang (67, known in Korea as Kang Yong-mi) is already a disruptive force. An immigrant from Seoul, Kang has transitioned from a successful business career to becoming one of the most influential figures in women’s soccer. She is credited with building the world’s first multi-club system dedicated exclusively to women’s soccer, effectively rewriting the playbook for how the women’s game is invested in and operated.

Kang’s commitment to the sport is not merely financial; it is operational. Her presence in the game was highlighted as early as November 2021, when she celebrated the National Women’s Soccer League (NWSL) championship as a joint owner of the Washington Spirit, standing alongside stars like Kelly O’Hara and goalkeeper Devon Carves.

By stepping up as a core sponsor for the “National Sport” project, Kang is scaling her influence from individual club success to the systemic growth of the sport across the entire United States.

The Blank Empire and the Atlanta Connection

While Kang brings a specialized focus on the women’s game, Arthur Blank brings the weight of a diversified sports empire. As the co-founder of The Home Depot and the owner of the Atlanta Falcons (NFL), Blank is a veteran of the American sports industry. His portfolio currently includes Atlanta United FC of Major League Soccer (MLS), the Atlanta Drive GC of TGL, and a pending expansion team in the NWSL.

Blank’s $50 million contribution underscores the belief among NFL and MLS owners that soccer’s growth trajectory in the U.S. Is an economic and cultural necessity. His involvement provides the “National Sport” project with institutional credibility and a blueprint for how professional sports can be scaled in a competitive market.

Strategic Timeline for Growth

The “National Sport” project isn’t a vague long-term goal; it is a timed operation. The next five years are critical for US Soccer to capture the public’s imagination.

• 2026: The FIFA World Cup. This serves as the primary catalyst to spike domestic interest and visibility.
• 2028: The Los Angeles Olympics. A chance to leverage the global spotlight in a soccer-centric city.
• 2031: The proposed hosting of the Women’s World Cup. A target event that would solidify the U.S. As the epicenter of the women’s game.

By funding the grassroots level now, US Soccer is ensuring that by the time these tournaments arrive, there is a massive, homegrown population of players and fans ready to engage. It is a “bottom-up” approach to popularity—creating players in schools to create fans in the stands.

Key Takeaways: The ‘National Sport’ Investment

The road to becoming a “national sport” is steep, especially in a country dominated by the NFL and NBA. Still, with the combined financial muscle of Arthur Blank and the strategic vision of Michelle Kang, US Soccer is betting that the window between 2026 and 2031 is the moment the tide finally turns.

The next major checkpoint for the project will be the rollout of the school-based soccer initiatives leading up to the 2026 World Cup. We will continue to track how these funds are allocated across the various states.

Do you think soccer can realistically overtake other major American sports by 2031? Let us understand your thoughts in the comments.