Formed in 2020 after TPG bought Goal.com from DAZN, FootballCo has been steadily growing an international audience of soccer fans across its portfolio of nine brands.

But this year, FootballCo is making a concerted effort to appeal to the burgeoning fandom of U.S.-based soccer enthusiasts under the leadership of Jason Wagenheim, CEO, North America.

Wagenheim, previously the CRO of Bustle Digital Group, joined FootballCo having never before worked in sports media, but that’s what he said his bosses were interested in. Having led the advertising businesses for many lifestyle media companies in his career, Wagenheim said his goal is to convert “soccer curious” advertisers into active spenders by blending lifestyle and sports content into a video-dominant mix that appeals to non-sports native brands.

And with many global soccer sporting events coming up in North America over the next couple of years, culminating in the men’s World Cup in 2026, Wagenheim is hitting the ground running, using these tentpole moments to appeal to advertisers and audiences alike in this market.