518: Marc Horine on How For Soccer Is Powering the 2026 World Cup

Joe Favorito and Tom Richardson welcome back Marc Horine, Chief Business Officer at For Soccer, for a special World Cup 2026 edition of the show, recorded as the tournament’s group stage wraps up across the United States. Horine discusses how For Soccer was built around the long-anticipated opportunity of hosting the World Cup in North America, and how the company has positioned itself at the center of the tournament’s business activity, from supporting the New York-New Jersey FIFA Host Committee’s fan events to producing in-stadium content for all 48 national teams. He shares insight into the brand activations driving the tournament, highlighting companies like Chobani and Allstate that are investing directly in underserved soccer communities, as well as standout campaigns like Nike’s viral short film. The conversation explores the expanded 48-team format and its impact on competitive balance, the energy of international fan bases descending on host cities, and the made-for-TV changes shaping the broadcast experience, including hydration breaks, expanded commentary teams, and FIFA’s rule changes designed to speed up gameplay. Horine, Favorito, and Richardson also discuss the ongoing debate over which announcing duos are resonating with fans, and how the tournament’s broadcast rights and ratings are tracking well ahead of the last World Cup cycle. Looking ahead, Horine addresses how brands and leagues, including MLS, are positioning themselves to capture lasting interest from this moment, the growing importance of engaging young fans and families early, and why For Soccer sees its role as translating the global soccer community for an expanding base of American sponsors and partners.Connect with Marc: https://www.linkedin.com/in/marchorine/?skipRedirect=trueSubscribe to the CUSP Show: SubstackThe CUSP Show is hosted by Joe Favorito (@Joefav) and Tom Richardson (@ConvergenceTR) and produced by Sam Henry (@s_henry11), LJ Holmgren (@LJ_Holmgren), and Danny Hagenlocher (@DhColumbiaSPS), with social media efforts led by Lissa Ruiz and Sydney Cristall. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thecuspshow.substack.com