SPARK has been engaged by the United Soccer League (USL) as its new brand marketing partner. The collaboration comes as the USL prepares to launch a new Division I league and implement the country’s first promotion relegation system. The USL operates a full ecosystem of soccer leagues and player development platforms across North America, and partnering with SPARK signals an important step toward a unified brand and fan experience. The engagement will support the league’s evolving brand and marketing solutions.
Founded in 1986, the USL is the largest professional soccer organization in the United States, overseeing three men’s leagues (USL Championship, USL League One, and USL League Two), two women’s leagues (USL Super League and USL W League), an elite player development program (USL Academy), and a national youth platform (USL Super Y League). Built on a model recognized globally, the USL counts more than 200 clubs in its membership. It recently announced plans to launch a new Division I league and to adopt a promotion-and-relegation system across its men’s competitions, creating a clear pathway from youth to professional soccer.
“We’re pumped and excited to help the USL take its next leap forward,” said Dulani Porter, SPARK’s Executive Vice President & Partner. “This is a defining moment for the league, and our team is ready to build brand and marketing solutions that amplify its momentum, elevate its presence, and affirm its place among America’s premier sports organizations.”
Together, the USL and SPARK will focus on unifying the league’s entire ecosystem — from professional and pre professional teams to fans and local communities — under a brand that reflects its ambition and inclusivity. Drawing on SPARK’s experience telling complex brand stories, this partnership aims to make the USL’s growth narrative accessible and exciting for audiences across North America, laying the foundation for the next chapter of American soccer.