U.S.Soccer Global Standards in Women Soccer
LOS ANGELES (April 4, 2025) – At today’s SheBelieves Summit in Los Angeles, U.S. Soccer CEO JT Batson and Kynisca founder and CEO Michele Kang, announced that U.S. Soccer will integrate the current operations of Kynisca Innovation Hub (KIH) — Kynisca’s platform dedicated to revolutionizing how female athletes train— into the Soccer Forward Foundation. With an initial $25 million investment from Kang, this partnership reinforces a shared commitment to pioneering research and establishing global standards for women’s soccer. This will accelerate advancements in the women’s game through science, innovation, and elevated best practices.
Soccer Forward supports U.S. Soccer’s efforts to expand access to the sport, helping the game reach more people and create lasting change. Soccer Forward focuses on enabling and equipping people, places and programs to grow the game in communities across America and on delivering cutting-edge research, training, and guidelines to prove soccer’s contribution to health outcomes in communities.
Kynisca and KIH were originally launched last July during the 2024 Summer Olympics in Paris. Kang, alongside leading voices in the women’s health and sports space, were on hand to unveil the first multi-team global organization dedicated to women’s soccer, establishing a roadmap for elevating the game at all levels. As KIH began operations last summer, it became increasingly clear that combining its talent and resources with that of U.S. Soccer, specifically the Soccer Forward Foundation, would allow it to scale its reach and impact at an advanced timeline.
“This partnership is key in accelerating our in service to soccer strategy,” said Batson. “At U.S. Soccer, we believe soccer is a force for good, and the Soccer Forward Foundation exists to collaborate with those driving meaningful progress. Kynisca Innovation Hub and Soccer Forward share a mission to advance women’s soccer, and by combining efforts, we’re creating an unmatched platform for research, innovation, and long-term impact.”
This is the largest investment in the Soccer Forward Foundation since its launch in June 2024 and further cements Kang’s profile as the women’s game’s leading investor.
Kang, a driving force for change in women’s sports, emphasized the impact of the partnership: “This integration represents a major step forward in advancing research and setting new standards for women’s sports. By working together, we are ensuring that players at all levels benefit from innovative insights and best practices. Women’s soccer is experiencing historic growth, but there’s still work to be done to break down systemic barriers and secure the investment needed for female athletes. Kynisca remains committed to revolutionizing how we train female athletes and will continue to invest in the people, organizations, and technology that will transform the women’s game.”
The collaboration of efforts will directly support two key objectives:
Groundbreaking research and solution-oriented initiatives to further the development of positive health outcomes for the sport
Establishment and implementation of standards and best practices for women’s soccer performance and development of the game worldwide
“The U.S. has always been a leader in women’s soccer, and this partnership helps ensure we remain at the forefront of progress as the sport continues to grow around the world,” said Cindy Parlow Cone, U.S. Soccer President. “By integrating Kynisca Innovation Hub talent into Soccer Forward, we can drive real change through research-backed standards that support players at every level. We’re delighted to further our partnership with Michele Kang and for her continued commitment to advancing the women’s game.”
The collaboration enhances U.S. Soccer and Soccer Forward’s existing initiatives by leveraging KIH’s expertise to optimize the female performance ecosystem for the tailored needs of female athletes. Research findings will be implemented globally, ensuring that best practices reflect the latest scientific insights.
“As we continue to look at soccer through a female lens, this partnership will be a game changer for the future of women’s soccer,” said USWNT head coach Emma Hayes. “This initiative will not only help us do important work to better understand the health of female athletes, but it will impact the support and resources across all aspects of the women’s game. We want to help our players perform at their best and ensure they have everything they need, both on and off the field, to help them reach their potential as elite female athletes.”
Through the partnership, Soccer Forward will serve as a platform to amplify research and best practices, as well as enable access and inclusion to soccer for everyone, and KIH’s subject matter expertise will fuel innovation. The partnership will contribute to U.S. Soccer’s goal as it plans to co-host the FIFA Women’s World Cup in 2031.
This $25 million investment to the Soccer Forward Foundation builds upon Kang’s initial $30 million gift to U.S. Soccer announced in November 2024, which remains dedicated to supporting The U.S. Way’s women’s pathways, infrastructure, and professional development programs.
About the U.S. Soccer Federation
Founded in 1913, U.S. Soccer, a 501(c)(3) nonprofit, is the official governing body of the sport in the United States. Our vision is clear; we exist in service to soccer. Our ambition, working across the soccer ecosystem, is to ignite a national passion for the game. We believe soccer is more than a sport; it is a force for good. We are focused in three areas: Soccer Everywhere, ensuring everyone, everywhere experiences the joy of soccer; Soccer Success, our 27 National Teams and pro leagues winning on the world stage; and Soccer Investment, maximizing and diversifying investments to sustainably grow the game at all levels. For more information, visit ussoccer.com/ourvision.
About the Soccer Forward Foundation
The Soccer Forward Foundation is a key driver in U.S. Soccer’s overall vision that soccer is a force for good. Operating with the belief that soccer contributes to healthier and more connected communities, Soccer Forward supports U.S. Soccer’s efforts to expand access to the sport, helping the game reach more people and create lasting change. Soccer Forward focuses on enabling and equipping people, places and programs to grow the game in communities across America and on delivering cutting-edge research, training, and guidelines to prove soccer’s contribution to health outcomes in communities. In addition, it will develop standards and provide business and technical support to build the ecosystem for the women’s game across the U.S. and globally. For more information, visit ussoccer.com/soccer-forward.
