Concacaf has announced a significant shift in its commercial strategy by ending its exclusive U.S. commercial sales agreement with Soccer United Marketing. The agreement, which has been in place for a decade, is scheduled to expire at the end of 2026. Both parties have agreed not to extend the contract, marking the end of a long-standing partnership that helped grow the commercial business of soccer in the region.
The decision to bring commercial rights in-house is framed as a mutual move by the confederation. Concacaf intends to strengthen its internal commercial sales and partnership management capabilities. This transition is designed to provide the organization with greater flexibility to develop and manage its commercial partnerships across its various competitions and properties.
Heidi Pellerano, the Chief Commercial Officer at Concacaf, will oversee partnership sales and management as the confederation transitions to this new model. The organization is actively hiring for three Miami-based commercial roles, including a Head of Commercial Partnerships and Business Development, to support this strategic shift.
Despite the end of the exclusive sales agreement, Concacaf and SUM will continue to collaborate on key initiatives. This includes marketing and ticket sales for major events such as the 2027 Concacaf Nations League Finals at SoFi Stadium and the 2027 Concacaf Gold Cup. SUM will remain involved in these specific events during the 2027-2030 commercial cycle.
This move follows a similar precedent set by U.S. Soccer, which ended its relationship with SUM at the end of 2022. Under the leadership of Chief Business Officer David Wright, U.S. Soccer more than doubled its annual commercial revenue from $61 million in FY 2023 to $168 million in FY 2026. This growth coincided with the lead-up to the 2026 FIFA World Cup in North America.
Concacaf’s current commercial partners include major entities such as Aramco, Macron, Molten, the Saudi Public Investment Fund, Riyadh Air, and the Saudi Tourism Authority. The confederation has also expanded its media rights distribution, securing partnerships with FOX Sports, TelevisaUnivision, and CBS Sports for various competitions.
The transition reflects a broader trend of sports governing bodies seeking more direct control over their commercial assets. By managing these rights internally, Concacaf aims to capitalize on the continued growth of football across North America, Central America, and the Caribbean, particularly in the wake of the recent World Cup.
Why it matters
This shift allows Concacaf to directly control its revenue streams and partnerships, potentially increasing profitability and strategic alignment with its long-term growth goals.
Builder angle
Sports organizations are increasingly moving away from external agencies to manage commercial rights, seeking greater control and higher margins in a growing market.
What to watch next
Monitor how Concacaf’s in-house team performs in securing new partnerships and whether they can replicate the revenue growth seen by U.S. Soccer after a similar transition.
Sources
- www.concacaf.com Source checked 2026-10-29
- www.sportsbusinessjournal.com Source checked 2026-10-29
- exa.ai Source checked 2026-10-29