U.S. Soccer Extends AI-Powered Content Licensing Partnership with Veritone
SPORTS
Through its licensing platform, Veritone unlocks sustained access to U.S. Soccer’s historic content for media and brand partners.
U.S. Soccer has renewed its multi-year agreement with Veritone to continue using AI-powered technology to monetize its extensive archive of audiovisual content. The partnership extension solidifies Veritone's role as the archive of record and content licensing provider for all U.S. Women's and Men's National Teams, Youth National Teams, and Extended National Teams.
The renewal enables U.S. Soccer to transform its decades of content into new revenue streams by making footage globally accessible to broadcasters, brands, advertisers, producers, and film studios. Through Veritone's AI platform, the organization can efficiently archive, search, and license everything from full matches and pre-clipped highlights to player interviews and multiple camera angles.
AI Technology Unlocking Archive Value
At the heart of the partnership is Veritone's Digital Media Hub, a digital asset management and monetization solution that captures, archives, and enriches U.S. Soccer's entire digital inventory. The platform uses AI to automatically tag content with metadata, making it searchable and discoverable for potential licensees.
"This renewal represents an exciting continuation of our collaboration with U.S. Soccer, enabling us to deliver tailored solutions that amplify the value of their content while helping drive incremental revenue through licensing opportunities," said Craig Caruso, Vice President of Sports Media and Commercial Partnerships at Veritone.
The AI-powered system leverages Veritone's aiWARE platform, which orchestrates an ecosystem of machine learning models across multiple cognitive categories including text, speech, vision, and audio. For U.S. Soccer, the platform primarily uses transcription and logo recognition engines to enrich content automatically.
Streamlining Content Discovery and Licensing
The Digital Media Hub provides turnkey e-commerce functionality that allows media buyers, advertisers, and content creators to search U.S. Soccer's archive using keywords or phrases. When users identify clips of interest, the platform generates licensing quotes based on the duration of content they want to purchase.
This self-service approach dramatically reduces friction in the licensing process while ensuring U.S. Soccer maintains control over how its content is used. Before any content is downloaded, Veritone's licensing team conducts due diligence, reviewing scripts for documentary projects and verifying proper usage to protect the brand.
Social Media Monetization Strategy
Beyond traditional licensing, Veritone implements a strategic approach to social media monetization for U.S. Soccer. This includes claiming unauthorized uses of content across social platforms and producing new content from deep archive material that can be repurposed for digital and social channels.
As U.S. Soccer's Vice President of Media Judy Matthew noted in a previous partnership announcement, "We are excited to renew our partnership with Veritone, as they've been a key part in our efforts to efficiently manage our rights and optimize content monetization at U.S. Soccer."
Cloud Infrastructure Supporting Global Access
The technical infrastructure supporting this partnership runs on Amazon Web Services, with content initially stored in Amazon S3 before lifecycling to Amazon S3 Glacier for long-term archiving. This cloud-based approach ensures content remains accessible globally while managing storage costs effectively.
Veritone is also working with U.S. Soccer to index additional content held at various sites, creating a portable hybrid solution for the organization's full archive. This expansion will make even more historical content available for licensing opportunities.
Revenue Opportunities Beyond Traditional Licensing
The partnership positions U.S. Soccer to generate incremental revenue from intellectual property and owned video assets that might otherwise sit unused in archives. Content can be licensed for documentaries, advertisements, films, and repurposed for new digital platforms, creating multiple revenue streams from a single asset.
For global sports properties like U.S. Soccer, which has accumulated over a century of content across its various national teams, AI-powered archiving and licensing solutions represent a way to unlock significant value from historical footage while maintaining brand control.
The multi-year renewal confirms the success of the initial partnership and Veritone's expanding role in U.S. Soccer's content strategy as the organization works to further elevate its global reach and engagement within the soccer community.