Street Soccer USA Company Profile

Background

Mission and Vision

Street Soccer USA (SSUSA) is a non-profit organization dedicated to combating poverty and strengthening communities through the sport of soccer. Founded in 2009 by brothers Lawrence and Robert Cann, SSUSA began as a single team operating out of a homeless soup kitchen in Charlotte, North Carolina. Since its inception, the organization has expanded to 16 cities across the United States, impacting over 75,000 individuals in underserved neighborhoods.

Industry Significance

SSUSA addresses the challenges faced by approximately 11 million youth living at or below the poverty line in the U.S. by providing accessible soccer programs that emphasize social impact. The organization has received notable recognition, including the ESPN Sport Humanitarian Award and the NYU Sport & Business Society’s Philanthropy Award. Additionally, SSUSA serves as the official U.S. partner for both the Homeless World Cup and the Street Child World Cup.

Key Strategic Focus

Core Objectives

Youth Development: Implementing soccer programs that foster personal growth, teamwork, and leadership skills among participants.

Community Engagement: Building supportive environments through soccer to promote social cohesion and community development.

Accessibility: Offering free and accessible soccer programs to youth in low-income neighborhoods, challenging the traditional pay-to-play model.

Primary Markets

SSUSA operates in 16 cities nationwide, focusing on neighborhoods where a significant portion of residents live below the poverty line and where graduation rates are between 55-65%.

Financials and Funding

Revenue and Expenses

In the fiscal year ending June 2024, SSUSA reported:

Revenue: $4,008,478

Expenses: $4,054,114

Net Assets: $559,131

The primary sources of revenue included contributions ($2,970,401) and program services ($1,038,077).

Utilization of Funds

Funds are allocated towards program development, community outreach, and operational expenses to sustain and expand SSUSA's initiatives.

Pipeline Development

Programs and Events

Street Soccer USA Cup Series: Annual 4v4 soccer tournaments held in iconic locations such as Times Square (New York City), the Rocky Steps (Philadelphia), L.A. Live (Los Angeles), Union Square (San Francisco), and the Capital Mall (Sacramento). These events serve as both competitive platforms and fundraising opportunities to support local programs.

Homeless World Cup Participation: As the official U.S. partner, SSUSA organizes teams to represent the United States in the annual Homeless World Cup, providing participants with international exposure and competition.

Technological Platform and Innovation

Proprietary Programs

Street Soccer Skills Curriculum: A growth-mindset, play-based curriculum that teaches eight progressive social-emotional learning skills through soccer. The curriculum is designed to translate lessons from sports into real-life applications, fostering self-determined problem solvers, team players, and community leaders.

Community Engagement Methodology

SSUSA employs a community engagement methodology that involves partnering with schools, districts, local elected officials, after-school programs, faith-based organizations, and other community groups to develop and deliver programs directly or provide a mix of services, including professional training and technical assistance.

Leadership Team

Key Executives

Lawrence Cann: Founder and CEO. Under his leadership, SSUSA has expanded from a single team to a national organization operating in 16 cities.

Robert Cann: Managing Director. Co-founder and instrumental in program development and strategic partnerships.

Board of Directors

Jim Finkelstein: Chair, associated with FutureSense.

Maggie Mack: Secretary, affiliated with HA Allen.

Yoram Arieven: Treasurer, connected to Fast Retailing.

Maria Cuomo Cole: Member, associated with HELP USA and a film producer.

Steve Nash: Member, NBA legend and founder of the Steve Nash Foundation.

Tim Howard: Member, former professional soccer player and NBC Sports analyst.

Jeffrey Sachs: Member, associated with Sachs Policy Group.

Dan Helfrich: Member, CEO of Deloitte Consulting.

Dr. Marianne Engle: Member, affiliated with Personal Best Media.

Jeff Rosenthal: Member, co-founder of Summit.

Khaliah Ali: Member, associated with Khaliah Ali Collection.

Charlie Stillitano: Member, Managing Director of Serie A USA.

Venanzio Ciampa: Member, associated with Promotion Factory.

Cassandra Pye: Member, affiliated with Lucas Public Affairs.

Hal Washburn: Member, connected to Breitburn Energy Partners.

Chris Hall: Member, associated with Ameriprise Financial.

Dr. John Sianghio: Member, University of Chicago.

Chris Litchford: Member, associated with Center Bridge.

Rob Cann: Member, co-founder of SSUSA.

Ambassadors

Julie Ertz

Clint Dempsey

Hope Solo

Zach Ertz

Mia Hamm

Kei Kamara

Leadership Changes

In December 2024, SSUSA announced the absorption of Kyle Martino’s Over Under Initiative, with Martino joining the organization to further their common mission ahead of the FIFA World Cup 2026.

Competitor Profile

Market Insights and Dynamics

The U.S. youth sports market is substantial, with millions of children participating annually. However, access disparities exist, particularly among low-income communities. Organizations like SSUSA aim to bridge this gap by providing free and accessible programs.

Competitor Analysis

Play Street Soccer: A non-profit based in Carrboro, North Carolina, focusing on providing soccer opportunities to children in low-income neighborhoods. They host pick-up soccer games and emphasize community building through sport.

Soccer in the Sand: Organizes beach soccer tournaments across various states, offering accessible soccer experiences in unique environments.

US Club Soccer: A national non-profit organization that supports soccer clubs in the U.S., focusing on player development and club support.

Strategic Collaborations and Partnerships

Visa Partnership: In May 2025, SSUSA announced a 10-year partnership with Visa, designating Visa as the Official Payment Services Partner. This collaboration aims to uplift local communities through soccer initiatives.

Over Under Initiative: In December 2024, SSUSA absorbed Kyle Martino’s Over Under Initiative to further their shared mission ahead of the FIFA World Cup 2026.

Operational Insights

Competitive Advantages

Community-Centric Approach: SSUSA's focus on building supportive environments through soccer differentiates it from traditional youth sports organizations.

High-Profile Events: Hosting tournaments in iconic locations enhances visibility and engagement.

Strong Leadership and Partnerships: The involvement of renowned figures and organizations bolsters credibility and reach.

Strategic Opportunities and Future Directions

Expansion Plans

National Campaign: SSUSA launched a $2.5 million national campaign titled "Raising Our Game" to mobilize the power of team sports for all individuals. Goals include expanding to 25 cities, engaging 100,000 members, and establishing 25 Street Soccer Parks by 2026.