EVP of Properties and New Ventures, MLS and SUM
As Executive Vice-President of Properties and New Ventures at Major League Soccer and Soccer United Marketing, Jay Berhalter focuses on building long-term value for the League and its owners through strategic projects and initiatives, property development, and new business ventures.
Prior to MLS, Berhalter was the Chief Commercial and Strategy Officer of the U.S. Soccer Federation for nearly 20 years. In his time leading the business of the federation, U.S. Soccer experienced exponential growth in annual revenue. He served as the CEO of the Copa America Centenario, the most successful Copa America in its 100-year history. Berhalter also served as the COO for the 2003 FIFA Women’s World Cup, when the event was executed in only four months after being relocated to the U.S. from China.
Prior to joining the U.S. Soccer Federation, he served as Deputy Executive Director of the U.S. Soccer Foundation, the organization charged with managing the profits from the 1994 World Cup. From 1995 to 1998, Berhalter was involved in the start of Major League Soccer and served as the Assistant General Manager/Director of Marketing & Sales for the MetroStars (now New York Red Bulls) of MLS. Berhalter got his start in the soccer business during the 1994 FIFA World Cup, working for the Organizing Committee in the New York/New Jersey venue.