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Tobin's Thoughts:

A World Cup on home soil. I could only dream of playing in the WC at home.

But alas, although I’m not playing, this year we get to do the Men’s World Cup our way. Look, I’m always scouring for reasons to be able to celebrate America, so here’s one I can get behind: football. Even if I’m not holding my breath that the US men’s team will deliver, I’m a hopeful person, and I like celebrating… so there’s always Brazil!

Consider this your invitation to reimagine the Men’s World Cup experience. One where we center the lived experience of our communities: identity, belonging, culture, fandom, and the small rituals that make the game feel like home.

That’s what I love about our Football Loves You campaign. It isn’t just merch and marketing. It’s our celebration of the emotional ties people have to the sport: the pregame chants, the generational pride, the way a goal can bring people together across barriers. It’s a permission slip to feel things loudly and without apology.

We’re bringing human, culture-driven coverage across the tournament with stories that invite you in, not talk down to you. At its best, sports can be participatory, emotional, and rooted in culture. So wear, watch, cheer, argue, cry, and celebrate with us. The gals are doing the World Cup, and we’re doing it together.

Football is for All. Football has no borders. And Football Loves Us back.

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