Meg Patten is an accomplished marketing executive with over a decade of experience in sports, brand strategy, and experiential campaigns. She currently serves as the Head of Event Marketing for the FIFA World Cup 2026, leading marketing strategy and campaign development across the United States. In this role, she is responsible for building national excitement and local connection ahead of the largest and most ambitious World Cup in history, bringing the tournament to life through culturally resonant, high-impact experiences and campaigns that inspire fans and partners alike.
Previously, Meg was the Senior Director of Marketing for the Washington Spirit, where she oversaw social, digital, and brand marketing efforts. During her tenure, she led multi-channel campaigns that deeply connected with fans and partners and drove meaningful impact on and off the field, including throughout the club’s run to the 2024 NWSL championship. She also spearheaded the launch of the “That’s The Spirit” campaign, which aired during the 2023 Women’s World Cup, and led the unveiling of the club’s 2025 “Shockwave” kit in collaboration with Nike.
Meg brings a proven track record of delivering large-scale experiential projects for leading global brands such as Twitter, the NFL, NBA, Equinox, Nike, and Google. She specializes in harnessing the power of sports and technology to create bold, strategic campaigns that drive revenue, user growth, and brand visibility. Her approach is grounded in cultural relevance, innovation, and community-building, consistently delivering work that resonates both culturally and commercially.
Beyond her strategic capabilities, Meg is a strong team player who consistently elevates those around her. She fosters a collaborative, high-performance culture, and instinctively steps into leadership roles during challenging situations. Passionate about authentic fan connection, she thrives at the intersection of culture, community, and creativity, always pushing boundaries to craft marketing that truly moves people.
A former collegiate soccer player at NYU, Meg’s passion for the game continues to shape her leadership style. She has been recognized for her commitment to advancing women in sports, stating, “Being a woman in sports means breaking barriers and paving the way for the next generation of girls who dream of a future in the game.”
Our Exclusive Interview with Meg Patten
Who is Meg Patten outside of football, and how have your personal experiences shaped your journey in the sport?
Outside of football, I’m a proud daughter, sister, friend, and dog mom to Murphy, my 100-pound Bernedoodle. In my (limited) free time, I love staying active, whether that’s working out or exploring new places. I’m also an avid reader, a Spanish learner, and I always enjoy planning my next international adventure.
Growing up, I had the unique experience of moving frequently and living in different parts of the world. That constant change taught me to embrace new environments with flexibility and curiosity, to lead with empathy, and to appreciate the power of human connection. Sport has always been a constant for me, it has the ability to transcend language and culture, and serves as a universal way to bring people together. That perspective has deeply influenced my approach to working in sport.
What initially drew you to the world of sports marketing, and how did your journey evolve into leading event marketing for the FIFA World Cup 2026?
Sports have been a central part of my life for as long as I can remember. Growing up around the world, sport, especially soccer/football, was a universal language that helped me connect with others, even when we didn’t speak the same one. I played various sports throughout my life, but soccer was always my constant, all the way through to playing at the college level.
While at NYU, a teammate invited me to sit in on her “Intro to Sports Management” class, and that was the moment everything clicked for me. I instantly knew this was the path I wanted to pursue. After graduation, I was eager to break into sports marketing, but like many people in this industry, my first step was adjacent: I joined FOX Networks in a distribution role, but had an amazing boss that allowed me to work a bit more on one of our RSNs, YES Network.
Since then, my journey hasn’t followed a straight line, but I’ve always found ways to stay close to sport, whether through volunteering, game-day only roles, or through the events I helped bring to life. Each opportunity gave me tools that eventually led me here.
Who have been the most influential figures in your career, and what impact did they have on your professional development?
I’ve been fortunate to have a handful of mentors who’ve played a pivotal role in shaping my career. While I won’t name names, they’re individuals I’ve worked closely with and deeply admire, not just for their expertise, but for how they lead and support their teams.
These are the people I can call when I’m navigating a tough decision, need a sounding board, or want to share a professional “win”. They’ve helped me grow by challenging me to think bigger, trust my instincts, and approach leadership with both confidence and empathy. Their guidance has been invaluable, and I strive to pay that forward by showing up for others the way they’ve shown up for me.
What are the key ingredients to building a strong, high-performing team culture in sports marketing?
It all starts with trust. Trust isn’t something that’s given, it’s earned over time through consistency, accountability, and empathy. And while it takes time to build, it can break in an instant, which is why it has to be actively nurtured.
Beyond that, I believe a strong team culture is built on psychological safety, creating an environment where people feel comfortable showing up as themselves, speaking openly, and taking creative risks. When team members feel seen, heard, and supported, they’re more likely to collaborate effectively, push boundaries, and deliver great work. That kind of culture doesn’t happen by accident, it requires intentional leadership, clear communication, and shared purpose.
During your time at the Washington Spirit, which campaign are you most proud of and why?
I’m most proud of launching our inaugural brand campaign, “That’s the Spirit,” during the 2023 season. Our goal was to elevate brand awareness and ultimately drive ticket sales, and we did so by hero’ing our players and creating messaging that authentically connected with the DC community.
We took a bold, city-forward approach: plastering DC with Washington Spirit branding, airing a television commercial during the FIFA Women’s World Cup, and securing radio spots across our market. Every touchpoint of the campaign was designed to make the Spirit feel visible, proud, and authentic to the city.
The results were significant: over the course of two seasons, we nearly doubled brand awareness, grew our season ticket base by 71%, saw a 30% year-over-year increase in attendance, and an 85% lift in merchandise revenue. I worked closely with our COO, Theresa McDonnell, and our incredible marketing team to bring this campaign to life, turning strategy into results and helping build something that left a lasting impact on the club and our city.
As a former collegiate soccer player, how has your playing background influenced your work in sports business?
My experience as a college goalkeeper has shaped the way I lead, collaborate, and show up professionally. The role itself taught me to see the full pitch, but also focus on my role at the same time. Being a goalkeeper taught me to anticipate, communicate, and make quick, high-stakes decisions, all skills that translate directly into my roles.
Being a student-athlete also instilled in me the importance of time management, resilience, and accountability. You learn quickly that success isn’t just about the most talented person doing the work, but about how consistently you prepare, support your teammates, and adapt under pressure. That mindset has stayed with me and continues to influence how I approach challenges personally and professionally.
Looking back, is there a pivotal career moment or decision that significantly shaped your professional path?
When I reflect on my journey, I don’t see one defining moment, but rather an invisible thread that connects a series of intentional choices I’ve made and experiences I’ve had. It’s been a combination of consistent daily effort and a “never-stop” mindset that have shaped who I am and where I’m headed.
Throughout my career, I’ve been open to new opportunities, whether that meant taking on unfamiliar roles, relocating, or stepping outside of my comfort zone. It’s often been the willingness to say “yes” to something new that’s opened doors I couldn’t have anticipated. And along the way, it’s been the relationships I’ve built, the conversations I’ve had, and the lessons I’ve learned that have made the biggest impact.
What are your future plans and goals as you look ahead in your career?
In the near term, I’m focused on continuing to grow and learn in my role at FIFA, there’s nothing quite like the scale and impact of the World Cup, and I’m motivated by the opportunity to bring it to life.
Longer term, my goal is to become a Chief Commercial or Chief Marketing Officer within the global sports space or start my own sports marketing agency. I’m passionate about the business of soccer and the power of major events to unite fans across cultures and continents. I want to continue creating work that not only drives results, but also leaves a lasting impact on the fan experience.
Above all, I will always strive to lead with purpose, mentor the next generation, and build teams that do bold, meaningful work together.