---
bcp_version: "2.0.0"
file_type: values
parent: https://registry.encodedbrands.ai/us-soccer-785/.well-known/brand.md
last_updated: "2026-10-19"
---
# Values
U.S. Soccer does not publish a labelled list of corporate values in the sources read. What it does publish is (a) belief and ambition statements on ussoccer.com, (b) the Soccer Forward messaging principles in the toolkit, and (c) the five Safe Storytelling principles that "should always be followed when using this toolkit" (SAFE p.1). Quotes below are verbatim, checked 2026-10-19. "Use in judgement calls" lines are Encoded's inference, not U.S. Soccer policy.
## 1. Soccer is a force for good
**tier:** core
**surface:** federation (/about)
> "U.S. Soccer exists in service to soccer. Our ambition is to ignite a national passion for soccer. We believe soccer is more than a sport, it is a force for good." (https://www.ussoccer.com/about)
**Use in judgement calls:** the reason to make anything is to get more people playing and to show what playing does for them. Copy that sells the federation without serving the game is off-purpose. This is a federation belief; the toolkit applies it to community storytelling, but it is not a campaign proof point.
## 2. The game belongs to everyone
**tier:** core
**surface:** toolkit (/soccer-forward)
> "At U.S. Soccer, we believe that the game belongs to everyone. To make this a reality, we equip the entire ecosystem and wider soccer landscape to enable more soccer in schools and communities, more inclusive and safe spaces to play, more community leaders with tools to use soccer for impact, more stories that prove the power of the game, and more resources to elevate the women's game at every level." (https://www.ussoccer.com/soccer-forward)
Pillars: "Soccer Everywhere, For Everyone" and "Equity and Excellence In The Women's Game".
**Use in judgement calls:** default to inclusive casting and examples across ability, gender, age and background; the toolkit's own photo bank does (visual.md).
## 3. Lead with positivity
**tier:** core
**surface:** toolkit (CTA p.3)
> "When possible, focus on the positives of the sport (empowerment, inclusion, and joy) — not just the problems it helps fix." (CTA p.3)
> "Collaborate with community stakeholders. Engaging local feedback ensures cultural sensitivity and relevance, and develops trust in messaging." (CTA p.3)
**Use in judgement calls:** if a draft opens on a deficit, rewrite it to open on what soccer gives.
## 4. Safe Storytelling: five principles
**tier:** core
**surface:** toolkit (SAFE)
From SAFE p.2–6 (credited by Soccer Forward to Comic Relief's Safe Storytelling Policy):
1. **Do No Harm** — "The safety and well-being of contributors, staff and audiences must always be the paramount consideration. Never prioritise story telling over safety."
2. **Dignity & Respect** — "Ensure that story telling is respectful and does not degrade, victimise or shame contributors."
3. **Privacy** — "Ensure that personal information is handled sensitively and complies with data protection and privacy legislation."
4. **Accuracy** — "Ensure your story telling is accurate and does not mislead audiences."
5. **Consent** — "Ensure informed consent is obtained and managed for all content."
Each principle also carries operational lines that matter for briefs: brief third parties and check they follow the guide (p.2); plan around contributors' 'work, education, family, religious and cultural practices' (p.3); first names only and no locating identifiers (p.4); verify partner roles and 'the attribution of outcomes' before publishing (p.5); re-confirm consent for any new use (p.6).
**Use in judgement calls:** when safety, consent or accuracy conflicts with a better story, the story loses. See boundaries.md for the operational rules.
## 5. One game, one mission, one team
**tier:** default
**surface:** toolkit (Resource Hub, campaign page)
> "One game. One mission. One team." (Resource Hub tagline, https://www.ussoccer.com/soccer-forward/resource-hub)
> "Together, we can build a legacy that lasts." (Keeping Score of What Matters page)
**Use in judgement calls:** credit partners and communities as the people doing the work; U.S. Soccer and Soccer Forward equip and amplify ("we'll repost it on our pages", SOCIAL p.2).
## Encoded resolution order (inference, not U.S. Soccer policy)
When guidance conflicts: safeguarding and consent → accuracy of claims → audience sensitivity (CTA p.3) → toolkit visual and CTA rules → voice preferences.