BWH Hotels Partners with United Soccer League to Revolutionize Fan Experience with Exclusive Travel Perks and Soccer Excellence Nationwide

Published on April 3, 2025

BWH® Hotels (BWH) has entered into a game-changing partnership with the United Soccer League (USL), combining BWH’s hospitality excellence with the immense passion of soccer fans to create a dynamic and impactful collaboration. This groundbreaking sponsorship promises to deliver exclusive travel perks and enhanced experiences for USL clubs, fans, and communities nationwide.

The collaboration is set to make its national debut on April 6, 2025, with the first national match of the season on the CBS Television Network. The match will feature San Antonio FC against Phoenix Rising FC, and BWH will be highlighted as the presenting partner for all 100 USL Championship and League One matches aired across CBS, CBS Sports Network, and CBS Sports Golazo.

As the largest and fastest-growing soccer organization in the United States, USL is committed to providing a comprehensive youth-to-professional pathway for both men and women within one inclusive ecosystem. By promoting soccer across local communities in North America, this partnership between USL and BWH will continue to drive the growth and popularity of the sport, reaching new heights in the United States.

“We’re thrilled to partner with the USL—a dynamic organization that shares our passion for performance, community, and memorable experiences,” said Joelle Park, Senior Vice President and Chief Marketing Officer at BWH. “Over the next four years with events like the Men’s and Women’s World Cup and the L.A. Olympics, the United States is set to experience a meteoric rise in soccer fandom and growth. As the Official Hotel Partner and Preferred Hotel Supplier for the USL, we are passionate about helping fans and travelers experience this incredible sport, and the journey that comes with it.”

The multi-year agreement, forged through the efforts of BWH’s long-standing marketing partner, PMG, and its sports marketing practice, is poised to activate across various platforms. Fans can expect cutting-edge features that enhance their viewing experience, such as the innovative Best Western® Travel Map. This virtual, in-game integration—featured during all nationally televised USL games—offers deeper insights into player performance and the dynamics of the match. Interactive replays and real-time graphics will track players’ movements across the field, giving fans a unique perspective on the action.

BWH and USL’s partnership extends beyond the game field into the heart of local communities. In 2025, the USL will introduce the Hometown Hero Award, which will be presented by BWH during the USL Championship Final in November. This prestigious award will honor a USL industry member who has made a significant impact in their local community both on and off the field. A content series will accompany the award, celebrating these community champions across the country and shedding light on their contributions.

Beyond the CBS broadcasts, BWH’s brand presence will be showcased throughout the season across a range of USL media channels, including ESPN, ESPN+, TUDN, and locally broadcast matches. Fans will also engage with the partnership via USL’s digital platforms, including the mobile app, website, and social media channels.

“This partnership with BWH Hotels is a game-changer for our league, our teams, and, most importantly, our fans,” said USL Executive Vice President of Corporate Development & Partnerships Josh Keller. “As the sport continues to grow, aligning with a hospitality leader like BWH Hotels ensures that our players, supporters, and communities enjoy first-class experiences both on and off the field. We look forward to working together to elevate soccer’s impact in local markets and enhance the way fans engage with the game.”

Through this strategic partnership, BWH Hotels will expand its reach and collaboration with USL players, local teams, youth events, and fan engagement experiences. The sponsorship marks a significant step forward in BWH’s commitment to enhancing the soccer community’s connection to both the game and travel experiences, offering unforgettable moments on and off the field for fans and players alike.