Skip to main content

Brand USA's Fred Dixon: 'The World Cup has showed how, on the world stage, the US is almost unmatched'

The Big Interview
James Chapple
24 July 2026

With the World Cup, the 250th anniversary of US independence and the centenary of Route 66, America is firmly in the spotlight right now. So is 2026 shaping up to be the year it promised to be for the US? TTG's James Chapple catches up with Brand USA President and Chief Executive Fred Dixon.

Fred Dixon is President and Chief Executive of Brand USA
Brand USA

Dixon: 'We'll be spring-boarding off the World Cup for the remainder of the year.'

The World Cup may be over, but there's still a whole lot more going on in the US to get excited about this year – and beyond.

Brand USA chief Fred Dixon is in good spirits as we chat gazing out over London's skyline on another unseasonably warm early summer's day. It's Diet Cokes all round.

He's on a high following the US's 2-0 win over Bosnia and Herzegovina, marred only by the – now – controversial red card for star striker Folarin Balogun, which prompted Donald Trump to call up Fifa to have a moan.