Every summer since its inception in 1985, the Target USA Cup has hosted thousands of youth athletes from around the world for North America’s largest youth soccer tournament. The games take over the National Sports Center in Blaine, Minnesota, which houses 62 full-size outdoor natural grass and turf fields, in addition to an eight-rink hockey complex and a PGA Tour-designed golf course, among other facilities.
The 2024 Target USA Cup hit its 39th year and welcomed 1,180 teams from U9 to U19 age groups, marking the largest event in its history at the time. It comprised a weekend tournament running July 12-14, followed by the larger tournament July 16-20. “It is not only a soccer tournament but also a wonderful opportunity for cultural exchange,” says Jen Een, sports and recreation department director at the National Sports Center and director of the Target USA Cup. Such cultural immersion is emphasized through other activities embedded within the tournament schedule, including the Olympics-style opening ceremony at the National Sports Center Stadium, which also typically features a DJ, fireworks displays, and pin trading. The latter is a longstanding tradition of the tournament in which players swap pins that feature their team logos.
“There are very few tournaments where teams can get cultural exchanges, numerous activities, and soccer in one event,” says Een. The tournament’s popularity has grown significantly over the years, from 69 participating teams in its first iteration in the ’80s to over 1,000 in 2024. And such growth requires
a steadfast and adaptable team to put it all together. “There is no way this event happens without them,” says Een of her 10-person tournament squad. “Everyone on the team cares so much about providing a good experience to these folks that they are willing to put in extra effort. This could be the
first time a team is coming to the United States, and we want to make sure we show them the best time we can.”
The 2024 tournament also brought in 450 referees from 16 countries and 17 U.S. states to manage the 2,300 games that took place throughout the event, plus some 250 volunteers who helped in various roles. Sprinkled throughout the competition are additional activities to keep participants busy and
show them the best of Minnesota, including outings to Valleyfair (an amusement park in Shakopee) and Mall of America in Bloomington, along with branded Target and Adidas activations (two of the event’s major sponsors). “The tournament has grown a lot with numbers,” says Een. “Our sponsorship has improved, [and] the technology and processes have been streamlined.” While girls’ and women’s sports have skyrocketed in popularity and access over the years, Een adds, “We have gotten better in the diversity of teams and genders, although I would like to see even more, especially visiting girls’ teams at our event.”
In its early days, the tournament’s registration process reflected the time period.
“When I started, we sent out three-ring binders with all the paperwork for people to either send back or fax us,” says Een. “Now, everything can be done digitally. The evolution throughout my tenure has been impressive to see.” Een has had a front-row seat to these advancements, having been with the National Sports Center for 24 years and serving as director of the tournament for 11 years. “I started as a registrar of smaller events and gradually worked my way up the ranks taking on more [responsibilities, eventually] becoming tournament director of leagues and events,” she says.
“I am a former athlete, and I love to give back to sports that gave so much to me. I love being around sports, being able to talk about sports, and being part of events. I also think the world of my colleagues and feel a lot of gratitude to work with such an amazing team.”
