As he moved into the world of advertising technology and started his own company, Batson maintained his passion for soccer.
"I'm a soccer fan at heart," he said. "I'm the sort of person that wakes up early in the morning on Saturdays and Sundays and starts watching until well in the evening to catch whatever games are on the West Coast."
He said he is looking forward to attending his first international game as U.S. Soccer CEO on Oct. 7 when the USA plays at England in women's soccer at sold-out Wembley Stadium. It will be his first trip to Wembley since the USA-Japan women's soccer gold-medal match at the London Olympics a decade ago.
Batson's only past involvement in U.S. Soccer was a stint on its Finance Committee, helping spearhead the creation of its Development Fund.
"As someone who grew up in the game and who fell in love with soccer as a young kid," he said, "where we are as a soccer nation and where we are as a federation is unrecognizable in a positive way relative to the '90s when I first fell in love with the sport."
And he hopes to apply the same principles to how software platforms help media buyers to his work at the federation.
"A big part of my job, and a big part of all of our jobs at U.S. Soccer is," he said, "how do we engage with everyone and understand what are your priorities? What are the things that you're focused on? What are the things that are keeping you from being able to achieve what you want to achieve in the soccer community? And get aligned on what our big priorities and our big areas of focus are as a U.S. Soccer family. And how do we all lower our back and go push and bring those things to life?"