He was also a key figure in raising American soccer’s profile on the world stage. Earlier, as a marketer, he saw opportunities in the football ritual of dousing coaches with Gatorade.
Hank Steinbrecher, a soccer evangelist from Queens whose passion as a top United States official in the sport helped usher it into the American mainstream and who, in a previous career in marketing for Gatorade, helped popularize the ritual in which victorious players douse their coaches with coolers of sports drinks, died on Tuesday at his home in Tucson, Ariz. He was 77.
His death, from degenerative heart disease, was confirmed by the United States Soccer Federation, of which Mr. Steinbrecher was secretary general from 1990 to 2000.
Sunil Gulati, who was president of the federation from 2006 to 2018, said in an interview that Mr. Steinbrecher’s biggest legacy was having American soccer “be more respected at the national and international level.”
In the fall of 1990, the federation, the sport’s national governing body, had little money and was run by volunteers. It was in dire need of professional administrative expertise.
The United States men’s national team had just played in its first World Cup in 40 years, in Italy; the U.S. had recently been chosen to host the men’s World Cup in 1994; and the nascent women’s national team was about to emerge as the pre-eminent international power.
Later that year, Alan I. Rothenberg, a Los Angeles lawyer who had been the soccer commissioner for the 1984 Summer Olympics in Los Angeles, became president of the federation, and he hired Steinbrecher to be secretary general, his top lieutenant, impressed by his credentials: Mr. Steinbrecher had been a collegiate player, coach and manager of the soccer venue at Harvard University during those Games (Olympic soccer is played in stadiums across the host country). And, crucial to bringing a business and commercial sensibility to the federation, he had been director of sports marketing for Gatorade.