Why Diego Luna is the face of USMNT marketing - but not on the World Cup squad
Diego Luna starred in USMNT World Cup promos but is set to miss the squad. Here’s why the two don’t always match.
Diego Luna has been one of the most visible faces in U.S. men’s national team marketing ahead of the 2026 FIFA World Cup. From kit launches to promotional campaigns and broadcast advertisements, the 22-year-old midfielder has appeared front and center in content designed to build excitement for the tournament on home soil.
That’s what has made his expected omission from the final roster so confusing to many fans.
Diego Luna being plastered all over the media promoting the USMNT just for him not to be going to the World Cup is kind of wild tbh pic.twitter.com/MqmsXV1WGS
— USMNTTAKES (@USMNTTAKES) May 22, 2026
Diego Luna USMNT snub explained
According to multiple reports ahead of the official squad announcement on Tuesday, Luna is not expected to be included in the U.S. team for the World Cup. The disconnect between his heavy presence in marketing and his absence from the squad has caused a lot of confusion among fans.
The answer lies largely in timing. Much of the USMNT’s World Cup promotional content was produced months in advance, often during international windows when certain high-profile players were unavailable. During those periods, Luna was not only healthy but heavily involved with the national team setup, making him a natural choice to feature in media shoots, kit unveilings, and sponsor campaigns. As a result, he became a central figure in content that is only now being rolled out publicly.
Head coach Mauricio Pochettino even acknowledged earlier this year that marketing obligations and roster decisions operate on different timelines, noting that media days are often scheduled well before final squad selections are made. In other words, appearing in a World Cup campaign is not an indication of a guaranteed roster spot, but rather a reflection of availability at the time the content was created.
USMNT head coach Mauricio Pochettino in March, ahead of friendlies in Atlanta, the final full window before the 2026 World Cup 😯🇺🇸
— USMNT Only (@usmntonly) May 23, 2026
“The players that today are on the roster, they cannot think they are going to be in the final roster. When we go to Atlanta, maybe we can take… pic.twitter.com/nvasPi0mEF
On the field, Luna’s case is more complicated. He was one of the USMNT’s most consistent contributors in 2025, appearing in 17 of the team’s 18 matches and emerging as a breakout performer during that stretch. His creativity and close control made him a valuable option in the attacking midfield, and his form carried into the early part of the 2026 MLS season.
However, roster decisions at the international level often extend beyond recent form. One of the key factors appears to be competition for limited spots, particularly with the inclusion of Gio Reyna. Reyna’s experience in Europe and longer track record with the national team likely gave him an edge, even if his recent performances have not clearly outpaced Luna’s. Selection at this level frequently leans on pedigree and familiarity in high-pressure environments, especially for a tournament as significant as the World Cup.
Luna’s situation may also have been affected by timing in another way. An injury earlier in 2026 kept him out of a critical March international window, one of the final opportunities for players to make their case before roster decisions were finalized. Missing that camp may have made it more difficult for him to maintain his position in a highly competitive player pool.
The result is a rare but striking disconnect. By the time fans see World Cup commercials and promotional materials, those assets have often been finalized for months, while roster decisions continue to evolve right up to the deadline. Luna happened to be a key figure at the time the marketing machine was in motion, but ultimately fell just short when the final selections were made.
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