By Alyssa Budke, Senior Marketing Manager, Sales Enablement
Soccer isn’t just growing in the U.S., it’s thriving. With record-breaking attendance, soaring TV ratings, and a new wave of passionate fans, the sport has firmly established itself in American culture. America’s homegrown Major League Soccer (MLS) continues to expand, international tournaments draw massive viewership, and the 2026 FIFA World Cup in North America is set to be a game-changer. For advertisers, this momentum presents a valuable opportunity to connect with a highly engaged and affluent audience.
Recent data reveals that 27% of U.S. sports fans–approximately 83 million people–identify as soccer enthusiasts, surpassing traditional American sports like baseball and basketball.
The Fans You Want to Cheer With
Diverse
61% of Fans are Under 45
New Fans Are More Likely to Be Black (25%) and More Likely to Be Women (43%) Than Existing Fans
Gaming, Gambling, and Other Sport “Spillover” Are Growing Reasons to Become a Fan
The Number of First-Time Fans Has Surged by 400% Year Over Year
Engaged
84% of Fans Watch At Least One Game Per Week
77% of U.S.-Based Soccer Fans Pay for a Streaming Service to Watch an Average of 2–3 Matches Per Week
50% of Fans Indicate Live Soccer as “Very Important” in Streaming Subscriptions
The Number of People Who Have Been Soccer Fans for 5 Years or Fewer Has Increased by 57% Compared to Last Year
Affluent
Two-Thirds of American Fans of European Soccer Possess a College or Post-Graduate Degree
43% More Likely Than Fans of Other Sports to Have HHI > $100K
71% of U.S.-Based Soccer Fans Spend on Soccer-Related Merchandise Yearly
72% of U.S.-Based Soccer Fans Purchase a Ticket and Attend a Match at Least Once Per Season
Why Advertisers Should Invest in Soccer Content
Loyal and Growing Fanbase
Soccer isn’t just growing in the U.S., it’s thriving. With record-breaking attendance, soaring TV ratings, and a new wave of passionate fans, the sport has firmly established itself in American culture. America’s homegrown Major League Soccer (MLS) continues to expand, international tournaments draw massive viewership, and the 2026 FIFA World Cup in North America is set to be a game-changer. For advertisers, this momentum presents a valuable opportunity to connect with a highly engaged and affluent audience.
Global Reach, Local Impact
Soccer’s international reach makes it a powerful channel for global brands, while the growth of MLS and grassroots leagues offers hyper-local advertising opportunities. Whether your brand wants to go big or stay community-focused, soccer provides the perfect stage.
No Off Season
With multiple major soccer leagues—such as MLS, Premier League, La Liga, and Serie A—there’s no off season. The broad array of leagues and events means that brands can engage audiences year-round, increasing visibility and creating more touchpoints to connect with passionate fans.
Get Ahead of the Big Game
The upcoming 2026 FIFA World Cup in North America will supercharge interest in soccer, bringing in new fans and increasing viewership. Brands that invest now can establish themselves with this audience before the competition heats up.
Get Early Access to Live, In-Game Soccer CTV Inventory & Exclusive Soccer Placements for a Strong Omni-Channel Strategy with Yieldmo
Soccer’s rise in the U.S. isn’t just a trend, it’s a transformation. As soccer continues to capture the attention of fans across the nation, now is the time to get in the game and align with the world’s most popular sport at this pivotal moment.
We offer first-look live, in-game soccer CTV inventory and exclusive soccer placements across High-Impact, Video, Native, and Display—ensuring a true omni-channel strategy. Whether fans are streaming matches, scrolling through content, or engaging in real-time, we help you connect with them across every touchpoint.
Sources
- https://business.yougov.com/content/44457-examining-american-soccer-fan?
- https://www.forsoccer.com/wp-content/uploads/2024/09/For-Soccer-United-States-of-Soccer-2024.pdf
- https://www.tvtechnology.com/news/broadcasters-eye-growing-soccer-fanbase-in-us#:~:text=One%20major%20opportunity%20regarding%20the,pay%20to%20watch%20the%20competitions
- https://dataskrive.com/blog/us-soccer-popularity-is-on-the-rise-heres-why-media-companies-should-start-investing-now/
- https://www.forbes.com/sites/vitascarosella/2024/09/17/soccer-fandom-is-booming-in-america-according-to-new-report/
- https://www.sportsilab.com/in-the-press/sportsilabxjungvonmattsportslaunch
- https://sgbonline.com/study-u-s-fan-interest-in-soccer-growing/
