New followers of US soccer are rising rapidly in the country, with a report from For Soccer revealing that those who have become fans within the last year is up 400 per cent year-over-year (YoY).
Confirmed:
- Respondents who indicated they have been soccer fans for five or fewer years have grown by 57 per cent since last year’s report
- More than 45 per cent of these ‘new arrivals’ are women
- Major League Soccer and the National Women’s Soccer League (NWSL) are the two ‘most-beloved’ leagues for casual fans
- Among all soccer fans, 84 per cent watch an average of at least one game per week, with more than a third watching over three games weekly
- More than 50 per cent of fans who subscribe to specific services said soccer is at least a ‘very important’ factor in maintaining their subscription
Context:
The 2023-24 United States of Soccer fan insights report from For Soccer credited the surge in fandom to the arrival of Lionel Messi at Inter Miami, MLS’s global media rights deal with Apple and growth in the NWSL. The soccer marketing, media and experiences company also highlighted the reinvigorated excitement behind the men’s and women’s national teams, noting the respective arrivals of renowned coaches Mauricio Pochettino and Emma Hayes.
Comment:
“Soccer fandom is at an all-time high and continues to grow in the US,” said Heath Pearce, For Soccer president and former US men’s national team defender. “Because of this, broadcasters, brands and media outlets are trying to better understand the US soccer fan, especially with the 2025 Fifa Club World Cup and 2026 Fifa World Cup coming to the continent on the horizon.”
Coming next:
Soccer stakeholders in the US will look to attract even more fans to the sport ahead of the 2025 Club World Cup and 2026 World Cup. The former will be hosted by the States from 15th June to 13th July next year, while the country is co-hosting the 2026 men’s soccer showpiece alongside Canada and Mexico.
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