Soccer Continues to Gain Ground in the U.S. Market

What: After years of competing against other sports giants, soccer has finally managed to position itself among the top five sports favored by American fans.
Why It Matters: Although soccer is currently ranked the fifth fastest-growing sport in the country, the growth of its fan base is the highest and most promising.

By Gabriela Gutiérrez M.

Soccer has had to face off one of its toughest matches in the United States. For decades, it has been relegated as a sport exclusive to Latino fans. However, stadium attendance and advertising sales reveal its true importance within the multicultural sports scene, positioning soccer as the fifth most important sport in the country.

Baseball continues to be the king of sports, followed by basketball, football and hockey. But on their heels – with its sustained growth – is soccer.

Baseball continues to be the king of sports, followed by basketball, football and hockey. But on their heels – with its sustained growth – is soccer.

Major League Soccer (MLS), the official U.S. soccer league, broke stadium attendance records with sales of 7.4 million tickets in 2016, or 40% more than in 2015. The number of viewers watching soccer matches on TV also rose to 277,000. While still far behind the number of TV leader NFL, with 16 million viewers, it is impossible to deny soccer’s rapid “double-digit growth,” said Gary Stevenson, MLS President, in a statement.

The opportunities presented by soccer, including the 2018 Soccer FIFA World Cup in Russia, will be examined in -depth during PORTADA'S 2017 SPORTS MARKETING FORUM on September 13 in New York City. Major marketers from Allstate Insurance, Mastercard, PepsiCo, Anheuser-Busch, Publicis Media and La Liga will be providing insights on how best to use soccer to engage with consumers in the U.S. Register to the 2017 Sports Marketing Forum here!

As a result, brands such as Adidas, Heineken, and Advocare, among others, have invested $333 million – or 9% more than in 2015 – in soccer, according to consulting firm IEG Research.

The latest sponsor to join the list of MLS’s supporting brands is Kellogg's, which made its debut in the 2017 season.


Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!

Soccer exceeds the NHL and NBA in TV ad dollars

The number of TV channels broadcasting soccer matches has also increased, from five in 2010, to 13 in 2015.

During the Women's World Cup Final, in 2015, a 30-second spot was priced at $210,000, higher than any spot sold during hockey’s Stanley Cup.

Advertising prices for these games has also seen an uptick. During the Women's World Cup Final, in 2015, a 30-second spot was priced at $210,000, higher than any spot sold during hockey’s Stanley Cup. In addition, ads for the 2014 World Cup final between Germany and Argentina sold at $465,000, above the cost of spots broadcast during the NBA final.

The children are the future

Soccer’s popularity in the U.S. promises to continue its upward trend, since it is the smallest players – now playing in youth leagues – who are feeding the game’s popularity in the U.S. Three million children are officially enrolled in soccer programs in the U.S., or 89% more than in 1990.

The five states with the highest enthusiasm for the sport, judging from their soccer attendance records are: Washington, California, Texas, Oregon, and Kansas, according to Stately.com.

The five states with the highest enthusiasm for the sport, judging from their soccer attendance records are Washington, California, Texas, Oregon, and Kansas.

A 2014 ESPN poll also reported that  professional soccer was the second most loved sport (after pro football) among 12- to 17-year-olds. The  survey also reported that the MLS was as popular as the Major League Baseball (MLB) among the same age group.

And while soccer detractors say the trend is the result of immigration, since it is Hispanics who typically make up the fan base, the youngest players do not think so. One in three children who practice the sport is white.


Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!


Editorial Staff

Portada Staff

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