Soccer in the United States: Growth. A critical takeaway from Portada’s just published insights Report “The Transformative Impact of Soccer on U.S. Sports Marketing” is that brand-driven soccer investment will be growing at a compounded annual growth rate of 11.9% between 2024 and 2030 to US $4.61 billion in 2030 (see table below)
According to Portada research and a brand marketer survey discussed in the report, brand-driven soccer investment (advertising, sponsorships) is expected to grow by 96% from US $2.54 billion to US $4.61 billion in 2030. (This figure excludes media rights investments by broadcasters/streamers and ticket sales.) The five main components of soccer investments by brands are Advertising/Media, which will substantially rise during Fifa World Cup years (notably the 2026 Men’s World Cup to be played in the U.S., Mexico, and Canada); Team Sponsorships (e.g. NWSL, MLS teams, Liga MX teams supported by brands targeting the U.S. consumer, similarly national and other foreign team sponsorships; League Sponsorships, individual player endorsement, and finally Fifa Men’s and Women’s World Cup sponsorships that can be attributed to brands targeting the U.S. consumer.
Soccer in the United States: Growth Driven by Brand Investment until 20230
| Category | 2024 | 2025 | 2026 | 2027 | 2028 | 2029 | 2030 |
|---|---|---|---|---|---|---|---|
| Advertising | 1,099.82 | 978.83 | 2,077.46 | 1,130.53 | 1,243.57 | 1,367.92 | 2,374.96 |
| Team Sponsorships | 641.50 | 705.65 | 776.22 | 853.84 | 939.22 | 1,033.14 | 1,136.46 |
| League Sponsorships | 385.40 | 423.94 | 466.33 | 512.97 | 564.26 | 620.69 | 682.76 |
| Player Endorsements | 108.90 | 119.79 | 131.77 | 144.95 | 159.44 | 175.38 | 192.92 |
| FIFA U.S. Allocated Sponsorships | 302.96 | 302.96 | 302.96 | 222.17 | 222.17 | 222.17 | 222.17 |
| TOTAL Brand-Driven Soccer Investment | 2,538.58 | 2,531.17 | 3,754.74 | 2,864.45 | 3,128.67 | 3,419.31 | 4,609.27 |
Growth in a Heterogeneous, Young, and Dynamic Market
The Portada Insights Report, “The Transformative Impact of Soccer on U.S. Sports Marketing,” provides critical quantitative and qualitative insights into the dynamic and heterogeneous U.S. soccer market based on a survey of more than 250 brand marketers. “A brand trying to be all things to a soccer fan can be complex and drain resources,” says Rene Ramos, SVP, Brand Activation, Constellation Brands. The report also contains advice from brand and agency practitioners about making the most of the opportunity. Senior executives interviewed include:
- Jaime Cardenas, Partner at GotDigital
- Jonathan Mark, Managing Director, US & Canada at Worldcom OOH
- Kaio Philipe, Chief Business & Marketing Officer, Inter & Co
- Fernando Orvananos, Partner, PRIMETIME Sports
- Rene Ramos, SVP, Brand Activation, Constellation Brands
- Lauren Scrima, VP/Head of Marketing at new york city fc.
- Marco Vega, Co-Founder and CSO at CREYENTES
