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CHICAGO, IL – JUNE 22: Fans gather in Grant Park to watch the U.S. play Portugal in a Group G World … [+] Cup soccer match on June 22, 2014 in Chicago, Illinois. Fans were turned away from the free event after a 10,000-person capacity was reached. (Photo by Scott Olson/Getty Images)
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With the 2026 FIFA World Cup less than two years away, soccer has never been so fashionable in America. A new report on the state of soccer fandom in the U.S. by marketing, media, and experiences company For Soccer, shows that the number of people who have been soccer fans for 5 years or fewer is up 57% compared to last year, and the number of first-time fans is up 400% year-over-year.
For Soccer has been releasing insights about American soccer fans and their experiences for over a decade, but this edition of the United States of Soccer Fan Insights Report displays the most impressive growth yet. The data shows that soccer has broad appeal across age ranges, genders, and differing ethnicities and that the variety of broadcast deals is making soccer more lucrative than ever. Moreover, there is a strong mix of new fans (33%) and long-term fans (32%).
According to Heath Pearce, former U.S. Men’s National Team defender and President of For Soccer, the sport remains a “growth stock” in the American sports landscape, but it is the one investors should be betting on. Soccer continues to trend upward, and with the star appeal of Leo Messi, the rising popularity of the NWSL, the FIFA Club World Cup, the World Cup, and the Olympics all coming in the next four years, there is no telling the extent to which the sport can continue to skyrocket in the U.S.
Pearce says that just in the time since his retirement (2015) the sport has shown excellent organic growth. He references his own life in the soccer experience business as a measuring stick for the change in the soccer landscape. He says now there are plenty of talented individuals to choose from in his line of work, and adds that the breadth and depth of knowledge of the average American fan is large. This wasn’t necessarily the case just ten years ago.
The changing nature of fandom and the lack of a typical fan are also an exciting development. According to the report, more than 45% of New Arrivals — respondents who have been fans for 5 years or fewer — are women. They are also 25% more likely to be Black than all soccer fans, and roughly 40% have never even played the sport.
The way fans are getting into the sport is also rapidly changing. Some fans still discover soccer through participation or family influence, but others are finding the game through gaming, gambling, and general sports enthusiasm. Accessibility has played a big role in this. Soccer has never been more available to fans in the U.S.: it is on at breakfast (Premier League-NBC/Peacock), during lunchtime (La Liga-ESPN+), during the workday (Champions League-Paramount+), and in the evenings (MLS, LigaMX, and NWSL). Pearce notes that it is the game’s accessibility that makes it so difficult to define the average American soccer fan.
Soccer is also becoming a critical factor in subscription service selection. According to the report, “more than 50% of fans who subscribe to specific services said soccer is at least a very important factor in maintaining their subscription.” It benefits over-the-top media services (OTTs) to offer soccer, as is evidenced by MLS and Apple TV+ surpassing 2 million global subscribers for MLS Season Pass, and the Premier League becoming the most-watched league in the U.S.
The fact that fans are showing their support for soccer with their wallet is huge. Pearce says that over the past 15 years, there has been strong local support, especially because MLS franchises “mastered the art of community-based growth.” He says the next phase of growth is streaming and subscription services. With accessibility at an all-time high (although affordability remains a big question) fans get access to a premium product and can choose what suits them best. For providers, it is a race to capture and keep soccer fans old and new.
While overall interest in the sport is on the rise, Hispanic interest drops on the international stage. This data shows that the USMNT and USWNT are yet to conquer Hispanic hearts. This may be because of familial influence, culture, history, or even content consumption trends. However, the new USMNT coach Mauricio Pochettino hopes to change that. In his first press conference, he said he hoped his nationality and Argentine passion for the game would be a “point of connection” with Hispanic fans. Pearce hopes the same but admits addressing Hispanic interest in the American national teams is “more complicated” than just hiring a Latin American coach.
The report breaks down the exact nature of American fandom across all demographics and classifies fans based on their personality traits. It also looks at what influences them, their consumption habits, and the latest brand associations in soccer. It uses primary research from a survey of over 2,000 soccer fans carried out during Q4 of 2023. Participants were deliberately selected from across the country, from different age groups (16-50), genders, and ethnicities. It is the perfect tool for anyone looking to understand the expansion of the beautiful game in the U.S.
When asked what changes he would like to see in soccer fandom in the run-up to and after the 2026 FIFA World Cup, Pearce said sustainable programming — both content and participatory — and a challenge of the status quo. With so much interest in soccer, he thinks it is the perfect time to push new ideas, test new technologies, and find the most entertaining, affordable, and accessible product.
What’s clear from this report is that soccer fandom in the U.S. is in a healthy position. The sport continues to break the one-size-fits-all mold and attract new fans for a myriad of reasons. Broadcasters and clubs have taken note, and are making constant efforts to make the game and its stars as available as possible. What remains is for the grassroots system to catch up. According to Pearce, there is a lot of work to be done developing and nurturing players who can turn into long-term fans. In his words, “player development is fan development,” so the best way to continue driving more interest in the sport is to keep people in the soccer ecosystem from the moment they kick their first ball.
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