The football renaissance has begun and it’s not where you think. While everyone talks about the growth of the Saudi Pro League and the long list of players transferring to the Middle East, the USA is finally becoming the football powerhouse it always had the potential to be.
As the countdown to the 2026 FIFA World Cup, co-hosted by the U.S., Canada, and Mexico, begins, the landscape for brands and advertisers is evolving, presenting an unprecedented chance to connect with the burgeoning football fan bases across these countries.
New Era Of American Football (Soccer)
In the U.S., the growth of football is evident in the addition of 10 clubs to the MLS since 2015. The most notable is of course Inter Miami, helmed by none other than David Beckham, who pulled off the blockbuster transfer of one of the greatest ever players of the beautiful game, Lionel Messi.
While this is not the first time the American club football is having a ‘moment’, this one feels different. The greatest players in the world moved to the USA before when Pelé, Carlos Alberto, and Franz Beckenbauer played for New York Cosmos, but this was before the MLS.
Now football fandom in the USA has finally reached maturity after popularity rose slowly through transfers of big-name like Kaka, Thierry Henry, Andrea Pirlo, Bastian Schweinsteiger, Didier Drogba, Frank Lampard, Wayne Rooney, Zlatan Ibrahimovic, Luis Suarez and of course the greatest, Lionel Messi. With the MLS now bigger and more exciting than ever, there is a very real opportunity for brands to get involved before the gravy train leaves the station.
Unleashing the Broadcasting Power in American Soccer
The meteoric rise of soccer’s popularity in the U.S. has been a catalyst for a paradigm shift in sports broadcasting. ‘El Tráfico’ between LA Galaxy and LAFC on Independence Day at the Rose Bowl, where 82,110 fans flocked to witness a regular-season MLS match, eclipsing the attendance of Super Bowl LVII, serves as a testament to soccer’s burgeoning influence.
The trend is reinforced by the staggering 26 million U.S. viewers that tuned in for the 2022 FIFA World Cup final on linear TV, surpassing the viewership of iconic American sporting events like the NBA Finals, World Series, PGA Finals, and the Winter Olympics.
As traditional sports struggle on linear TV, sports streaming platforms have become the focal point for the future of sports broadcasting. Tech giants, including Apple, are in the midst of a heated battle for dominance in the sports streaming wars. Apple’s strategic move to secure exclusive rights to MLS, accompanied by a $2.5 billion, 10-year worldwide deal, underscores the growing importance of soccer in the U.S. market.
This digital leap has not only redefined the landscape for sports broadcasting but also marked a pivotal moment for the evolution of American sports consumption. If major broadcasters are battling to secure broadcasting rights, it’s only a matter of time before brand sponsorship becomes oversaturated so forward-thinking brands should strike while the iron is hot.
USA as Football’s Grand Stage
If the recent growth of football in the United States wasn’t impressive enough, the future looks to be even better. Over the next three years, the US is hosting the biggest football events the beautiful game has to offer. The action starts in the summer of 2024 with the Copa America, where the best national teams of the American continents will contend for the intercontinental crown. The star power of the tournament is sure to attract global attention and act as a springboard for the tournaments to follow.
Just a year later, the FIFA Club World Cup will come to the US, and it will be the first of its kind. So far the tournament has been rather small, comprising only 7 teams in 2023, but the 2025 iteration will see 32 of the best clubs in the world play all over the country.
The string of major tournaments culminates in 2026 with the one to rule them all: the FIFA World Cup. The most important sports competition in the world will be co-hosted with Mexico and Canada and is sure to be a showstopping event. Not only does the World Cup attract millions of viewers from around the world, but it will take place during the 250th anniversary of America herself, which is sure to guarantee a celebration that will be remembered for decades. Brands who want to ride the wave of football-mania in the US would be well advised to get in early, build equity in the North American football in order to be well positioned when this grand event finally takes place.
Unleashing Football’s Sponsorship Potential in the US
Not only are Americans increasingly enamoured with football, but the affluent audience are key targets for broadcasters, rights holders, and brands. US football fans are 43 per cent more likely than average sports fans to have a household income of more than $100,000.
Additionally, to having high purchasing power, a high proportion of American football fans fall within the highly sought-after 25-34 age range, so sponsorship of US soccer presents a significant opportunity to target this desirable demographic.
According to Nielsen Scarborough, Houston, Los Angeles, and Miami/Ft. Lauderdale are the 2026 World Cup host cities with the most football fans per capita in the U.S. This concentration of fans extends beyond match attendance, influencing surrounding areas and expanding the sphere of influence for advertisers aligned with regional teams or athletes. To engage these fans, advertisers are leveraging social media platforms such as Twitter, TikTok, and Twitch. While free-to-air television remains the preferred method for watching matches, 72% of football fans now use social media apps to stay connected with the action, as highlighted in Nielsen’s 2022 World Football Report.
Additionally, to having high purchasing power, a high proportion of American football fans fall within the highly sought-after 25-34 age range, so sponsorship of US soccer presents a significant opportunity to target this desirable demographic.
The power of social media becomes especially evident when teams perform well. The surge in social media content and interactions for the Canadian men’s team and the women’s national team post-2021/2022 season and 2021 Tokyo Olympics victories, respectively, underscores the importance of digital engagement in capturing the attention of fans.
As fans increasingly turn to social media for sports content, platforms like YouTube and Twitch are becoming key players in the sponsorship landscape. Nielsen Fan Insights reveals that national team football fans in host countries prefer YouTube for sports news and content, while Twitch, despite being among the least used platforms by percentage, sees significant overindexing among fans compared to the general population.
Sponsorships in football events are not just about exposure; they are a powerful tool for brand loyalty and preference. According to Nielsen’s 2021 Trust in Advertising study, brand sponsorships in sporting events are just behind recommendations from friends and family in terms of consumer trust. An impressive 81% of consumers report either complete or partial trust in these sponsorships. Football fans are not only eager to learn about the brands associated with their favourite teams but are also more likely to choose a sponsor’s product over a competitor’s if price and quality are equal.
The impact of sponsorships goes beyond awareness, driving a significant 10% lift in purchase intent among the exposed fan base, according to Nielsen’s 2022 Global Sports Report. As the 2022 World Cup unfolds, the winners and losers will not only be decided on the field but also in the realm of advertising impact on brand awareness and revenue.
For brands aiming to stay ahead of the game leading up to the 2026 World Cup, early planning is crucial. Strategic planning in campaigns to capitalize on the momentum generated in 2023 can seamlessly transition today’s football fans into tomorrow’s loyal customers. EMW Global stands ready to guide brands through this exciting period, leveraging our expertise to unlock the full potential of the soccer surge in North America. The game is evolving, and the time to act is now.
