As the industry continues its ascension and soccer further strengthens its positioning in pop culture, it’s important for stakeholders to keep their finger on the pulse of the ever-evolving American soccer fan.
This report continues more than a decade of diving into this audience, shedding light on its demographics, characteristics, consumption habits, and factors that most shape fandom. You’ll gain a more complete understanding of what soccer fandom looks like today, with insight into what the future may hold.
This annual report aims to educate brand marketers and industry professionals as our insights help shape activation decisions authentic to both the sport and their brand.
What can you expect to learn?
This year’s United States of Soccer report covers all the topics you’d expect— demographics, fan characteristics, the factors that most shape fandom.
But fandom evolves and so do we. As you read through our report, keep an eye on new takes on previous insights, as well as several new areas of exploration, including:
- A review of how soccer’s newest fans are finding the sport
- Differences in avid and casual fan league and competition preferences
- How age is a factor in understanding the club teams fans prefer
- A dive into how fans are arriving at their team fandom using specific clubs as examples
- The impact of soccer on streaming platform subscriptions
- And many more throughout the report