How Sponsors and Brands Can Better Understand U.S. Soccer Fandom

It’s important to highlight that 39% of the American population shows interest in soccer in some capacity. That’s roughly 130 million people, which is equivalent to the size of Mexico, the 10th largest country in the world.

But of that group, SPORTFIVE has identified seven subsects that help paint the complex picture that is U.S. soccer fandom. Here are the different groups of American soccer fans, and how they interact with the sport overall.

2. The Club Till I Die (12%)

Deeply loyal to a specific club, such as Borussia Dortmund in Germany, Manchester United in England, or the New York Red Bulls in the United States, this fan’s entire week is fixated around a team. Their mood, schedule, and overall plans revolve around the club’s games. This group is also heavily involved in the day-to-day discussion surrounding the club across social media and other digital platforms. They help drive the narrative and the overall scope of a given team’s current situation.

3. The International (11%)

Despite living in the United States, this fan prefers the historical significance, culture, style, and tactics of European leagues. They also tend to be more affluent and well-traveled, making their affinity for European fixtures stronger. Their previous visits abroad make them yearn for it more, which means they are willing to pay for premium experiences to satisfy their fandom. Consequently, this group values international fashion, media, and life-style brands, making those brands attractive to this subsect of the U.S. market.

6. The Flipper (9%)

Named after the art of ‘flipping around the TV,’ this fan tends to be older, surfing different channels and consuming whatever match is on. They don’t align with a particular team, nor do they actively engage in conversations across social media. They do not arrange social plans on match day to watch the game either, but they still represent a valuable demographic. This group appreciates straightforward messaging and nostalgic branding, whether it be through the likeability of a team or a star player.

7. The Tourist (9%)

Like ‘The Culturalist’ in nature, this group engages with soccer during major events like the FIFA World Cup, making them crucial targets during tentpole campaigns and big moments. Despite not keeping tabs on the sport on a year-round basis, these fans love being a part of watch parties, branded fan zones, and retail promotions. The FIFA World Cup is a massive moment for the entire world, which draws people in from all walks of life. Hence, these Tourists, who want to engage with the FIFA World Cup, will engage heavily over a short period time and therefore spend more on travel, merchandise, and food/beverage.

Our Personas prioritized behavior and psychological traits regarding “how” fans follow soccer, deemphasizing “who” they are from a demographic standpoint. SPORTFIVE focused on their moods and behavior toward the sport.

That said, given the large Hispanic and Latino population within the U.S., it’s impossible to discuss soccer without understanding this demographic. Soccer is ingrained in Latin American culture. The passion for their clubs and national teams is unrivaled. They have thus become the heart and soul of soccer culture in the United States.

Per SPORTFIVE research, the average age of Hispanic/Latino fans is 32 years old. They consume soccer content visually, through Instagram and Tik Tok, and prefer Spanish language channels, such as Telemundo and Univision. Brands should strongly consider advertising and marketing campaigns in Spanish for the strongest visibility.

On the flip side lies non-Hispanic/Latino fans, who, on average, are 37 years old and are more European and MLS centric. This group follows soccer content more via the written word and they follow mainstream English channels like ESPN and Fox Sports.

Emotional Commitment: 80% of fans arrange their social lives around match days while 70% report that their mood is significantly affected by game results. That figure only increases during the FIFA World Cup. This emotional link to the game presents a strong opportunity for an emotionally resonant sponsor brand marketing.

Social Group Fan Formation: Family and friends are the most common drivers of fan identity formation. This highlights the role of community in initiating and cultivating long-term fandom beyond childhood, which, in turn, is passed on to future generations.

These patterns showcase a rich ecosystem of fan engagement that goes beyond the game itself. Soccer extends into one’s lifestyle, digital consumption, and emotional investment. Brands would be wise to understand these pathways.

Brands must go beyond a monolithic “soccer fan” approach and instead target specific personas, meeting the fan where they already are.

Crypto and Tech Companies may resonate best with The Ultra and Club Till I Die Personas due to their trend-forward nature and spending habits.

Lifestyle and Fashion Brands could find a strong fit with The Culturalists and The Tourists, who view soccer primarily as a cultural and social experience and are willing to spend.

Family-Centric Brands, like auto or travel, might benefit from aligning with The Domestic, who are likely to have children at home and prioritize attending local and domestic live events.

Media and Streaming Services have an opportunity to engage with our casual, yet sports happy Flippers through highlight packages and curated experiences around soccer.