Soccer is the world’s sport—the most played and most watched game around the globe. Major League Soccer is expanding fast, with new teams and stadiums in the country’s hottest markets and attendance booming. Experts say the game is primed for an explosion of interest mirroring the 1990s, when the U.S. last hosted the World Cup. And savvy marketers are looking for a chance to get a leg up on the competition.
This white paper explores the history and converging factors that have put Major League Soccer in the spotlight, as the league, its players and stadiums get ready to host the 2026 World Cup.
- The distinctive demographic mix of MLS fans, reflecting “the new North America”
- How the league and its fans have built an in-person experience like no other
- The impact of glamorous, high-profile owners—and influencers
- The multiple ways fans connect with their favorite players and teams—including gaming
Download this white paper now to dig into the numbers and to see where your brand might be able to get an assist from a soccer strategy.
About Major League Soccer
Headquartered in New York City, Major League Soccer is the league for the new North America. MLS features 29 clubs throughout the United States and Canada, in addition to an expansion club in San Diego beginning play in 2025. For more information about MLS, visit MLSsoccer.com.
About Soccer United Marketing
Soccer United Marketing (SUM), the commercial arm of Major League Soccer (MLS), is the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the region’s most successful soccer entities. SUM holds the exclusive rights to the Mexican National Teams for the U.S. market (MexTour and MexTour W), MLS, Leagues Cup, Campeones Cup, Copa Angelina and Concacaf Properties (including Concacaf Gold Cup, Concacaf Nations League Finals, Concacaf Champions League and Concacaf W). In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario.