Ad Age MLS-SeatGeek White Paper cover

Why MLS match days offer unparalleled experiences for fans—and brands

Major League Soccer is expanding fast, with new clubs and stadiums in the country’s hottest markets and attendance on the rise. Fans in new MLS cities are discovering that the stadium atmosphere is electric, with uninterrupted, exciting play and a passionate, engaged community in the stands. Smart brands stand to benefit from this intense level of engagement—especially with the 2026 World Cup on the horizon.

This white paper explores the reasons fan interest in MLS is booming, with average match attendance besting the NBA and NHL. Check out:

            • The compelling Match Day rituals of MLS fans
            • The appeal of new, soccer-specific stadiums—and
               where brands fit in
            • How MLS matches are often the biggest party in town
            • How fans support brand involvement with their
               favorite clubs

Download this white paper now to see where your brand might score by joining the action.