What you need to know

This Report explores consumer interest in and engagement with the world’s most popular sport – soccer. In the US, soccer sits behind football, basketball, baseball, and hockey in popularity, and Major League Soccer is by far the youngest of the main US professional sports leagues. The Report also explore the current state of soccer, how leagues and teams are handling the pause in play due to the COVID-19 pandemic, and what will shape the future of the sport once play resumes – such as the return approach from leagues around the world, incorporating technology, sports betting, and managing the fandom of a sport with numerous popular professional leagues worldwide.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the US soccer market

  • What soccer will look like post-COVID-19 stoppage in play

  • Exploration of US soccer fans

  • Brand integrations in soccer

This Report was written on April 9, 2020 and updated on April 30, 2020 with the COVID-19 implications.


For the purposes of this Report, Mintel defines “soccer fans” as respondents who self-identify as following at least one of FIFA World Cup/Women’s World Cup, Major League Soccer, English Premier League, UEFA Champions League, National Women’s Soccer League, La Liga, Bundesliga, other international soccer competitions (eg UEFA European Championship, Africa Cup of Nations) or other domestic soccer leagues (eg Serie A, Liga MX). For definitions of each league, see Appendix.

For more information, see Marketing to Sports Fans – US, January 2020.

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