Soccer’s rise in US: MLS sets new attendance record amid growing popularity
Lionel Messi #10 (R) of Inter Miami CF looks on as Leonardo Campana #8 scores a goal during a game against Toronto FC at BMO Field on October 5, 2024. (AFP Photo)
Major League Soccer (MLS) has smashed its attendance record, surpassing 11 million fans during the 2024 season, a milestone that reflects soccer’s remarkable growth in the United States. What was once a niche sport has now become a staple of the American sports scene, drawing more fans than ever before. The previous record of 10.9 million fans, set in 2023, has already been eclipsed with several games left to play, demonstrating the momentum MLS continues to build.
Record-breaking attendance figures
The league has averaged 23,240 fans per game this season, a number that not only breaks internal records but also places it in competition with some of the world’s top football leagues. Among the clubs leading the charge is Atlanta United FC, with an average home attendance of 49,351 at Mercedes-Benz Stadium. This figure surpasses the attendance of renowned European clubs like Aston Villa (41,046), Chelsea (39,528), and Everton (39,060). Even Türkiye’s most-attended club, Galatasaray, falls short with an average attendance of 41,568 at RAMS Park.
Other MLS teams also showcase strong numbers. Charlotte FC (35,634), New England Revolution (30,353), Seattle Sounders FC (30,377), and Nashville SC (28,587) all rank among the top five in home attendance for 2024, pushing MLS to record heights. These numbers highlight the league’s growing appeal, not only locally but on a global scale.
Soccer’s changing landscape in the U.S.
According to the Sports Business Journal, soccer in the U.S. is more popular than ever, fueled by a young, diverse, and tech-savvy fan base. The demographic shift is key to understanding soccer’s rapid rise. More than half of U.S. soccer fans are under the age of 45, and 40% are fans of color, with many identifying as Hispanic or Latino. This trend sets soccer apart from traditional American sports like the NFL and MLB, which have historically attracted older, less diverse audiences.
“Driven by a younger, more diverse demographic, soccer has grown by leaps and bounds since the 1994 FIFA World Cup was held on U.S. soil,” noted Michelle Wilson, co-CEO of Isos Capital, in the Sports Business Journal. This younger generation’s growing passion for soccer has created a ripe environment for MLS to flourish.
Impact of international stars
The arrival of international superstars, especially Lionel Messi, has also contributed to MLS’s growth. Messi’s move to Inter Miami brought global attention to the league, frequently prompting clubs to relocate games to larger venues to accommodate the swelling interest. “The arrival of international stars has been a critical factor in boosting attendance,” MLS said in a statement, crediting Messi and others for attracting more fans and media coverage.
The league has long focused on improving the fan experience, creating dynamic game day atmospheres and affordable ticket packages that appeal to families and younger audiences. This strategy, combined with the influx of world-class talent, has clearly paid off.
Soccer’s Future in the U.S.
The success of MLS reflects broader trends in the U.S. sports landscape. The Sports Business Journal has highlighted that soccer is increasingly viewed as having more growth potential than other rising sports like pickleball. The sport’s popularity is expected to soar even higher with the upcoming international events, including the 2024 Copa América and the 2026 FIFA World Cup, both of which will take place in North America.
A key driver of this growth is the Latino community, whose cultural affinity for soccer continues to shape the sport’s future in the U.S. Latino consumers represent a $1 trillion market in the country, and their influence on sports viewership and participation is undeniable. “Latinos are becoming more influential consumers in the United States, and many brands, organizations, and leagues are benefitting from that—with soccer benefitting the most,” said George Barrios, co-CEO of Isos Capital.
Steady growth over time
Soccer’s rise in the U.S. hasn’t been an overnight phenomenon, but rather a steady climb. MLS attendance has grown from an average of 18,802 in 2012 to 23,354 in 2024. Though the COVID-19 pandemic disrupted attendance figures in 2020 and 2021, the league rebounded quickly, proving the resilience of soccer’s growing fan base.
The long-term trajectory for MLS and U.S. soccer is bright, with teams continuing to gain in value. MLS has tripled the number of teams since 2004, and the average club valuation has risen 85% since 2019 to $579 million. Los Angeles FC, in particular, became the first MLS team valued at over $1 billion, according to Forbes. This financial growth mirrors the increase in attendance and fan engagement, further cementing soccer’s place in American culture.
As MLS moves towards the close of its record-breaking season, the data makes one thing clear: soccer in the U.S. is no longer a burgeoning sport—it is a booming one. With its youthful, diverse fan base and a series of high-profile international events on the horizon, soccer’s upward trajectory seems unstoppable.
“We’re seeing it throughout the U.S. when it comes to soccer,” Barrios added, “whether it’s the success and growth of the MLS, NWSL, U.S. national teams, Liga MX, or European clubs. A rising tide lifts all boats, and soccer’s tide is rising fast.”
