Stateside Soccer: How Global Leagues are Shaping Local Markets
- January 23, 2025
- SponsorPulse Staff
Soccer has long been a global sport, but its growth in North America over the past few decades has been nothing short of explosive. With major international leagues like the Premier League and La Liga expanding their presence on U.S. soil, the domestic landscape is shifting rapidly. As we approach the 2026 FIFA World Cup—an event that promises to reshape soccer in North America—soccer’s footprint across the continent continues to expand.
But with this growth comes a new question: will the demand for soccer become too fragmented, or is there still room for both domestic and international leagues to thrive?
The Battle for North American Fans
One of the most significant developments in North American soccer is the growing competition between international and local leagues for fans' attention. The Premier League is now generating engagement levels comparable to Major League Soccer (MLS), a sign that soccer fans in the U.S. are becoming more attracted to global leagues. SponsorPulse data shows that the Premier League’s fan engagement in the U.S. sits at 35%, just a couple of percentage points behind MLS at 37%. Meanwhile, La Liga and Serie A are also seeing a significant rise in their fanbase. However, the real competition is between these international heavyweights and domestic leagues like MLS and the National Women’s Soccer League (NWSL).
While MLS has seen growth, especially with increasing popularity in key markets, the presence of international leagues is creating more choices for soccer fans. The Premier League’s targeted initiatives, like the Summer Series, have been designed to boost engagement and test whether it can challenge MLS for dominance in the U.S. market. With over 29% excitement among engaged fans, the Premier League seems poised to grow even more.
How Local Leagues Like MLS Are Responding
As international leagues capture more attention, MLS is not sitting idle. The league has seen growth, with fan engagement on the rise, particularly in key markets. Despite international leagues like the Premier League drawing in large crowds, MLS is making strides in terms of engagement. Still, as we approach the 2026 FIFA World Cup, MLS faces an uphill battle to keep pace with the rapidly expanding fanbase of global leagues.
The NWSL faces a similar challenge. Although it currently holds a fan engagement rate of 34% in the U.S., the league must contend with the growing international influence of leagues like the Premier League and La Liga. In Canada, Major League Soccer has an engagement rate of 33%, ranking behind the FIFA World Cup, which leads with 41% engagement. However, the upcoming Northern Super League could introduce new competition to the Canadian soccer scene, potentially affecting the landscape of domestic soccer.
What Soccer Fans Look for in Their Leagues
Understanding soccer fan demographics is key to figuring out how leagues can successfully capture and retain their audience. In the U.S., among people who play soccer, 72% engage with MLS and 78% engage with FIFA. By gender and age, the largest group of fans for both MLS and the FIFA World Cup are males aged 25-39, with 61% of males in this demographic engaging with FIFA and 57% engaging with MLS. Other groups, such as hockey players (72% engagement with MLS) and small business owners (64% engagement with FIFA, 61% with MLS), also show strong engagement. Targeting these engaged groups is crucial, as they are likely to invest in merchandise, live events, and other sponsorship opportunities.
What’s your Play?
Are you interested in learning more about how fan engagement is shaping the future of soccer? Create your free SponsorPulse account today to access valuable data on soccer fan demographics, engagement levels, and sponsorship opportunities in North America.