#Fanarchy26: A Deep Dive Into U.S. Soccer Fandom
Sign up below to stay up to date on the sports stories changing our industry:
Unlock The Power of The World's Most Promising Soccer Market
Our newly released Fanarchy26 report is the world’s first comprehensive study of soccer fans in the United States, and you can download it for free, today. Produced in partnership with award-winning European creative agency Jung von Matt Sports, the research report paints a detailed portrait of soccer fandom in the United States, and it’s full of intelligence and insights that businesses need to effectively activate in the market in the buildup to the US hosting the World Cup in 2026 (and potentially 2027).
This extensive research found that American interest and engagement in the sport is primed for explosive growth. So there’s huge opportunity for global leagues, teams and brands to capitalize on this growing market. Some of the report’s highlights include:
TOTAL FANS - Roughly one quarter (27%) of United States-based sports fans show an interest in soccer, compared to a global average of 40%. By contrast, American football is the most popular sport (52%) with basketball (43%) and baseball (37%) further behind.
SPENDING - 72% of U.S.-based soccer fans will purchase a ticket and attend a match at least once per season, and 71% spend on soccer-related merchandise yearly. Jerseys are the most popular item (65%). Those are figures that other sports would dream to hit, and demonstrate the high value of soccer fans in the United States.
PASSION - On a scale of 0-5 measuring passion, where 5 is the most passionate, U.S.-based soccer fans average 3.32.
WATCHING - Roughly 79% of U.S.-based soccer fans watch at least 1 match per year at a bar or restaurant with other fans. Approximately 77% pay for a streaming service to watch an average of 2-3 matches per week. The majority of fans (57%) watch more than 2 matches per week at home on television or via live stream on another device.
"Sports Innovation Lab's research in this area will not only help brands and organizations accurately understand who is attending, watching, and playing soccer, but —even more importantly—it will help them understand why and how these people act as fans," said CEO Angela Ruggiero.
The data-driven report on U.S. soccer fandom explores opportunities for brands, properties, media companies, and technology providers on the road to FIFA World Cup 2026™
Download the report and learn more at fanarchy26.com.
If you're ready to create breakthrough fan experiences and connect with the Fluid Fan through technology, visit our website sportsilab.com or email info@sportsilab.com! Sign up for our Most Innovative Membership by emailing membersonly@sportsilab.com or visiting mostinnovative.com!