Soccer is no longer considered a small sport in the United States. According to FOX Sports, soccer recently overtook baseball as the third most popular sport in the U.S. More than 10% of sports fans in the U.S. claim that soccer is their favorite sport. But despite the sport’s rise in popularity in the U.S., its advertising market is falling behind.
Major League Soccer has had record setting attendance numbers in the past few years. The MLS claims that the average attendance per game in the 2026 MLS season has been around 21,988 — more than twice as high as it has been in the past. The main reason for the surge is because of the arrival of Lionel Messi. When Messi burst onto the American soccer scene, the MLS could have dragged in twice the amount of fans with some simple big-brand advertising. The sheer amount of people in the U.S. that still don’t even know that Messi — one of the greatest soccer players of all time — plays for an American club just shows the lack of attention the MLS has for advertising.
One of the big reasons why the MLS is just mediocre in advertising is because of their sponsors. One of their sponsor deals is currently with Adidas, a six-year deal worth around $830 million. At first this may sound great for the league, but when compared to other leagues like the NFL, NBA and MLB, they still need to make a lot more sponsorships with companies — like Nike and Under Armor — that can boost their advertising. With all their sponsorships combined, the MLS gains about $1 billion worth of revenue. When compared to bigger leagues like the NFL and NBA, it shows that the ceiling for the MLS is much higher than their current state of advertising.
This gap in spending is a big mistake for business. Right now, soccer makes less money from jerseys and gear than each of the big four American sports leagues: NFL, NBA, MLB and NHL. This is a missed opportunity to build a brand that lasts. With the World Cup coming to North America in 2026, there is a huge window to make a lot of money. According to FIFA and Sports Value, the 2026 tournament is expected to generate over $10.9 billion in revenue. If the MLS and TV channels push soccer more, the extra money could benefit the fans directly, in the form of lower prices for tickets and gear. The price drop would make soccer even more popular with kids and families who find other sports too expensive. Most importantly it could draw more viewers into the MLS after watching the World Cup.
We should be seeing soccer stars on every billboard and in every major commercial break. There are world-class players in the MLS right now that many people still do not know. More sponsorships would help turn these players into famous names that everyone will recognize. If people in America see these stars in the World Cup, the MLS will draw more eyes than ever. This World Cup attention can also help create more long-term fans in the U.S., which could boost attendance at MLS games for years to come.
The fans are already here and they are staying. You can see it in the packed stadiums and the high number of people watching on their phones and TVs. If companies start spending as much on soccer as they do on other sports, the game will explode. Soccer will not just be the third most popular game in the country. It will be the biggest way for businesses to grow in America for years to come.
