How Brands Can Capitalize on Soccer’s Cultural Surge
Soccer’s U.S. fandom is growing—here’s how your brand can ride the wave.
With every milestone, from Messi’s arrival in Major League Soccer to the lead-up to the 2026 FIFA World Cup hosted across North America, soccer’s star is rising in the U.S. And for brands ready to play, the timing couldn’t be better.
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53%of U.S. soccer fans
like it when brands show up in major cultural moments.
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31.7Maudience size
U.S. Soccer Fanbase
According to Collage Group’s recent insights, a compelling 53% of U.S. soccer fans say they like it when brands show up in major cultural moments. That’s more than half of an audience that increasingly views the sport not just as a pastime, but as a meaningful part of their identity and heritage.
Ready to play smarter? Download the full excerpt from our latest study.
Why Soccer Now?
The U.S. is seeing an unprecedented surge in soccer interest across generations, with viewership numbers climbing and youth participation on the rise. But this isn’t just a story of growing numbers—it’s about deeper emotional connections. Soccer fans, particularly those from multicultural backgrounds, are turning to the sport as a cultural touchstone.
With the 2026 World Cup approaching, this momentum is only going to accelerate. Now is the time for brands to act strategically, not just sponsoring games or teams, but embedding themselves in the soccer stories that matter most to their audiences.
Key Insight #1: Storytelling Drives Engagement
Soccer isn’t just about the goals—it’s about the narratives. From real-life underdog stories like Wrexham AFC to fictionalized dramas, fans are drawn to emotional arcs and community-rooted experiences. This opens a prime opportunity for brands to develop authentic, fan-first content that celebrates the heart and soul of the sport.
Brand takeaway: Partner with storytellers and athletes to build campaigns that feel personal and rooted in real fan journeys.
The Cultural Currency of Soccer
At the intersection of sport, identity, and emotion, soccer is becoming one of the most powerful storytelling platforms for brands looking to connect with multicultural consumers. By aligning with fans’ values and moments that matter, your brand can score lasting loyalty.
Ready to play smarter? Download the full excerpt from our latest study. It includes data-driven insights, actionable takeaways, and brand examples to inspire your next move.