A Landmark Summer for North American Soccer
Summer 2026 put soccer at the center of live sports across North America.
From this summer’s biggest international soccer tournament to MLS, NWSL and Leagues Cup, fans packed stadiums across Canada, Mexico and the United States, demonstrating the scale of demand for the live soccer experience.
According to a recent FIFA report, a record 6.8 million fans attended 104 matches during this summer’s global tournament, averaging 65,490 fans per match, with the 16 venues operating at 99.7% capacity.
For Ticketmaster and the soccer organizations we serve, the numbers reinforce something bigger than one successful summer: North America has a growing audience ready to experience soccer live.
6.8M
fans attended FIFA World Cup Games in 2026
65,490
Fans Per Match on average
99.7%
Attendance Capacity Reached at venues
Packed Stadiums Across North America
Demand wasn’t limited to the summer’s international tournament.
According to a Major League Soccer report, more than 4.8 million fans attended MLS matches through the first three months of the 2026 season, averaging 22,109 fans per match. Both figures increased from 2025 and ranked as the second-highest total and average attendance marks in league history.
The season also produced some of MLS’s biggest crowds. Three matches surpassed 72,000 attendees, and five clubs established new single-match attendance records, including Colorado Rapids with 75,824 fans and LAFC with 75,673.
4.8M
fans attended MLS matches in the first 3 months of the 2026 season
22,109
average attendance per match
Women’s soccer continued its growth as well. According to the National Women’s Soccer League’s 2026 midyear report, NWSL averaged 11,044 fans per match, up 10% year over year and on pace for a fourth consecutive season averaging more than 10,000 fans per match.
11,044
average NWSL attendance per match
10%+
growth in attendance yoY for the fourth consecutive season
And the momentum continued beyond the domestic season. Leagues Cup reported more than 1 million total attendees across its 2026 tournament, culminating in a sold-out crowd of 21,144 for the Final in Houston.
Together, these results show sustained demand across men’s and women’s soccer, domestic leagues and international competition.
READ: Why Ticketmaster is Built for Soccer Ticketing at global scale
Understanding the Fans Behind the Growth
For clubs, leagues and venues, growing attendance creates an equally important opportunity to better understand and engage the fans filling those seats.
Ticketmaster’s 2025 MLS/Soccer Fan Insights study shows that the core MLS audience is ages 18-44, while Hispanic fans continue to play an important role in the growth of soccer fandom.
Ticketmaster’s internal reports on MLS fans also shows how differently fans approach the live experience. Many MLS purchasers buy close to matchday, and 62% of MLS buyers purchasing on event day live within 20 miles of the venue.
At the same time, fans are willing to spend more for the right experience. Ticketmaster research found a $216 average order value for MLS purchases, with star players, team performance and matchday atmosphere helping drive higher-value demand.
These insights give soccer organizations a more complete understanding of who is attending, when they purchase and what motivates them to be there.
READ: Understanding the Soccer Fan with Ticketmaster Insights
What’s Next for Soccer
The record crowds of Summer 2026 are another signal that North American soccer is entering an important period of growth.
Ticketmaster is at the forefront of that opportunity, combining soccer expertise, first-party fan insights, marketplace scale and proven ticketing technology to help clubs, leagues and venues understand their audiences and turn growing interest into attendance.
