Soccer’s momentum across North America continues to accelerate. Younger audiences, multicultural fandom, and digitally connected communities are reshaping how fans engage with the sport and how organizations build loyalty.
For teams, leagues, and venues, understanding what motivates today’s soccer fans is essential to creating stronger relationships, driving attendance, and delivering meaningful live experiences.
Ticketmaster combines first-party ticketing data with fan behavior insights to help organizations better understand today’s soccer audience and connect with fans in more impactful ways.
Who Is the North American Soccer Fan?
Ticketmaster research shows today’s soccer fans are young, highly connected, and community-driven, with strong engagement across digital platforms, gaming culture, and social media.
The MLS Landscape
The 2025, MLS regular season continued to show strong growth across North America:
- 70% of fans compare ticket prices before purchasing
- 30% browse without a specific match in mind
- 19% increase in primary ticket sales year over year
70%
of fans compare ticket prices before purchasing
30%
browse without a specific match in mind
19%
increase in primary ticket sales year over year
The data also shows that soccer audiences are increasingly driven by younger and multicultural fans:
- The core MLS audience is primarily ages 18–44
- Hispanic engagement with soccer fandom continues to grow year over year
- Low acculturation Hispanic soccer fans are among the most engaged audiences in the category
These trends highlight the importance of culturally relevant marketing, digital-first engagement, and experiences that go beyond the match itself.
READ: Why Ticketmaster Is Built for Soccer Ticketing at Global Scale
Highly Engaged and Community-Driven
Soccer fans are deeply connected to culture, entertainment, and shared experiences.
- 50%+ of MLS fans value sports for the sense of community
- 83% are willing to volunteer their time for important causes
- 52% of MLS game attendees engage with video game content for 7+ hours per week
- 42% have traveled more than 250 miles to attend a match
Soccer fans are also influenced by creator culture, gaming, music, comedy, and travel content, creating opportunities for brands to connect through passion points that extend well beyond the sport itself.
50%
of mLS fans value sports for the sense of community
52%
of MLS attendees engage with video game content for 7+ Hours Per Week
42%
have travelled more than 250 miles to attend a match
Key Insights for Engaging Soccer Fans
Turning insight into action is critical. Ticketmaster research highlights three major opportunities for organizations looking to grow and engage their soccer audience.
Video-First Content Captures Attention
Insight: MLS buyers and soccer fans over-index in video consumption, with particularly strong engagement across YouTube, TikTok, streaming video, and social platforms. 70% of MLS buyers subscribe to YouTube and Instagram.
Action: Build campaigns around short-form video, highlights, behind-the-scenes content, and creator partnerships that reflect the culture surrounding soccer fandom.
Younger Fans and Gaming Culture Drive Engagement
Insight: Soccer fandom continues to skew young, with ages 18–34 driving the highest engagement levels. Gaming is also deeply embedded in soccer culture, especially among MLS audiences.
Action: Create interactive and community-focused experiences through gaming partnerships, fan communities, prediction content, and digital activations that resonate with younger audiences.
Hispanic Audiences Continue to Shape Soccer Growth
Insight: Hispanic fans are driving significant growth in soccer fandom, especially within communities with low adoption of the English language and culture. These fans are highly engaged with streaming, social media, influencers, and culturally relevant content.
Action: Develop culturally authentic campaigns that celebrate community, language, music, and creator partnerships while making teams and players instantly recognizable across marketing creative.
Platform Preference and Multi-Channel Engagement
Ticketmaster as the Home for Soccer Fans
Ticketmaster continues to lead among MLS game attendees and soccer fans in both awareness and ticket purchases.
Among MLS game attendees:
- 82% are aware of Ticketmaster
- 57% purchased from Ticketmaster in the past six months
Among broader soccer fans:
- 81% are aware of Ticketmaster, leading all major ticketing platforms
This continued leadership reinforces Ticketmaster’s role as a trusted platform for event discovery, purchasing, and fan engagement.
82%
of mLS game attendees are aware of ticketmaster
57%
of MLS Game Attendees purchased from Ticketmaster in the last 6 months
81%
of Soccer fans are aware of Ticketmaster (leading all ticketing platforms)
Multi-Channel Engagement Matters
Soccer fans interact across a growing mix of digital communities and platforms.MLS game attendees show particularly strong engagement growth across:
- Discord (+50%)
- Pinterest (+51%)
- Reddit (+45%)
- TikTok (+13%)
Fans also engage heavily with streaming music, podcasts, social content, and out-of-home advertising, reflecting increasingly immersive and digitally connected lifestyles.
This reinforces the importance of integrated campaigns that create consistent fan experiences across every touchpoint.
Behavioral Patterns and Motivations
A Social and Cultural Experience
Ticketmaster fan insights show that soccer fans are motivated by more than the match itself. Fans value connection, atmosphere, and community experiences that extend throughout the entire event journey.
For MLS game attendees, important factors influencing attendance include:
- Merchandise availability
- Food and beverage options
- Seat comfort and venue experience
- Convenience and accessibility
Activate Your Fanbase with Ticketmaster
Ticketmaster helps soccer organizations turn insights into action:
- Reach younger audiences through video-first and creator-led campaigns
- Build culturally relevant marketing strategies for diverse fan communities
- Activate fans across gaming, social, and digital platforms
- Optimize pricing and ticketing strategies using real-time demand insights
- Create more personalized and connected fan experiences
Lead the Game in Soccer Ticketing
Success in today’s soccer market requires more than ticketing technology. It requires a deep understanding of fan behavior, culture, and community.
Ticketmaster combines audience insights, scale, and live event expertise to help clubs, leagues, and venues grow attendance, deepen engagement, and strengthen fan loyalty.
Connect With Us To Learn How Ticketmaster Can Help You Engage With Soccer Fans.
