Soccer in the US Is Here to Stay. What Are Brands Going to Do About It?

Fútbol in the U.S. is experiencing unprecedented growth; high-profile tournaments such as the CONMEBOL Copa America and Leagues Cup this year are warming the country up for the highly anticipated 2026 FIFA World Cup that will be taking place in 16 stadiums across North America. This surge in fútbol’s popularity has left fans, particularly those of Gen Z, buzzing with excitement. With match accessibility being key to many Gen Z soccer enthusiasts, many of whom are U.S. Hispanic, there is a thrill of having the most competitive matches right in your backyard.

This summer, the spotlight was on the U.S. as it hosted Copa America, one of the most competitive soccer tournaments and the third most watched in the world. 16 Nations came together, igniting Hispanic communities and embracing their greatest passion. In 2021, Argentina and Brazil battled in the final, drawing 3.5 million viewers to Univision’s broadcast. Can you imagine the countless asados?

This growing interest in soccer coincides with a shift in how fans, particularly Gen Z, consume sports content. Over 90% of Gen Z sports fans use social media to consume sports content, with their favorite content being game clips and highlights, live events, athlete posts and behind-the-scenes interviews and videos. As more eyes shift to soccer and Gen Z engages with content beyond the matches, brands must seize opportunities to make an impact.

The influence of fútbol culture in the U.S.

The growth of soccer is crossing cultural lines, drawing everyone into its orbit. Celebrities are increasingly attending fútbol matches, leveraging their star power and influence to amplify the sport’s visibility and engagement.

Since Lionel Messi’s debut with Inter Miami CF in 2023, MLS has attracted over a million viewers to watch the season’s most anticipated matches. A-listers continue to be spotted in the suites and along the sidelines at Chase Stadium. Beyond attendance and endorsement, celebrities such as Matthew McConaughey and Will Ferrell are making concrete contributions to fútbol through ownership, investments in clubs, academies and other related ventures.

Women’s soccer has grown significantly and changed perceptions, with the U.S. Women’s National Soccer Team (USWNT) at the wheel. The USWNT is driving this change through its success and advocacy, leading to a surge in popularity, fan engagement and investment. Natalie Portman formed a first-of-its-kind ownership group that included stars like Eva Longoria and Jessica Chastain to start Angel City FC, which debuted in the National Women’s Soccer League in 2022. In 2023, the National Women’s Soccer League (NWSL) signed a $240M domestic broadcast deal with Amazon, CBS, ESPN and Scripps.

Simultaneously, a surge of women-centric sports media is reflecting a more inclusive narrative that resonates with audiences and boosts viewership. This shift reflects the blurring of cultural divides. As a sport deeply ingrained in Hispanic culture is now catching the attention of mainstream media, soccer is inspiring fans from diverse backgrounds to rally behind local MLS teams, especially Gen Z.

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Born into soccer fandom

With attention turning to soccer across the nation, 54% of soccer fans are under the age of 45, making them a younger and more diverse demographic compared to other sports leagues such as the NFL, NBA and MLB. Among these fans, many U.S. Hispanics often describe their love for the game as simply being “born into it,” underscoring a deep ingrained and natural connection to the sport.

Additionally, Gen Z is experiencing the loneliness epidemic more than other generations, with 73% of Gen Z reporting feeling alone sometimes or always. There’s a heightened eagerness to seek out communities where they can belong; 35% of Gen Zers spend over four hours a day on social media for sports content. Influencers also have a key role in that connection by bringing personal experiences, pride for their favorite athletes and reporting insights directly from the game.

Mexican soccer star Javier “Chicharito” Hernández has become the soccer king of gaming. By merging his passions—sports, competition and gaming—he has built a robust online fan base across Twitch, TikTok and Instagram. As a result of his influence and dedication, Chicharito became President and Chairperson of the Olimpo United team in the Américas Kings League, a soccer league established by footballers and internet streamers across Hispanic America.

Lisa Zimouche is the most followed female freestyler in the world and has collaborated on campaigns with major brands like Puma, PSG, FashionNova, and FIFA. Lisa also shared the pitch with world-class soccer players such as Gareth Bale, Mbappé and Neymar. Brands can leverage influencers to connect with Gen Z audiences, amplifying their influence worldwide.

Taking the lead

With the U.S. quickly growing into the international hub of fútbol and Hispanics pushing this fandom forward, soccer is converting into fútbol right before our eyes and transcending the mainstream. It’s an opportune moment for brands to not just interact with its massive fanbase, but to deeply invest in the realm of soccer.

For brands, embracing this cultural shift presents a unique chance to forge authentic connections with diverse Gen Z and tap into the immense potential of soccer as a platform for meaningful engagement. By investing in soccer-centric initiatives, brands can put themselves at the forefront.