Published on August 20th, 2025
Location: USA
SPORTFIVE Unveils Study On How Sponsors Can Better Understand U.S. Soccer Fandom
New York, August 20, 2025 – Ahead of the 2026 FIFA World Cup in the United States, Canada, and Mexico, global sports marketing agency SPORTFIVE has released a new whitepaper, titled Soccer Fandom in the U.S., that will benefit brands who are interested in engaging U.S. soccer fans.
Brands have been told to "get ready" for the world's biggest sporting event. But interested parties should do so right now. A great way for them to start is by exploring SPORTFIVE's latest whitepaper, which delves into how brands and sponsors can better understand the unique nature of U.S. soccer fans and ultimately emerge victorious during this once-in-a-generation spectacle.
130 million people in the United States identify as soccer fans, but they are unlike any other demographic in the sporting world.
To better understand this large group of people, seven unique personas have emerged out of SPORTFIVE’s research. These seven personas exist across a spectrum, with some people’s fandom leaning toward "Sport-First" while others tilt towards "Culture-First." SPORTFIVE has segmented these personas across this spectrum, showing why they're fans and how they interact with the sport.
“Love for the game of soccer is the tie that bonds almost 40% of the US population, but the diversity of where their fandom resides makes the U.S. the most unique soccer country in the world,”
Jason Wolfe, the EVP of Brand Solutions at SPORTFIVE
Brands can use this spectrum to better understand how to best reach and interact with U.S. soccer fans in the lead up to – and during – the 2026 FIFA World Cup.
The Ultra (18% of U.S. soccer fans) – The ultimate soccer fan who devours content from numerous global leagues, watching matches at any time of day.
The Club Till I Die (12% of U.S. soccer fans) – Deeply loyal to a specific club, this fan’s entire week is fixated around a team. Their mood, schedule, and overall plans revolve around a club’s game.
The International (11% of U.S. soccer fans) – Despite living in the U.S., this fan prefers European leagues. They also tend to be more affluent and well-traveled. Their previous visits abroad make them yearn for European fixtures even more.
The Domestic (22% of U.S. soccer fans) – Their primary allegiance is to North American leagues, such as the MLS, Liga MX, and NWSL. This group – the largest of the personas – reflect the rising mainstream interest in domestic soccer in the U.S.
The Culturalist (21% of U.S. soccer fans) – A younger demographic, these fans enjoy being a part of something bigger than themselves. This group will share their experiences and photos across social media, thus garnering more interest from younger groups.
The Flipper (9% of U.S. soccer fans) – This fan tends to older, surfing different channels and consuming whatever match is on. They don’t align with a particular team, nor do they actively engage in conversations across social media.
The Tourist (9% of U.S. soccer fans) – This group engages with soccer during major events like the FIFA World Cup, making them crucial targets during tentpole campaigns and big moments. Despite not keeping tabs on the sport on a year-round basis, these fans love being a part of watch parties, branded fan zones, and retail promotions.
"U.S. soccer fans may come from different heritages and traditions, but what unites them is an intense, growing passion for the sport—and that presents an unparalleled opportunity for authentic engagement and long-term value."
Eduardo Borges, President of Football Americas at SPORTFIVE
SPORTFIVE’s personas prioritized behavior and psychological traits regarding “how” fans follow soccer, deemphasizing “who” they are from a demographic standpoint. That said, given the large Hispanic and Latino population within the U.S., it’s impossible to discuss soccer without understanding this demographic. Soccer is ingrained in Latin American culture, and SPORTFIVE’s whitepaper dives into this passionate demographic further.
Beyond the personas of U.S. soccer fandom, SPORTFIVE’s study reveals vital patterns in how fans consume media and how brands can meet them where they are at.
Understanding the research conducted will be crucial for those looking to take full advantage of the 2026 FIFA World Cup, which is a once-in-a-generation opportunity for the world’s largest economic market.
For more information about SPORTFIVE’s study on U.S. Soccer fandom, you can download the whitepaper here.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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David Rothenhaeuser
Vice President and Head of Global Marketing Communications
david.rothenhaeuser@sportfive.com -
Jack Milko
Communications & PR Manager, USA
jack.milko@sportfive.com
