Major League Soccer clubs in New York are aiming to harness the increased interest in soccer generated by the World Cup. Both the New York Red Bulls and New York City FC are employing strategies to convert this momentum into sustained fan engagement, viewing the tournament's presence in the United States as a significant opportunity for growth.
NYCFC CEO Brad Sims described the current period as a "once-in-a-generation opportunity" for soccer in the U.S., likening its relevancy to the period following the 1994 World Cup, when the U.S. last hosted the event. Both clubs were active in local fan events during the tournament. NYCFC established a presence at the USTA Billie Jean King National Tennis Center, highlighting its future stadium in Willets Point, while the Red Bulls' stadium in Harrison, New Jersey, served as an official fan hub.
Executives from both teams noted that their involvement in World Cup fan zones provided access to thousands of potential new supporters. Katie Nahoum, the Red Bulls' chief marketing officer, outlined a three-pronged approach: inspiring current and new fans, engaging them, and crucially, inviting them back for Red Bulls matches at Sports Illustrated Stadium.
A key initiative is the "First Match on Us" program, offering free tickets to individuals to experience a Red Bulls game. NYCFC is running a comparable program for first-time attendees. The Red Bulls have allocated 5,000 tickets for their program and have received hundreds of applications. While NYCFC has not released specific data for their offer, thousands have engaged with their activations and ticketing promotions during watch parties.
Fans interviewed at recent watch parties expressed interest in attending local MLS games. One fan, John W., noted his inclination to see an NYCFC match, particularly with the development of the club's new stadium, Etihad Park. Arling Garcia, a resident of Queens and a fan of international clubs, stated that increased exposure to soccer in New York is vital, emphasizing the need for more local soccer experiences.
Vanessa Destime from Long Island, who previously attended a Red Bulls match when they hosted Lionel Messi's Inter Miami, also expressed interest in returning to an MLS game. Nahoum acknowledged that sustaining fan interest requires creating a deeper connection, explaining "why you should care" by showcasing players and coaching staff beyond just the sport itself.
Both clubs are investing in content creation to build stronger relationships with fans and players. Sims highlighted NYCFC's efforts to make fans more invested in their players. Following the World Cup break, NYCFC will feature three players who competed in the tournament: goalkeeper Matt Freese (U.S.) and midfielders Kai Trewin and Aiden O’Neill (Australia).