The buzz surrounding the World Cup has the potential to cultivate a new generation of soccer fans in the United States, according to experts observing the sport's expanding reach among children. This global event is seen as a pivotal moment that could translate temporary excitement into enduring interest, potentially shaping the nation's sports landscape for decades.
Soccer is already a significant youth sport in the U.S. In 2024, 7.5% of children aged 6 to 12 participated in youth soccer, a figure that, while slightly down from a decade prior, still places it behind only baseball and basketball in popularity, according to a report by the Aspen Institute.
Michael Lewis, a professor at Emory University specializing in sports analytics and marketing, describes soccer's growth as a "generational story that's building generation after generation." However, he notes that this process requires substantial time. Historically, American sports culture has been dominated by baseball, basketball, and football. Research from Ipsos Sports indicates that only about 10% of Americans identify as fans of U.S. or international soccer, with older generations, particularly Baby Boomers, tending to favor the traditional major sports they grew up with.
Market researchers, however, see considerable promise in younger demographics, including millennials and Gen Z, those aged 14 to 29.
The trajectory of soccer in America began to shift in the 1970s with the now-defunct North American Soccer League attracting international stars like Pelé. By the 1980s, youth participation, including for girls spurred by Title IX, began to increase. Early coaches and parents often lacked soccer experience, and in some football-centric communities, the sport faced resistance, with players sometimes subjected to ridicule.
Despite these early challenges, participation continued to grow. The U.S. hosted the World Cup in 1994, followed by the inaugural season of Major League Soccer in 1996. Today, many parents who introduce their children to soccer have played the sport themselves. The proliferation of competitive travel teams and the MLS Next player development program have contributed to improved player skill and rising viewership.
According to Ipsos data, family connection to a sport or growing up as a fan of a specific team are primary reasons why Americans become sports fans. The rise of women's soccer has also been a significant catalyst for the sport's popularity. The success and sustained growth of women's leagues help maintain youth participation and financial viability, which in turn benefits the sport as a whole, including the men's game.
The emergence of professional women's soccer teams, such as the Kansas City Current with its own stadium and ownership including Brittany Mahomes, further demonstrates the sport's increasing integration into the U.S. sports market. The Current has actively supported grassroots efforts, like assisting at a local soccer camp.
Experts acknowledge that soccer still faces challenges in a saturated U.S. sports market dominated by the NFL. A significant portion of dedicated American fans follow European leagues, impacting domestic league revenue and development. However, the increasing number of American players achieving success in top European leagues and the sport's appeal to a young, desirable demographic for marketers are positive indicators. Darin White, executive director of the Center for Sports Analytics at Samford University, expresses a high degree of optimism, stating, "I am more hopeful right now than I’ve ever been in my life."