DIGITAL WHITEPAPER
SOCCER FANDOM IN THE US
A data-driven breakdown of seven distinct U.S. soccer fan personas, each with their own values, habits and emotional triggers.
Download WhitepaperCultural Momentum Meets Strategic Opportunity
Soccer’s future in the U.S. is now. With 39% of Americans showing interest and the 2026 World Cup looming, brands face a crucial moment. But soccer fandom isn’t one audience, it’s a mosaic of behaviors, cultures, and motivations.
This study breaks it down into seven clear personas, offering deep insights into how fans think, watch, and spend. If you want to show up with impact, not just presence, this is your playbook.
From Data to Action - How Brands Win With Soccer Fans
Soccer fans in the U.S. aren’t just growing, they’re transforming. From die-hards to culture-first casuals, each fan type engages differently.
This research uncovers seven unique personas, giving brands the data to move from mass messaging to meaningful connection. With 2026 around the corner, this is how you lead, not follow, in the next era of soccer marketing.
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 US the most unique soccer country in the world.
Jason Wolfe, EVP Brand Solutions - SPORTFIVE
The Club Till I Die
The International
The Domestic
The Culturalist
The Flipper
The Tourist
Soccer fandom is in US culture, but that culture is varied. Brands will have a chance to build that during and after the World Cup by understanding the nuance of this heterogenous audience and nuance of the distinct soccer cultures in the country.
Josh Wollock, EVP Brand Solutions - SPORTFIVE
