By Lindenberg Junior
The arrival of Lionel Messi in 2023 to Inter Miami CF marked a historic turning point.
After the massive global success of the 2010 FIFA World Cup in South Africa, American media began to pay closer attention to the world’s most popular sport. That year, U.S. television ratings for soccer reached historic levels—rivaling the NBA Playoffs during peak World Cup coverage. It was a wake-up call for media, marketers, and advertisers alike.
Fast forward to 2025, and soccer in the United States is no longer just a growing trend—it’s a permanent fixture in the American sports landscape. With Major League Soccer (MLS) expanding rapidly and boasting higher attendance than ever, the sport has made remarkable progress in both visibility and cultural impact.
How the Media Shifted Gears
During the 2010 World Cup, Univision – alongside ABC and ESPN, who held the U.S. broadcasting rights—smashed viewership records. Univision in particular surpassed audience numbers from legacy networks like CBS and NBC, solidifying the Latino community’s vital role in the sport’s rise.
Now in 2025, media companies like Apple, Fox Sports, NBCUniversal (Peacock), and Warner Bros. Discovery (which controls Max) have made strategic, long-term investments in soccer content. Apple TV’s landmark 10-year global streaming deal with MLS, signed in 2022, brought a seismic shift to the way Americans consume domestic soccer. Every MLS match, without blackouts, is now globally available via the MLS Season Pass—a game-changer in accessibility and exposure.
From Beckham to Messi: International Stars Fuel the Fire
The arrival of European and Latin American superstars has been instrumental in boosting soccer’s profile in the U.S. It started with legends like David Beckham (2007), Thierry Henry, Kaká, and Giovani dos Santos. But in recent years, the stakes – and star power – have gone through the roof.
Soccer is also the number 1 sport among American youth
In 2023, the arrival of Lionel Messi to Inter Miami CF marked a historic turning point. His signing not only elevated MLS to global headlines but also significantly boosted ticket sales, jersey revenue, streaming subscriptions, and even tourism in Miami. Following Messi, players like Luis Suárez, Sergio Busquets, and Jordi Alba joined the league, turning MLS into a true destination – not just a retirement stop. And in 2025, with more big names rumored to be heading stateside, MLS is becoming one of the most watched leagues worldwide.
MLS Growth and the American Fan Base
MLS is no longer seen as a secondary option. With new franchises like St. Louis City SC, Charlotte FC, and San Diego FC (starting 2025), the league has expanded to 30 teams and continues to grow. Stadiums are being built or renovated specifically for soccer, and match-day atmospheres now rival those of traditional European clubs.
While European leagues such as the Premier League, La Liga, and Bundesliga still command strong fan loyalty, particularly among immigrant communities, MLS is rapidly building a new generation of fans who feel a personal connection to their local clubs. Soccer is also the #1 sport among American youth, and unlike decades past, many are sticking with the sport into adulthood—thanks in large part to social media, EA Sports FC (formerly FIFA), and global accessibility to games.
Big Business and Cultural Impact
Corporate America has also taken notice. Global brands like Adidas, Nike, Apple, Heineken, and AT&T now pour millions into U.S. soccer through sponsorships, endorsements, and advertising.
In a 2024 interview, ESPN programming executive Mike Foss stated: “Soccer is no longer niche – it’s foundational. The future of American sports media includes the global game front and center.”
As the United States co-hosts the 2026 FIFA World Cup with Mexico and Canada, the spotlight on soccer has never been brighter. Stadiums across North America are being upgraded, grassroots programs are thriving, and the anticipation is building for what could be a watershed moment in American sports history.
Final Thoughts
Soccer’s rise in the United States is no longer a question of if – but how far it will go. From packed stadiums and rising TV ratings to international stars and media mega-deals, “futebol” has finally found a permanent home in the land of football, baseball, and basketball. Whether you’re a long-time fan or a newcomer to the beautiful game, one thing’s clear: the future of soccer in the USA is now.
FAQ – Frequent Ask Questions
View of Mercedes Benz Stadium in Atlanta.
Why is soccer growing in popularity in the United States?
Soccer is growing in the U.S. due to increased media coverage, high-profile international stars joining Major League Soccer (MLS), and shifting demographics with a younger, multicultural audience embracing the sport. Streaming accessibility, youth soccer participation, and anticipation for the 2026 FIFA World Cup are also major factors.
Is Major League Soccer (MLS) considered a top-tier league?
While MLS has traditionally lagged behind Europe’s top leagues, it is rapidly gaining ground. With rising attendance, big media deals like Apple TV’s MLS Season Pass, and global stars like Lionel Messi, many experts believe MLS is on track to become one of the top soccer leagues in the world by 2030.
What impact did Lionel Messi have on soccer in the USA?
Lionel Messi’s move to Inter Miami in 2023 had a massive impact. It increased MLS viewership, boosted jersey and ticket sales, and drew global attention to U.S. soccer. Messi’s presence has also attracted other stars and elevated the league’s credibility on the international stage.
Who will host the 2026 FIFA World Cup?
The 2026 FIFA World Cup will be co-hosted by the United States, Mexico, and Canada. It will be the first World Cup with 48 teams and will feature matches across major cities like Los Angeles, New York, Dallas, Atlanta, and Miami.
Where can I watch MLS games in 2025?
In 2025, all MLS games are available through Apple TV’s MLS Season Pass, a global streaming service with no regional blackouts. Select matches are also simulcast on Fox Sports and other regional broadcasters.
How does MLS compare to European leagues like the Premier League or La Liga?
MLS is still growing in terms of global competitiveness, but it’s closing the gap. While European leagues have more historic clubs and elite talent, MLS offers world-class facilities, expanding fanbases, and increasingly competitive teams, especially with Designated Player signings and international investments.
