A spokesperson for the New York Red Bulls expressed surprise at the overwhelming response to their “First Match on Us” initiative. The program provided 5,000 free tickets to first-time attendees, and all of them were claimed within hours of being made available. The rapid uptake highlights the growing appeal of live MLS games and the success of teams in drawing new audiences to stadiums.
Local activations drive in-person turnout
Since the start of the World Cup, Major League Soccer teams have seen a major spike in ticket sales. For example, a Philadelphia Union representative stated that single-game ticket sales have surged by 218% since the tournament began. Nashville SC, which is not one of the World Cup host cities, also reported a 161% increase in online ticket sales. To take advantage of the heightened fan interest, the league launched its biggest-ever marketing campaign, titled “Thanks World, We’ll Take It From Here,” aiming to sustain the buzz generated by the global soccer event.
Merchandise and game-day spending rise
Beyond just tickets, fan enthusiasm is translating into higher game-day spending. Nashville SC reported a 22% increase in merchandise sales and a 10% jump in jersey purchases at their first sold-out home game after the World Cup. Fans attending the match included many who may not have previously considered themselves regulars, indicating that the team is successfully broadening its fan base.
Charlotte FC is also noticing a surge in ticket demand, with more than double the number of tickets sold for a midweek game compared to their most recent Wednesday match in May. The New England Revolution are anticipating a crowd of over 30,000 fans for their next Saturday game against Atlanta, a number that far exceeds their typical average attendance of around 18,000.
TV viewership hasn’t matched the in-person rush
Despite the strong ticket sales and fan activities at events, TV ratings for Fox’s Friday primetime doubleheader games have not shown a similar rise. The match between Nashville and Atlanta averaged 587,000 viewers, while the game featuring LAFC and Galaxy drew 504,000. These figures do not account for Apple TV, which broadcasts all MLS games but does not share viewership data.
Before the World Cup, the Fox primetime doubleheader on May 24 saw 578,000 viewers for the Inter Miami vs. Union game, while the LAFC vs. Sounders match averaged 331,000 viewers. Although post-World Cup numbers are slightly higher, the increase in TV viewership pales in comparison to the substantial gains in ticket sales.
The timing of the TV games might explain the discrepancy in numbers. Recent doubleheaders took place while the World Cup was still in progress, and none of the games featured U.S. national team players or high-profile stars like Lionel Messi and Robert Lewandowski. These factors may have influenced fan engagement and contributed to the lack of a significant ratings increase.