A newly released 2025 Global Sports Report by Nielsen Sports confirms what many marketers have sensed: soccer is not just the world’s most popular sport—it’s the most commercially fertile ground in the sponsorship landscape.
According to the report:
- 67% of global soccer fans find brands that sponsor their favourite competitions more appealing — compared to just 54% of the general population
- Soccer accounts for a staggering 41% of all global sports sponsorships
- In the United States, soccer fans are significantly more receptive to sponsors than general sports fans—making the market especially ripe for brand integration ahead of landmark events
This upward trend in sponsor affinity underscores a clear message: brands associated with soccer earn more than exposure—they earn trust.
The Numbers Behind the Passion
Soccer’s cultural dominance is undeniable:
- 51% of the world’s population now identifies as soccer fans
- The US alone has over 62.2 million soccer fans
- 64% of Mexico’s population are active soccer supporters
What’s even more telling is the forward-looking sentiment:
- In the US, 62% of soccer fans (and even 11% of non-sports fans) expect their interest in soccer to grow over the next 18 months
- That growth coincides with marquee events: the Club World Cup, 2026 FIFA World Cup, and the 2031 FIFA Women’s World Cup
Sponsorship ROI in this context is no longer theoretical—it’s data-backed and event-driven.
Know the Demographic: Who Are US Soccer Fans?
For brands looking to activate in the lead-up to 2026 and beyond, understanding the audience is key:
- 76% are Millennials or Gen Z
- 22% are Hispanic
- 34% have household incomes exceeding $100,000
These numbers reflect a diverse, affluent, and digitally native fanbase that is highly likely to support brands they see aligned with their sport.
Streaming & Women’s Sports: The Broader Opportunity
Nielsen’s study also uncovers powerful macro trends shaping sports marketing:
- Interest in women’s sports now touches 50% of the global population (up from 45% in 2022)
- Women make up 47% of women’s sports fans and 42% of men’s sports fans
- Fans aged 50+ are streaming sports content more than ever before—up 21% since 2022
These insights reveal shifting behaviors and rising touchpoints, especially in OTT and digital content, where brand messaging can be hyper-targeted.
The FIFA 2026 Cycle Is More Than a Tournament—It’s a Sponsorship Renaissance
For brands, the lead-up to FIFA World Cup 2026 isn’t just about banner ads or jersey placements—it’s an invitation to become part of a social movement. Soccer fandom in North America is entering a golden era: youthful, multicultural, and ready to engage.
Brands must now think like ecosystems, not advertisers:
- Personalize fan touchpoints through content and culture
- Activate local relevance in key US and Mexican cities
- Invest in women’s soccer and bilingual storytelling
- Create integrated streaming, retail, and experiential strategies
With high trust, proven recall, and a rising tide of attention, soccer sponsorships offer rare clarity in today’s fragmented marketing world.
At 365247 Consultancy, we help brands unlock sponsorships that move markets and mindsets. If you’re planning for FIFA 2026, the Women’s World Cup 2027, or broader global sport integration, let’s build a playbook that turns attention into long-term brand equity.
Reach out for a bespoke strategy session and make your next sponsorship not just visible—but valuable. Book your introductory call here.
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