Copa América Kicks Off Soccer Celebration In U.S.

Christian Pulisic celebrates scoring in a 1-1 draw against Brazil in the USMNT's final match before ... [+] the 2024 Copa América.

The 1994 FIFA World Cup planted the seed that grew soccer into what it is in the United States today.

While the world’s most popular sport still isn’t top dog in the U.S., the next few years will be a major indicator if it will soar to another stratosphere in the States.

Beginning today with the start of the 2024 Copa América, the United States will be the focal point for football for the foreseeable future as hosts of the 2025 FIFA Club World Cup, 2026 FIFA World Cup (along with Canada and Mexico) and the 2028 Olympics in Los Angeles. The U.S. and Mexico have expressed their intentions to host the 2031 FIFA Women’s World Cup as well.

“It’s the most exciting time for this sport in this country,” USMNT/AC Milan midfielder Christian Pulisic said. “It’s something we can all look forward to. Just to see the growth from when I started playing in Europe 10 years ago to what this sport has become here now has already been an incredible jump. I think we can take that even further.

“Now with these big events coming, it’s really going to take off. … It’s just a really exciting time for the sport here.”

Fueled by the growth of MLS, NWSL and USL coupled with the success of the four-time World Cup champion USWNT, soccer is more popular in the U.S. than ever before. Following in the footsteps of legends like Pele, Franz Beckenbauer, Thierry Henry and David Beckham, eight-time Ballon d’Or winner Lionel Messi came to the U.S. to ply his trade while creating a fever pitch for fans both domestically and abroad.

Argentina fans hold a sign in support of Lionel Messi ahead of a match against Guatemala.

Along with European leagues being more accessible on domestic linear and OTT services, soccer is more available to U.S. fans than ever before, which supports the sport’s young, diverse and digital savvy supporters.

More than half (54%) of respondents to a Morning Consult poll who identified as soccer fans were under the age of 45, compared to the NBA (51%), NFL (46%) and MLB (43%). Not only are soccer fans younger than fans of other domestic sports leagues, but they’re also more culturally diverse, with 40% being fans of color, per Morning Consult.

MLS, which says it boasts the youngest fan base of any men’s pro league in the country, reports approximately 30% of its fans are Hispanic or Latino.

With an estimated 60 million fans of the Mexican National Team residing in the U.S. and the country’s domestic league, LigaMX, the most viewed soccer league in the country, brands are champing at the bit to engage with this growing audience. Boasting the second-largest Spanish-speaking population on the planet behind Mexico, Latinos in the U.S. currently represent a $1 trillion market as consumers, and their spending power is rising—6% compounded annual growth in the last decade, compared to 3% for the non-Latino white population.

“We believe soccer is entering a golden era in the U.S., and Copa América kicks off a four-year period that is an extraordinary opportunity for Michelob Ultra as we continue to showcase our commitment to one of the most popular sports in the world,” said Ricardo Marques, Michelob Ultra vice president of marketing. “... Our goal is to bring the millions of soccer fans—both new and old—closer to the teams and athletes they love, and that commitment will be on full display across the incredible international soccer events taking place across the U.S. over the next four years.”

Along with Michelob Ultra, brands like Mastercard, Truly, Puma, BodyArmor and Unilever (Axe, Degree, Dove) are wide eyed at the prospect of what’s to come in the United States.

Unsurprisingly, the USMNT, Mexican National Team and Messi have been the most in-demand partners for brand campaigns, particularly this summer ahead of Copa América, the world’s oldest international soccer tournament being played on U.S. soil for the second time ever.

“Lionel Messi is unparalleled in the world of soccer, and we’re fortunate to have him as our brand ambassador,” Mastercard chief marketing and communications officer Raja Rajamannar said. “Fans adore him, and for good reason. The latest Mastercard video with Messi captures that sentiment and is in fact inspired by a real-life experience.

“Ultimately, though, it's a tribute to the unwavering support of his fans and the vital role small businesses play in our communities.”

Truly, a partner of the U.S. Soccer Federation since 2022, is leveraging 25-year-old USMNT stars Tyler Adams and Weston McKennie to double down on their efforts to engage Gen Z and young millennial audiences (21-34 years old).

“For us to be on the same campaign together is an added bonus for both of us but to be with a partner that really wants to dedicate their time, money and investment into the community and make a difference to grow the sport, that’s ultimately the most important thing for me,” said Adams, USMNT captain.

On the field and off it, the goal is to grow the beautiful game in the United States.

“What we want to do, what we want to accomplish and what our goal is—which is to change soccer in America forever—I think there’s no better stage to do it right now and no better time than right now,” McKennie said.