Soccer has exploded in popularity in the United States over the past decade, becoming the third most watched sport behind only football and basketball. While Major League Soccer continues to grow, many of the most popular teams in America are still overseas clubs in the English Premier League, Spain’s La Liga, Germany’s Bundesliga, and other European leagues. These clubs have recognized the business opportunity presented by America’s burgeoning soccer fandom and have implemented tailored marketing strategies to build their brands in the lucrative US market.
Capturing the American Market
European soccer clubs have capitalized on several factors that have driven up interest in soccer among American fans. The availability of EPL and Champions League matches on US television has given Americans easy access to top-level European soccer. The rise of the internet and social media has allowed US fans to follow their favorite overseas teams constantly online. The United States’ increasing Hispanic population, many of whom already followed Latin American soccer clubs, provides a built-in fanbase. And America’s millennials, a highly-valued demographic for advertisers, tend to be more globally oriented than previous generations. They see following a favorite European club as a way to signal their cosmopolitan tastes.
In response to this growing potential American fanbase, elite clubs like Manchester United, Barcelona, Bayern Munich, and others have aggressively marketed themselves in the US. They have signed lucrative deals with American television networks to broadcast their matches. They embark on summer tours in the US, playing exhibition matches in front of packed NFL and college football stadiums. And they have opened official club stores in American cities so fans
can purchase team jerseys and merchandise.
| Premier League Clubs | La Liga Clubs | Bundesliga Clubs |
|---|---|---|
| Manchester United | Barcelona | Bayern Munich |
| Arsenal | Real Madrid | Borussia Dortmund |
| Liverpool | Atletico Madrid | RB Leipzig |
Adopting an American-style Franchise Model
As elite European soccer clubs have focused more on the American market, some have shifted their organizational and brand strategies to increasingly mirror successful American sports franchises.
Clubs used to represent the community and supporters where they are based. But leading clubs now strive to be global brands that symbolize excitement, excellence, and cosmopolitanism. The basis of their brand reputation is no longer local but universal.
Their merchandising and marketing is focused on promoting identifying symbols and icons like club crests, colors, and star players rather than ties to local tradition. This mirrors how American sports franchises build brands around team nicknames, logos and superstar athletes rather than their specific city.
Some clubs have looked at how American teams rebrand with new franchises in different cities to evaluate their own expansion opportunities. Clubs like Manchester City have considered options like launching affiliated “City Football Group clubs” in various American cities to extend their brands.
Challenges Building Soccer in America
While elite European clubs have successfully leveraged American interest into new revenue streams, they face challenges building deeper engagement. Soccer still trails other major American sports in consistent popularity and generating year-round buzz.
Part of the issue is distance; American fans lack opportunities to attend games in-person regularly compared to local fans, weakening their connections. The season also follows a different schedule, with some of soccer’s marquee events like Champions League and World Cup held during less popular sports periods in the US.
There are also some inherent contradictions in the European club model versus American sports franchises that complicate branding tactics. The lack of parity via mechanisms like salary caps and league drafting means the same handful of top clubs tend to dominate year after year. And the regulated promotion and relegation system, which threatens clubs with demotion if they underperform in league play, contrasts with the closed American league system that protects major sports franchises.
While soccer clubs boast about tradition and supporter culture, their American brand-building efforts lean into flashier marketing ploys. Striking a balance between capitalizing on American revenue streams while staying grounded in soccer traditions remains an ongoing challenge.
In conclusion, elite European soccer clubs have recognized the business opportunities presented by surging interest in soccer among American fans. They have implemented marketing and branding initiatives tailored to the unique preferences of the American sports marketplace. However, they still face challenges fostering long-term loyalty akin to homegrown fans and natively popular American sports. As clubs continue building their brands in America, they will need to find approaches that balance maximising revenue with retaining authenticity. Their success growing American fandom while staying grounded in soccer traditions will be key to their global marketability.