MLS

More Volume. More Fans.

By 2022, the MLS will have more than doubled in size since it's inception, to 29 teams.

Match volumes have also seen significant growth. In 2010, the league had a volume of 240 matches, this season there were 408 matches. As the continental and international influence of MLS continues to boom, soccer fans, media outlets and betting operators are reaping the benefits of the league's expansion and increased volume. According to Nielsen, MLS has experienced a 27% rise in fan engagement levels since the start of 2012.

Added intrigue in MLS will be introduced when David Beckham's Inter Miami FC join the league in 2020. MLS now has an average match attendance of 21,538 (2013-18) and now ranks No.8 in the world, only just shy of Ligue 1 in France. We can only imagine that this growth trajectory will continue over the next decade. 

The MLS Audience

YOUNG, MALE, WITH DISPOSABLE INCOME AND A PROPENSITY TO BET.

MLS fans look carved out as a perfect audience for betting operators. The timezone within which MLS operates, combined with an ideal fan demographic for sports betting, leaves MLS in a strong position for betting interest both in the US and internationally.

*CURRENTLY USE OR HAVE USED A SPORTS BETTING SERVICE IN THE LAST 12 MONTHS

The Power of Timezones

Bettors and betting operators are now increasingly seeing the benefit of the time that MLS takes place. Operators are seeing fans around the world invest their winnings from other leagues, as can be seen in examples below:

Across Four Timezones

Goals, Goals, Goals

Over the past two seasons, MLS has given its ever-growing fan base a plethora of goals to feast on throughout the season. The propensity for the league to produce goal-fests has led to the league becoming a very popular in-play betting proposition for both bettors and operators. As the league continues to grow in size and popularity, these trends will undoubtedly be emphasised and betting engagement looks set to continue its growth.

The Power of Social

MLS has used social and digital as a powerful growth tool and has helped to drive engagement and acquisition among a hard to acquire youth audience. As testimony to this, their social accounts have grown 19% this year and individual team accounts have seen a 9% growth in the same period.

A sample of just three international stars illustrates the power they have had in promoting the league. ‘The Zlatan’ effect on social has bought MLS headlines week in week out. Every sport needs stars to project into the news regularly and the lure of MLS has meant that every season these big-name players continue to bring the sport under the spotlight.

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