Insights
Major League Soccer
A league on fire
Modern Fans
MLS fans are young, digital natives.
| Data | MLS | NBA | NHL | NFL | MLB |
|---|---|---|---|---|---|
| Fan avg. age (yrs) | 39.6 | 41.9 | 43.8 | 46.3 | 47.1 |
| Gen Z fans | 58% | 51% | 45% | 45% | 45% |
| Digitally native | 43% | 37% | 33% | 33% | 33% |
Viewers aged 18-49 years
*Source: YouGov, 2021 | MRI-Simmons, 2020 | Front Office Sports.
A propensity to bet
MLS fans have shown a clear desire for sports betting, more so than the other major leagues in North America.
*Source: Nielsen Scarborough, 2020 | Nielsen.
Unrivalled on-field play
The MLS is famous for its exciting and unpredictable matches.
Reaching a new audience
MLS offers a unique opportunity for our sports betting and media partners to reach a fresh audience of sports fans. MLS fans are fiercely loyal to their brand and give the league their full attention.
*Source: Nielsen Scarborough, 2020 | Nielsen.
Powering next generation fans
IMG ARENA are delighted to have partnered with Major League Soccer to drive a new standard for soccer data and power the next generation of fan engagement in MLS and MLS NEXT Pro.
MLS has seen unprecedented growth in the last decade and with the tailwind of the 2026 World Cup in North America, the league looks set to continue its upward trajectory in the US and around the world.
