November 5
Soccer fandom hit a fever pitch this summer as the World Cup took over the U.S. Now, MLS teams and leagues around the world are trying to turn that excitement into lasting loyalty.
Early signs are promising. Ratings for MLS matches on Fox are up 29% among men 18-34 compared to earlier in the season. The Premier League jumped 30% on NBC, and La Liga rose 42% on ESPN.
DC United is trying to ride that momentum. The club was the league’s first dynasty, winning three of the first four titles, and is now working to rebuild the brand.
The club’s head of brand, Cay Young, believes this post World Cup cycle will have more of a long term impact for soccer’s staying power.
“The World Cup being abroad [in previous years] gives you that post World Cup hangover a little bit,” Young said. “Whereas this year, with it being in the United States and then fans knowing they can actually see them play in their backyards in their respective cities really does add to that excitement.”
Young’s strategy included watch parties that tap into DC’s many cultures, a revived kids club for multi-generational fans, and the league’s Apple TV deal, which dropped its extra paywall this season. Viewership for matches before the World Cup rose 79% over last season.
On this episode of The Current Report, we look at DC United’s pitch to turn World Cup buzz into brand loyalty.
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