MLS gains momentum as fan interest and league perception surge

With the 2025 edition of the Major League Soccer (MLS) well underway, the league is entering a period of significant momentum. YouGov BrandIndex data shows that a growing number of fans are willing to dedicate time to following MLS, perceptions of the league’s quality are improving, and sponsorship engagement is strong. Much of this surge can be attributed to factors like high-profile player acquisitions—most notably Lionel Messi’s arrival at Inter Miami in July 2023.

Growing Fan Commitment

The percentage of people in the US who say they will give up time to follow MLS has seen a substantial increase, especially among younger fans. While this interest has risen across all demographics, the 18-34 age group has shown the most dramatic jump. In early 2023, only 4.4% of young US adults (18-34) said they would give up time to follow MLS. By early 2025, that number has nearly tripled to 12.2%, showing a strong surge in engagement. The overall percentage of US adults interested in following MLS has grown from 2.9% in early 2023 to 5.8% in 2025.

These numbers indicate that MLS is attracting a younger, more engaged audience at a rapid pace. With growing enthusiasm in this key demographic, the league is positioning itself as a stronger competitor in the US sports landscape. Messi’s arrival has likely played a role in driving this newfound commitment, particularly among younger fans who have followed his career globally.

Improved Perception of MLS Presentation

Alongside the rise in fan engagement, there has been a marked improvement in how MLS is perceived in terms of presentation quality. Across all age groups, more people now believe the league is presented to a high standard. The most significant increase, again, comes from younger fans. In 2023, only 29% of those aged 18-34 rated MLS’s presentation quality highly. By 2025, that number has risen dramatically to 52%. Among all US adults, positive perception has grown from 24% to 41% over the same period.

This upward trend suggests that MLS has successfully enhanced its production quality, match-day experience, and media presence. The league’s growing partnership with high-profile broadcasters and digital platforms is likely contributing to this improved perception. Messi’s presence in the league has also elevated the overall spectacle of MLS, attracting global attention and increasing production investments.

The Messi Effect

Messi’s move to Inter Miami has not only helped MLS attract more fans but has also bolstered his personal popularity in the US. According to Global Fan Profiles data, only 5% of Americans rated Messi as one of their favorite athletes in the second quarter of 2023, just before his MLS debut. By early 2025, that figure has more than doubled to 11%.

This surge in Messi’s popularity correlates with the broader rise in MLS interest, suggesting that his presence is having a significant halo effect on the league. His ability to draw international attention, along with the impact of new broadcasting deals, has helped MLS expand its reach beyond its traditional audience.

Sponsorship Appeal Among MLS Fans

MLS fans also exhibit strong engagement with sponsors, making them an attractive audience for brands looking to invest in sports partnerships. Compared to fans of other major US leagues, MLS supporters are more likely to appreciate and respond to sponsorships.

A significant 72% of MLS fans enjoy seeing their favorite team have cool sponsors, compared to just 52% of NFL fans and 54% of MLB fans. Additionally, 68% of MLS fans say they take notice of who sponsors the sporting events they watch, significantly higher than the 47% of NFL fans and 50% of MLB fans who say the same.

MLS fans are also more likely to buy products from sponsors, with 62% stating they would purchase from a company that sponsors their team. In contrast, only 40% of NFL fans and 43% of MLB fans feel the same way. This indicates that MLS fans are particularly receptive to sponsorship messaging, making the league an increasingly valuable marketing platform for brands looking to connect with engaged sports audiences.

A League on the Rise

The surge in fan commitment, improved perception of league quality, and rising sponsorship engagement all point to MLS’s continued growth. Messi’s presence has undoubtedly accelerated this trend, but the league’s broader efforts to enhance its presentation and expand its media footprint are also playing a crucial role. As more fans dedicate time to following MLS, word-of-mouth exposure has also grown – up from around 3% in July 2023 to nearly 6% as of March 2025. It will be interesting to see how much more growth the league can register in the months and years to come.