Football is climbing the league table of popular US sports and has now overtaken ice hockey in fourth place and is homing in on baseball in third.
The bumper £2billion deal the Premier League struck with NBC after a battle among American broadcasters this month reflects the growing popularity of the sport.
The English top flight doubled its money when the channel renewed its contract and committed to show 380 games for six seasons on its cable and digital channels.
The most-watched Premier League match stateside was Manchester United’s 2-0 win over Manchester City in March 2020, when 1.76million saw the game live on American television
And an analysis by Sportsmail shows that Association Football – known as soccer in the US – has now overhauled ice hockey and sits behind baseball, basketball and American football in the top five US sports.
‘Today soccer is the fourth sport in the US in terms of popularity. Football is now just ahead of ice hockey. It follows a tremendous growth in popularity of football,’ said Pierre Maes, a sports media strategist. ‘This is one reason why NBC is paying so much.’
In surveys of US sports fans, soccer is now more popular than ice hockey in the US. A study conducted by the research firm, Ampere Analysis, last month, reveals 49 per cent of US Sport fans claim to like watching soccer on TV, ahead of ice hockey on 37 per cent.
In addition, the proportion of US fans who say they enjoy watching the English Premier League, in particular, has grown from 12 per cent to 15 per cent between 2019 and 2021. At the same time, the percentage of fans that say they would be willing to pay to watch the Premier League has grown from six per cent to nine per cent.
![Soccer has now overtaken ice hockey in the US league table of popular sports. Pictured: Dawson Mercer #18 of the New Jersey Devils crashes into Martin Jones #35 and Nick Seeler #24 of the Philadelphia Flyers at the Prudential Center on November 28, 2021 in Newark](https://i.dailymail.co.uk/1s/2021/11/29/08/51091783-10253507-image-a-2_1638175962470.jpg)
Soccer has now overtaken ice hockey in the US league table of popular sports. Pictured: Dawson Mercer #18 of the New Jersey Devils crashes into Martin Jones #35 and Nick Seeler #24 of the Philadelphia Flyers at the Prudential Center on November 28, 2021 in Newark
% US Sports Fans – What they say they like…?
American Football
Basketball
Baseball
Olympics
Soccer
Ice Hockey
Source: Ampere Analysis Q4 2021
% US Sports Fans – How many would pay?
NFL
NBA
MLB
College Football
English Premier League
College Basketball
FIFA World Cup
UEFA Champions League
NHL
La Liga
Source: Ampere Analysis
26%
18%
13%
9%
9%
8%
7%
7%
6%
6%
It is not only what people say in polls that indicates soccer’s rise in the popularity stakes.
Last year, 17.8m Americans played soccer indoors or outdoors, according to the US Sports and Industry Fitness Association, compared to the 2.3m, who played ice hockey.
And broadcasters now pay more money to screen football than they do to show hockey.
The NHL negotiated new deals with Turner and Disney this year, increasing the value of its media rights from $300m to $600m per season.
But taken together, the value of soccer media rights in the US outstrips hockey. The soccer rights this season have a combined value of $700m, but that will increase significantly once a new deal kicks in for the Premier League and MLS after this year.
From next season, it is highly likely that the combined value of media rights for club football in the US, including the MLS, Premier League, Serie A, LaLiga, Bundesliga and UEFA competitions will be worth more than $1billion.
![The Premier League has signed a new six-year deal NBC for its TV rights in America in a fee of over $2.7billion](https://i.dailymail.co.uk/1s/2021/11/18/20/50674845-0-image-a-1_1637268185066.jpg)
The Premier League has signed a new six-year deal NBC for its TV rights in America in a fee of over $2.7billion
Sport | Value /season | Duration/ Future Value |
---|---|---|
American Football | $5BN | New deal $10BN/season to 2033 |
Ice Hockey | $600M | To 2027-28 |
Baseball | $1.5 BILLION | To 2022 $1.76BN per season 2022-2028 |
Basketball | $2.6BN | To 2024-25 |
Soccer: Club Football | $700M | Various expiry dates |
-MLS | $90M | To 2022 |
-Premier League | $200M | To 2022 $450M /season to 2027-28 |
-La Liga | $160M | To 2022 $175M/season to 2029 |
-UEFA/Champions League | $150M | To 2024 |
-Serie A | $60M | To 2022 $76M/season to 2024-25 |
-Bundesliga | $40M | To 2025-26 |
Sources: Financial Times, New York Times, New York Post, CBS, Forbes, Sportspromedia, AP Press, Sports Bus Daily |
Soccer’s rising popularity is due in part to its accessibility – you only need a ball to have a game – so much of the US population has at least tried it.
Smart television coverage of the Premier League since 2009-10 has played a part, too.
In fact, the English top flight owes a debt of gratitude to commentator Ian Darke and former Liverpool, Real Madrid and England winger Steve McManaman for establishing Britain’s national sport on US TV.
Top-flight football gained a foothold in America once the Fox Soccer Channel sub-licensed matches to ESPN2, instead of Setanta Sports.
ESPN2 was more accessible and Darke and McManaman’s on-screen rapport beguiled fans and established the weekend morning ritual of Premier League matches, which NBC has so skilfully developed since it took over the Premier League coverage from 2013.
![Steve McManaman delighted US audiences on ESPN2 in the US](https://i.dailymail.co.uk/1s/2021/12/11/09/51091885-10253507-Steve_McManaman_delighted_US_audiences_on_ESPN2_in_the_US-a-4_1639213903286.jpg)
![Former Liverpool and Real Madrid winger worked alongside Ian Darke](https://i.dailymail.co.uk/1s/2021/12/11/09/51091901-10253507-Former_Liverpool_and_Real_Madrid_winger_worked_alongside_Ian_Dar-m-3_1639213900747.jpg)
Steve McManaman (L) delighted US audiences on ESPN2 in the US. Former Liverpool and Real Madrid winger worked alongside Ian Darke (R)
Season | Match | Viewing Figures (NBC) |
---|---|---|
2020-21 | Man Utd 0-0 Man City December 12, 2020 |
1.2M |
2019-20 | Man Utd 2-0 Man City March 8, 2020 |
1.76M (US record) |
2018-19 | Arsenal 2-0 Man Utd March 10, 2019 |
1.68M |
2017-18 | Man Utd 3-2 Man City April 7, 2018 |
1.72M |
2016-17 | Liverpool 1-0 Man City December 31, 2016 |
1.24M |
2015-16 | Man Utd 3-1 Liverpool September 12, 2015 |
1.25M |
2014-15 | Chelsea 1-1 Man City January 31, 2015 |
1.35M |
2013-14 | C Palace 0-2 Man Utd February 22, 2014 |
1.06M |
Chelsea 3-3 Man Utd February 5, 2012 on ESPN2 1.38M viewers Source: NBC |
Darke became a cult hero among American supporters with his unbridled joy when Landon Donovan scored a 90th-minute winner for the USA against Algeria, which saw the States qualify from Group C in the 2010 World Cup.
As Donavon headed for the corner flag and the mother of all pile-ons, Darke declared, ‘Go Go USA’ to the delight of fans.
The popularity of the ESPN2 coverage back then was also boosted by the appearances of two US players, Aston Villa’s goalkeeper Brad Friedel and Fulham’s striker Clint Dempsey.
In 2009, Fulham v Villa generated one of the biggest audiences of the season with 355,000 viewers.
What ESPN2 proved was if the content is right, Premier League football has the perfect time slots to gain an audience, since the lunchtime kick-offs are screened at 7.30am Eastern Standard Time and 3pm starts are at 10am on the east coast of the United States. This means that English football does not overlap with heavyweight US sports.
![Landon Donovan scored for the USA against Algeria to put America through to the round of 16 in the 2010 World Cup, a moment which endeared commentator Ian Darke to US fans](https://i.dailymail.co.uk/1s/2021/11/29/11/51091953-10253507-image-a-30_1638185533814.jpg)
Landon Donovan scored for the USA against Algeria to put America through to the round of 16 in the 2010 World Cup, a moment which endeared commentator Ian Darke to US fans
Season | Channel | Average Viewers Per Match Window |
Aggregate Audience/ Total Audience Delivery (cable and digital) |
---|---|---|---|
2012-13 | ESPN+ | 220,000 | Total audience for season 13.3M |
2013-14 | NBC | 438,000 | |
2015-16 | NBC | 514,000 | Total audience for season 36M |
2020-21 | NBC | 414,000 | Total Audience Delivery: 879,000 * |
Source: NBC *Total Audience Delivery is NBC’s measure of cable plus all digital channels |
Darke and McManaman helped ESPN2 triple the audience for live matches to an average 262,000 in 2009-10.
NBC picked up the baton and by 2015 all but doubled that figure for its cable broadcast to 514,000.
Since then, the cable viewership has declined as NBC has pushed fans towards digital channels and the broadcaster claims that last season the ‘total audience delivery’ across all its platforms for live matches was 879,000.
Not surprisingly, England’s biggest clubs are the main draw, but even among them Manchester United stand apart. The Red Devils have featured in the most popular match in six of the last eight seasons.
![NFL attendances dwarf the Premier League (above), but attendance at MLS matches is now higher than ice hockey games in the NHL. Below: Average attendances at sporting events by competition, 2019. Source: Statista.](https://i.dailymail.co.uk/1s/2021/11/29/12/51099919-10253507-image-a-32_1638190099506.jpg)
NFL attendances dwarf the Premier League (above), but attendance at MLS matches is now higher than ice hockey games in the NHL. Below: Average attendances at sporting events by competition, 2019. Source: Statista.
![Average attendances (thousands) by sporting competition 2019 shows the MLS now has higher average gates than the NHL. Source: Statista](https://i.dailymail.co.uk/1s/2021/11/29/12/51099715-10253507-image-a-33_1638190107204.jpg)
Average attendances (thousands) by sporting competition 2019 shows the MLS now has higher average gates than the NHL. Source: Statista
The most popular game ever on US television included Manchester United, in March 2020, when 1.76m people watched them beat Manchester City 2-0.
The football audience is attractive since it is growing, it is younger than that for other sports, more affluent and appears willing to switch to digital, say analysts.
‘The switch to digital also explains why NBC is paying so much money for the Premier League,’ said Maes, who correctly predicted the price NBC would end up paying for the English top flight.
‘You have got five firms fighting each other in a streaming war. People have been cancelling their cable subscription. ‘Cord cutting’ is a phenomenon in the US.
‘People are running away from cable subscriptions to get on a streaming service and you do not get this in Europe, like you do in the US.’
![Christian Pulisic has been credited with helping to drive US audiences for the Premier League](https://i.dailymail.co.uk/1s/2021/11/29/09/51092111-10253507-image-a-19_1638177133069.jpg)
Christian Pulisic has been credited with helping to drive US audiences for the Premier League
Soccer, it turns out, is at the centre of America’s digital revolution. Bidding went to a second round with all the major broadcasters pitching for a piece of the action.
‘Soccer finds itself at the forefront of the steaming wars,’ said Jack Genovese, senior analyst at Ampere Analysis.
‘Sport has an ability to attract viewers and subscribers that is unparalleled. But when it comes to sports not a lot is going directly to streaming.
‘But there is a risk if you want to move something the size of the NFL onto another platform.’
However, soccer brings less risk, there is less to lose if it goes wrong because it does not have the enormous profile of American football, argues Genovese.
It is not dissimilar to the strategy Sky adopted in the UK when it used Premier League football to swell the ranks of subscribers to its new satellite service from 1992.
![The NFL is way out in front among American sports in terms of media rights' values and viewing figures. Pictured: Atlanta Falcons running back Cordarrelle Patterson (84) rushes for yardage during the first half of an NFL football game against the Jacksonville Jaguars](https://i.dailymail.co.uk/1s/2021/11/29/09/51092133-10253507-image-a-20_1638177195456.jpg)
The NFL is way out in front among American sports in terms of media rights’ values and viewing figures. Pictured: Atlanta Falcons running back Cordarrelle Patterson (84) rushes for yardage during the first half of an NFL football game against the Jacksonville Jaguars
Participation in US Sports 2020
American Football (Flag, Tackle, Touch)
Basketball
Soccer (Indoor, Outdoor)
Ice Hockey
Baseball
Source: Sport and Fitness Industry Association Participation Report 2021
16.9M
27.8M
17.8M
2.3M
15.7M
US broadcasters are using football to encourage viewers to ‘cut the cord’ and go digital.
Could soccer overhaul baseball? The quintessentially American sport is still safe in third, but the gap is narrower than you might think.
In Ampere’s analysis, more US sports fans prefer to watch baseball than football on television. And in the stadium too – Major League Baseball has a higher average attendance at 28.2m than domestic soccer.
When it comes to participation 15.7m played baseball last year, slightly less than soccer.
But broadcasters and marketers have their eyes firmly fixed on some interesting demographics.
The median age of Major League Baseball fans is 57, for American football it is 50, whereas for US supporters of the Premier League it is only 43 and for Major League basketball it is 42.
![Baseball ranked third most popular sport in the US, behind basketball and American football](https://i.dailymail.co.uk/1s/2021/11/29/09/51092167-10253507-image-a-21_1638177269669.jpg)
Baseball ranked third most popular sport in the US, behind basketball and American football
A younger fanbase guarantees longevity for a sport and with almost one million youngsters now playing football in High School the pool of youthful soccer fans will be replenished.
The younger viewers are also more likely to adopt the new technologies the broadcasters want them to use.
Currently, media rights for Major League Baseball are worth $1.5bn per season – double the figure for soccer, but that will narrow significantly next year as new deals are struck. And it looks like the increases in the soccer deals will be greater than that achieved by baseball.
In addition, at the end of the current Premier League rights cycle, soccer’s digital offer will be firmly established, while other American sports may still be catching up.
And Genovese believes the timing is perfect for the broadcasters and the game, including the Premier League, since in 2026, the FIFA World Cup will be co-hosted by America, Canada and Mexico.
![USA hosted the 1994 World Cup and will stage it again in 2026 with soccer now established](https://i.dailymail.co.uk/1s/2021/11/29/09/51092193-10253507-image-a-22_1638177459094.jpg)
USA hosted the 1994 World Cup and will stage it again in 2026 with soccer now established
‘I think the World Cup is a big reason why channels are betting on soccer in the next six years,’ said Genovese.
‘The World Cup will be massive and it comes at the pinnacle of the growth in soccer.’
![Clint Dempsey scored to put the USA through to the round of 16 in the 2014 World Cup](https://i.dailymail.co.uk/1s/2021/11/29/09/51092297-10253507-image-a-27_1638177664467.jpg)
Clint Dempsey scored to put the USA through to the round of 16 in the 2014 World Cup
It could give soccer another huge boost two-thirds of the way through the next cycle.
American’s love a show-stopping event. In 2019, the FIFA Women’s World Cup final, which saw the USA beat the Netherlands 2-0 attracted 14.3m US viewers, while the 2018 men’s final was watched by 11.4m people in the States despite the timings of the matches being challenging since the competition was hosted by Russia.
And if the USA play well the impact will be multiplied. The 2014 World Cup, in which the USA drew 2-2 with Portugal and beat Ghana 2-1 to progress to the round of 16, coincided with strong growth in Premier League viewing figures. The tournament was held in Brazil – a favourable time zone for US audiences.
However, predicting how interest in soccer will grow in the US is complex, says Dave Berri, a sports economist at the Southern Utah University. Interest in World Cups and foreign leagues do not necessarily mean domestic soccer will benefit.
In terms of the value of media rights and viewing figures, it is heavily dependent on the international game and particularly World Cups and the Premier League.
![NBC paid $1bn for the privilege to broadcast Premier League fixtures in the US back in 2015](https://i.dailymail.co.uk/1s/2021/12/11/09/50498319-10253507-NBC_paid_1bn_for_the_privilege_to_broadcast_Premier_League_fixtu-a-5_1639214330038.jpg)
NBC paid $1bn for the privilege to broadcast Premier League fixtures in the US back in 2015
The MLS is now a solid offer and analysts expect to see its value rise, but the broadcasters spend on overseas football may eat into the money available for the domestic game in the US. New York City FC face Portland Timbers in the MLS Cup final on Saturday night.
‘Interest in soccer is growing significantly in the US,’ said Berri. ‘It is not good news for the MLS. If you are investing that kind of money in the Premier League then the MLS will have a harder time.’
Berri believes that sports fans want to watch the ‘best in class’ and it remains the case the best players emigrate to Europe.
***
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