For years, soccer in the U.S. was seen as a niche interest; something kids played, but adults didn’t watch. Not anymore.
Major League Soccer(MLS) is breaking attendance records. Viewership of global tournaments like the World Cup and Champions League are climbing every season. The momentum is undeniable. And for sports bars looking to stand out, that momentum is a massive opportunity.
Let’s break down the rise of soccer and what it means for American sports bars going forward.
Soccer’s Rapid Rise in the U.S.
The numbers don’t lie. Soccer has officially arrived in America, and it’s not slowing down.
MLS has expanded rapidly in the last decade, adding new teams, high-profile ownership groups, and state-of-the-art stadiums.
Perhaps no moment was bigger than Lionel Messi’s arrival at Inter Miami, which skyrocketed ticket prices and drew new fans to MLS matches across the country.
But it’s not just domestic soccer that’s booming. Thanks to streaming platforms and increased coverage, U.S. fans now have access to top-tier European leagues like the English Premier League, La Liga, Serie A, and the Bundesliga.
And when it comes to global tournaments, American interest continues to surge. The 2022 FIFA World Cup shattered U.S. viewership records, with over 26 million people tuning in to watch the final. Meanwhile, anticipation is building for the 2026 World Cup, which will be hosted jointly by the U.S., Canada, and Mexico, setting the stage for an even bigger cultural moment.
What used to be considered a sport for select communities or international transplants is now fully woven into the American sports landscape. And that growing interest is translating directly into where fans choose to watch.
Soccer Fans Are Passionate—and Profitable
Demographically, soccer fans skew younger and more diverse than fans of other major sports. They’re highly engaged online, loyal to their teams, and proud of their fandom.
In other words, they’re passionate. And that passion turns into serious spending power on matchdays.
Unlike some American sports with lots of commercial breaks, soccer matches are played in two 45-minute halves with no interruptions. That means fans arrive early, settle in, and stay put.
A 90-minute match plus pre- and post-game coverage often leads to two hours or more of food and drink sales.
Soccer fans also tend to roll deep. That translates to larger tabs, more repeat visits, and a built-in sense of community.
Another key benefit for sports bars: soccer is always on. From MLS and Premier League matches to international friendlies and summer tournaments, there’s high-stakes soccer nearly every week of the year.
The sport’s cultural momentum, devoted following and nonstop schedule make it a smart, future-proof play for bars that want to stand out—and stay busy—beyond football season.
How to Score Big with Soccer Fans
Recognizing the opportunity as a business-savvy sports bar, how do you get soccer fans to show up?
Playing and promoting big games is the first step. But creating an environment for soccer fans to thrive can put you over the top. And for that, we can learn from local spots that have catered to soccer fans for decades.
Lessons from Local Pubs
In the U.S., traditional pubs have long been the go-to destinations for soccer fans. They open early for Premier League matches, stream games from around the world, and fill up with die-hard supporters cheering with their favorite pints.
These pubs have built loyal, passionate followings, and sports bars would be smart to take notes.
First, it’s about creating a sense of belonging. Many pubs are unofficial home bases for specific teams or supporter groups. Flags, scarves, and jerseys line the walls. Regulars know the bartenders. Fans chant, cheer, and suffer together. Sports bars that embrace this level of community by partnering with local clubs or hosting official watch parties can replicate that deep loyalty.
Second, they cater to matchday behavior. Pubs often offer special food or drink menus during games and keep service fast to maximize orders without distracting from the action. That flexibility can be a game changer for bars used to traditional sports schedules.
Third, they know what fans want. From European beers on tap to hearty, shareable food options, pubs understand that watching soccer is as much about the atmosphere as the game itself. Sports bars can level up by curating drink specials and offering food that keeps fans satisfied through long matches and extra time.
At their best, pubs become ritual for fans. When sports bars take cues from that model, they can become a regular part of every matchday too.
This Fanbase Means Business
Soccer isn’t just having a moment in the U.S., it’s building a movement. With record-breaking attendance, surging viewership, and a passionate fanbase, the beautiful game is becoming a cornerstone of American sports culture.
For sports bars, that’s not just exciting, it’s an opportunity.
At Twin Peaks, we’ve won over soccer fans with the ultimate matchday experience. We’re America’s Soccer HQ for the 2025 Club World Cup, and our teams are already prepping for the World Cup’s return to the U.S. in 2026.
Want to get in on a concept that’s quickly becoming the go-to spot for soccer fans around the country? Let’s talk.
Call our franchise team at (972) 941-3160 or submit a franchise inquiry.