US Soccer Summer Reveals a Challenge: Decreased Attendance at Key Tournaments
It was supposed to be a celebration of football in the United States this summer, with the expanded FIFA Club World Cup and the Concacaf Gold Cup underway. However, reality has shown a different picture, with stadiums struggling to fill their seats, despite the appeal of renowned teams and international matches.
The FIFA Club World Cup, a preparatory event for the 2026 FIFA World Cup, sought to attract fans with elite teams like Manchester City, Botafogo, and Real Madrid. The competition, featuring 32 teams from around the world, promised a top-level football spectacle. Simultaneously, the Gold Cup presented the national teams in their final competitive matches before the big event next summer.
Despite the importance and excitement surrounding both tournaments, empty stands are a constant. Both in small MLS stadiums and in large NFL stadiums, low attendance has been notable. The oversupply of matches and player fatigue could be influencing fans’ decision not to attend.
While a match between Paris Saint-Germain and Atlético de Madrid drew a considerable crowd to the Rose Bowl in Pasadena, other encounters have had much lower attendance. A match between Ulsan HD and Mamelodi Sundowns at Inter&Co Stadium in Orlando, for example, had very low attendance. The Gold Cup has also experienced low attendance in some matches. The United States national team’s matches have also failed to attract many fans, despite the importance of the team.
The absence of star players like Christian Pulisic, Weston McKennie, Sergiño Dest, and Antonee Robinson could be one of the reasons for the low attendance at the United States matches. The national team’s losing streak could also be influencing it.
Is it simply a case of a saturated market? Were FIFA’s eyes bigger than its stomach? Or is the American market simply not buying what FIFA and Concacaf are selling?
Alofoke Deportes
The Club World Cup: A World Cup Event?
Although the Club World Cup includes the word “World” in its name, it lacks the history and prestige of FIFA’s quadrennial event. The FIFA World Cup, with 23 editions, is a cultural phenomenon with a rich history. The Club World Cup, on the other hand, is only 25 years old and was perceived as a mid-season tournament for the Champions League champions.
When the FIFA World Cup arrives in North America next summer, even fans not so passionate about the sport will find reasons to support their home countries. However, it will be more difficult for the indifferent public to connect with teams like Al Ain or Auckland City. Ticket prices, similar to those of the World Cup, could be contributing to low attendance.
FIFA’s Commitments and Their Consequences
From its inception, the Club World Cup has not been universally accepted. Renowned coaches and players have expressed concern about the demands of the competition after a long season. In addition, the interest of broadcasters and sponsors was lukewarm. Although FIFA reached a broadcasting rights agreement for one billion dollars with DAZN and a prize package of one billion dollars, the organization of the matches was affected.
According to a FIFA source, the marketing budget to boost ticket sales was $50 million, but there was no clear vision of the objectives nor enough time to plan. The lack of comparison with previous events, such as the Gold Cup, also hindered planning. The visibility of the Club World Cup has been affected by the lack of signage and the scarcity of sports bars broadcasting the matches.
FIFA had to make concessions so that the matches would be broadcast during prime time in Europe and Africa, which resulted in early start times for many matches. This has affected the players, as pointed out by PSG coach Luis Enrique.
The decision to hold the matches in larger stadiums, instead of smaller, specific soccer stadiums, has also been the subject of debate. In addition, the presence of Customs and Border Protection agents and the ticket prices, which are adjusted according to demand, have generated controversy.
The implementation of dynamic pricing has led fans to wait until the last minute to buy tickets, resulting in empty stands at the start of matches. An official from a participating club noted that the lack of club involvement in ticket distribution could be a factor. The perception that prices are high, combined with the large number of sporting events in the United States, has affected attendance.
Concacaf Lessons and the Gold Cup
Although attendance has been low in the first days of the Club World Cup, FIFA expects an increase in the knockout stages. The Gold Cup has experienced a similar dynamic, with lower attendance in matches with lesser-known teams, which has led to the celebration of double-headers. Concacaf also uses dynamic pricing, but its effectiveness is questionable.
Low attendance at United States matches is not a new phenomenon. In 2021, with the absence of the best players from the national team, the first matches of the Gold Cup had very low attendance. The saturation of soccer matches and the high ticket prices are factors that could be affecting attendance.
This summer is proving that American fans can reach a point where they have to choose which events to invest their time and money in. As the soccer summer comes to an end, the 48-team World Cup tournament will not have the same impact as the events of this summer.
