The semifinals of the 2024-25 UEFA Champions League are set and four clubs remain. Two things are true about each: they’re global brands and each club is from a different country’s league. It’s a perfect snapshot of how modern club soccer transcends borders and gives us a chance to examine how fans—especially in the U.S.—follow the game in increasingly diverse ways.
Do American fans only care about one club or team? Do they care about multiple? Do they only care about leagues in general without specific rooting interests? What motivates them to root for a specific team?
We asked over 2,000 American soccer fans these questions in December 2024 and, while it might be easy to assume most fans pick one club and stick with it, the reality is far more nuanced. From single-club loyalists to fans with multiple allegiances across leagues and countries, the American soccer fan base is undeserving of a one-size-fits-all label.
One soccer team? Or many?
At first glance, you might expect most fans to follow one club with unwavering loyalty. That’s true for roughly a quarter (24%) of American soccer fans who say they care only about a single team. But the overwhelming majority — two-thirds of fans (66%) — follow more than one club.
But they do so in different ways. Some (34%) focus on multiple teams within one league, while others (32%) spread their support across clubs in multiple leagues.
This diverse support system speaks to the global and multi-league nature of soccer fandom in the U.S. A Premier League team and an MLS club? That’s not uncommon. A Liga MX powerhouse and a UEFA Champions League contender? It happens all the time. The borders between leagues and countries are far more porous in fans’ hearts than you might think.
Interestingly, 10% of fans don’t root for any specific team at all. This group might be more invested in the sport generally—drawn to the stories, rivalries, and drama of the game rather than any one club’s on-field performances.
Want more American fan insights?
We published a mini-report on women who are soccer fans—the first in our 2025 United States of Soccer insights series. From an overview of today’s fan to the global powerhouses they enjoy most, we cover a variety of topics highlighting this fan segment growing in size and influence.
How do demographics impact fan behavior?
Our survey results also show that fandom habits vary noticeably across different segments of the American population, from gender to age.
Gender matters: Male fans are slightly more likely than female fans to support just one team (26% vs. 20%). This six-point gap could reflect different motivations or histories of engagement with the sport, and possibly different expectations around loyalty and community.
One-club fans carry this trait elsewhere: Among those who only root for a single club team team, there’s a high likelihood they also only root one national team (111% more likely than all fans) and have one favorite league (205% more likely than all fans) they focus their attention on. For these fans — who over-index in being Male, White, and over age 45 — loyalty is a core part of their identity as supporters.
Race and ethnicity play a role too: Black (36%) and Hispanic (37%) fans are more likely than White fans (27%) to follow multiple teams across multiple leagues. This, in part, reflects a broader cultural engagement with soccer through heritage, language, or media access.
Generational differences appear too: Millennial fans (38%) are the generation most likely to support multiple teams within one league, edging out Gen Z (32%), Gen X (31%), and Boomers (33%). It’s a reminder that Millennials — many of whom came of age during the explosion of accessible global soccer content — have cultivated broad but structured fandom, perhaps centered on leagues like the Premier League.
What drives team allegiance?
So why do fans choose the teams they follow?
According to our data, it often comes down to individual players. Player interest is the top reason for team fandom across the board, cited by 36% of all fans. Whether it’s the hype around a young star, a veteran player’s leadership, or just loving a club’s cult hero, players are the entry point into club allegiance for many fans.
After that, it’s all about the vibes: Team culture (29%) and club history (28%) are nearly tied as the next most important factors. Fans want to feel like they’re part of something meaningful, whether it’s a club’s storied past or the present-day identity it cultivates.
Superstars and winners round out the list (27% and 26%, respectively), showing that success and visibility still matter. But the fact that cultural identity and personal connection rank [slightly] higher than just “who wins” speaks volumes about what today’s fans truly value.
For Americans, soccer fandom is complicated — especially when it comes to finding a team several thousand miles away. Whether it’s the team’s historic success, the fan culture and stadium atmosphere that catch their eyes, or the fact that the team is in a fan’s backyard, there’s no singular one-size-fits-all approach that draws fans to one club or another.
Final Whistle
The modern American soccer fan is not easy to pigeonhole. Some stick with one team for life. Others juggle multiple clubs, leagues, and even countries. To many, things like player loyalty, culture, and personal connection often mean more than silverware or stats. But to others, they only want to watch a winner — why waste time with anything else?
As soccer continues it’s ascent in popularity in the U.S., understanding how fans choose and relate to their teams are critical for clubs, leagues, and brands hoping to tap into this passionate, evolving audience. Whether it’s through a charismatic player, a compelling club story, or just a jersey that catches the eye, there are more ways than ever to become — and stay — a fan.