AS / Spain
Nielsen conducted a study where he revealed the great growth of MLS, not only in sports, but also in the stands and interest of fans.
Major League Soccer is already a fundamental part of society in the United States, as after 24 years since the league emerged in the USA football fever exploded, initially thanks to the great management that has made Don Garber, who in his work as commissioner of the MLS has dedicated his management to grow people’s interest in local football.
Among the strategies the commissioner uses to increase people’s interest in the league in the United States are: To create new teams in strategic cities, to have as it manages to bring players of international stature -fichajes bomb- and to give more access in television times in USA.
The study by Nielsen Sports Sponsorlink showed that interest in people grew 47% over the 24 years since MLS began, but the fever exploded in the last three years when expansion teams began to emerge, as this dynamic brought MLS closer to people in the USA.
MLS Growth Factors
Thanks to the expansion strategy there was a 40% increase in people’s interest in the local market (Atlanta, Orlando and Minnesota) from 2012 when it was announced that Orlando would have an MLS team; this was reflected in 29% globally – all United States.
Another of the factors to which the great growth of the league in recent years is attributed is the strategies that have been used to make football expand in the United States, this includes greater youth participation, that access to television is not only MLS, but that the different channels already transmit world competitions and how the women’s selection has gone in the World Cup.
This growth has made the eyes of the world not only see MLS, but have also turned to see the talent that emerges in the United States, so in the last transfer market, many young Americans migrated to large clubs in Europe to finish their training as footballers.
Social networking activity
The study included an analysis of social networks which showed that MLS fans were waiting for the new kits of their teams, since from January 1 to February 28 were made about 35 thousand tweets that specifically mentioned the MLS teams and their new clothing. Within the social networking activity on uniforms highlighted Atlanta United, current MLS champion, and FC Cincinnati, the new franchise expansion of the league.