MLS teams are reporting strong increases in ticket sales since the start of the World Cup, with multiple teams telling Front Office Sports they have seen an increase of more than 150%.
The league debuted several initiatives during the World Cup, seeking to capitalize on the increased fan attention on soccer. MLS launched the “Thanks World, We’ll Take It From Here” ad campaign, which has been described as the largest coordinated marketing effort in league history.
Teams were also very involved, setting up local activations and hosting fan viewing events during the tournament. Red Bull New York launched a “First Match on Us” program, which offered first-time attendees two free tickets to a game of their choice. The team says the entire allotment of more than 5,000 tickets was claimed.
Early data shows the marketing strategies to have been successful, with MLS ticket sales up in several markets.
A Philadelphia Union spokesperson tells FOS that single-game ticket sales have increased by 218% since the start of the World Cup. The city, which hosted six games during the tournament, drew roughly 575,000 visitors to its Fan Fest, which was free and open for all 39 days of the tournament.
