The USMNT suffered drops in attendance in consecutive cycles. From 2010 to 2014, the United States averaged an attendance of 36,697. Now, from 2018 to 2022, the average attendance is 23,029.
The reason for four-year cycles, like 2010 to 2014 or 2018 to 2022, stems from the World Cup. Of course, the United States failed to qualify for the 2018 World Cup. It starts to make sense in that case. The decline in the form and success of the USMNT led to fewer people attending. However, it is not so clear.
For years, attendance has been one of the key metrics used to measure the popularity of the United States Men’s National Team. In that sense, this downward trend is a bad thing. In fact, the USMNT has failed to average attendance figures above 30,000 fans per game since 2015.
US Soccer itself is one of the culprits for the lower attendance numbers.
Prioritize smaller stadiums
In October 2021, the United States was in the midst of CONCACAF World Cup Qualifying. Much of the frustration among fans was that the games were held in relatively small, soccer-specific venues. Lower.com Field in Columbus, Q2 Stadium in Austin, Allianz in Minnesota, TQL Stadium in Cincinnati and Orlando City’s Exploria Stadium. Each of these has a maximum capacity of less than 26,000.
However, this is by design for revenue going to US Soccer. From 2010 to 2018, the average attendance at World Cup Qualifying was around 21,500. In the 2018 World Cup Qualifying Cycle, the average ticket cost was $97.06. Eight years earlier, the average ticket was $48.08, less than half that of 2018. Despite playing an additional game in the 2010 cycle, total revenue increased by more than $8 million in ticket sales.
Compare this to 2002, when average game attendance was 31,158, a total of 10,000 more than the number of delays, ticket prices were just $28.05 on average. Total revenue remained more than $10 million lower than the 2018 cycle.
Availability limits and strict pricing could force people to drop out.
Regardless, here are the USMNT attendance figures from 2018 to present.
USMNT Assistance: 2018-2022
In total, the average attendance for the USMNT during this cycle is 23,029. This number represents a 29% drop from 2014 to 2017. Comparing this most recent cycle to 2010 to 2014, attendance numbers are down a staggering 37%. In that time, the USMNT averaged 36,697 in home games.
That steep drop can be surprising. The team’s success in winning the Gold Cup and the Nations League, both on home soil, combined with qualifying for the World Cup, should ensure more people attend. Success breeds popularity.
However, there are several factors worth considering when it comes to drops in attendance. That includes US Soccer’s aforementioned attempts to put meaningful games in smaller-capacity, soccer-specific stadiums.
Explaining the lower attendance numbers
First of all, the USMNT failed to qualify for the 2018 World Cup. Therefore, the games in early 2018 to serve as the farewell series had few crowds. The three friendlies before the 2018 World Cup (January 28 vs. BIH, March 27 vs. PAR, May 28 vs. BOL) failed to reach 12,000 fans. Missing out on the World Cup had an effect on the fans. Perhaps many used the power of their wallet to show disapproval of the USMNT even after the World Cup was over.
Second, the COVID-19 pandemic that started in 2020 had lasting effects into 2021. It shut down sports around the world for months. Even once live attendance returned, stadiums had limits on seating capacity. Limited seating capacity had little effect on a couple of home friendlies (December 2020 vs. El Salvador and January 2021 vs. Trinidad & Tobago). This reared its head further in the League of Nations. However, the semifinals and finals of the competition in Denver drew decent crowds that welcomed Honduras and Mexico. Those games took out 34,000 and 37,000, respectively.
Experience shows how the matches against Mexico, in particular the cup finals, fill the stadiums to the brim. The Gold Cup finals in 2019, 2011, 2009 and 2007 illustrate that a lot.
Perhaps the 2022 World Cup could have an impact on attendance in the United States. Or, US Soccer may repeatedly stage major US Soccer matches in soccer-specific stadiums.
Additional reporting by Kyle Fansler.
PHOTO: IMAGO / Icon Sportswire