Nielsen released domestic soccer viewership data showing measurable gains among viewers under 35 following the 2022 World Cup, a shift that arrives sixteen months before MLS and international rights holders enter serious renewal negotiations. The data covers both Major League Soccer and European league broadcasts through U.S. distributors.
The under-35 cohort represents the first sustained demo growth for televised soccer in the U.S. since the 2014 World Cup cycle, when similar post-tournament bumps faded within eighteen months. MLS averaged 1.43 million viewers across all platforms in 2023, its first full season under the Apple TV ten-year, $2.5 billion deal that began in February 2023. Nielsen's figures capture both Apple Season Pass streams and residual linear broadcasts through Fox and ESPN, which retained limited match windows.
The timing matters because Apple's MLS deal includes opt-out windows in year seven and a renegotiation clause tied to subscriber thresholds that remain undisclosed. Lionel Messi's arrival in July 2023 drove 3.4 million Season Pass sign-ups in the first six weeks, per Apple's lone public comment on the product's performance. Nielsen's data indicates those subscribers continued watching beyond Messi's Inter Miami matches, with non-Miami MLS fixtures averaging 340,000 viewers in the under-35 demo during the second half of the 2023 season, up 22% year-over-year when adjusted for platform migration.
European soccer on U.S. networks logged parallel gains. English Premier League matches on NBC Sports averaged 510,000 viewers under 35 during the August-December 2023 window, a 19% increase over the same period in 2022. NBC's current six-year, $2.7 billion EPL deal runs through 2028, with renewal talks expected to begin in early 2026. La Liga's deal with ESPN expires in 2029; Bundesliga's with ESPN ends in 2026.
The under-35 data carries weight in sponsor negotiations now underway. MLS is in active talks with three global automakers for a jersey-front partnership to replace Audi when its founding sponsorship expires in December 2025. Two of those brands — both in the EV category — have increased their U.S. marketing spend targeting the 25-34 age group by more than 30% since 2022, according to Vivvix ad spend tracking. The Nielsen figures give MLS concrete demo proof for the first time in a category where automotive has historically favored NFL and college football inventory.
What's less clear is whether the under-35 bump translates to the 18-49 demo that drives most media buys. Nielsen's release did not break out the 35-49 cohort separately, which typically accounts for 60-65% of a sports property's total ad inventory value. MLS declined to comment on overall Season Pass retention rates beyond Apple's initial subscriber figure.
Two things to watch: First, whether MLS extends Garber's contract ahead of its December 2025 expiration, which would signal board confidence in the Apple partnership's long-term trajectory. Second, whether any of the three automakers in advanced MLS sponsorship talks publicly announce budget shifts away from linear NFL inventory toward streaming soccer — a move that would validate the under-35 thesis with actual dollars rather than Nielsen charts.
Messi's Inter Miami begins its 2024 season in two weeks. The Spanish-language broadcast rights for MLS, currently held by Univision in a deal that runs through 2026, are up for renewal this summer. The under-35 data suggests the number gets bigger.
The takeaway
Post-World Cup under-35 viewership gains give MLS and European leagues concrete demo proof entering sponsor renewals and rights negotiations through 2028.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
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