Betting volume in the US per sport: Where does soccer stand?
Soccer is hardly the chief sport in the US, but there's no denying that it is continuing to generate more popularity, especially among younger generations. Following several recent appearances in the World Cup, there's been a fresh spark of interest in the US, and popularity tends to be the key driving factor behind the rise of emerging gambling markets. Usually, there's a strong correlation between the popularity of a sport and the betting markets that underpin it.
Although there are exceptions to this rule, such as horse racing, which is generally considered a niche sport but sees a lot of gambling activity, this is primarily due to the structure and volume of race meets throughout the calendar. Other professional sports, particularly team sports, follow a seasonal format with heightened interest in the gambling markets as more people tune in to watch the action.
The rise of online sports betting in the US
Although many bettors historically gambled online, the legislation that allowed companies to flourish within this sector hadn't truly materialized until a court decision just over five years ago. This meant that sports betting companies are now able to advertise their services to American customers. This ruling applied to states that had already legalized online sports betting, but it signaled a sharp left turn in how the establishment viewed the emergence of these markets. This resulted in a deluge of states changing their legislation and subsequently expanding the market size, turning sports betting in the USA into a multibillion-dollar marketplace.
Many betting companies are excited by the prospects that lay ahead. Although there's been a surge in the number of people betting on sports, there are still over a dozen states that have yet to repeal their legislation that are home to millions more potential customers. Once they allow online gambling, as many market analysts believe they will over the next few years, online sports betting will continue to rise. Although the most popular markets are top sports such as the NBA, NFL and NHL - soccer is riding the same wave and continues to appeal to more bettors.
The rise of soccer and betting markets
Figures from 2022 show that American football continues to have the strongest gambling markets, with soccer trailing in at fifth behind college football, NBA and MLB. Interestingly, soccer has leapfrogged NHL over the last half-decade. There's no definitive answer as to what is driving this popularity, but many US soccer analysts believe it stems from higher profile players moving to the MLS and slowly bringing more eyes to the game.
While high-profile names have been moving to the MLS for decades, few players have made the move when they are still early in their career. According to rumors, Lionel Messi is set to win the Ballon d'Or again this year, his first since 2019. For the MLS to have a true global superstar still at the height of his powers and lifting the World Cup has undoubtedly struck a new level of interest, which inevitably trickles down to the gambling markets.
Moving forward in the US market
Soccer betting is in a prime position to continue its ascent. Not only is the sport witnessing a heightened uptake in participants and people watching the sport live, but the legislation in the US is cultivating more significant markets for people who enjoy watching the sport. As the league's quality increases and more international viewers tune in, this fuels increased advertising revenue, resulting in more extensive investments and wages for players.
It's hard to think of a player who could come to the MLS that will overshadow the arrival of the greatest player of his generation. However, it will inject quality and raise the overall standard of the league. As it gains respect and becomes a market that young soccer fans in America can watch instead of having to tune in to top European leagues, this could be the catalyst that results in a new wave of world-class American soccer talent emerging.
Final thoughts
Soccer isn't too far behind college football in terms of popularity, but it's a tough ask to expect it to become more popular. In some states, college football is even more popular than the NFL, and it's a sport that is welcomed into American culture. Unlike in most other countries, a significant audience wants to see what the superstars of tomorrow's NFL look like, and they're willing to bet big money on the top college teams.
The omens look good for both markets though, and they're likely to welcome more activity and money as sports gambling legislation makes it easier for them to establish themselves in new states. As soccer has become more widespread and more accessible to watch and discuss, thanks to the internet and social media, the markets should continue to gather momentum.
Although soccer isn't the first sport that comes to mind when discussing the cosmic scope of American sporting culture, it has developed substantially over the last 20 years and continues progressing in leaps and bounds. It's unlikely it'll surpass college football, and fifth in the list sounds about right. However, as there are so many different types of soccer markets to bet on globally, if the popularity in America continues rising, the number of people placing bets should too.