On Sunday, July 7, 2019, a hush fell over the crowd of 57,900 fans in Lyon, France. It was the FIFA Women’s World Cup Final between the USA and Netherlands. Granted a penalty kick, USWNT’s Megan Rapinoe stepped up to face Netherlands’ goalkeeper Sari van Veenendaal (who’d later be awarded the Golden Glove as the best goaltender of the tournament).
The whistle blew. Rapinoe trotted to the line and, with a boom, blasted the ball into the back of the net, clearing the US bench and setting her team up for a 2-0 win. It was their second World Cup victory in a row and fourth overall, cementing the USWNT’s legacy as the most successful team in international women's soccer.
It might well have been the “shot heard ‘round the world” for American Soccer. The USWNT had already been generating significant buzz following their 2015 victory, and 2019 boosted that excitement into overdrive.
With each World Cup, the nation’s passion for "the beautiful game" grows stronger. A whopping 57% of U.S. soccer fans say they’ve become passionate about the sport in just the last five years - not only around the World Cup, but on American soil as well. The National Women’s Soccer League (NWSL) broke records in 2022, welcoming over 1 million fans. Attendance grew by an additional 32% in 2023. Men’s soccer is thriving too. Major League Soccer (MLS) crossed the 10 million fan mark in 2022. According to numbers released in December, that figure was up to 12.1 million in 2024, trailing only the English Premier League in total attendance globally.
Next year, the 2026 FIFA World Cup will be coming to North America for the first time in over two decades. The games will now be front-and-center for a fanbase that has grown larger, younger, and more diverse. Beyond FIFA excitement, it will be a can’t-miss opportunity for NWSL and MLS teams as well. Now is the time for US soccer marketers to ramp up their efforts, and prize promotions are a great way to convert intrigue into brand loyalty.
Here’s how sweepstakes and contests can help capitalize on the forthcoming World Cup buzz:
1. Build Excitement Pre-World Cup
Before the World Cup even kicks off, host sweepstakes to generate excitement and reward your fans for their passion. Offering VIP experiences, match tickets, or exclusive merchandise can ignite unstoppable enthusiasm.
2. Engage New Fans
Soccer’s rising popularity means that millions of Americans will be exploring the sport - potentially for the first time. Unlike fans of more “traditional” US leagues like the NFL and MLB, many Americans don’t have a preexisting soccer team affiliation, one tied to where they grew up or who their families supported. When it comes to soccer, they’re “free agents” - open to finding a new team to love. Sweepstakes act as an introduction to a particular team, making them feel part of the community.
3. Reward Existing Loyalty
…which isn’t to say that all the focus should be on new fans. Sweepstakes don’t just attract new supporters - they also celebrate your existing ones. Show your appreciation to longtime fans with experiences like "Fan of the Year" contests or insider access to players, practices, and private events.
4. Encourage Ongoing Engagement
Use sweepstakes campaigns to build relationships even after the World Cup. Offer prizes tied to match attendance, fan engagement on social media, or MLS/NWSL merchandise purchases.
As golden as the FIFA trophy itself, this opportunity simply cannot be missed by US teams that need to grow their fanbases (so, ALL teams).
Amid the growing American obsession with soccer, potential fans across the country are poised to fall in love with a new team. Will it be yours? The best way to entice them is to offer them something valuable as part of a well-run sweepstakes or promotion. Done right, they’ll give you something of value in return: a lifetime of loyalty and dedication.
