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Major League Soccer (MLS) has achieved record attendance numbers this year with a total of 8.3 million fans going to games so far, which is the most in history by this point of the season.
The average attendance of 23,194 is the highest at the All-Star break and has also resulted in a record 94% average capacity.
Season ticket sales across the entire league are up by 12% from the same time last year while a new midseason high of 149 matches have been sold out.
“Midway through the season, MLS has achieved record attendance numbers,” read an MLS statement.
“Consumer research indicates the league’s strategy of consistent start dates and times with the majority of games on Saturdays plus select Wednesdays has positively impacted attendance.”
Furthermore, six matches this season have had an attendance of 60,000 or higher while seven have exceeded 50,000 fans and 21 games have seen at least 40,000 fans.
MLS has also set new records in sponsorship, retail, and social and digital this year.
The success has been put down to several factors including new rules to speed up the game.
“Following a record season in 2023 that saw new highs across key business metrics, MLS’ momentum continues in 2024,” read the statement.
“Among the key drivers of the continued surge are the second season of the league’s partnership with Apple, Lionel Messi’s second year with Inter Miami, the arrival of new international stars, and the ongoing influx of dynamic young talent from MLS academies and throughout the world.
“Additionally, the introduction of two new rules – Off-Field Treatment Rule and Timed Substitution Rule – has generated additional interest among soccer fans. The league is also seeing the impact of last year’s inaugural Leagues Cup tournament as each MLS club secured 5,000 new fan records as a result of the in-season tournament.”
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