The 2025 Major League Soccer (MLS) season, marking the league’s 30th year, has continued its upward trajectory in attendance, building on the record-breaking figures of 2024. With an average attendance of 21,710 across 378 matches as of August 10, 2025, and a total attendance of 8,097,737, MLS is demonstrating robust fan engagement.
MLS Attendance in 2025: A Snapshot
The 2025 MLS season has seen an average attendance of 21,710 per match, a slight dip from the 2024 record of 23,234, which was bolstered by 11.45 million total spectators across 493 matches. Despite this minor decline, the 2025 figures remain strong, with clubs like Atlanta United FC leading the pack at an impressive 44,938 average attendance, followed by Seattle Sounders (30,625), Charlotte FC (28,572), and newcomer San Diego FC (28,044). These numbers reflect the league’s growing appeal, with total attendance already surpassing 8 million by mid-season, on track to potentially challenge the 2024 record of 11 million once the regular season concludes on October 18.
The highest single-game attendance in 2025 was recorded at Atlanta United’s season opener against CF Montréal, drawing 65,520 fans to Mercedes-Benz Stadium. Conversely, the lowest attendance was 10,645 for a D.C. United vs. New England Revolution match, highlighting the variability across markets. Notably, 24 matches achieved sellout status, and stadiums operated at 77.3% capacity on average, indicating strong but not universal demand. These figures suggest that while MLS enjoys significant fan support, filling stadiums consistently remains a challenge for some clubs.
The Impact of Big Signings
The arrival of global superstars, most notably Lionel Messi at Inter Miami CF, has undeniably elevated MLS’s profile. Since joining in 2023, Messi has been a game-changer, driving sellouts at Inter Miami’s 21,550-capacity Chase Stadium, which averaged 20,663 fans in 2025. His presence has also boosted attendance for away games, with fans flocking to see him play. For instance, a February 2025 match between Inter Miami and Orlando City in Tampa drew a stadium-record 42,017 fans, underscoring Messi’s draw. Posts on social media have echoed this sentiment, with users noting that household names like Messi or potential future signings like Son Heung-min could generate massive crowds in large venues like Atlanta’s Mercedes-Benz Stadium or Seattle’s Lumen Field.
Other high-profile signings, such as Riqui Puig at LA Galaxy (valued at €20 million, the league’s most valuable player) and new coaches like Bruce Arena at San Jose Earthquakes, have also contributed to fan interest. San Diego FC’s strong debut, averaging 28,044 fans at Snapdragon Stadium, can be partly attributed to the buzz around their expansion status and signings like Jeppe Tverskov. Similarly, clubs like Nashville SC (25,619 average) and FC Cincinnati (24,497) have leveraged competitive rosters and star players to maintain high attendance figures.
However, the impact of big signings is not uniform. Inter Miami’s average attendance (20,663) ranks 14th in the league, constrained by Chase Stadium’s smaller capacity compared to larger venues like Atlanta’s Mercedes-Benz Stadium (73,019) or Charlotte’s Bank of America Stadium (75,412). This suggests that while stars like Messi guarantee sellouts at home, the broader attendance boost is limited by venue size and market dynamics. For example, LA Galaxy, despite their star-studded roster and 2024 MLS Cup championship, averaged only 20,882 fans, ranking 13th, partly due to the 27,000-capacity Dignity Health Sports Park.
Are Stadiums Being Filled?
The data paints a mixed picture. While big signings undeniably draw crowds, they do not universally fill stadiums. Atlanta United’s 44,938 average attendance exceeds their artificially reduced capacity of 42,500, achieving 110.2% capacity utilization, but this is an outlier. Most clubs, including Seattle (81.6% capacity), Charlotte (42.5%), and San Diego (81.5%), operate below full capacity. Smaller venues like Austin FC’s Q2 Stadium (20,738 capacity, 100% filled) and St. Louis City SC’s Energizer Park (21,757 average, 96.7% filled) show near-capacity crowds, but larger stadiums like Chicago’s Soldier Field (42.6% filled) and Colorado’s Dick’s Sporting Goods Park (46.2%) struggle to fill seats, even with competitive teams.
The “Messi effect” is evident in specific matches, particularly in larger stadiums. For example, Atlanta, Chicago, Columbus, and Charlotte have capitalized on Messi’s visits to draw bumper crowds, often moving games to larger NFL stadiums to accommodate demand. However, not all clubs can replicate this. A BigSoccer forum post noted that a Kansas City vs. Inter Miami match in 2025 failed to sell out, with only 15,178 fans attending in cold weather, suggesting that external factors like scheduling and climate can dampen the star power effect. Similarly, San Jose’s midweek game against Inter Miami at the 18,000-capacity PayPal Park drew a maximum of 18,000, missing an opportunity to host a larger crowd at Stanford Stadium.
Strategies and Challenges
MLS clubs are employing strategies to boost attendance, such as dynamic pricing, enhanced fan experiences, and targeted marketing. The league’s decision to avoid a break for the 2025 Leagues Cup, unlike the FIFA Club World Cup and CONCACAF Gold Cup breaks, reflects confidence in sustaining fan interest during the summer. However, challenges persist. Smaller markets like FC Dallas (11,004 average) and Colorado Rapids (15,702) struggle to draw crowds, even with competitive rosters. Weather, as seen in low-attendance games in Colorado and Kansas City, also plays a role. Moreover, the reliance on large NFL stadiums for high-profile matches, while boosting numbers, can dilute the soccer-specific atmosphere that MLS has cultivated through venues like Geodis Park and Lower.com Field.
While big signings like Messi have undeniably elevated MLS’s visibility, the notion that they consistently fill stadiums is overstated. Attendance is heavily market-dependent, with clubs in larger cities or soccer-specific stadiums benefiting most. The league’s growth to 30 teams and the addition of San Diego FC have increased total attendance, but average attendance has slightly declined from 2024, suggesting that expansion alone does not guarantee packed stands. Financially, MLS’s strategy of signing global stars is paying dividends, but the league must balance this with sustainable growth in smaller markets and investment in grassroots fan engagement to ensure long-term attendance gains.
In 2025, MLS continues to draw strong crowds, with an average attendance of 21,710 and standout performances from clubs like Atlanta United and San Diego FC. Big signings, particularly Lionel Messi, have significantly boosted attendance for specific matches and markets, but their impact is limited by stadium capacity, market size, and external factors like weather and scheduling. While stars fill seats in high-profile games, consistent sellouts across the league remain elusive. MLS’s challenge is to leverage the star power of players like Messi while fostering organic fan growth in all markets to truly fill stadiums.
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