Why the Best Soccer Bars Are Becoming Supporters Club Headquarters

Soccer is the world’s biggest sport, by a wide margin, and while its profile in the US is less prominent than in other parts of the world, that’s changing. Various knock-on effects associated with growing support for MLS teams across the country, as well as the national team and its part in major tournaments like the FIFA World Cup, are apparent. One of the most interesting upshots of the beautiful game’s burgeoning fanbase is the impact it has had on sports bars.

While previously, a sports bar would have been a cookie-cutter affair, aiming for neutrality so as to attract punters from across the supporting spectrum, soccer’s ascent has shifted the goalposts significantly, pun intended. So, why have the most popular soccer bars pivoted to cater to specific club supporters? Here’s a handful of reasons explaining their motivations.

It’s Economically Savvy

When your business has a loyal user base, it brings in cash more consistently. That’s the prime motivator for soccer bars to go all-in on effectively becoming the HQs for supporters of a particular team.

Analysis from IbisWorld points out that the sports bar sector found itself in a tricky situation post-pandemic, and only modest recovery and growth have been seen in recent years. That economic incentive to reinvent the underlying business model is therefore even more intense.

The Viewing Experience Has Changed

Soccer’s success in places like Europe and South America is as much down to the collective fan experience in the stadium on match day as it is to the tribalism of supporting a team. Because of this, soccer bars become supporters’ club headquarters when big games roll around and are adding modern features and amenities that viewing audiences expect today.

For instance, because fans are used to checking soccer odds online and placing bets while games are in progress, bars need fast network connections. Likewise, the role of social media in the viewing experience and its influence over fandom at large has to be factored into what bars offer.

International Support Requires Adaptability

While MLS support is strong, many fans in North America have a passion for following sides in foreign climes. That means soccer bars have to be adaptable, especially if they’re throwing their hat in the ring with one or two sides, or hoping to cater to the entire audience of locals who want to keep up with major overseas faceoffs.

Opening early enough to accommodate afternoon Premier League kick-offs across the pond, for instance, is a common necessity. And again, the economies of doing so are tangible, since bars can generate revenue during hours that might otherwise be earnings dead zones.

Skewing Young Makes Sense

Last but not least, soccer bars becoming supporters club headquarters is wise for premises that want to keep younger customers coming through their doors. It’s often reported that Gen Z is drinking less than their older cohorts, so venues like sports bars have to offer a USP that’s not solely based on alcohol.

With all that said, good soccer bars can become great if they fly the flag for just one team. It’s good for customers and good for the balance sheet.