Top Soccer Clubs Clash in U.S. Summer Exhibition Tour
(Photo by Darren Staples / AFP)
Are You Ready for Some Football?
When we talk about football, it’s often mistaken with American football, the sport characterized by players covered in pads and helmets, colliding with each other at high speeds. However, the type of football we’re referring to is the globally beloved sport known in the United States as soccer. This game features athletes who predominantly use their feet to control the ball, a sport adored by millions worldwide.
This summer, some of the world’s most prestigious football clubs are making their way to the United States to participate in a series of mid-summer exhibitions. These matches are set to quench the thirst of soccer enthusiasts across the continent, offering them a rare chance to see their favorite international teams live in action.
The Olympic Games have already ignited the soccer spirit, with both men’s and women’s preliminary matches taking place in cities like Nice and Marseille, even before the grand opening ceremony in Paris. But for American fans, the real excitement begins this weekend as top-tier teams from the English Premier League, Italy’s Serie A, and Spain’s La Liga take the field in the DIRECTV Soccer Champions Tour. These “friendlies” will mainly be held in East Coast stadiums, bringing international soccer closer to home.
The Arrival of Elite Football Clubs
A Star-Studded Lineup
This summer, the Soccer Champions Tour will feature an impressive lineup of elite football clubs. Manchester City, a four-time English Premier League champion, Chelsea, Italy’s AC Milan, and Spanish powerhouses Real Madrid and Barcelona will all grace American stadiums. These six matches will take place in various cities, ranging from New York to Chicago to Orlando, offering fans ample opportunities to catch a game.
Russell Wolff, managing director of Sixth Street—the sports-focused investment firm behind the Champions Tour—emphasizes the excitement that surrounds these events. “When you get the chance to go see your favorite team come to town, it creates this level of excitement,” Wolff said. His firm aims to capitalize on the technological advancements that have allowed fans to follow clubs from distant lands, fostering a deeper connection with international teams.
Wolff, who has an extensive background with ESPN, stresses the importance of live experiences in cultivating a lasting fan base. “Young kids who 20 years ago didn’t get to watch football, today those kids, my kids, can watch any European soccer match they want,” he added. This accessibility has significantly increased fan avidity for these international clubs.
Engaging the U.S. Market
Manchester City has already begun its North American charm offensive with a retail pop-up store in New York’s Rockefeller Center. The store, which will remain open through September 22, offers a variety of Puma collections and serves as a tangible way to engage with U.S. fans. According to Nuria Tarre’, Chief Marketing Officer of City Football Group, “The U.S. is a very strategic market for us. Many European soccer clubs would say the same thing. The market is important and growing as a brand.”
Although it is challenging to quantify the exact growth of Manchester City’s fan base in the U.S., the club has observed increasing ratings on NBC and Peacock, rising retail sales, and stronger fan engagement on social media. This is significant in a market where fan allegiances are still forming, unlike Europe, where generational loyalties are deeply rooted.
The Leagues Cup: A Unique Tournament
The Tournament Format
In addition to the Soccer Champions Tour, the Leagues Cup will also captivate American audiences. This tournament features 47 teams from Major League Soccer (MLS) and Mexico’s top-tier Liga MX, competing in 77 matches across the United States and Canada. Apple has secured a unique 360-degree TV rights deal with MLS and will broadcast all the matches, providing comprehensive coverage for fans.
Oliver Schusser, Apple’s Vice President overseeing key parts of the company’s Services unit, likens the Leagues Cup to golf’s Ryder Cup due to its format of inter-league competition. “Most times you think of a league and you think of one or two top teams. We’re so excited in just a week we will have all the teams play each other,” Schusser remarked.
Although Schusser didn’t provide detailed viewership numbers, he noted that the second year of Apple’s deal with MLS is seeing significant growth compared to its initial season. “We’re seeing significant growth year over year, but our mission is we’re in this for the long haul,” Schusser added, highlighting Apple’s commitment to delivering high-quality sports content to fans.
Live Events and Fan Engagement
Apple is also sponsoring Partido Fest in Los Angeles, a live event featuring video screens displaying five of the tournament’s matches. The festival will kick off with Atlanta United vs. DC United and continue with the LAFC vs. Tijuana match at LAFC’s home stadium next to the Los Angeles Memorial Coliseum.
The Leagues Cup presents a unique opportunity for MLS and Liga MX to showcase their talent and engage with fans in a meaningful way. This tournament not only brings together teams from two different leagues but also fosters a sense of community among soccer fans in North America.
Challenges and Opportunities
Player Management and Logistics
Organizing a tour featuring top-tier football clubs is no small feat. Many players have just completed stints with their national teams in tournaments like the Euros and Copa America, making player management crucial. To minimize travel fatigue, this year’s matches are primarily held on the East Coast, reducing travel time for the teams.
“The team that leads us day to day is putting together that mosaic of venue availability, practice schedules, ability to market on the ground, and make it a big event,” Wolff explained. This meticulous planning ensures that both players and fans have a memorable experience.
The Future of Soccer in the U.S.
Despite the logistical challenges, the interest in international soccer is growing in the United States. The first year of the Champions Tour saw strong attendance, with 82,000 fans watching Real Madrid and Barcelona’s El Clasico match. This year, the U.S. version of El Clasico will be held at MetLife Stadium, one of the host sites for the 2026 World Cup in North America.
Both AC Milan and Real Madrid are celebrating their 125th anniversaries this year and will face off in Baltimore, adding a historical dimension to the tour. Manchester City will also play Italy’s AC Milan at Yankee Stadium, further cementing its commitment to expanding its fan base in the U.S.
Arsenal’s U.S. Tour
A Tiered Approach
Another English Premier League giant, Arsenal, will play three U.S. friendlies in the coming days. These matches include a highly anticipated game against Manchester United at SoFi Stadium in Inglewood, California, and another Los Angeles-area matchup in Carson, where the LA Galaxy play.
Arsenal has taken a tiered approach to the return of its players from summer international play. Those whose national teams didn’t make it to the knockout stages were the first to return to the club, while others who played deeper into the summer will join after the tour.
FAQs
What is the DIRECTV Soccer Champions Tour?
The DIRECTV Soccer Champions Tour is a series of friendly matches featuring top football clubs from the English Premier League, Italy’s Serie A, and Spain’s La Liga, held primarily on the East Coast of the United States.
Who are the participating teams in the Soccer Champions Tour?
The tour features Manchester City, Chelsea, AC Milan, Real Madrid, and Barcelona.
What is the Leagues Cup?
The Leagues Cup is a tournament featuring 47 teams from Major League Soccer (MLS) and Mexico’s Liga MX, competing in 77 matches across the United States and Canada.
How can fans watch the Leagues Cup?
Apple has secured a 360-degree TV rights deal with MLS and will broadcast all the matches. Fans can watch the games through the MLS Season Pass on Apple TV+.
What are some key matches to look out for?
Key matches include Real Madrid vs. Barcelona at MetLife Stadium, AC Milan vs. Real Madrid in Baltimore, and Manchester City vs. AC Milan at Yankee Stadium.
Conclusion
This summer promises to be an exciting time for soccer fans in the United States. With the arrival of elite football clubs for the Soccer Champions Tour and the unique Leagues Cup tournament, fans have a plethora of opportunities to engage with the sport they love. Whether through live matches, retail pop-ups, or comprehensive TV coverage, the soccer fever is set to sweep across the nation, offering an unforgettable experience for all.
By bringing international football to American shores, these events are not just about showcasing talent but also about building lasting connections with a growing fan base. As the U.S. market continues to embrace soccer, the future looks bright for the sport in this diverse and dynamic landscape.
