Soccer remains a divisive topic across much of the North American sports landscape. Yet Major League Soccer and its teams have slowly, but surely, etched deeper cultural penetration over the last decade plus as franchises expand across the continent. So that begs the question – which club has the largest fanbase that reflects soccer’s growing support?
Look no further than the Pacific Northwest for the answer – the Seattle Sounders stand alone atop the league for their unprecedented following of rabid, chanting supporter groups and sheer numbers.
Through revolutionary marketing, community outreach, and a supporter-centric ethos straight from the European model, Seattle transformed its MLS expansion side from brand new entrant to leader of soccer support in just over 10 years time. The Sounders fanbase not only leads Major League Soccer in size, but also serves as a case study for future teams hoping to match the club’s bond with its region.
Lessons from Abroad Lead to Revolutionary Growth Trajectory
When Seattle Sounders FC entered MLS in 2009 as the league’s 15th franchise, hopes were reservedly high to establish a modest, but devoted fanbase as previous expansion sides had done. Ownership featuring comedian Drew Carey and a collection of Seattle sports legends wanted to avoid mistakes of past soccer ventures in the city that floundered then folded by the wayside. But co-owner Joe Roth aimed for loftier goals – he sought to import European-style soccer fandom with all its passion and pageantry into a country still partially skeptical of the sport.
This founding ethos to authentically embrace supporter culture fast-tracked growth even the most optimistic projections failed to predict. Before a single match, 3,000 season ticket deposits flowed in. The Sounders sold out every home date that inaugural campaign and compiled a season ticket waiting list immediately. Rather than gradually build support through on-field success like most MLS clubs, Seattle favored the Old World model – create a game day experience and atmosphere so irresistible that fans couldn’t imagine missing out regardless of results.
This fan-first mentality combined with shrewd marketing and competitive teams built the most intimidating home field environment MLS had ever envisioned. Seattle’s CenturyLink Field holds nearly 70,000 spectators, higher than famous European cauldrons like Anfield or the San Siro. Sounders matches regularly pack that mammoth stadium with overflow crowds dancing, chanting, and cheering the full 90 minutes plus stoppage time. Behind mega-tifos and waving flags, the supporters groups Seattle invented defined a new MLS tradition that visiting teams grew to dread.
These highly-organized fan organizations like the Emerald City Supporters, Eastside Supporters, and Gorilla FC resemble top European Ultras groups more than American sports fans. Their drums and constant songs echo throughout the massive stadium during each home fixture.
On-Field Success Takes Devoted Fanbase into Stratosphere
In the 10 years since that 2009 inaugural fixture, Seattle Sounders FC has showcased their region’s passion for professional soccer to a national audience continuously amazed by the club’s fanatic following. But that fervent fan dedication contacts beyond box office numbers alone – it translates directly to the field of play. With one of pro sports’ best home field advantages, the Sounders consistently contend for silverware. They captured their first MLS Cup in 2016 followed by a second league title in 2019. Seattle qualified for the postseason every year from 2009 to 2019, reaching four Lamar Hunt U.S. Open Cup finals in that same stretch. This sustained run of playoff appearances parallels consistent success and star power from elite players like Clint Dempsey, Obafemi Martins, Nicolas Lodeiro, and Jordan Morris.
The Sounders boast celebrity owners as well – comedian Drew Carrey and Seahawks quarterback Russell Wilson promote the club that long ago outgrew its “expansion team” moniker. No longer the new kids on the block, Seattle now anchors the league from Pacific Northwest stronghold oriented around their autonomous supporter culture bucking American sports norms. European soccer transplants and Millennial fans gravitate toward this hard-nosed supporter ethos in a region considered less attached to homegrown sports like football or baseball.
By the Numbers – Drawing a Wider Nation’s Attention
Just how impressive is this rapid expansion of support cementing Seattle as North America’s soccer city? Consider that the Sounders:
- Claim over 45,000 season ticket holders currently
- Posted a MLS single match attendance record of 69,274 in 2019
- Had a season ticket waiting list balloon to over 10,000 members
- Rank top 5 in league merchandise sales each season since inception
- Frequently sell out home games within 30 minutes of tickets going live
These metrics confirm the statistically undeniable breadth of their fanbase. Television viewership for regional broadcasts similarly confirms broad appeal – Seattle Sounders matches on local sports networks beat the MLB Mariners and NHL Seattle Kraken head-to-head. Soccer reigns supreme in Washington thanks to a decade of cultivation.
Hard-Earned Success Makes Star Players Take Notice
The most telling indicator comes organically from MLS players themselves, however. In anonymous league surveys asking athletes questions like “toughest place to play” and “which fans intimidate you most,” Seattle dominates year over year. Visiting teams dread Pacific Northwest away fixtures given the guaranteed hostility and playoff atmosphere. Even global stars new to MLS quickly learn why the Sounders faithful earned a league-wide reputation. Take recent signing Héber who admitted his initial surprise at Seattle’s size, writing “I didn’t know Seattle had that many fans, that the stadium is that big. I was very impressed.” Defender Nouhou chronicled his first contest at CenturyLink Field seeming “like we were playing in Europe” given the stunning three-level display by Sounders fans before kickoff.
These reactions demonstrate how Seattle’s record-setting crowds and tifo game capture league-wide attention even amongst MLS’ own players. Much like Spanish giants FC Barcelona and Real Madrid or Premier League stalwarts Liverpool and Manchester United, this tradition and intimidation breeds further pride in the badge and success on the pitch. Visiting stars arrive expecting a European atmosphere and the Sounders faithful deliver while rooting on local standouts.
A New Standard – Expansion Teams Look to Replicate the Model
Nouhou wasn’t far off calling Seattle the most “European” MLS atmosphere given years scouted global player acquisitions, renditions of English club anthems ringing out pre-match, and supporters’ unwavering loyalty in the bleachers whatever unfolds down below. As soccer continues to rise toward mainstream American consciousness in coming generations, the Sounders blueprint offers intrigue for newer teams and leagues hoping to capitalize.
MLS expansion outfits Atlanta United, Los Angeles Football Club, Nashville SC and others structured aggressive community partnerships and supporter outreach campaigns directly inspired by Seattle’s success. Seattle in turn exported general manager Garth Lagerwey to reboot the struggling Real Salt Lake organization. The club’s counted four players selected to participate in recent World Cups – a nod to their rising talent pipeline and development model. There’s no denying the Sounders starting XI belongs beside the top teams Mexico’s Liga MX and other CONCACAF powers field.
The passion and pageantry oozing from every Seattle home fixture keeps attracting newcomers to a sport with blossoming potential domestically. Their record viewership and merchandise sales numbers show no signs of slowing either. This leading indicator bodes well for soccer’s prospects clawing for an equal seat at the table alongside American football and basketball primarily. And the Sounders stand at the head of the table thanks to an entire region that embraced global soccer culture faster and more wholeheartedly than any previous MLS team managed in their first decade of play.
The Sounders set the contemporary standard that future clubs from Cincinnati, Sacramento and Las Vegas in coming years can merely hope to replicate. Because 45,000 chanting Emerald City supporters don’t materialize overnight…not without the right blueprint.