Soccer’s popularity in the U.S. has never been greater and, with MLS on the cusp of matching the NHL’s viewing figures, the chance to stage the 2024 Copa América could hardly have been better timed. The tournament certainly delivered for broadcasters, as Fox and Univision enjoyed a record combined audience of more than 11m for Argentina’s 1-0 victory over Colombia in the final, but did it shift the needle for soccer with U.S. sportsbooks?
The short answer to that question is a resounding “no”.
Callum Broxton, head of U.S. Operations at Checkd Group, the media and technology company behind FlashPicks, says the tournament proved a disappointment for operators and affiliates.
“The overall impact of the 2024 event on sports betting in the U.S. has been minimal,” he explains. “Soccer, excluding the World Cup, tends to rank low in terms of wagering popularity among American sports bettors. The Copa América failed to generate significant interest from both sportsbooks and affiliates, largely due to the lack of enthusiasm for the tournament.”
Even the presence of arguably the biggest sports star in the world, Argentina captain Lionel Messi, failed to tempt bettors to try their luck. Although the action on the pitch did have to compete for attention with coverage of what should have been avoidable off-field problems.
“The event was plagued by negative press, further dampening any potential betting activity,” Broxton continues. “Issues such as poorly-organized logistics, sub-par stadium conditions, and other controversies contributed to a lackluster response from bettors, rendering the event a missed opportunity for the sports betting market in the U.S.”
A World Cup warm-up?
The betting industry does at least get a do-over when the 2026 FIFA World Cup takes place in Canada, Mexico and the U.S., culminating in the final at the MetLife Stadium on July 19.
Fans and MLS team owners will be hoping that the global showpiece will drive even more interest in professional soccer across the nation – a scenario that is likely to require a much better performance from the U.S. Men’s National Team than the group stage exit endured at the Copa América.
Even if that does occur, fans of MLS clubs such as Atlanta United, L.A. Galaxy, and FC Dallas are unlikely to be able to back the USMNT with a legal wager. In Broxton’s opinion, the Copa América has done little, if anything, to further the cause of legalization in those big population centers.
“Unfortunately, it is unlikely that there will be a significant positive legacy left behind by this tournament in the U.S. or beyond,” he says. “The chaotic scenes inside and outside the stadiums, numerous empty seats, and various issues with pitches and training facilities painted a picture of disarray. These factors combined to create a perception of the event as a failure, rather than a stepping stone towards greater engagement.
“As a result, it is improbable that the tournament will spark newfound interest in sports betting regulation among U.S. states that have yet to embrace it.”
Wasted potential?
The extent to which the U.S. industry is missing out by failing to persuade customers to engage with the world’s most popular sport is illustrated by the huge activity levels enjoyed by their Latin American and European counterparts.
“There was an uptick in sports betting traffic during the tournament across South America, which was anticipated,” says Broxton, before confirming that player interest in international events is massively dependent on results.
“The sharp decline in traffic following Brazil’s early exit was notable, underscoring the country’s dominance in the region’s sports betting landscape. Brazil’s influence is so substantial that its performance can significantly sway overall betting activity.
“Despite this, other markets in South America did show increased engagement during the tournament, reflecting the event’s broader regional appeal, albeit heavily weighted towards Brazilian participation.”
The Copa América took place at the same time as the UEFA European Championships – which, perhaps surprisingly, were another ratings hit for Fox and Univision, as Spain’s 2-1 victory over England in the final drew a combined audience of more than 9.4m. Those figures were, of course, dwarfed by viewership numbers in Europe, where soccer is not just the most popular participation and spectator sport, but also by some distance the biggest betting sport.
International tournaments occupy a particularly advantageous place in the calendar and Checkd Group, which works with a host of Europe’s largest sportsbook operators, saw the impact of that during the Euros.
“Traffic always reaches huge levels in Europe during summer tournaments with audiences ready and waiting for action with the domestic seasons ending a couple of weeks prior,” says Broxton. “In contrast, South American domestic seasons continue through the summer, leading to a less pronounced spike in traffic.
“Nevertheless, the Copa America managed to capture a broader audience than regular season games, indicating that major events do indeed draw significant interest. This pattern suggests that while regional differences in domestic league schedules affect the magnitude of traffic increases, the allure of major international tournaments remains a powerful draw for sports betting enthusiasts.”
