Italian soccer has long been admired across the Atlantic, but never before has Serie A experienced such a dramatic surge in popularity in the United States. With a historic 50% increase in live TV viewership, the league is enjoying unprecedented exposure, and the influence of American players is undeniable.
For the first time, Serie A is more accessible than ever, with every match broadcast live on CBS platforms and three games per week aired on FOX Deportes. This strategic push has led to over 1,000 hours of programming in the U.S. during the first half of the 2024-25 season, including more than 600 hours of live coverage. As a result, the cumulative live audience has skyrocketed, proving that Italian soccer has found a solid foothold in the American market, Lega Serie A has confirmed.
Much of this success can be attributed to the presence of high-profile USMNT stars in the Italian top flight. Christian Pulisic, now a crucial figure for Milan, has become the face of Italian soccer for American audiences. Alongside the 26-year-old winger, his teammate Yunus Musah, as well as Timothy Weah and Weston McKennie of Juventus have helped expand the league’s appeal to American fans.
The influence of these American players goes beyond just their performances on the pitch. Their presence has encouraged U.S. fans to follow Serie A more closely, bringing a wave of new viewers eager to watch their national team stars compete at the highest level.
Strategic expansion in the U.S. market
Recognizing the league’s growing appeal, Lega Serie A has strategically separated its English and Spanish broadcasts to cater to the expanding Hispanic community in the United States. This move also benefits Mexico fans, particularly those interested in Santiago Gimenez, who has been donning the Red and Blacks’ kit since January.
The league’s leadership sees this as just the beginning. Lega Serie A President Ezio Maria Simonelli emphasized the significance of the league’s increasing presence in America. “This season marks a historic milestone for Serie A in the United States. Never before has Italian soccer been so widely accessible across the country. The upcoming CBS Main Network broadcast of Juventus-Genoa on March 29 is yet another key moment in our mission to bring Serie A to as many fans as possible.”
Unbreakable Italian-American connection
Beyond just television broadcasts, Serie A’s growth in the United States is deeply tied to a cultural connection. Research indicates that 51 million Americans have an affinity for Italian culture, with 18 million Italian Americans and three to five million U.S. tourists visiting Italy annually.
Lega Serie A is leveraging this connection through commercial partnerships, social media campaigns, and community events, reinforcing the bond between Italian soccer and its American audience. This strategy is paying off, as more American fans embrace Italian soccer, viewing it as not just an elite competition but also a link to a rich cultural heritage.
