A Look at MLS Attendance Compared to Team Performance

Written by: Cliff Nelson

One of the best methods to determine the success of a sports team is very simply looking at its attendance. While television deals and sponsorships help fund and pay for teams, if a team isn't filling seats in its stadium, something is flawed. When looking at why some of the professional sports teams that do not see many of their tickets sell, there are many reasons for that outcome.

Since the success, or lack of success, of a team directly correlates with the attendance, it is crucial for teams to fill their seats. For instance, the NFL recently relocated the St. Louis Rams to Los Angeles after very disappointing ticket sales and attendance figures showing attendance is a paramount issue in sports. This pattern is not exclusive to the NFL as other prominent sports teams in different leagues go through the same thing.

Widely accepted as the biggest home for professional soccer in the United States, the MLS has seen continued growth ever since it was founded in 1993. Still, even though the MLS has always said that it has seen constant growth in attendance, it is important to note that attendance figures can't be taken at face value. To illustrate, this year the MLS said it drew over 7 million in attendance league wide. However, what they failed to mention that many of these tickets are given out significantly discounted prices or often for free. Giving out game tickets at a significant discount is a strategy that many failing (or even winning) teams make use of to get people into games. Much of the rise in attendance at MLS games has more to do with promotions and free tickets than the team's performance.

A good example of how an MLS team's success has a small effect on dictating how many people attend the game can be seen in FC Dallas's last two seasons. In 2015 FC Dallas was very successful. Earning the first seed in the Western Conference with an 18-10-6 record, FC Dallas’ season ended in the western conference finals, where they lost to the Portland Timbers in two close games. This past season, FC Dallas was once again excellent throughout the season, ending the season in first place in the Western Conference and a postseason finish in the Western Conference Finals.

Looking at the difference between the 2015 and 2016 seasons, many would assume that attendance would rise or stay the same. However, FC Dallas experienced the opposite as their attendance in 2016 dropped by over 12% compared to 2015 demonstrating that there is little correlation between a team's performance and people's presence in their stadium. Attending an FC Dallas game at the Toyota Stadium is an excellent way to understand why their attendance has decreased over time. From a lack of a mass transit to the opening of a nearby Tollway and organizational issues in ticket renewals, various other problems not including team performance have contributed to the decline in FC Dallas's attendance. Overall, nowadays, the success of an MLS team has less to do with attendance than other intangible issues like ticket promotion and adequate travel availability nearby the arena.

May 10 Attendance Update

Team	2015 Average Attendance	Capacity	Percent Full	2014 Average Attendance	% Change from 2014
Chicago Fire	15,501	20,000	77.51%	16,076	-3.58
Colorado Rapids	13,878	17,424	79.65%	15,082	-7.98
Columbus Crew SC	14,810	19,968	74.17%	16,881	-12.27
DC United	14,115	20,000	70.58%	17,030	-17.12
FC Dallas	15,109	20,500	73.70%	16,816	-10.15
Houston Dynamo	20,046	22,039	90.96%	20,117	-0.35
Los Angeles Galaxy	21,956	27,000	81.32%	21,258	+3.28
Montreal Impact	19,133	20,801*	91.98%	17,421	+9.82
New England Revolution	14,845	20,000	74.23%	16,681	-11.00
New York City FC	27,739	27,528*	100.77%
New York Red Bulls	19,052	25,000	76.21%	19,421	-1.90
Orlando City SC	36,911	19,500*	189.29%
Philadelphia Union	17,724	18,500	95.81%	17,631	+0.53
Portland Timbers	21,144	21,144	100.00%	20,806	+1.62
Real Salt Lake	20,100	20,213	99.44%	20,351	-1.23
San Jose Earthquakes	18,000	18,000	100.00%	14,947	+20.43
Seattle Sounders FC	40,067	39,115	102.43%	43,734	-8.38
Sporting Kansas City	19,969	18,467	108.13%	20,003	-0.17
Toronto FC	30,226	30,000	100.75%	22,086	+36.86
Vancouver Whitecaps FC	20,628	21,000	98.23%	20,408	+1.08
Average	20,425	22,310	91.55%	19,148	+6.67

*Teams play select games at higher capacity

First 2015 Attendance Update

Team	2015 Average Attendance	Capacity	Percent Full	2014 Average Attendance	% Change from 2014
Chicago Fire	15,372	20,000	76.86%	16,076	-4.38
Colorado Rapids	13,805	17,424	79.23%	15,082	-8.47
Columbus Crew SC	14,334	19,968	71.78%	16,881	-15.09
DC United	13,694	20,000	68.47%	17,030	-19.59
FC Dallas	15,365	20,500	74.95%	16,816	-8.63
Houston Dynamo	20,046	22,039	90.96%	20,117	-0.35
Los Angeles Galaxy	21,956	27,000	81.32%	21,258	+3.28
Montreal Impact	25,245	20,801*	121.36%	17,421	+44.91
New England Revolution	14,845	20,000	74.23%	16,681	-11.00
New York City FC	27,739	27,528*	100.77%
New York Red Bulls	17,511	25,000	70.04%	19,421	-9.83
Orlando City SC	39,328	19,500*	201.68%
Philadelphia Union	17,724	18,500	95.81%	17,631	+0.53
Portland Timbers	21,144	21,144	100.00%	20,806	+1.62
Real Salt Lake	20,100	20,213	99.44%	20,351	-1.23
San Jose Earthquakes	18,000	18,000	100.00%	14,947	+20.43
Seattle Sounders FC	40,067	39,115	102.43%	43,734	-8.38
Sporting Kansas City	19,969	18,467	108.13%	20,003	-0.17
Toronto FC		30,000		22,086
Vancouver Whitecaps FC	20,717	21,000	98.65%	20,408	+1.51
Average	20,559	22,310	92.15%	19,148	+7.37

*Teams play select games at higher capacity

Short Break

Hello all,

I have gotten many emails and people reaching out why I have not posted. Currently I am in Kenya and internet is sparse. I have been here about 5 weeks and will not be back for another 4 weeks. I have a lot to update then, but expect sometime in early May I will post.

Sorry for the delay, but I will be back at it in early May when I return to the USA.

Tom

Playoff Attendance Update

Per usual the wild card games were not well attended. Games 3 to 4 days after the end of the season are hard to sell tickets for and it is no surprise that FC Dallas mustered 10,279 in the stands while the NY Red Bulls had 15,518 watch the do or die game. This made for an average of 12,899 attendees for the wild card round.

The quarterfinals started off weak but finished well due to teams with great supporters selling out their respective stadiums. A list of attendance for each home match is listed below.

Columbus Crew - 9,040
Real Salt Lake - 20,713
New York Red Bulls - 18,054
FC Dallas - 16,112
DC United - 20,187
New England Revolution - 20,184
Los Angeles Galaxy - 27,000
Seattle Sounders - 38,912

This creates an average of 21,275 for the conference semifinals as a whole. This is above the 2011 conference semifinal average of 20,776 or the 2012 average of 20,690, but it is below the 2013 conference semifinal average of 22,789.11

I fully expect to have four sellouts for the conference finals as there is a two week break for international friendlies. The final four teams are packed with history and there is no doubt the Seattle Sounders and LA Galaxy will pack their respective stadiums as the Sounders experience their first conference final and the LA Galaxy supporters may see Landon Donovan play for the final time. The NE Revolution should have no problem selling out their part of Gillette Stadium as their supporters have proved vital in the playoffs traveling to away games and packing the stands in the conference semifinals. NY will be the hardest to sell out as New Jersey for soccer never is as appealing as the football games that are on TV during the weekend.

It will be an exciting finish to the playoffs with plenty of great story lines.

2014 Final Attendance Update

Team	2014 Average Attendance	Capacity	Percent Full	2013 Average Attendance	% Change from 2013
Chicago Fire	16,076	20,000	80.38%	15,228	+5.57
Chivas USA	7,063	18,800	37.57%	8,366	-15.58
Colorado Rapids	15,082	17,424	86.56%	15,440	-2.32
Columbus Crew	16,881	19,968	84.54%	16,080	+4.98
DC United	17,030	19,467	87.48%	13,646	+24.80
FC Dallas	16,816	20,500	82.03%	15,373	+9.39
Houston Dynamo	20,117	22,039	91.28%	19,923	+0.98
Los Angeles Galaxy	21,258	27,000	78.73%	22,152	-4.03
Montreal Impact	17,421	20,521*	84.89%	20,603	-15.44
NE Revolution	16,681	20,000	83.41%	14,844	+12.38
New York Red Bulls	19,421	25,189	77.10%	19,461	-0.20
Philadelphia Union	17,631	18,500	95.30%	17,867	-1.32
Portland Timbers	20,806	20,674	100.64%	20,674	+0.64
Real Salt Lake	20,351	20,213	100.68%	19,218	+5.90
San Jose Earthquakes	14,947	10,525*	142.01%	12,765	+17.09
Seattle Sounders	43,734	38,500*	113.60%	44,038	-0.69
Sporting Kansas City	20,003	18,467	108.32%	19,709	+1.49
Toronto FC	22,086	21,859	101.04%	18,131	+21.81
Vancouver Whitecaps	20,408	21,000	97.18%	20,038	+1.85
Average	19,148	21,087	90.81%	18,608	+2.90

*Teams play select games at higher capacity

Week 31 Attendance Update

Team	2014 Average Attendance	Capacity	Percent Full	2013 Average Attendance	% Change from 2013
Chicago Fire	15,907	20,000	79.54%	15,228	+4.46
Chivas USA	7,156	18,800	38.06%	8,366	-14.47
Colorado Rapids	15,082	17,424	86.56%	15,440	-2.32
Columbus Crew	16,880	19,968	84.54%	16,080	+4.98
DC United	17,030	19,467	87.48%	13,646	+24.80
FC Dallas	16,791	20,500	81.91%	15,373	+9.22
Houston Dynamo	20,117	22,039	91.28%	19,923	+0.98
Los Angeles Galaxy	21,258	27,000	78.73%	22,152	-4.03
Montreal Impact	17,557	20,521*	85.56%	20,603	-14.78
NE Revolution	15,676	20,000	78.38%	14,844	+5.61
New York Red Bulls	19,421	25,189	77.10%	19,461	-0.20
Philadelphia Union	17,631	18,500	95.30%	17,867	-1.32
Portland Timbers	20,806	20,674	100.64%	20,674	+0.64
Real Salt Lake	20,332	20,213	100.59%	19,218	+5.79
San Jose Earthquakes	14,947	10,525*	142.01%	12,765	+17.09
Seattle Sounders	42,863	38,500*	111.33%	44,038	-2.67
Sporting Kansas City	20,054	18,467	108.60%	19,709	+1.75
Toronto FC	22,086	21,859	101.04%	18,131	+21.81
Vancouver Whitecaps	20,371	21,000	97.01%	20,038	+1.66
Average	19,041	21,087	90.30%	18,608	+2.33

*Teams play select games at higher capacity

Week 30 Attendance Update

Team	2014 Average Attendance	Capacity	Percent Full	2013 Average Attendance	% Change from 2013
Chicago Fire	15,907	20,000	79.54%	15,228	+4.46
Chivas USA	7,156	18,800	38.06%	8,366	-14.47
Colorado Rapids	15,070	17,424	86.49%	15,440	-2.40
Columbus Crew	16,880	19,968	84.54%	16,080	+4.98
DC United	16,834	19,467	86.47%	13,646	+23.36
FC Dallas	16,791	20,500	81.91%	15,373	+9.22
Houston Dynamo	19,979	22,039	90.65%	19,923	+0.28
Los Angeles Galaxy	20,884	27,000	77.35%	22,152	-5.72
Montreal Impact	17,557	20,521*	85.56%	20,603	-14.78
NE Revolution	15,676	20,000	78.38%	14,844	+5.61
New York Red Bulls	19,342	25,189	76.79%	19,461	-0.61
Philadelphia Union	17,604	18,500	95.15%	17,867	-1.47
Portland Timbers	20,805	20,674	100.63%	20,674	+0.63
Real Salt Lake	20,332	20,213	100.59%	19,218	+5.79
San Jose Earthquakes	15,223	10,525*	144.64%	12,765	+19.26
Seattle Sounders	42,863	38,500*	111.33%	44,038	-2.67
Sporting Kansas City	20,054	18,467	108.60%	19,709	+1.75
Toronto FC	22,321	21,859	102.11%	18,131	+23.11
Vancouver Whitecaps	20,330	21,000	96.81%	20,038	+1.45
Average	19,028	21,087	90.24%	18,608	+2.25

*Teams play select games at higher capacity

Week 29 Attendance Update

Team	2014 Average Attendance	Capacity	Percent Full	2013 Average Attendance	% Change from 2013
Chicago Fire	15,907	20,000	79.54%	15,228	+4.46
Chivas USA	7,297	18,800	38.82%	8,366	-12.77
Colorado Rapids	15,070	17,424	86.49%	15,440	-2.40
Columbus Crew	16,880	19,968	84.54%	16,080	+4.98
DC United	16,834	19,467	86.47%	13,646	+23.36
FC Dallas	16,641	20,500	81.17%	15,373	+8.25
Houston Dynamo	19,853	22,039	90.08%	19,923	-0.35
Los Angeles Galaxy	20,884	27,000	77.35%	22,152	-5.72
Montreal Impact	17,769	20,521*	86.59%	20,603	-13.76
NE Revolution	15,676	20,000	78.38%	14,844	+5.61
New York Red Bulls	19,027	25,189	75.54%	19,461	-2.23
Philadelphia Union	17,721	18,500	95.79%	17,867	-0.87
Portland Timbers	20,805	20,674	100.63%	20,674	+0.63
Real Salt Lake	20,307	20,213	100.47%	19,218	+5.67
San Jose Earthquakes	15,223	10,525*	144.64%	12,765	+19.26
Seattle Sounders	42,003	38,500*	109.10%	44,038	-4.62
Sporting Kansas City	20,129	18,467	109.00%	19,709	+2.13
Toronto FC	22,591	21,859	103.35%	18,131	+24.60
Vancouver Whitecaps	20,330	21,000	96.81%	20,038	+1.45
Average	18,941	21,087	89.82%	18,608	+1.79

*Teams play select games at higher capacity

Week 28 Attendance

Team	2014 Average Attendance	Capacity	Percent Full	2013 Average Attendance	% Change from 2013
Chicago Fire	15,773	20,000	78.87%	15,228	+3.58
Chivas USA	6,942	18,800	36.93%	8,366	-17.02
Colorado Rapids	14,900	17,424	85.52%	15,440	-3.50
Columbus Crew	16,880	19,968	84.54%	16,080	+4.98
DC United	16,669	19,467	85.63%	13,646	+22.15
FC Dallas	16,641	20,500	81.17%	15,373	+8.25
Houston Dynamo	19,853	22,039	90.08%	19,923	-0.35
Los Angeles Galaxy	20,672	27,000	76.56%	22,152	-6.68
Montreal Impact	17,769	20,521*	86.59%	20,603	-13.76
NE Revolution	15,178	20,000	75.89%	14,844	+2.25
New York Red Bulls	18,846	25,189	74.82%	19,461	-3.16
Philadelphia Union	17,926	18,500	96.90%	17,867	+0.33
Portland Timbers	20,805	20,674	100.63%	20,674	+0.63
Real Salt Lake	20,307	20,213	100.47%	19,218	+5.67
San Jose Earthquakes	15,537	10,525*	147.62%	12,765	+21.71
Seattle Sounders	42,003	38,500*	109.10%	44,038	-4.62
Sporting Kansas City	20,129	18,467	109.00%	19,709	+2.13
Toronto FC	22,591	21,859	103.35%	18,131	+24.60
Vancouver Whitecaps	20,340	21,000	96.86%	20,038	+1.51
Average	18,969	21,087	89.96%	18,608	+1.94

*Teams play select games at higher capacity