Top 5 Popular Sports in USA & Influencer Marketing

Sports in the United States are more than just games; they’re a cultural phenomenon, a source of identity, and a billion-dollar industry that continues to grow. With passionate fan bases, iconic athletes, and historic franchises, American sports dominate not only stadiums and living rooms but also the digital world. And in today’s media-driven age, the rise of influencer marketing has transformed the way fans connect with their favorite teams and players.

Platforms like Instagram, TikTok, and YouTube have given athletes, commentators, and even superfans a direct channel to engage audiences. Brands are leveraging this connection to tap into loyal communities, where trust and emotional attachment run high. Sports influencers, whether professional athletes with millions of followers or micro-influencers with niche fan groups, are shaping purchasing behavior and brand loyalty like never before.

In this blog, we’ll break down the top five most popular sports in the U.S.: American football, baseball/softball, basketball, ice hockey, and soccer. For each, we’ll explore their origins, the scale of their popularity, viewership, and how influencer marketing has amplified their cultural relevance. Whether it’s the Super Bowl’s ad influence, a viral NBA TikTok trend, or soccer stars growing global brands, these sports prove that the intersection of sports and influencer marketing is one of today’s most powerful forces.

1. American Football

American football is arguably the crown jewel of U.S. sports, with the NFL serving as its flagship league. Originating in the late 19th century as a hybrid of rugby and soccer, the sport quickly gained momentum in colleges before evolving into today’s powerhouse spectacle. The Super Bowl, its marquee event, draws over 100 million viewers annually, making it one of the most-watched broadcasts in the world.

When it comes to influencer marketing, American football provides unparalleled opportunities. NFL players like Patrick Mahomes and Odell Beckham Jr. command millions of followers, influencing fashion, lifestyle, and brand preferences. The sport’s cultural dominance also extends to collegiate athletes, who are increasingly becoming micro-influencers under new NIL (Name, Image, and Likeness) rules. Brands targeting football audiences leverage not just athlete endorsements but also fan-created content, memes, and pre-game rituals, fueling campaigns that drive massive online engagement. In short, football influencers are shaping America’s conversations both on and off the field.

2. Baseball/Softball

Baseball, often called “America’s pastime,” traces its roots to the mid-19th century. It became a unifying sport in post-Civil War America and solidified its cultural importance through iconic moments like Babe Ruth’s home runs and Jackie Robinson breaking the color barrier. Today, Major League Baseball (MLB) draws millions of viewers across 162 regular-season games, while softball thrives at collegiate and community levels, especially among younger demographics.

In influencer marketing, baseball and softball carry unique advantages. MLB athletes like Shohei Ohtani and Aaron Judge are global figures who connect with both U.S. and international audiences. Meanwhile, softball players often dominate TikTok and Instagram with behind-the-scenes practice videos, motivational content, and relatable humor, appealing to Gen Z and millennial fans. Brands frequently collaborate with athletes and fan communities to push campaigns tied to tradition, teamwork, and nostalgia, values strongly tied to baseball’s identity. These strategies keep the sport relevant in digital culture, bridging its historic roots with modern engagement.

3. Basketball

Basketball, invented in 1891 by James Naismith, has grown into one of the most globally recognized American sports. The NBA, with its electrifying pace and superstar-driven culture, commands a loyal following in the U.S. and beyond. Events like the NBA Finals and March Madness (college basketball’s premier tournament) draw tens of millions of viewers, proving the sport’s powerful hold on fans.

When it comes to influencer marketing, basketball stands out for its crossover appeal. Athletes like LeBron James, Stephen Curry, and Giannis Antetokounmpo transcend sports, influencing fashion, music, and even political conversations. Basketball’s urban roots and street culture also fuel a thriving ecosystem of micro-influencers, streetballers, content creators, and fans who build viral content on platforms like TikTok and YouTube. Brands often capitalize on basketball’s fast-paced energy and visual appeal, aligning campaigns with sneaker drops, highlight reels, and trendsetting styles. Basketball influencers drive not just brand awareness but entire lifestyle movements, making this sport an influencer marketing goldmine.

4. Ice Hockey

Ice hockey, with origins in Canada in the 19th century, quickly found a passionate fan base in colder U.S. regions like the Midwest and Northeast. The National Hockey League (NHL) remains its flagship, hosting legendary franchises like the Chicago Blackhawks and New York Rangers. Iconic events like the Stanley Cup Finals attract millions of viewers, while college and amateur hockey fuel grassroots enthusiasm.

In influencer marketing, hockey’s niche strength lies in its dedicated, community-driven audience. While stars like Sidney Crosby and Alex Ovechkin are household names, the sport thrives on local and grassroots influencers who share training tips, rink-life stories, and behind-the-scenes content. Hockey’s digital presence often emphasizes grit, teamwork, and resilience, qualities brands find highly appealing. Campaigns targeting hockey fans often lean into loyalty and regional pride, tapping micro-influencers who deeply resonate with their communities. Though smaller in scale compared to football or basketball, hockey’s influencer marketing power lies in the intensity of its fan base.

5. Soccer

Soccer, or football as it’s known globally, has been steadily climbing the ranks of U.S. popularity. While its roots date back centuries in Europe and South America, soccer began gaining serious traction in the U.S. in the late 20th century, fueled by the World Cup and the rise of Major League Soccer (MLS). The arrival of global stars like David Beckham, Lionel Messi, and Zlatan Ibrahimović has only accelerated this growth. Today, events like the FIFA World Cup draw record-breaking U.S. audiences, showcasing soccer’s global influence.

In influencer marketing, soccer thrives at both international and grassroots levels. Global icons like Messi and Christian Pulisic command massive followings, creating unparalleled opportunities for brands. Simultaneously, youth and community soccer influencers dominate TikTok, Instagram, and YouTube, making the sport especially appealing to Gen Z audiences. Brands leverage soccer’s inclusivity and global flavor to run campaigns that transcend borders, positioning soccer influencers as ambassadors of culture, fashion, and lifestyle.

Conclusion

Sports in the U.S. are more than entertainment, they’re ecosystems of culture, influence, and consumer behavior. From football’s nationwide dominance to soccer’s rising global reach, each sport carries unique opportunities for influencer marketing. Athletes, creators, and fans together form powerful communities that brands can tap into for authentic engagement and meaningful storytelling.

At Fame Keeda, we specialize in bridging the gap between brands and influencers across industries, including sports. Whether you’re aiming to partner with superstar athletes or connect with grassroots sports creators, our strategies ensure your message resonates.