(Photo by Darren Staples / AFP) Are You Ready for Some Football? For sports enthusiasts, the term “football” often conjures images of large athletes donning helmets and pads, engaging in high-impact collisions on the gridiron. However, this article diverts from the American version of the sport and focuses on the globally beloved game known as football—soccer in the U.S. Here, human-sized players predominantly use their feet to maneuver the ball, engaging in a sport that emphasizes skill, strategy, and occasional intensity. This summer, some of the world’s premier football clubs are bringing their talents to U.S. shores, offering fans a unique opportunity to witness top-tier soccer live. A series of mid-summer exhibition matches is set to satisfy the in-person viewing cravings of every soccer aficionado across the continent. Top Football Clubs Arrive in the U.S. The excitement kicks off this weekend as elite teams from the English Premier League (EPL), Italy’s Serie A, and Spain’s La Liga compete in the DIRECTV Soccer Champions Tour. This tour features a series of “friendly” matches hosted in predominantly East Coast stadiums. Additionally, fans can immerse themselves in the Leagues Cup, an event encompassing 77 matches between 47 teams from Major League Soccer (MLS) and Mexico’s Liga MX. These matches will be held across various locations in the United States and Canada, with streaming available on Apple TV+’s MLS Season Pass. The Champions Tour: A Football Extravaganza The Soccer Champions Tour features some of the most prestigious football clubs globally, including Manchester City, Chelsea, AC Milan, Real Madrid, and Barcelona. These teams will compete in six matches across venues in New York, Chicago, and Orlando. Russell Wolff, managing director of Sixth Street, the investment firm behind the Champions Tour, emphasized the unique opportunity for fans to see their favorite teams in action. “When you get the chance to go see your favorite team come to town, it creates this level of excitement,” Wolff remarked. He highlighted the role of technology in allowing fans to follow clubs from afar, fostering a deep-rooted passion for the sport. Retail and Fan Engagement: Manchester City’s Strategy Ahead of the tour, Manchester City launched a retail pop-up store in New York’s Rockefeller Center, which will remain open until September 22. The store features a range of Puma collections and represents the team’s North American charm offensive. Nuria Tarre, Chief Marketing Officer of City Football Group, emphasized the strategic importance of the U.S. market for European soccer clubs. “The U.S. is a very strategic market for us,” Tarre noted. “The market is important and growing as a brand. The Soccer Champions Tour is an opportunity to engage U.S. audiences authentically and locally. Normally, we do that throughout the year with virtual fan activities.” Tarre also highlighted the team’s growing U.S. presence, evidenced by increasing television ratings on NBC and Peacock, rising retail sales of team merchandise, and enhanced fan engagement on social media. The Leagues Cup: A Unique Tournament The Leagues Cup brings together 47 clubs from MLS and Mexico’s Liga MX, competing in 77 matches across the U.S. and Canada. Apple, through its comprehensive TV rights deal with MLS, is broadcasting all the matches and sponsoring Partido Fest in Los Angeles, a live event featuring video screens showing multiple games. Oliver Schusser, Apple’s vice president overseeing sports and other key services, described the Leagues Cup as a unique tournament reminiscent of golf’s Ryder Cup. “Most times you think of a league and you think of one or two top teams. We’re so excited that in just a week, we will have all the teams play each other,” Schusser said. Challenges and Opportunities The Champions Tour presents logistical challenges, particularly given that many players have recently participated in international tournaments like the Euros and Copa America. To minimize travel fatigue, this year’s matches are primarily held on the East Coast. Wolff explained the meticulous planning involved in organizing the tour, including venue availability, practice schedules, and marketing efforts. Despite the complexities, he emphasized the importance of managing player rest and fan demand. The Growing Appeal of Soccer in the U.S. The inaugural year of the Champions Tour saw significant interest, with 82,000 fans attending a match between Real Madrid and Barcelona. This year’s U.S. El Clasico will be held at MetLife Stadium, a venue for the 2026 World Cup. Both AC Milan and Real Madrid are celebrating their 125th anniversaries this year, adding a historical dimension to their matchup in Baltimore. Manchester City’s parent organization, City Football Group, has invested $800 million in a new stadium for its MLS franchise, New York City Football Club. The UK team will face Italy’s AC Milan at Yankee Stadium, showcasing their younger players and academy talents. Arsenal’s U.S. Tour Arsenal, another prominent EPL team, will play three U.S. friendlies, including a match against Manchester United at SoFi Stadium in Inglewood, California. The club has taken a tiered approach to reintegrating players from summer international play, ensuring those who competed deep into the summer tournaments join after the tour. FAQs What is the Soccer Champions Tour? The Soccer Champions Tour is a series of exhibition matches featuring top clubs from the English Premier League, Italy’s Serie A, and Spain’s La Liga. These matches are held across various U.S. venues. Which teams are participating in the Soccer Champions Tour? The tour includes Manchester City, Chelsea, AC Milan, Real Madrid, and Barcelona. What is the Leagues Cup? The Leagues Cup is a tournament featuring 47 teams from Major League Soccer (MLS) and Mexico’s Liga MX, competing in 77 matches across the U.S. and Canada. How can fans watch the Leagues Cup? Fans can watch the Leagues Cup matches on Apple TV+’s MLS Season Pass. Why is the U.S. market important for European soccer clubs? The U.S. market offers a growing fan base and significant commercial opportunities for European soccer clubs, making it a strategic focus for expansion and engagement. What are some logistical challenges of the Soccer Champions Tour? Logistical challenges include coordinating venue availability,