According to
some market research by advertising intelligence and research firm Exponential
soccer is more popular to Americans than NASCAR.
Bryan
Melmed, Senior Director of Insights Services for Exponential discussed hidden
marketing and advertising opportunities behind soccer in the United States to Adweek
“In the
U.S., soccer is generally perceived as being further down the totem pole in
terms of popularity, with NASCAR holding a more favorable position,” Melmed
said. “As you dig deeper and look at the actual behavioral and trend data,
however, it becomes clear that soccer’s fan footprint domestically is much
stronger than believed—and growing.”
According to
the research millennials are more interested in soccer by 16 percent than any
other age group.
That plays
right into the hands of advertisers who covet reaching younger Americans. They are more willing to spend their discretionary
dollars.
The research
also shows that American soccer fans have the money to spend. They are almost five times more likely to
have an income above $250,000.
Other
research notes are that American soccer fans tend to be more educated, have a
greater interest in video games and intellectual/indie movies and are more
progressive and liberal with their politics.
“As for why
liberalism and soccer have any sort of association, it stems from the ‘60s and
‘70s, when soccer’s popularity in the U.S. ballooned as a counter-culture
response to football’s traditional all-Americanism,” Melmed said. “[The]
counter-culture championed a more global view and soccer was certainly a global
sport.”
Food for
thought as you watch the World Cup.
- They’re young. Millennials in the U.S. are 16 percent more interested in soccer than any other age group. This helps make the World Cup a major social event.
- No other type of sports fan in the U.S. has a bigger interest in video games and intellectual/indie movies.
- No other sports fan has a bigger interest in education.
- They have money. American soccer fans are 4.6 times more likely to have an income above $250,000.
- They belong to a bifurcated audience, with large populations of Caucasian fans filling northwestern cities and Hispanics living in densely urban areas.
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