BY Kathy Crosett
How many consumers are following the FIFA World Cup? 10% of U.S. adults call themselves pro soccer fans. Roughly the same number say they play soccer. That figure is up significantly over last year. And it’s fair to say that higher rates of U.S. adults will be watching World Cup games and become solid soccer fans as the competition plays out. AudienceSCAN data shows that 70% of these soccer fans are under age 45.
Who are the U.S. soccer fans?
These consumers fall solidly into the Gen Z and millennial demographic group. In addition, the soccer playing audience is largely male (77%) and over 40% have a household income exceeding $150,000. These are exactly the same consumers who can be challenging to reach with traditional ad campaigns.
How can your accounts reach soccer fans?
As the FIFA World Cup competition carries on this summer throughout North America, your accounts have the opportunity to tap into the excitement. Nielsen data points to soccer as a top 5 sport in the U.S.
Nielsen research indicates that these consumers pay attention to which brands sponsor the games. They are more likely than other consumers to “recommend sponsoring brands” and “stay loyal to sponsoring brands.”
Long after the World Cup competition is over, your accounts can remind soccer fans of their connection to their favorite sport. Just over 20% of soccer fans try to support companies that sponsor favorite sports team and athletes, far more than the 9.3% of U.S. adults, reports AudienceSCAN.
What do soccer fans buy?
Your accounts can appeal to fans by promoting the products and services that soccer fans love. At least 20% of MLS fans enjoy playing esports and fantasy sports. They are also far more likely than other U.S. adults to gamble with sports books.
Soccer fans are social. Around 24% either host parties or go to parties. These gatherings serve as another opportunity for your accounts to promote prepared foods and beverages while consumers bond over their favorite teams.
These fans also overindex for dressing up their ride. They plan to buy high-end wheels (13.4%), purchase aftermarket parts (13.4%) and pay for body paint/window tinting 12.2%.
Soccer fans are far more likely than other adults to purchase products that make them feel prestigious, popular, and unique. Remind your accounts to emphasize these qualities in their ad content.
With the World Cup games being played on their home turf, U.S. adults are taking notice of the sport. In addition, in U.S. households with kids between the ages of 6–12, soccer has a higher participation rate than football. As more kids play soccer and learn the rules of the game, they are likely to follow their favorite soccer stars, both male and female. And they'll be asking their parents for jerseys and equipment.
How do soccer fans engage with media?
Big brands have invested in sponsoring the World Cup in a big way. Fans will no doubt notice the presence of Coca-Cola, Adidas and Visa as promoters. But there is opportunity for your accounts to attract attention and build customer loyalty.Most fans in the U.S. see their interest build as a result of watching soccer matches on TV. (42%) And 64% state their interest is shaped by social media.
YouGov research shows that consumers under age 35 have the strongest sponsor recall after they’ve seen ads or messaging on social media. For consumers over age 35, TV broadcasts and commercials make the biggest impression on soccer fan recall.
In the U.S. fans watching matches on TV, notice the following types of sponsorship:
- TV graphics 40%
- Sports equipment 39%
- Jersey sponsors 36%
During the World Cup competition, local marketers can help consumers join in the global celebration. Watch parties in local parks or other venues, sponsored by your accounts, will attract crowds. And consumers will remember who sponsored these events.
Soccer fans who catch the fever during the World Cup can be nurtured to support Major League Soccer events when the season resumes in mid-July.
Image by Omar Ramadan on Pexels.
