Table of Contents
Executive Summary
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- US Soccer Market Overview
- No money, more problems
- Impact of COVID-19 on soccer in America
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- Figure 1: Short, medium and longer term impact of COVID-19 on Soccer, April 2020
- Key takeaways
- The growing popularity of soccer in the US
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- Figure 2: MLS average regular season attendance, 2015-19
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- Figure 3: NWSL average regular season attendance, 2016-19
- Soccer connects with Hispanic and younger consumers
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- Figure 4: Soccer league interest, by race and Hispanic origin, January 2020
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- Figure 5: Soccer league interest, by generation, January 2020
- The USWNT is the top American soccer team, on and off the pitch
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- Figure 6: USWNT support due to social causes, by generation, January 2020
- Kit sponsorships provide incredible value
- The soccer halo effect
- What it means
Impact of COVID-19 on soccer in America
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- What you need to know
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- Figure 7: Short, medium and longer term impact of COVID-19 on Soccer, April 2020
- Opportunities and Threats
- Short-term impact of COVID-19 is financially catastrophic for soccer
- Postponements and cancelations create ripple effect for future scheduling
- Keep fans engaged during the immediate drought
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- Figure 8: Engaging with fans amid COVID-19
- Soccer fans may seek experiences elsewhere
- While attendance may be low, soccer will shine on the global stage
- Impact on the US soccer market
- No money, more problems
- Could soccer’s return to play be near?
- Baseball provides hope for a return to the pitch
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- Figure 9: Eleven Sports Taiwan Pro-Baseball Live Stream, April 2020
- Figure 10: Interest passion level, by soccer league, January 2020
- Soccer goes all-in on social media
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- Figure 11: Real Madrid’s Madridista Nation Facebook Group, April 2020
- The next generation soccer viewing experience
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- Figure 12: Bundesliga and AWS Partnership Announcement, January 2020
- How the crisis will affect soccer’s key consumer segments
- Growing the game with the youth and younger consumers
- Maintaining momentum with the growing female fanbase
- How a COVID-19 recession will reshape the US soccer industry
- Unemployment could lead to ticketing promotions and new service offerings
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- Figure 13: Unemployment, March 2000-March 2020
- Sponsorships will come back for the win
- COVID-19: US Context
US Soccer Market
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- Soccer fandom in America spans across countries and leagues
- TV contracts and ratings
- MLS attendance
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- Figure 14: MLS average regular season attendance, 2015-19
- Figure 15: NWSL average regular season attendance, 2016-19
- Soccer and social media
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- Figure 16: 2019 most tweeted about teams and athletes
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- Figure 17: 2019 social media presence for MLS compared to other four major US sports
- Getting grounded in soccer
- Marketing through soccer
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- Figure 18: Soccer halo effect, by generation, January 2020
- The draw of the World Cup
- Quality differences between US and abroad
Kit Sponsorships
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- Kit sponsorships provide incredible value
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- Figure 19: Kit sponsorships affinity, by generation, January 2020
- Creative uses of kit sponsorships
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- Figure 20: Visit Rwanda Arsenal sleeve sponsorship
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- Figure 21: Austin FC custom Yeti merchandise
Key Indicators Impacting Soccer
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- USWNT makes an impact on and off the field
- What’s happening
- What’s ahead
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- Figure 22: USWNT support due to social causes, by generation, January 2020
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- Figure 23: BODYARMOR Megan Rapinoe ad
- Figure 24: USWNT equal pay protest shirt
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- Figure 25: Secret donation in support of equal pay
- MLS expansion isn’t slowing down
- What’s happening
- What’s ahead
- Soccer’s new streaming options
- What’s happening
- What’s ahead
- NBC looks to expand EPL fan engagement
- What’s happening
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- Figure 26: NBC Premier League Fan Fests
- What’s ahead
- Clubs leverage video and social platforms to compete for consumers’ attention
- What’s happening
- What’s ahead
- New technology enables custom curation for fans
- What’s happening
- What’s ahead
- New sports betting opportunities for MLS
- What’s happening
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- Figure 27: DC United sports betting sleeve sponsor
- What’s ahead
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- Figure 28: MLS SVP of Media promotes player tracking for prop bets
Exploring Soccer Fans
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- US-based soccer leads fandom, but European football leads in passion
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- Figure 29: Interest in soccer by league/competition among soccer fans, January 2020
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- Figure 30: Interest passion level, by soccer league, January 2020
- Closing the gender fandom gap
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- Figure 31: Soccer league followed, by gender, January 2020
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- Figure 32: Budweiser NWSL new sponsors campaign
- Connecting with multicultural consumers
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- Figure 33: TUDN soccer emphasis
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- Figure 34: Soccer league interest by race/Hispanic origin, January 2020
- Interest in soccer is increasing
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- Figure 35: Change in soccer interest by fandom, January 2020
- Following soccer trends younger, and it’s on the rise
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- Figure 36: Soccer league interest, by generation, January 2020
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- Figure 37: Change in soccer interest, by generation, January 2020
Barriers for Soccer
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- Excitement is nil for soccer’s critics
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- Figure 38: Barriers to soccer fans, by generation, January 2020
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- Figure 39: Interest of non-fans, by generation, January 2020
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- Figure 40: EPL highlight videos
Increase Soccer Interest and Attendance
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- Soccer is a communal sport
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- Figure 41: Beer promotions from MLS teams
- Figure 42: eSports promotions from MLS teams
- Creating lasting experiences for fans
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- Figure 43: Brands improving matchday experience
- Figure 44: European inspiration for in-game atmosphere in MLS
- A chance to see the popular teams
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- Figure 45: Methods to increase soccer attendance, by generation, January 2020
Following the Action on the Pitch
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- Many methods to follow soccer
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- Figure 46: Methods to follow soccer, by generation, January 2020
- A timeline of goals
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- Figure 47: Live updates via social media
- Ill-timed kickoffs
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- Figure 48: Brand opportunities around match times
- Not enough focus from media
Making Players More Personable
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- Teams take advantage of their exclusive content
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- Figure 49: Interest in exclusive soccer content, by generation, January 2020
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- Figure 50: Atlanta United exclusive content
- Getting to know players beyond the pitch
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- Figure 51: Interest in exclusive soccer content, by generation, January 2020
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- Figure 52: EPL teams highlighting players’ personalities with brand tie-ins
Sports Betting
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- Figure 53: Interest in betting on soccer, by generation, January 2020
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- Figure 54: Sports betting links in team posts
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Brand Integrations in Soccer
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- Figure 55: Audi “GOOOOAL” pitch-side ad
- Figure 56: Allstate Goalkeeper of the Year sponsorship
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- Figure 57: Captain Morgan captain sweepstakes
- Figure 58: Custom brewery jersey cans
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Growing the Game
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- Goals for fans
- Not so many stars in stripes
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- Figure 59: Methods to increase soccer interest, by generation, January 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Top soccer leagues and competitions
- Club soccer leagues
- Club soccer competitions
- International soccer competitions
- Abbreviations and terms
- Abbreviations
- Terms
- Qualitative research responses
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