Soccer in America: Incl Impact of COVID-19 - US - April 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
EXECUTIVE SUMMARY
US Soccer Market Overview
No money, more problems
Impact of COVID-19 on soccer in America
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
Figure 2: MLS average regular season attendance, 2015-19
Figure 3: NWSL average regular season attendance, 2016-19
Soccer connects with Hispanic and younger consumers
Figure 4: Soccer league interest, by race and Hispanic origin, January 2020
Figure 5: Soccer league interest, by generation, January 2020
The USWNT is the top American soccer team, on and off the pitch
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  
What you need to know
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
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
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
Figure 11: Real Madrid’s Madridista Nation Facebook Group, April 2020
The next generation soccer viewing experience
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
Figure 13: Unemployment, March 2000-March 2020
Sponsorships will come back for the win
COVID-19: US Context
US SOCCER MARKET 
Soccer fandom in America spans across countries and leagues
TV contracts and ratings
MLS attendance
Figure 14: MLS average regular season attendance, 2015-19
Figure 15: NWSL average regular season attendance, 2016-19
Soccer and social media
Figure 16: 2019 most tweeted about teams and athletes
Figure 17: 2019 social media presence for MLS compared to other four major US sports
Getting grounded in soccer
Marketing through soccer
Figure 18: Soccer halo effect, by generation, January 2020
The draw of the World Cup
Quality differences between US and abroad
KIT SPONSORSHIPS
Kit sponsorships provide incredible value
Figure 19: Kit sponsorships affinity, by generation, January 2020
Creative uses of kit sponsorships
Figure 20: Visit Rwanda Arsenal sleeve sponsorship
Figure 21: Austin FC custom Yeti merchandise
KEY INDICATORS IMPACTING SOCCER 
USWNT makes an impact on and off the field
What’s happening
What’s ahead
Figure 22: USWNT support due to social causes, by generation, January 2020
Figure 23: BODYARMOR Megan Rapinoe ad
Figure 24: USWNT equal pay protest shirt
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
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
Figure 27: DC United sports betting sleeve sponsor
What’s ahead
Figure 28: MLS SVP of Media promotes player tracking for prop bets
EXPLORING SOCCER FANS
US-based soccer leads fandom, but European football leads in passion
Figure 29: Interest in soccer by league/competition among soccer fans, January 2020
Figure 30: Interest passion level, by soccer league, January 2020
Closing the gender fandom gap
Figure 31: Soccer league followed, by gender, January 2020
Figure 32: Budweiser NWSL new sponsors campaign
Connecting with multicultural consumers
Figure 33: TUDN soccer emphasis
Figure 34: Soccer league interest by race/Hispanic origin, January 2020
Interest in soccer is increasing
Figure 35: Change in soccer interest by fandom, January 2020
Following soccer trends younger, and it’s on the rise
Figure 36: Soccer league interest, by generation, January 2020
Figure 37: Change in soccer interest, by generation, January 2020
BARRIERS FOR SOCCER
Excitement is nil for soccer’s critics
Figure 38: Barriers to soccer fans, by generation, January 2020
Figure 39: Interest of non-fans, by generation, January 2020
Figure 40: EPL highlight videos
INCREASE SOCCER INTEREST AND ATTENDANCE
Soccer is a communal sport
Figure 41: Beer promotions from MLS teams
Figure 42: eSports promotions from MLS teams
Creating lasting experiences for fans
Figure 43: Brands improving matchday experience
Figure 44: European inspiration for in-game atmosphere in MLS
A chance to see the popular teams
Figure 45: Methods to increase soccer attendance, by generation, January 2020
FOLLOWING THE ACTION ON THE PITCH
Many methods to follow soccer
Figure 46: Methods to follow soccer, by generation, January 2020
A timeline of goals
Figure 47: Live updates via social media
Ill-timed kickoffs
Figure 48: Brand opportunities around match times
Not enough focus from media
MAKING PLAYERS MORE PERSONABLE
Teams take advantage of their exclusive content
Figure 49: Interest in exclusive soccer content, by generation, January 2020
Figure 50: Atlanta United exclusive content
Getting to know players beyond the pitch
Figure 51: Interest in exclusive soccer content, by generation, January 2020
Figure 52: EPL teams highlighting players’ personalities with brand tie-ins
SPORTS BETTING
Figure 53: Interest in betting on soccer, by generation, January 2020
Figure 54: Sports betting links in team posts
BRAND INTEGRATIONS IN SOCCER
Figure 55: Audi “GOOOOAL” pitch-side ad
Figure 56: Allstate Goalkeeper of the Year sponsorship
Figure 57: Captain Morgan captain sweepstakes
Figure 58: Custom brewery jersey cans
GROWING THE GAME
Goals for fans
Not so many stars in stripes
Figure 59: Methods to increase soccer interest, by generation, January 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
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