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COVER PAGE 2015 SOCCER IN AMERICA Summary Report

Insights into soccer demographics, fan interests, and engagement behaviors in the United States

Insights into soccer demographics, fan interests, and engagement behaviors in the United States

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Introduction and Methodology

The popularity of soccer in the U.S. continues to grow each and every year. Tens of millions of Americans now engage with the sport through a combination of soccer participation, club fandom (domestic or international) and national team interest. As an independent soccer marketing agency, Gilt Edge Soccer Marketing (GESM), provides a unique and impartial look at overall soccer interest and consumption in the United States. Each year, GESM interviews 1,000 soccer consumers nationwide gathering a broad range of marketing insights. Respondents with a minimum age of 13 years complete an online

Demographics of soccer fans

Soccer league and player interest

Soccer consumption habits

questionnaire conducted during a one week period in October. This Soccer In America 2015 Summary Report includes select insights gathered from the

Soccer viewing habits

October 2015 study. Digital and social media usage

Soccer expenditures Note: Insights in this report reference “hardcore fans” and “casual fans.” These classifications are based on respondents identifying their level of soccer interest on a scale of 1 to 10. Respondents indicating 8,9,10 rating are considered “hardcore” – respondents indicating

Brand engagement and recall

5,6,7,8 rating are considered “casual fans.”

www.giltedgesoccer.com

© Copyright Gilt Edge Soccer Marketing LLC 2015. All rights reserved.

2

The American Soccer Consumer

The core foundation of the soccer consumer base in the United States is young, diverse, and has a growing interest in the sport.

Average Age

34.6

Currently a student

17.7 Employed Average age they became a soccer fan

15%

71%

56%

Caucasian

Mexican

62% % Millennial

40%

56%

34%

Possess a college degree

70% 51% Male


30%

Income above $75,000

Have played soccer

50%

Hispanic

23% Follow soccer more closely than ever before

Live in 8 states: CA, TX, NY, FL, IL, PA, GA, VA


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Soccer Consumer Segmentation

Soccer interest is complex with consumers classifying themselves into one of six different consumer personas. ü  58% of soccer consumers are either Event Seekers or Agnostics ü  29% of Hispanics consider themselves Agnostics ü  40% of hardcore fans consider themselves Agnostics

31%

I’m really only interested in the big events like the FIFA World Cup

27%

I am a fan of international soccer (club and country) and Major League Soccer

13%

I am mainly interested in international soccer, especially European soccer

12%

I follow international soccer leagues, but I’m mainly interested in Major League Soccer

6%

10%

I’m not really a “fan” – my interest is primarily tied to my kids involvement in the sport

I mainly follow soccer from Mexico and/or Central & South American countries

Qu. Which of the following statements best describes your interest in soccer?



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Domestic and International Soccer Interests 37%

Soccer fans in the U.S. enjoy access to a wide array of domestic and international leagues, events, and players.

% of consumers who follow 3+ Club Teams

Interest in different soccer properties:

International Soccer

6.4

Major League Soccer

6.1

Favorite Team One in three (34%) soccer fans cite Manchester United, Real Madrid, or Barcelona as one of their favorite teams

U.S. Men’s National Team

U.S. Women's National Team

Two MLS Clubs appear in the top 10: LA Galaxy (#6) & Seattle Sounders (#10)

6.9

6.7

Favorite Player One in three (35%) soccer fans cite either Lionel Messi or Cristiano Ronaldo as one of their favorite players

Qu. Please rate your specific interest in the following where 1 means “no interest” and 10 means “Huge fan.”



5

“The Soccer Generation”

Soccer has been an ever-present part of life for most Gen Y and Gen Z consumers. Growing up in a digitally connected, globally aware world, with a domestic league (MLS) in place and regular World Cup appearances by the U.S. Team has fuelled the growth of soccer popularity with the younger demographic base.

“The Soccer Generation” (Gen Y & Gen Z)


7.3

Soccer Passion Rating (scale of 1 to 10)

6.9

2.5

Average number of Clubs Teams followed

2.1

47

% who consider themselves hardcore fans

37

62

% who became a fan before age 15

33

6

% who became a fan after age 25

44

33

% who have attended at least one game abroad

17

79

% who grow up playing the game

56

43

% who are hardcore fans of MLS

34

Gen X and Baby Boomers


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Amo El Fútbol

Soccer is a cultural cornerstone in most Hispanic countries and fandom is deeply rooted with this demographic. Hispanic Consumers

50

51%

50

41%

40

Non-Hispanic Consumers

50

40

40

37%

40

38%

30

20

50

75% 68%

40

60

33%

50

30

20

30

25%

40

23%

23% 20

80 70

30

30

50

20

20%

20

30

16%

20 10

10

10

10

10 10

0

0

Identify as “hardcore” fans


0

Became fans before age 10

0

0

Attended a soccer game oversees

Attended at least one live game in last 30 days

0

Played soccer growing up

Listen to soccer radio shows or podcasts


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Viewing Motivations

The majority of soccer fans in the U.S. are fans of the sport first and specific teams second. Overall, 70% of all soccer fans indicate an interest in watching soccer matches beyond just games involving the team/players they follow.

Casual fans

All Consumers

Hardcore fans

I will only watch a soccer game if it involves one of my favorite teams or players (30%)

16%

44%

I prefer to watch my favorite team and/or players, but I’ll watch other games, too (35%)

40%

31%

I’ll watch a soccer game regardless of who’s playing as long as it’s a good game (31%)

38% 7%

I’ll watch every soccer game I possibly can (4%)

26% 1%

Qu. Please indicate which one of the following statements best describes your soccer viewing behavior.



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Watch Soccer – Your Way

The average soccer consumer in the U.S. watches 8.8 games a month either live at the stadium, via linear television, or on various digital devices.

48% 8.8 Matches

All consumers

Average number of soccer matches watched on a digital device per month

5.4 Matches

Casual Fans

13.2 Matches

Hardcore fans 11 Matches

Hispanic 7.6 Matches

Non-Hispanic 0

Live at a stadium

2

4

On television

6

8

In a bar

10

12

14

On a phone or tablet

On a computer

Qu. In the last 30 days, how many soccer matches have you watched via each of the channels?



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Digital and Social Engagement

Soccer’s young, digitally savvy consumers drive engagement with the sport, as well as with corporate brands.

59%

51% 43%

Most Popular Social Channels

51%

23%

% using social platform multiple times a day

17%


Liked/Shared/Commented on a brands social post

Online Brand Engagement

Video made by a brand

44%

21%

Qu. In a typical week how often do you use each of the following social media platforms?

47%

Most Popular Soccer-related Apps

% engagement #+ times on the past 3 months

Entered a promotional sweepstakes

36% Top 10 soccer-related apps

Watched a video sponsored by a brand

Clicked on a display ad

Qu. In the past three months how many times have you engaged in the following brand-related online activities? © Copyright Gilt Edge Soccer Marketing LLC 2015. All rights reserved.

10 Soccer Related Expenditures Soccer consumers spend money on a variety of soccer related experiences and products. % of soccer consumers’ purchasing:

55% 39%

42%

$1,112 41% 27%

Game Tickets

Event Expenses (i.e. parking, food & beverage, etc.)

Fan Apparel (i.e. team jerseys, scarfs, etc.)

Soccer Equipment (cleats, uniforms, balls, etc.)

Soccer News (i.e. magazines, podcasts, etc.)

Average annual expenditure on soccer experiences and products

33%

% of consumers who follow 3+ Club Teams

TV / Online Subscriptions specific of soccer

Qu. In the last 12 months, approximately how much money did you spend on the following soccer experiences and products?



11 Brand Association With Soccer Event sponsorship, jersey sponsorship, league association – corporate brands have many different ways to align with the sport of soccer both domestically and internationally. But which brands break through the clutter and generate the highest unaided recall? ü  Coca-Cola was the most recalled brand across every age, ethnicity, and soccer persona segment with a total of 16% unaided recall ü  Major brands with the world of international soccer such as Emirates, Barclays featured prominently

16%

ü  Gatorade, Bimbo, Bud Light and Corona all featured in the top 10 brand recall for Hispanic consumers ü  Heineken and Xbox featured in the top 10 brand recall for soccer fans under age 34

Qu. Not including soccer lifestyle brands (i.e. adidas, Nike, Puma, etc.) what Corporate brand sponsor comes to mind when you think about soccer? Please list up to three brands.

All Soccer Consumers



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