This document discusses the landscape of soccer in America in 3 paragraphs: 1) It provides background on the limited access to soccer in America in 1986 compared to the wide scale TV coverage and memorable live experiences available in 2015, showing how soccer has grown significantly in popularity. 2) It outlines the unique and complex soccer landscape in America, including the various youth, amateur, professional, and international leagues and competitions that American soccer fans can follow. 3) It identifies 6 different profiles of American soccer fans: Europhiles, Domestics, El Fanatico, The Agnostic, The Event Seeker, and The Observer, describing their primary interests and demographics. Brand marketers are advised to understand

1. SOCCER IN AMERICA
Soccer in America

2. THE SOCCER CONSUMERA marketing services agency
solely focused on connecting
brands to the soccer
consumer.

3. SOCCER IN AMERICA
1986

4. LIMITED ACCESS

5. SOCCER
IN
AMERICA
2015

7. WIDE SCALE TV COVERAGE

8. PROPERTIES & MEDIA PARTNERS

9. MEMORABLE LIVE EXPERIENCES

10. The soccer water cooler can
be found at the bar, online,
and yes, even at the office
ACCESS TO CONVERSATION

11. UNIQUE & COMPLEX LANDSCAPE
US YOUTH
SOCCER
ADULT
SOCCERSOCCER
CAMPS
AYSO
MLS
LIGA MX
LA LIGA
PREMIER
LEAGUE
UEFA
CHAMPIONS
LEAGUE
USA
COLOMBIA
FIFA
WORLD
CUP
MEXICO
GOLD CUP
NSCAA
soccer
PARTICIPATION
NATIONAL
TEAMS
CLUB FANDOM

12. SOCCER FANS PROFILES
EUROPHILES DOEMSTCISAGNOSTICS
MULTIPLE
PASSION POINTS

13. UNDERSTANDING THE DIFFERENT SOCCER
CONSUMER PROFILES

14. I’M A FAN OF INTERNATIONAL SOCCER LEAGUES AND MAJOR LEAGUE
SOCCER
THE AGNOSTIC
35.0 9.3
 59% “follow” 5+ Club Teams
 36% multicultural (non-white)
 Became a fan at different ages:
• 28% before age 10
• 32% after age 25

15. I’M ONLY REALLY INTERESTED IN THE BIG EVENTS LIKE THE FIFA
WORLD CUP
THE EVENT SEEKER
36.1 7.9
 Follows 1.6 Club Teams on
average
 37% became a fan after age 25
 Top Leagues: MLS and EPL

16. I’M MAINLY FOLLOW SOCCER FROM MEXICO AND/OR CENTRAL &
SOUTH AMERICAN COUNTRIES
EL FANATICO
28.6 9.5
 Most popular league Liga MX, followed by
UCL
 64% became a fan before age 10
 49% cheer for both their country of origin
and the USA

17. I’M MAINLY INTERESTED IN INTERNATIONAL SOCCER LEAGUES,
SPECIFICALLY EUROPEAN SOCCER
THE EUROPHILE
28.8 9.5
 Predominantly male
 29% are “Eurosnobs” – only care about
top Euro teams
 Heavy “Brit” influence – love Ian Darke,
Martin Tyler and Ray Hudson

18. I FOLLOW INTERNATIONAL SOCCER LEAGUES BUT MY PRIMARY
INTEREST IS MAJOR LEAGUE SOCCER
THE DOMESTIC
36.6 9.0
 30% Female
 77% cheer for the USA only
 Landon Donovan more popular than
Messi

19. I’M REALLY NOT A “FAN” – MY INTEREST IS PRIMARILY TIED TO MY KIDS
INVOVLEMENT IN THE SPORT
THE OBSERVER
43.9 7.1
 72% Female
 74% have 2+ kids
 Other sport interests: NFL and MLB

20. BRAND MARKETERS NEED TO PICK A
COURSE

21. www.aztecasoccer.com