SOCCER IN AMERICA
JOHN THE SOCCER CONSUMER
A marketing services agency solely focused on connecting brands to the soccer consumer.
SOCCER IN AMERICA
1986
LIMITED ACCESS
INFLUENCING TRENDS
SHIFTINGDEMOGRAPHICS
THEINTERNET
VIDEO GAME INDUSTRY
GLOBALIZATION
SOCIALMEDIA
SOCCER IN AMERICA
2015
ESTABLISHED GRASSROOTS BASE
WIDE SCALE TV COVERAGE
PROPERTIES & MEDIA PARTNERS
MEMORABLE LIVE EXPERIENCES
ACCESS TO SOCCER NEWS
The soccer water cooler can be found at the bar, online, and yes, even at the office
ACCESS TO CONVERSATION
UNIQUE & COMPLEX LANDSCAPE
US YOUTH SOCCER
ADULT SOCCERSOCCER
CAMPS
AYSO
MLS
LIGA MX
LA LIGA
PREMIER LEAGUE
UEFA CHAMPIONS
LEAGUE
USA
COLOMBIAFIFA
WORLD CUP
MEXICOGOLD CUP
NSCAA
soccer
PARTICIPATION
NATIONAL TEAMS
CLUB FANDOM
SOCCER FANS PROFILES
EUROPHILES DOEMSTCISAGNOSTICS
MULTIPLEPASSION POINTS
SOCCER FANS PROFILES
EUROPHILES DOEMSTCISAGNOSTICS
EVER EVOLVING
UNDERSTANDING THE DIFFERENT SOCCER CONSUMER PROFILES
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
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
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
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
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
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
BRAND MARKETERS NEED TO PICK A COURSE
CONSIDERATIONS
WHO’S THE AUDIENCE
HOW THEY ENGAGE
THE MARKETING ASSETS
Millennial Hispanic Family
Participation Nationalism Fandom
Sponsorship Media Promotion Experiential PR
WE CONNECT BRANDS TO THE SOCCER CONSUMER
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