Soccer and Digital Media in the USA 2015

SOCCER + DIGITAL MEDIA IN THE …

2015 REPORT

NATIONAL DATA

WIDE SCALE TV COVERAGE

PROPERTIES & MEDIA PARTNERS

MEMORABLE LIVE EXPERIENCES

The soccer water cooler can be found at the bar, online, and yes, even at the office

ACCESS TO CONVERSATION

CONSUMER LANDSCAPE

2015 2015 REPORT

SOCCER FANS PROFILES

EUROPHILES

DOEMSTCIS

AGNOSTICS

MULTIPLE

PASSION POINTS

UNIQUE &

COMPLEX

soccer

PARTICIPATION

NATIONAL TEAMS

CLUB FANDOM

USA

COLOMBIA FIFA

WORLD CUP

MEXICO GOLD CUP

US YOUTH SOCCER

SOCCER CAMPS

AYSO

NSCAA

ADULT SOCCER

MLS

LIGA MX

LA LIGA

PREMIER LEAGUE

UEFA CHAMPIONS

LEAGUE1

DIFFERENT

PROFILES

2 3

4 5

1

6

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

1

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

2

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

3

FOLLOW INTERNATIONAL SOCCER LEAGUES BUT HIS 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

4

NOT REALLY A “FAN” – INTERESTS PRIMARILY TIED TO HIS KIDS

INVOVLEMENT IN THE SPORT

THE OBSERVER

43.9 7.1

72% Female

74% have 2+ kids

Other sport interests: NFL and MLB

5

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

6

FANS SOCIAL ECONOMICS

DIGITAL INSIGHTS

2015 2015 REPORT

USA DIGITAL LANDSCAPE DIGITAL LANDSCAPE TIME SPENT ON LINE

INTERNET USE SOCIAL MEDIA USE

MOBILE USE ACTIVITIES & INDICATORS

ACTIVITIES ON MOBILE MOBILE USE

MOBILE INTERNET INDICATORS SMART PHONE USE

SMART PHONES PROJECTION

MLS APP + 1M. DLWD

https://play.google.com/store/apps/details?id=com.mlssoccer https://itunes.apple.com/us/app/mls/id397303467?mt=8

http://www.mlssoccer.com/fans/social-media

MLS SOCIAL MEDIA + 3M.

+ 7M.

SOCCER SEASON VIEWER V/S TWEETS

– Herve DELHUMEAU –

Co-Founder & Managing Director

www.hd-cg.com

Boutique Consulting in

Digital Marketing & Social Media