This document discusses marketing to soccer consumers. It notes that the soccer market includes numerous leagues and events at international, national, regional and local levels. Understanding the different profiles of soccer consumers and how they connect to soccer properties is critical for effective soccer marketing. The soccer consumer comes in many forms, from players to fans to those involved through their children. The market is diverse given the many ways people engage with soccer. Market research is important to understand this diverse landscape when evaluating sponsorship opportunities.

1. Brand Marketing to the Soccer Consumer
Connecting Brands to the Soccer Consumer
Gilt Edge Soccer Marketing LLC
Phone: (630) 946-6961 | www.giltedgesoccer.com

2. Brand Marketing to the Soccer Consumer
Pretend for a moment that you are a Soccer Soccer has numerous international, national,
Mom looking to make a purchase of a new regional, and local leagues and events,
automotive vehicle. You are considering a intellectual properties, grassroots programs,
mini‐van ‐ what else! media, and marketing vehicles.
Your buying process likely involves talking to All too often companies and agencies
several other Soccer Moms and finding out knowledge of the soccer market is based
what they like and don’t like about the mini‐ almost exclusively on the merits of
vans they drive. You will no doubt jump online conversations with one or two specific soccer
and visit one of the many websites that properties or sales agencies. This is akin to
provide all sorts of comparative buying the Soccer Mom only evaluating Chevrolet
information about vehicles from price, to and Honda mini‐vans because she simply isn’t
safety ratings, to fuel efficiency, to consumer aware of the dozens of other options in the
opinions, and alike. Between these two market.
“One of the
endeavors you will narrow your search to
Understanding all the different profiles of the interesting
perhaps a couple of different options before
soccer consumer, as well as how different
you even consider getting anywhere near a aspects of
soccer properties, activities, and assets
dealership for a test‐drive. Every vehicle you
soccer is that it
connect with the consumer, is critical to
evaluate is probably a good product, but
connects with
making well‐informed soccer marketing
through intelligent market research you will
its consumers
investments.
ultimately settle on the vehicle that best
in many
meets your individual needs.
The “Soccer Consumer”
different ways
Shouldn’t your investment in a corporate
and on many
One of the interesting aspects of soccer is
sponsorship relationship ‐ in any sport ‐ follow
that it connects with its consumers in many different
a similar process? In some ways the answer
different ways and on many different levels. levels”
should be yes – but it must also be
Broadly speaking, the soccer consumer is
remembered that there are significant
considered anyone who is connected to the
differences between buying a product “a
sport in a meaningful way. The 18 million
mini‐van” and creating a sponsorship
soccer participants are soccer consumers, as
“relationship.” The point to focus on here is
are the involved family members of youth
the importance of compiling comprehensive
players. The 4 million people who attend MLS
market research before you make an
matches each year are soccer consumers. So
investment commitment.
are the millions of people who watch the
world’s game on television and follow their
The challenge in the sponsorship world is that
teams on the Internet.
you have to do all your own homework and
intelligence gathering. The information and
Some of these people, of course, are the
answers you need are not merely a click away
same people, consuming the sport in multiple
on the Internet. In practice, this is extremely
ways. For example, a individual could play in
difficult since there are hundreds of different
an adult league, coach his son, attend MLS
corporate sponsorship opportunities, and it is
games, and watch Champions League on TV.
literally impossible to have a complete
Other people may only be connected through
knowledge base on every one.
one or two channels. The soccer mom, for
example, whose sole interest is her son’s or
When it comes to soccer this challenge
daughter’s enjoyment of playing the game
becomes even harder, given the incredible
recreationally.
breadth and depth of the sport’s reach.
| Brand Marketing to the Soccer Consumer
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3. Given the multi‐dimensional nature of soccer Female engagement in soccer is extremely
consumption it is not surprising that the sport strong on many levels, but particularly in
has a broad and diverse landscape. This is participation where 40% of players are female
actually one of soccer’s great strengths – but and there are now more womens college
also one of its challenges for corporations soccer teams than mens. The launch of the
trying to connect with the consumer. Women’s Professional Soccer League in 2009
will further help establish connection points to
To evaluate the opportunities of a soccer‐ this audience.
marketing platform, companies must view the
market through the process of consumer Perhaps though the most significant
targeting. development for soccer has been the impact
of population trends and the growing Hispanic
Soccer Consumer Targeting community. The Hispanic population in the
US is estimated to reach 48 million in 2010, (US
The soccer market is actually an amalgamation Census), with 80% coming from countries
of many different Soccer Consumer Profiles
“It’s no
where soccer is indelibly ingrained in the
(market segments). Each profile is unique culture. Soccer is the sport of choice for the wonder
from a demographic and psychographic Hispanic community, and represents an
Univison
perspective. important passion point to connect with this
declares that
valuable consumer.
The adult fan profile for MLS is arguably one
the top three
of the most attractive of all the major sports. Marketing investments in soccer initiatives sports for
According to Scarborough 2008 data, MLS targeting Hispanics increases each and every
Hispanic is
adult fans are: year. Spanish TV Ad spending for soccer
soccer, soccer
programming, for example, hit $250 million in
Young – 64% under 44 years
•
and soccer”
2007. It is no wonder Univision declares the
Family – 41% have 2+ children in HH
• top three sports for Hispanics is soccer,
Affluent – 42% have income greater
• soccer, and soccer!
than $75K
The attractiveness of soccer’s demographic
Educated – 56% have a college degree
•
profiles and supporting growth trends, has led
many marketers to look at the affinity
Soccer’s influence, however, extends much
marketing opportunities with the sport. This
wider and deeper than just this attractive
brings into discussion one additional piece of
adult profile. Soccer has become the New
marketing research – consumer loyalty.
America’s national pastime as a youth
participation sport, and has diverse appeal
For years, the soccer industry has proudly
from both a gender and ethnic standpoint.
stated that soccer fans’ sponsor loyalty index
is second only to NASCAR. Well according to
Kids have been playing soccer at incredible
the Sports Business Journal’s 2007 Sponsor
numbers for many years now. To understand
Consumption Survey soccer has now
the size and scope of youth participation track
exceeded NASCAR in this regard. Whether
down a copy of the Sporting Goods
this is ultimately true or not really doesn’t
Manufacturers Association Annual Sports
matter. What matters is the fact that soccer
Participation report. Or you can simply head
consumers have always shown a strong
out to a community field in AnyTown, USA on
propensity to support sponsors who support
a Fall weekend and you will witness youth
the game they are connected to.
soccer players of all ages as far as the eye can
see.
| Brand Marketing to the Soccer Consumer
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4. The combined influence of these three As previously mentioned, there are numerous
factors; appealing demographics, growth intellectual properties, events, media and
trends, and strong loyalty indexes, has made marketing vehicles available to reach the
the soccer consumer an incredibly alluring soccer consumer. This should be embraced as
target audience for many corporate a positive, since it provides plenty of different
marketers. tools to potentially work with.
Each one of the many Soccer Consumer Each vehicle is legitimate and valuable within
Profiles could be targeted through a specific its own right, but none will offer a blanket
soccer‐marketing platform. Typically, program that touches every soccer consumer
however, there are three consumer segments in the US. This is simply unrealistic and quite
that carry strong appeal to marketers: honestly unnecessary for the smart marketer,
since you have already honed in on your target
“Developing
• Suburban Soccer Families/Youth consumer.
an acute
• Hispanic Families/Youth
• Hispanic Males Marketing assets can bring tangible and understanding
intangible opportunities to the table. Both are
of soccer
Understanding Soccer Engagement important if you want to create a strong brand
engagement is
connection in the eyes, heart and mind of your
extremely
With a general understanding for the different target consumer. Again, ask lots of questions
consumer segments, and having prioritized important to
about each potential marketing asset, such as:
them based on your company objectives, the
creating the
next step is to develop a more in depth • How, when, and where does it connect
right strategy
understanding of the Consumer from a soccer with the consumer?
and tactics for
engagement and psychographic perspective. • Are environments brand‐activation
your unique
Ask lots of strategic and tactical questions friendly?
about the consumer, such as: • Can asset equity be transferred to your marketing
brand?
platform”
• What are their touch points with the • What is the competitive landscape?
sport ‐ on community fields, in a
stadium, on TV, via the Internet? Depending on your objectives and resources,
• What are their needs/wants related to the soccer platform you ultimately create
soccer? could range from being a relatively simple one‐
• What soccer assets have equity in their time tactic‐driven initiative, to being a
eyes? comprehensive integrated strategy with
multiple associations, marketing and
Developing an acute understanding of soccer promotional extensions. Regardless, if you
engagement is extremely important to want to be confident about achieving a
creating the right strategy and tactics for your healthy ROI, ensure you don’t cut corners on
unique marketing platform. your initial intelligence gathering.
Developing Your Marketing Platform
You have now completed 50% of your market
research, and can turn your focus toward
developing the right marketing strategy and
Connecting Brands to the Soccer Consumer
identifying the right mix of marketing assets.
| Brand Marketing to the Soccer Consumer
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