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- 2. JOHN THE SOCCER CONSUMER A marketing services agency solely focused on connecting brands to the soccer consumer.
- 3. SOCCER IN AMERICA 1986
- 5. INFLUENCING TRENDS SHIFTING DEMOGRAPHICS THE INTERNET VIDEO GAME INDUSTRY GLOBALIZATION SOCIAL MEDIA
- 6. SOCCER IN AMERICA 2015
- 8. WIDE SCALE TV COVERAGE
- 9. PROPERTIES & MEDIA PARTNERS
- 11. ACCESS TO SOCCER NEWS
- 12. The soccer water cooler can be found at the bar, online, and yes, even at the office ACCESS TO CONVERSATION
- 13. UNIQUE & COMPLEX LANDSCAPE US YOUTH SOCCER ADULT SOCCER SOCCER CAMPS AYSO MLS LIGA MX PREMIER LEAGUE UEFA CHAMPIONS LEAGUE LA LIGA USA COLOMBIA FIFA WORLD CUP MEXICO GOLD CUP NSCAA soccer PARTICIPATION NATIONAL TEAMS CLUB FANDOM
- 14. SOCCER FANS PROFILES MULTIPLE PASSION POINTS EUROPHILES DOEMSTCIS AGNOSTICS
- 15. SOCCER FANS PROFILES EVER EVOLVING EUROPHILES DOEMSTCIS AGNOSTICS
- 16. UNDERSTANDING THE DIFFERENT SOCCER CONSUMER PROFILES
- 17. THE AGNOSTIC I’M A FAN OF INTERNATIONAL SOCCER LEAGUES AND MAJOR LEAGUE SOCCER 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
- 18. THE EVENT SEEKER I’M ONLY REALLY INTERESTED IN THE BIG EVENTS LIKE THE FIFA WORLD CUP 36.1 7.9 Follows 1.6 Club Teams on average 37% became a fan after age 25 Top Leagues: MLS and EPL
- 19. EL FANATICO I’M MAINLY FOLLOW SOCCER FROM MEXICO AND/OR CENTRAL & SOUTH AMERICAN COUNTRIES 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
- 20. THE EUROPHILE I’M MAINLY INTERESTED IN INTERNATIONAL SOCCER LEAGUES, SPECIFICALLY EUROPEAN SOCCER 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
- 21. THE DOMESTIC I FOLLOW INTERNATIONAL SOCCER LEAGUES BUT MY PRIMARY INTEREST IS MAJOR LEAGUE SOCCER 36.6 9.0 30% Female 77% cheer for the USA only Landon Donovan more popular than Messi
- 22. THE OBSERVER I’M REALLY NOT A “FAN” – MY INTEREST IS PRIMARILY TIED TO MY KIDS INVOVLEMENT IN THE SPORT 43.9 7.1 72% Female 74% have 2+ kids Other sport interests: NFL and MLB
- 23. BRAND MARKETERS NEED TO PICK A COURSE
- 24. CONSIDERATIONS WHO’S THE AUDIENCE HOW THEY ENGAGE THE MARKETING ASSETS Millennial Hispanic Family Participation Nationalism Fandom Sponsorship Media Promotion Experiential PR
- 25. WE CONNECT BRANDS TO THE SOCCER CONSUMER
Hinweis der Redaktion
- Internet – Al Gore invented Demographics Significant growth in minorities in last 50+ years, most notable for soccer Hispanic. --- 85% white in the 60’s. Millennial generation – driving generation – 40%+ millennial non-white – recent survey 60% of respondees were non-white Gaming – David - FIFA game Globalization Interest in soccer among U.S. audiences has remained minimal for several reasons, beginning with the game`s foreignness to the hard-core sports fan in this country. – Philip Hersch – long time Chicago tribune sport writer Please tell us whether you agree or disagree with the following statement. Soccer is global and global is cool. The international nature of soccer is a big part of the appeal – 74% agree – 40% strongly agree Social Media US #1 market during the World Cup for social engagement. 20% of FIFA’s traffic
- Fan Culture -organic fan base has been built up over the years