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Description

Description

Soccer is a growing sport in the US with fans following various leagues and competitions around the globe. The stoppage in play due to COVID-19 has put a major halt on the momentum of the sport and created uncertainties around when the sport will return. As a result, leagues, teams, and players have been forced to adjust in how they engage with fans."

- Colin O’Brien, Research Analyst

  • The impact of COVID-19 on consumer behavior and the US soccer market
  • What soccer will look like post-COVID-19 stoppage in play
  • Exploration of US soccer fans
  • Brand integrations in soccer

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • US Soccer Market Overview
              • No money, more problems
                • Impact of COVID-19 on soccer in America
                  • Figure 1: Short, medium and longer term impact of COVID-19 on Soccer, April 2020
                • Key takeaways
                  • The growing popularity of soccer in the US
                    • Figure 2: MLS average regular season attendance, 2015-19
                    • Figure 3: NWSL average regular season attendance, 2016-19
                  • Soccer connects with Hispanic and younger consumers
                    • Figure 4: Soccer league interest, by race and Hispanic origin, January 2020
                    • Figure 5: Soccer league interest, by generation, January 2020
                  • The USWNT is the top American soccer team, on and off the pitch
                    • Figure 6: USWNT support due to social causes, by generation, January 2020
                  • Kit sponsorships provide incredible value
                    • The soccer halo effect
                      • What it means
                      • Impact of COVID-19 on soccer in America

                        • What you need to know
                          • Figure 7: Short, medium and longer term impact of COVID-19 on Soccer, April 2020
                        • Opportunities and Threats
                          • Short-term impact of COVID-19 is financially catastrophic for soccer
                            • Postponements and cancelations create ripple effect for future scheduling
                              • Keep fans engaged during the immediate drought
                                • Figure 8: Engaging with fans amid COVID-19
                              • Soccer fans may seek experiences elsewhere
                                • While attendance may be low, soccer will shine on the global stage
                                  • Impact on the US soccer market
                                    • No money, more problems
                                      • Could soccer’s return to play be near?
                                        • Baseball provides hope for a return to the pitch
                                          • Figure 9: Eleven Sports Taiwan Pro-Baseball Live Stream, April 2020
                                          • Figure 10: Interest passion level, by soccer league, January 2020
                                        • Soccer goes all-in on social media
                                          • Figure 11: Real Madrid’s Madridista Nation Facebook Group, April 2020
                                        • The next generation soccer viewing experience
                                          • Figure 12: Bundesliga and AWS Partnership Announcement, January 2020
                                        • How the crisis will affect soccer’s key consumer segments
                                          • Growing the game with the youth and younger consumers
                                            • Maintaining momentum with the growing female fanbase
                                              • How a COVID-19 recession will reshape the US soccer industry
                                                • Unemployment could lead to ticketing promotions and new service offerings
                                                  • Figure 13: Unemployment, March 2000-March 2020
                                                • Sponsorships will come back for the win
                                                  • COVID-19: US Context
                                                  • US Soccer Market

                                                    • Soccer fandom in America spans across countries and leagues
                                                      • TV contracts and ratings
                                                        • MLS attendance
                                                          • Figure 14: MLS average regular season attendance, 2015-19
                                                          • Figure 15: NWSL average regular season attendance, 2016-19
                                                        • Soccer and social media
                                                          • Figure 16: 2019 most tweeted about teams and athletes
                                                          • Figure 17: 2019 social media presence for MLS compared to other four major US sports
                                                        • Getting grounded in soccer
                                                          • Marketing through soccer
                                                            • Figure 18: Soccer halo effect, by generation, January 2020
                                                          • The draw of the World Cup
                                                            • Quality differences between US and abroad
                                                            • Kit Sponsorships

                                                              • Kit sponsorships provide incredible value
                                                                • Figure 19: Kit sponsorships affinity, by generation, January 2020
                                                              • Creative uses of kit sponsorships
                                                                • Figure 20: Visit Rwanda Arsenal sleeve sponsorship
                                                                • Figure 21: Austin FC custom Yeti merchandise
                                                            • Key Indicators Impacting Soccer

                                                              • USWNT makes an impact on and off the field
                                                                • What’s happening
                                                                  • What’s ahead
                                                                    • Figure 22: USWNT support due to social causes, by generation, January 2020
                                                                    • Figure 23: BODYARMOR Megan Rapinoe ad
                                                                    • Figure 24: USWNT equal pay protest shirt
                                                                    • Figure 25: Secret donation in support of equal pay
                                                                  • MLS expansion isn’t slowing down
                                                                    • What’s happening
                                                                      • What’s ahead
                                                                        • Soccer’s new streaming options
                                                                          • What’s happening
                                                                            • What’s ahead
                                                                              • NBC looks to expand EPL fan engagement
                                                                                • What’s happening
                                                                                  • Figure 26: NBC Premier League Fan Fests
                                                                                • What’s ahead
                                                                                  • Clubs leverage video and social platforms to compete for consumers’ attention
                                                                                    • What’s happening
                                                                                      • What’s ahead
                                                                                        • New technology enables custom curation for fans
                                                                                          • What’s happening
                                                                                            • What’s ahead
                                                                                              • New sports betting opportunities for MLS
                                                                                                • What’s happening
                                                                                                  • Figure 27: DC United sports betting sleeve sponsor
                                                                                                • What’s ahead
                                                                                                  • Figure 28: MLS SVP of Media promotes player tracking for prop bets
                                                                                              • Exploring Soccer Fans

                                                                                                • US-based soccer leads fandom, but European football leads in passion
                                                                                                  • Figure 29: Interest in soccer by league/competition among soccer fans, January 2020
                                                                                                  • Figure 30: Interest passion level, by soccer league, January 2020
                                                                                                • Closing the gender fandom gap
                                                                                                  • Figure 31: Soccer league followed, by gender, January 2020
                                                                                                  • Figure 32: Budweiser NWSL new sponsors campaign
                                                                                                • Connecting with multicultural consumers
                                                                                                  • Figure 33: TUDN soccer emphasis
                                                                                                  • Figure 34: Soccer league interest by race/Hispanic origin, January 2020
                                                                                                • Interest in soccer is increasing
                                                                                                  • Figure 35: Change in soccer interest by fandom, January 2020
                                                                                                • Following soccer trends younger, and it’s on the rise
                                                                                                  • Figure 36: Soccer league interest, by generation, January 2020
                                                                                                  • Figure 37: Change in soccer interest, by generation, January 2020
                                                                                              • Barriers for Soccer

                                                                                                • Excitement is nil for soccer’s critics
                                                                                                    • Figure 38: Barriers to soccer fans, by generation, January 2020
                                                                                                    • Figure 39: Interest of non-fans, by generation, January 2020
                                                                                                    • Figure 40: EPL highlight videos
                                                                                                • Increase Soccer Interest and Attendance

                                                                                                  • Soccer is a communal sport
                                                                                                    • Figure 41: Beer promotions from MLS teams
                                                                                                    • Figure 42: eSports promotions from MLS teams
                                                                                                  • Creating lasting experiences for fans
                                                                                                    • Figure 43: Brands improving matchday experience
                                                                                                    • Figure 44: European inspiration for in-game atmosphere in MLS
                                                                                                  • A chance to see the popular teams
                                                                                                    • Figure 45: Methods to increase soccer attendance, by generation, January 2020
                                                                                                • Following the Action on the Pitch

                                                                                                  • Many methods to follow soccer
                                                                                                    • Figure 46: Methods to follow soccer, by generation, January 2020
                                                                                                  • A timeline of goals
                                                                                                    • Figure 47: Live updates via social media
                                                                                                  • Ill-timed kickoffs
                                                                                                    • Figure 48: Brand opportunities around match times
                                                                                                  • Not enough focus from media
                                                                                                  • Making Players More Personable

                                                                                                    • Teams take advantage of their exclusive content
                                                                                                      • Figure 49: Interest in exclusive soccer content, by generation, January 2020
                                                                                                      • Figure 50: Atlanta United exclusive content
                                                                                                    • Getting to know players beyond the pitch
                                                                                                      • Figure 51: Interest in exclusive soccer content, by generation, January 2020
                                                                                                      • Figure 52: EPL teams highlighting players’ personalities with brand tie-ins
                                                                                                  • Sports Betting

                                                                                                      • Figure 53: Interest in betting on soccer, by generation, January 2020
                                                                                                      • Figure 54: Sports betting links in team posts
                                                                                                  • Brand Integrations in Soccer

                                                                                                      • Figure 55: Audi “GOOOOAL” pitch-side ad
                                                                                                      • Figure 56: Allstate Goalkeeper of the Year sponsorship
                                                                                                      • Figure 57: Captain Morgan captain sweepstakes
                                                                                                      • Figure 58: Custom brewery jersey cans
                                                                                                  • Growing the Game

                                                                                                    • Goals for fans
                                                                                                      • Not so many stars in stripes
                                                                                                        • Figure 59: Methods to increase soccer interest, by generation, January 2020
                                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                                      • Data sources
                                                                                                        • Consumer survey data
                                                                                                          • Consumer qualitative research
                                                                                                            • Top soccer leagues and competitions
                                                                                                              • Club soccer leagues
                                                                                                                • Club soccer competitions
                                                                                                                  • International soccer competitions
                                                                                                                    • Abbreviations and terms
                                                                                                                      • Abbreviations
                                                                                                                        • Terms
                                                                                                                          • Qualitative research responses

                                                                                                                          About the report

                                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                          • The Consumer

                                                                                                                            What They Want. Why They Want It.

                                                                                                                          • The Competitors

                                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                                          • The Market

                                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                          • The Innovations

                                                                                                                            New Ideas. New Products. New Potential.

                                                                                                                          • The Opportunities

                                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                                          • The Trends

                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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