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