November 17th, 2022, YouGov
The FIFA World Cup is one of the world’s most popular sporting events and the most popular event among high-income consumers across the world. Even in the US, in spite of soccer’s somewhat lower profile overall, the World Cup commands a sizeable audience. It stands to reason then that the World Cup is one of the most crucial events for brands looking to make a mark on consumer perceptions.
So, on the eve of the FIFA World Cup 2022 in Qatar, YouGov data explores the stature of soccer among Americans, the fan-following for the World Cup, and how fans are likely to watch, participate and behave around the event.
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The report reveals that nearly a tenth of Americans identify as soccer fans (8%), and nearly three-fourths of consumers in this group are interested in the FIFA World Cup (74%).
As of Q3 2022, nearly 50% of soccer fans say they would consider going to the FIFA World Cup, up from roughly 45% recorded in the first quarter of 2021.
The report also delves into the details of how these soccer fans like to consume sport, and which streaming services they use to watch sport, and their favorite footballers.
The also explores the types of sponsorships that this audience is likely to notice, providing brands and partners with valuable tools to effectively target this fan base.
What you will get:
- Key demographics of US soccer fans
- Share of Americans playing soccer, relative to other sports
- Most preferred on-demand services
- Attitudes towards advertising and sponsorships
- Their favorite soccer athletes