Soccer Is The Fastest Growing Sport In The U.S. Says New Report In Prelude To FIFA World Cup 2022
12 Sep 2022 by Simon Mayorga in Celebrities, Event, Fame, General, Home, Money, Pleasure, Power, Sports, Television
NBCUniversal Telemundo Enterprises has released a timely report titled The Future is Fútbol to define and characterize the fundamental shift in the importance of soccer in mainstream American sports and the role Latinos are playing in this economic, cultural and media phenomenon. The Future Is Fútbol report draws on primary and secondary research and data collection, including quantitative surveys and an innovative neuroscience study among bilingual Hispanics. To view the full report please click here.
Fútbol has an estimated 5 billion fans around the world and 85 million adult followers in the U.S. Gallup estimates that soccer has seen a significant increase in popularity, with a gain of 52% more fans from 2012 to 2019, compared to 27% growth in basketball and 8% growth in baseball during this period. Fueled by its growing popularity among young people and women in particular, as well as Latinos overall, the sport is benefiting from the tailwinds of growth driven by the FIFA World Cup 2022 – kicking off in November in Qatar – and the tournament’s arrival in the U.S. in 2026.
“Fútbol is the sport of America’s future. Soccer is growing in the U.S. and Hispanics are clearly leading the way,” said Monica Gil, Chief Administrative and Marketing Officer, NBCUniversal Telemundo Enterprises. “Every four years, the FIFA World Cup brings Latinos and non-Latinos together with a spirit and intensity that no other sporting event in the world can match. There is no more authentic way to experience the World Cup than in Spanish. For companies and brands seeking real cultural connection and a space to engage Latinos, soccer and the FIFA World Cup are the place to be, this fall and for years to come.”
According to the report, the World Cup is considered more important among Hispanic World Cup viewers than any other sporting event, including the Super Bowl, the World Series, the Olympic Games, or the NBA Finals. FIFA reported that the 2018 FIFA World Cup reached over half the global population with 3.57 billion viewers. In 2018, the World Cup had its greatest 32-day performance in Spanish-language media history, with a commanding total U.S. audience reach of 37 million.
The Future Is Fútbol further highlights the power of soccer as a multibillion-dollar business with profits of $40 billion in 2019, twice the worldwide revenue for American football. Fans follow players and teams year-round as celebrities and representatives of national origin and sources of local pride. U.S. soccer fans spend 7% more than the average American sports fan on team sports clothing, tickets, sports equipment, and memorabilia. In 2021, soccer matches were available almost every day, with only six days without a match on broadcast TV, a phenomenon that offers brands, retailers and advertisers alike an advantage like no other sports property.
- Latinos Fueling Growth – Latinos have driven shifts in the U.S. population over the last decade. As their influence grows, so does soccer’s popularity. Hispanics and other diverse fans bring with them a love for soccer that has been part of their story for generations, shaped by history and now representing the next breakthrough in mainstream American sports.
- Among U.S. Latinos ages 16 and older, almost three-quarters (73%) say they are soccer fans, and three times more Hispanics call themselves Superfans (22%) compared to non-Hispanics (7%).
- More than half (53%) of Latinos ages 16 and older and nearly 1 out of 3 non-Latinos (29%) say they plan to watch the FIFA World Cup 2022.
- “Fútbol is Everything” Culture
- 61% of Hispanic World Cup view
ers are fútbol Enthusiasts, regular fans or superfans, who say tha t if their team won the World Cup, their euphoria would be u nmatched, an experience more e xciting than getting their dre am job or getting married. - Over half (57%) of Hispanic En
thusiasts say they have reshuf fled their priorities to watch an important game, including skipping family or friend even ts, taken off work, spent mone y they did not have or travele d miles to watch an important match.
- 61% of Hispanic World Cup view
- Biggest Multi-Platform
Sporting Event –The ability of fans to watch and engage on a ny screen has a monumental impact on the growi ng FIFA World Cup TM fandom. S occer media coverage and content hav e increased exponentially to m eet the demand for more high- quality live, virtual and social fan experiences 24/7. - The FIFA World Cup 2022TM is expected to be the w
orld’s biggest multi-platform sports event ever. The incremental viewership from li ve streaming helped make the 2018 FIFA World CupTM the biggest m ulti-platform sports event in Spanish-language history. - 67% of Hispanic viewers plan t
o watch the World Cup on broadcast TV, and 42% plan to stream the matches.
- The FIFA World Cup 2022TM is expected to be the w
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- Television is the preferred de
vice for Hispanics to watch th e World Cup (90%), followed by smartphone (34%) and computer (17%). - The Power of Spanish – For mos
t Hispanic fans, Spanish is th e language and culture of fútbol. Viewers describe Spanish-language soccer commentators as excelle nt storytellers, utterly poeti c and animated about what is happening on the field.
- Television is the preferred de
- Over half (56%) of U.S. Hispan
ic World Cup viewers prefer wa tching the FIFA World Cup in Spanish. - Even 1 out of 5 English-dominant Hispanic Worl
d Cup viewers prefer to watch in Spanish. - Spanish is not exclusive to Hi
spanics because 17% of non- Latino tournament viewers said they would watch some of the matches in Spanish as well, an increase of 12% over 2018.
- According to a brain neuroscie
nce study conducted among U.S. bilingual Hispanics, watching a World Cup match with Spanish commentary generated 15% greater likeabil ity, keeping fans glued to the ir screens longer than watchin g the identical match in English. -
- Key game moments, like the ico
nic goal call by the Spanish c ommentator, prompted an averag e of 37% greater emotional int ensity compared to English, ma king the “highs” higher and th e “lows” lower.
- Key game moments, like the ico
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- The effects of Spanish game co
mmentary also transferred to a dvertising. In the study, the identical ad, when played in Spanish had 19% higher likeability and 49% greater emotional intensit y vs. English.
Latinas Are Watching and Bringing Their Kids – Hispanic women are an untapped opportunity among soccer viewers. - Four in ten (41%) U.S. Latinas say they are likely to
watch the FIFA World Cup 2022TM.
- Four in ten (41%) U.S. Latinas say they are likely to
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- 76% of Hispanic mom tournament
viewers encourage their kids to follow the World Cup and professional fútbol. - Hispanic females are passionat
e fans and together comprised 17 mill ion Spanish-network FIFA World Cup viewers in 2018, making the tournament th e most-watched Latina sporting event in Spanish-language his tory. - Among the World Cup audience, a fifth (21%) of Latinas call
themselves Superfans, which is far greater than both non-His panic males (10%) and non-Hispanic females (8%).
- 76% of Hispanic mom tournament
- And Latino viewing is a family aff
air, with 70% of Latino parent event viewers saying it’s imp ortant to watch the FIFA World Cup in Spanish with their k ids.
First-Choice Sport of Young People in the U.S. – Soccer has become the fastest-growingmajor team sport among all hi gh school students and is the most popular among Hispanic hi gh schoolers.
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- High school soccer participati
on increased 32% from 2002 to 2019, far more than the averag e growth of basketball (-6%), American football (-2%), baseball (6%), or ice hockey (7%). - Soccer is egalitarian, conside
ring that high school girls pl ay almost as much as boys, wit h participation growing 31% fo r girls versus 33% for boys from 2002 to 2019. There were 394,105 high school girls who played soccer in 2019, a figure not far behind the 459, 077 high school boys who playe d. - Soccer is currently the most popular team sport among 40% of Hispanic high school students who say they played or were planning to play the sport in 2020, compared to 21% of all high school students.
- High school soccer participati
Global and inclusive, growing across women and youth, fútbol is poised to redefine the American sports landscape. After years of wins, both large and small, fútbol is coming of age at the moment when millions of Latinos and fútbol fans of all backgrounds stand ready to watch, engage and lead the way. Telemundo Deportes is the exclusive Spanish-language home of the FIFA World Cup Qatar 2022 taking place in Qatar this Fall, starting Nov. 20. The network is prepared to deliver the most ambitious coverage in Spanish-language history with all 64 matches live, including all four games on Thanksgiving Day. Peacock will stream all the Spanish-language World Cup matches live, and will feature pre-game and post-game coverage, as well as special programming with extended interviews and highlights.