Soccer in North America: The Tipping Point is Here - Shelina Taki - NetBase LIVE
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Soccer in North
America:
The Tipping Point
is Here
Shelina Taki
1
SHELINA TAKI 2
Outranking
the Biebs
127 million 119 million 3
More than
triple LeBron
183 million 52 million 4
Outranking
Pikachu and
friends
183 million 144 million 5
“As long as there was a ball, we played football.”
Why Now?
Tipping point
// USWNT won their first World Cup in
15 years at 2015 WC in Canada
// 2019 Women’s World Cup took
place this year in France
// 2019 CONCACAF Gold Cup was
Hosted primarily in the US
Setting the // UEFA Euro 2020 will take place
Stage next summer across Europe
// Next Men’s World Cup is set to
take place in Qatar in 2022
// The Women’s World Cup in 2023
// 2026 Men’s World Cup to take
place in North America in 2026 8
// USWNT is a hot topic of conversation
following two consecutive World Cup
wins
// Inaugural seasons for Atlanta United
FC and Minnesota United FC in 2017
Gaining // Past season was inaugural season
For FC Cincinnati
Ground // LAFC came into the league in 2018
as second team for the city
// Inter Miami CF and Nashville SC
will come into play in 2020
// Austin FC announced its first season
will take place in 2021 9
The MLS has experienced a
27% increase in interest
Success of
since 2012
MLS
Cable viewership has
increased in each of the
last six seasons
Ad inventory for the
league has sold out for the
past three seasons
2018 saw the league’s
highest paid attendance in
history at 7.4 million -
averaging 19K paid tickets
per game
10The Consecutive World Cup
wins after amazing
tournament play
Women The most watched soccer
match in English-
language television per
Fox Sports, apart form
the 2015 Women’s World
Cup final
Megan Rapinoe as
a symbol and in
politics
A very public fight
for equal payNike x Off-White
Versace
Pop Soundtrack
Culture
CelebrityThe
FIFA
Effect
• FIFA Video Game in the Guiness Book of
World Records
• FIFA 20 released September 24, 2019
• Hits 10 million players within one month
of releaseGen
• Gen Z is the most ethnically and
racially diverse cohort in US
history.
Next
• Value inclusion and
individuality
• Technologically inclined
• Gen Z males prefer
nontraditional sportsAmerica’s
Pastime? What is your favorite sport to watch?
0.4
40%
39%
0.3
30%
0.2
14%
0.1 12%
11% 11% 11%
10%
7%
6%
1%
0
55+ 35-54 18-34
Source: Gallop, December 2017The
Summer of Soccer
CONCACAF Gold Cup FIFA Women’s World Cup
162019 Gold Cup 17
Net Mentions
Peaks:
June 30th - Quarter Finals (USA vs. Curacao, Mexico played the night before)
July 3rd - Semifinals (USA vs. Jamaica, Mexico played the night before)
July 7th - Finals (USA vs. Mexico)
18Demographics
192019 Women’s World Cup 20
Net Mentions
Peaks:
June 28th - Quarter Finals (USA vs. France)
July 2nd - Semifinals (USA vs. England)
July 7th - Finals (USA vs. Netherlands)
21Demographics
22The Opportunity 23
Why invest now?
• Soccer fans are
passionate
• Credibility is key
• The space is not
crowded…yet
• Opportunity to capture a
consumer that will grow
with you
24Brands
that
are
Already
Benefiting:
Nike
25Nike - General
30% Net Sentiment July 7
USWNT Wins
56%
Feb 24 June 1
“Dream Crazier” “Dream Further”
52% 64%
May 12
“Dream with Us”
42%
26Nike - Soccer
42% Net Sentiment June 1
July 7
USWNT Wins
56%
“Dream Further”
64%
Feb 24
“Dream Crazier”
52% May 12
“Dream with Us”
42%
27Dream
Response
28Brands
that
are
Already
Benefitting:
Visa
29Visa - General
25% Net Sentiment
Women’s World Cup
May 3 Sponsor
“One Moment Can
Change the Game”
42%
30Visa - Soccer Women’s World Cup
52% Net Sentiment
Sponsor
May 3
“One Moment Can
Change the Game”
42%
31Sponsorship
Response
32The Perfect Storm • Success of USWNT • Rapid growth and popularity of MLS • Permeation of soccer in fashion, music, gaming, and celebrity • Changing demographic of the nation, and the inherent diversity of the sport • Series of global soccer events • 2026 World Cup on US soil
Soccer for the Win
Questions? shelina@wearethirdear.com
appendix
The Future:
US High School Soccer Participation
37The Data MLS has experienced a 27% increase in
Says
interest since 2012
Cable viewership has increased in each
of the last six seasons of the MLS and
ad inventory for the league has sold out
in the past three
The number of participants in US high
school soccer programs recorded an all
time high in the 2016/2017 season
(over 800,000), and has continued to
increase since then
38Source: Pew Research Center, 2018
SHELINA TAKI 40
You can also read
