BREAKING NEWS: Soccer fans are not homogenous.
A simple insight, yet an extremely important one when it comes to marketing to the soccer audience in the U.S.
Beginning in 2013, Gilt Edge Soccer Marketing set out to better understand soccer fans based on their interest and connection to the sport. A consumer segmentation model with six (6) different soccer personas was developed and has been a mainstay component of propriety agency research studies ever since.
As part of all quantitative and qualitative research projects, fans are asked to self-classify their fandom, providing a basis for the continual development of each cross-sectional profile.
We invite you to meet the six faces of soccer fandom in America.