Mike Koeshartanto

2016 Major League Soccer Fan Preference Study

Great ideas are born from solid insights. It’s the simple recipe behind our work, and it’s the reason soccer-specific research has long been a pillar of our agency.

Last week, we wrapped up another study into Major League Soccer fan preferences, examining purchase behavior and brand favorability across a series of important sponsorship categories:

  • Wireless carrier
  • QSR (fast food restaurant)
  • Automotive
  • Airline
  • Beer
  • Health Insurance
  • Property Insurance
  • Banking
  • Soft drink
  • Energy drink
  • Hotel
  • Deodorant / antiperspirant
  • Paint

I have the opportunity to activate in so many of these MLS cities, so I’ve seen many of these unique fan behaviors first hand while also gathering a pretty good sense of the consumption trends that bind MLS fans together. This said, it’s fun to quantify my anecdotes while also challenging me to dig deeper into the reasons behind fan actions.

Below are a series of highlights from our research:


If you’d like any further information on the study, our findings or to get deeper into any vertical, please let us know.

(fan montage designed by Elliot Gerard, check out more of his amazing work soccer here)

Categories: Featured, Infographics, Major League Soccer, Research, Soccer Marketing, Thought Leadership