John Guppy

Soccer’s Digital Appeal in the U.S.

A quick Google search for “Marketing to Millennials” will uncover numerous articles that address the different viewing and consumption habits of the younger generation. Soccer, of course, is right in the sweet spot of Millennial interests and a recent Adweek article took a look at how soccer resonates in the digital world.

The article references ADI data illustrating how digital platforms break down national and cultural borders and make relevant experiences available to fans around the globe. U.S. interest, for example, in the UEFA Champions League (measured by social chatter across all major social properties) more than doubled in 2015 from the previous year. The U.S. contributed 11% of the total global social chatter around the event – the third highest country in the world.1433244720908

Looking at Nielsen’s twitter TV ratings from the opening weekend of the EPL shows a similar picture. EPL matches broadcasted by NBCSN/NBC Universo generated similar levels of social chatter in the U.S. as the MLB series between the Boston Red Sox vs. NY Yankees.

When it comes to digital engagement with the Millennial (and Gen Z) soccer fan opportunities are a plenty for brands, regardless of where the matches are actually taking place.

Categories: Europhile, Social Media, UEFA Champions League