miami – NBCUniversal Telemundo Enterprises published a topical report this Thursday titled the future is football ,the future is football) which aims to understand the fundamental change in the importance of football among major American sports and the role of Latinos in this economic, cultural and media phenomenon. Report the future is football Based on primary and secondary research and data collection, including quantitative surveys and an unprecedented neuroscience study among bilingual Hispanics. To view the full report, click here.
Soccer has an estimated 5 billion fans worldwide and 85 million adult followers in the United States. Gallup estimates that football has seen a significant increase in popularity, gaining 52% more fans between 2012 and 2019, while basketball grew by 27% and baseball by 8% during this period. Driven by its growing popularity among youth and women in particular, as well as Latinos in general, the sport is benefiting from developments from the 2022 FIFA World Cup, which kicks off this fall in Qatar, and in the tournament’s USA. Arrival 2026.
“Soccer is the sport of America’s future. Football is on the rise in America, and Hispanics are clearly leading the way,” said Monica Gill, managing director and chief marketing officer of NBCUniversal Telemundo Enterprises. “Every four years, FIFA World The Cup brings together Latinos and non-Latinos with a spirit and intensity that no other sporting event in the world can match. There is no more authentic way to experience the FIFA World Cup than in Spanish. The venue is the perfect place for companies and brands to have a real cultural connection and to engage in Latinos, soccer and the FIFA World Cup, this fall and for years to come.
According to the report, the FIFA World Cup is considered more important among Hispanic audiences than any other sporting event, including Super BowlThe world Seriesloss Olympic Games or the final nba, FIFA reported that the 2018 FIFA World Cup reached more than half the world’s population with 3.57 billion viewers. In 2018, the FIFA World Cup was the largest in Spanish-language media history in 32 days, with a total audience of 37 million people in the United States.
the future is football 2019 highlights the power of football as a multi-billion dollar business with revenues of $40 billion, doubling the worldwide revenue of American football. Fans follow players and teams throughout the year as celebrities and representatives of national origin and as sources of local pride. Soccer fans in the US spend 7% more than the average American fan on apparel, tickets, sports equipment and team memorabilia. In 2021, there were football matches almost every day, with only six days without broadcasts, an event that offers brands, retailers and advertisers a huge advantage like no other sporting property.
Other key issues highlighted the future is football Involved:
Latino fuel increase – Latinos have driven change in the American population over the past decade. As his influence grows, so does the popularity of football. Hispanics and other diverse fans bring with them a love of soccer that has been a part of their lives for generations, shaped by history, and now represents the latest advancement in major American sports.
- Among US Latinos aged 16 and older, nearly three-quarters (73%) say they are football fans, and three times more Hispanics than non-Hispanics (7%) call themselves superfans (22%). Huh. ,
- More than half (53%) of Latinos over the age of 16 and almost 1 in 3 non-Latinos (29%) say they plan to watch the 2022 FIFA World Cup.
- Latinos rank both football (57%) and soccer (59%) above basketball (45%) and baseball (40%).
The Culture of “Football Is Everything”
- 61% of Hispanic World Cup spectators are football enthusiasts, regular fans or super fans, who say that if their team wins the World Cup, their enthusiasm will be unmatched, which goes far beyond getting their dream job or getting married. Will be an exciting experience.
- More than half (57%) of Hispanic fans say they have rearranged their preferences to watch a big sport, including events from family or friends, missing errands, spending money they didn’t have, or a big game. It involves traveling miles to watch the game.
- The World Cup is as big as a holiday. Soccer gatherings tend to be large for Latino fans, placing the event second only to Christmas, and above Thanksgiving and New Year’s.
Largest multi-stage sporting event The ability for fans to watch and participate from any screen has a significant impact on the growing fans of the World Cup. Football content and coverage in the media has grown rapidly, 24 hours a day, 7 days a week, to meet the demand for more high quality live, virtual and social experiences for fans.
- The 2022 FIFA World Cup is expected to be the biggest multi-platform sporting event in the world. Audience growth due to live streaming helped make the 2018 FIFA World Cup the largest multi-platform sporting event in Spanish-speaking history.
- 67% of Hispanic viewers planned to watch the FIFA World Cup on television and 42% planned to watch the game streaming,
- Television is the preferred device for Hispanics to watch the World Cup (90%), followed by smart fone (34%) and computers (17%).
power of spanish For most Hispanic fans, Spanish is the language and culture of football. Viewers describe the football commentators in Spanish as excellent storytellers, who are completely poetic and animated about what happens on the field.
- More than half (56%) of Hispanic World Cup viewers prefer to watch the FIFA World Cup in Spanish
- Even 1 in 5 Hispanics who primarily speak English would prefer to see it in Spanish.
- Spanish is not unique to Hispanics as 17% of non-Latino tournament spectators said they would also watch some matches in Spanish, an increase of 12% from 2018.
- According to a brain neuroscience study conducted among bilingual American Hispanics, they liked watching a World Cup match with commentary in Spanish, leaving fans glued to the screen longer than those watching the same party in English .
- Key moments of the game, such as the commentator shouting the iconic goal in Spanish, generated 37% more emotional intensity than in English, making “high” high and “low” low.
- Sports reviews in Spanish also had an impact on advertising. In the study, the same ad, when played in Spanish, had 19% greater engagement and 49% greater emotional intensity than the English version.
Latina watching and bringing their kids – Hispanic women are an untapped opportunity among the football audience.
- Four in ten (41%) Latina Americans say they are likely to see the 2022 World Cup.
- 76% of Hispanic mothers encourage their children to follow the 2022 FIFA World Cup and professional football.
- Hispanic women are passionate fans and collectively attracted 17 million viewers of the FIFA World Cup on the Hispanic network in 2018, making the tournament the most-watched sporting event by Latinas in Spanish-speaking history.
- Among World Cup spectators, a fifth (21%) of Latinas call themselves superfans, which is much higher than non-Hispanic men (10%) and non-Hispanic women (8%).
- And the Latino audience is a family affair, with 70% of Latino parents saying it’s important to watch the FIFA World Cup in Spanish with their kids.
Sports preferred by youth in America – Soccer has become the fastest growing team sport among all high school students and is most popular among Hispanic high school students.
- Participation in high school football grew 32% between 2002 and 2019, far higher than the average growth for basketball (-6%), football (-2%), baseball (6%) or hockey (7%).
- Football is egalitarian, given that girls play almost like boys, with participation growth of 31% for girls versus 33% for boys from 2002 to 2019.
- Soccer is currently the most popular team sport among 40% of Hispanic high school students who say they play or plan to play the sport in 2020, compared to 21% of all high school students.