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1、U N I T E D S T A T E SLeague goals:MLS report 2024A look inside the unique and passionate fandom of Major League Soccer players,teams,and the leagueLiving consumer intelligence| goals:MLS report 20242Interest in Major League Soccer(MLS)has surged,particularly after Lionel Messis game-changing move

2、to Inter Miami CF in July 2023.This report leverages YouGovs proprietary data to provide in-depth insights into MLSs growing fanbase,including key demographics and their social and political attitudes.The report uncovers the most popular and emerging players in the MLS,along with global player trend

3、s,and reveals which teams capture the most attention.Additionally,it examines fan behaviors around game attendance,TV viewership,and evolving preferences in gambling,gaming,and top fashion brands providing actionable insights for teams,leagues,brands,and sports marketers across the country.Scoring S

4、upportYouGov SportsIndex,September 1,2020 August 31,2024.26-week moving average.Q:Overall,which of the following brands do you have a POSITIVE impression?/Now which of the following brands do you have a NEGATIVE impression?(Impression=NET total;US gen pop 18+n 8,600)9/01/2024Net Impression of Major

5、League Soccer(US gen pop)July 2023:Messi signs with Inter Miami CF3League goals:MLS report 2024MLS passes all other soccer leagues among AmericansYouGov Profiles USA,August 18,2024.League followers are defined as having top-2 box level of interest;Respondents select a league as a top interest or ind

6、icate that they are“somewhat interested in the league(n 13,000).At least 60%of MLS fans also follow either La Liga or the English Premier League.Gen popMLS fans17%16%14%13%12%12%10%9%MajorLeagueSoccerEnglishPremierLeagueLa LigaNationalWomensSoccerLeagueSerie ABundesligaLigue 1Liga MXWhat other socce

7、r leagues do MLS fans follow?The most popular soccer leagues in the US62%60%55%52%51%45%38%EnglishPremierLeagueLa LigaSerie ABundesligaNationalWomensSoccerLeagueLigue 1Liga MX62%38%4MLS fans are younger and more likely to bemale,multicultural,and to live in citiesLeague goals:MLS report 202481%of ML

8、S fans live in a city or suburb,compared to 69%of gen pop.Gender of MLS fans53%23%17%7%62%16%12%9%WhiteHispanicBlackOtherRaceGen popMLS fans35%37%20%8%20%26%33%21%18-2930-4445-6465+AgeGen popMLS fansRuralType of area living in36%51%City18%9%33%30%14%10%OtherSuburbGen popMLS fansFemaleMaleYouGov Prof

9、iles USA,August 18,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 13,000).League goals:MLS report 20245Scoring big with young parentsMLS fans are more likely to be parents

10、with younger children.40%of MLS fans have a child under 18,compared to 26%of gen pop.43%31%26%42%17%40%No,I am neither a parent or guardianYes,of at least one child 18 years old or olderYes,of at least one child younger than 18Parental statusMLS fansGen popYouGov Profiles USA,August 18,2024.MLS fans

11、(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 12,000).5%34%14%10%22%14%7%33%22%10%19%11%No HSHighschoolgraduateSomecollege2-year4-yearPost-gradMLS fansGen popLeague goals:MLS report 20

12、246A highly-educated fanbase36%of MLS fans have earned a 4-year degree or more,compared to 30%of gen pop.EducationPopular college degrees19%13%12%10%9%10%13%6%6%10%ComputersciencesBusinessEngineeringAccountingHealth/medicineMLS fansGen popYouGov Profiles USA,August 18,2024.MLS fans(18+)are defined a

13、s having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 9,500).Net gainLeague goals:MLS report 20247MLS fans have more disposable income,like their jobs,and have a positive outlook on their financial futures.YouG

14、ov Profiles USA,August 18,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.Job satisfaction chart reweighted after removing Dont know responses.(n 4,000).Monthly household dispo

15、sable incomeHousehold financial situation expected change in 12 monthsHow much do you like your job on a scale of love to hate?19%10%24%48%17%24%30%29%Dont know/prefer not tosay$5,001+$1,001 to$5,000Less than$1,000MLS fansGen pop49%28%12%12%35%28%18%18%BetterNo changeWorseDont knowMLS fansGen pop37%

16、20%10%1%31%20%20%11%2%47%I love itI like it,but I dont love itIts only okay,but its not the worstI hate itNot Applicable I do not currently workNot applicable:I dont currently workDont know or prefer not to sayLeague goals:MLS report 20248Explore this segmentation Run a surveyKicking for a causeMLS

17、fans feel strongly about a variety of political and social issues,and are 55%more likely to care about environmental protection than the average American.Top 10 social&political issuesMLS fansGen popIndexGun control45%38%120Government healthcare45%39%117Voter law44%35%125Climate change44%31%143Socia

18、l Security40%34%119Profiling39%28%141Abortion Stance38%34%112Environment protection38%24%155Illegal immigration citizenship36%26%142Wealth redistribution36%30%11924%19%12%20%26%13%12%9%21%45%Green RejectersOn the Green FenceGreen When KeenPrice Point GreenPlanet ProtectorsSustainability Segmentation

19、MLS fansGen popYouGov Profiles USA,August 18,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 1,000).29%25%25%24%18%22%14%26%38%34%32%28%22%20%15%12%Why are you interested in

20、 the MLS?Female MLS fansMale MLS fansLeague goals:MLS report 20249What draws fans to the MLS?YouGov Surveys:Serviced,June 28 July 3,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the lea

21、gue.Female MLS fans-Top 2 box(n 225)Male MLS fans-Top 2 box(n 400)Run a surveyExplore more data Im interested in the players who play in the leagueI started watching/going to games with my friendsBecause I played the sport growing upMy family are longtime fans,and I was raised to be a fan tooMy home

22、town has a team in the leagueThe story,history and/or success of a team unrelated to where I liveMoved to a city/town that has a team in the league and wanted to support my home teamMy spouse,partner and/or significant other is a fan,so I adoptedthe leagueMen and women are both most interested in th

23、e leagues players,though men are more likely to say their friend groups get them interested,while women are drawn in through significant others.Inter Miami benefits from MessiLeague goals:MLS report 202410YouGov Profiles USA,August 18,2024.MLS fans(18+)are defined as having top-2 box level of intere

24、st;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 8,200).RankMLS player%of MLS fans supporting1Lionel Messi22%2Cristian Roldan5%3Hector Herrera5%4Josef Martinez5%5Jordan Morris4%22%17%15%10%10%CristianoRonaldoNeymarKylianMbappKevin deBruyne

25、ErlingHaalandWho are MLS fans favorite players outside of the MLS?Cristiano Ronaldo and Neymar appear most likely to replicate immediate appeal among MLS fans.Which,if any,Major League Soccer teams do you support?Please select all that apply.RankMLS team%of MLS fans supporting1Inter Miami CF18%2LA G

26、alaxy12%3Los Angeles FC12%4New York City FC11%5New York Red Bulls11%Please select your favorite MLS players,who currently play in the league.Please select all that apply.52%36%36%27%26%26%23%23%23%21%51%31%32%24%14%24%12%23%20%12%PriceProximity tothe actionLocation ofthe venueValue ofticket formoney

27、Seat sizeLocation inthe row(e.g.near theaisle)Food anddrinks forsale at thevenueInterest inthe event orparticipantsEase oftravel to thevenueLocation ofrestroomsTop considerations when purchasing ticketsMLS fansGen popMLS fans most prefer price and proximity to the actionLeague goals:MLS report 20241

28、1YouGov Profiles USA,August 18,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 4,100).However,the leagues fans are more likely than the average American to consider:Seat siz

29、e Restroom locations Food and beverage optionsof MLS fans attended at least one game in-person in the last yearLeague goals:MLS report 202412MLS is equally likely to be favorite sport for fans to watch as NFL and NBA18%of MLS fans watch six or more MLS games on TV per season.YouGov Profiles USA,Augu

30、st 18,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 10,600).62%7%10%7%11%None1-23-56-1010+MLS games watched on TV15%15%15%7%5%19%7%3%8%4%NFLNBAMajor LeagueSoccerMLBWWE(i.e

31、.Wrestling)Favorite sport to watchMLS fansGen pop11%7%10%7%10+6-103-51-2MLS games watched on TV per seasonMLS fansLeague goals:MLS report 202413MLS fans are 2x more likely than the average American to engage with Apple TV+contentYouGov Profiles USA,August 18,2024.MLS fans(18+)are defined as having t

32、op-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 3,900).62%7%10%7%11%None1-23-56-1010+MLS games watched on TV35%32%31%29%28%17%12%13%15%11%Its easier to find what I want to seeIm a big sports fan and I want to see a

33、s much content/coverage as possibleAbility to watch on themoveAccess tosports/competitionsnot available ontraditional TVbroadcastsThe viewingquality/experience isbetterTop 5 reasons for using asports streaming serviceMLS fansGen pop16%6%8%3%Paid account without adsAccess to a paid account without ad

34、s,but do notpay directlyWhat type of Apple TV+account do you have?MLS fansGen popIts easier to find what I want to seeAbility to watch on the moveIm a big sports fan and I want to see as much content&coverage as possibleAccess to sports&competitions not available on traditional TV broadcastsThe view

35、ing experience is betterPaid account without adsAccess to a paid account without ads,but do not pay directlyFans stream sports because of the ease of finding content(35%)and their avid interest in sports overall(32%).League goals:MLS report 202414Explore more data Run a surveyKicking it on the netML

36、S fans are more likely to use most major social networks than the average American,and are 51%more likely to use X.3 in 5 listen to podcasts weekly.Social networks used last monthMLS fansGen popIndexFacebook73%70%104YouTube59%53%112Instagram58%45%128X41%27%151TikTok35%25%140Snapchat28%19%149LinkedIn

37、22%17%130Pinterest18%19%96Reddit14%14%99Discord11%9%12527%33%23%17%16%20%25%39%DailyWeeklyLess oftenI do not listen topodcastsFrequency of listening to podcastsMLS fansGen popYouGov Profiles USA,August 18,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as

38、 a top interest or indicated that they are“somewhat interested in the league.(n 9,100).League goals:MLS report 202415Spotting sponsors:MLS fans notice and engage with team and league sponsors37%of MLS fans get more information about products advertised via sports sponsorship,vs.21%of overall sports

39、fans.YouGov Profiles USA,August 18,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 1,200).Sports fans defined as selected top-2 box level of interest for MLB,NBA,NFL,or NHL,

40、but not MLS(n 4,000).37%29%28%26%22%21%16%16%12%12%MLS fansSports fans44%43%41%31%30%33%32%30%24%22%Stadium/venuenaming rightssponsorsTV graphicsSports equipment Jersey Sponsors Uniform suppliersSports sponsorships noticedMLS fansSports fansI get more information about the advertised productActions

41、taken after seeing sports sponsorshipsI get more information about this kind of product in generalI talk to friends,family&colleagues about the advertised productI buy the mentioned product onlineI follow the brand on social media19%31%37%13%6%17%43%34%Hardcore Gamer I take video games seriously,or

42、play competitivelyCore/Mid-Core Gamer Video games are one of my top interests,but I dont take them too seriouslyCasual Gamer I like video games,but they arent one of my top interestsNon-Gamer I am not interested in video gamesGamer identityGame timeLeague goals:MLS report 202416MLS fans show high le

43、vels of engagement with video games.37%31%19%13%43%17%6%34%Casual Gamer I like video games,but they arent one of my top interestsCore/Mid-Core Gamer Video games are one of my top interests,but I dont take them too seriouslyHardcore Gamer I take video games seriously,or play competitivelyNon-Gamer I

44、am not interested in video gamesGamer identityCasual Gamer:I like video games,but they arent one of my top interestsCore/Mid-Core Gamer:Video games are one of my top interests,but I dont take them too seriouslyHardcore Gamer:I take video games seriously,or play competitivelyNon-Gamer:I am not intere

45、sted in video games13%26%61%28%37%35%5+games1-4 games0 gamesMobile games purchased in the last 6 monthsMLS fansGen popYouGov Profiles USA,August 18,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat inter

46、ested in the league.Gamer identity chart reweighted after removing“Dont know and“Other responses.(n 2,000).13%26%58%30%36%30%5+games1-4 games0 gamesConsole games purchased in the last 6 monthsMLS fansGen popLeague goals:MLS report 202417Parlaying their fandomMLS fans are more likely to bet on soccer

47、 than any other sport.Get in touchRequest a demoDraftKings18%9%FanDuel16%8%Bet36515%4%ESPN Bet15%4%BetMGM12%4%YouGov Profiles USA,August 18,2024.MLS fans(21+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in

48、 the league.(n 1,400).6%7%11%12%11%18%19%24%31%36%BoxingBaseballAmerican footballBasketballSoccerSports bet on in last 12 monthsDont know orPrefer not to sayWhen you are in the market next to gamble,from which of the following gambling brands would you consider using?YouGov BrandIndex x YouGov Profi

49、les USA,August 31,2023 September 1,2024(n 2,200)4%8%10%8%71%7%22%24%12%35%Dont know$1,000+$100 to$999Less than$1000Amount bet on sports in last 12 monthsMLS fans 21+Gen pop 21+$0Which brands score more with MLS fans?League goals:MLS report 202418In extra time19Rankings methodologyLeague goals:MLS re

50、port 2024Looking at thousands of YouGov panelist surveys,we compared brand purchase consideration between MLS fans and the general population(gen pop).Specifically,respondents answered sector-specifc variations of the question:“When you are next in market to purchase product or service,from which of

51、 the following would you consider purchasing?The brands in this section are ranked by the percentage-point difference in Consideration between the two groups,MLS fans and gen pop.For instance,53%of MLS fans would consider purchasing Adidas,but just 31%of gen pop feel the same.This 22 percentage-poin

52、t difference places Adidas higher in our ranking than Nike,despite the latter having an overall higher Consideration among MLS fans(55%).Consideration scores are rounded to the nearest decimal point,and differences are determined from those rounded scores.When necessary,brands with the same rounded

53、differences are subsequently ordered from highest to lowest Consideration among MLS fans.This data in this analysis comes from connecting YouGov BrandIndex and YouGov Profiles.Brands must have been tracked for at least 183 days to qualify for the ranking,which measures Consideration sentiment betwee

54、n September 1,2023,and August 30,2024.League goals:MLS report 202420Leading fashion brandsYouGov BrandIndex x YouGov Profiles USA,September 1,2023 August 31,2024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somew

55、hat interested in the league.(n 2,400).Sorted by percentage-point difference.Must be tracked at least 183 days to rank.See full methodology on slide 19.RankFashion brandMLS fansGen popDifference1Adidas53%31%+222Gucci33%13%+203Nike55%36%+194Puma37%18%+195Zara29%10%+196Rolex31%13%+187Dior29%11%+188Guc

56、ci(watches)23%8%+159Louis Vuitton24%10%+1410Prada22%8%+14Explore more rankingsGet in touchAthleisure brands Adidas and Nike have highest overall purchase consideration with MLS fans,though luxury brands also appear distinctly fitting for the leagues fans.League goals:MLS report 202421RankBeer and ha

57、rd seltzer brandMLS fans(21+)Gen pop(21+)Difference1Heineken35%18%+172Guinness28%16%+123Budweiser25%13%+124Amstel18%6%+125Budweiser Zero13%4%+96Natural Light13%5%+87Bud Light20%12%+88Bud Light Next9%2%+79Bud Light Seltzer10%4%+610Victoria9%3%+6Explore more rankingsGet in touchLeading beers&hard selt

58、zersYouGov BrandIndex x YouGov Profiles USA,September 1,2023 August 31,2024.MLS fans(21+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 800).Sorted by percentage-point difference.Must be tra

59、cked at least 183 days to rank.See full methodology on slide 19.Heineken,10-year sponsor through June 2024,scored big;new official beer partner Michelob Ultra not yet making ranks in percentage-point difference,but overall consideration is 11%.League goals:MLS report 202422Leading automotive brandsR

60、ankAutomotive brandMLS fansGen popDifference1BMW28%12%+162Mercedes-Benz27%11%+163Tesla20%8%+124Lexus23%12%+115Audi18%10%+86Porsche11%5%+67Jaguar8%3%+58Volkswagen14%11%+39Volvo11%8%+310Cadillac10%7%+3Explore more rankingsGet in touchYouGov BrandIndex x YouGov Profiles USA,September 1,2023 August 31,2

61、024.MLS fans(18+)are defined as having top-2 box level of interest;Respondents selected MLS as a top interest or indicated that they are“somewhat interested in the league.(n 3,000).Sorted by percentage-point difference.Must be tracked at least 183 days to rank.See full methodology on slide 19.German

62、 car makers speed ahead,with BMW,Mercedes-Benz,Audi,Porsche,and Volkswagen all appearing in the top ten.Luxury and EV vehicles appear to have the green light with MLS fans.League goals:MLS report 202423Want a deeper analysis?YouGov BrandIndex tracks 16 key brand health metrics including Ad Awareness

63、Customer SatisfactionPurchase ConsiderationRecommendation With YouGov Profiles,you can segment your analysis by:Team or player interestMedia consumption habitsGambling interestAnd much moreTalk to a researcherRequest demoYouGov,2024,all rights reserved.All materials contained herein are protected by

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