Page 19 - The Future is Futbol_September 2022_Draft
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THE FUTURE IS FÚTBOL | 2022 REPORT






        LATINAS ARE WATCHING

        AND BRINGING THEIR KIDS





        Latina Fandom is Big and Growing

        Women, especially Latinas, represent an
        untapped opportunity to expand soccer                         The U.S. Women’s National
        engagement. The U.S. Women's National
        Soccer team has been at the center of that                Soccer team has changed soccer.
        success, making clear that women in soccer are            My daughter plays and I want her
        universal role models. More than four in ten            to be around strong women and men,
        (41%) U.S. Latinas say they are likely to watch             so I think it’s excellent for girls
        the FIFA World Cup 2022 .  Like their male
                              TM 1
        counterparts, many Latinas say they consider           to see strong women who are leaders,
        playing fútbol to be a family tradition, and their      whether it’s in fútbol or other sports.
        growing fandom has become more social, with
        fútbol increasingly available in more forms                                                                 - Luz, Soccer Mom. 1
        than ever.

        Hispanic females are passionate fans and
        together comprised 17 million Spanish-network
        FIFA World Cup  viewers in 2018, making the
                      TM
        tournament the most-watched Latina sporting
        event in Spanish-language history.  Among the
                                       17
        World Cup audience, a fifth (21%) of Latinas
        call themselves Superfans, which is far greater
        than both non-Hispanic males (10%) and non-
        Hispanic females (8%).
                            1



















                            41%
                   of U.S. Latinas are likely
           to watch the FIFA World Cup 2022 .
                                                     TM










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