Page 19 - The Future is Futbol_September 2022_Draft

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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