Page 4 - The Future is Futbol_September 2022_Draft

THE FUTURE IS FÚTBOL | 2022 REPORT

EXECUTIVE SUMMARY

The future is fútbol and excitement is rumbling through bleachers across the United States! Fútbol, one of the
biggest businesses in the world, has become the fastest-growing major team sport in the U.S. Riding high on
popularity among youth, women and Latinos, the sport is benefiting from attention sparked by the FIFA World Cup
2022™ happening this fall in Qatar and anticipating the tournament coming to the U.S. in 2026. These underlying
forces are causing a fundamental shift in the role and importance of soccer in mainstream American sports:

• The Fastest-Growing Major Team Sport in America:
Fútbol has an estimated 85 million adult U.S. followers and has seen a significant
increase in popularity, with a gain of 52% more fans from 2012 to 2019. That
compares to 27% growth in basketball and 8% growth in baseball during this
period.

• A Multi-Billion Dollar Business:
While soccer is the most popular sport in the world, it is still underdeveloped in
the U.S., a market primed for potential and profitable growth. U.S. soccer fans
spend 7% more than the average American sports fans on team sports clothing
and are more likely to purchase sports-related items like tickets, equipment,
and memorabilia.

• Latinos Fuel Growth in a "Fútbol is Everything" Culture:
Hispanics are three times more likely than non-Hispanics to identify as soccer
Superfans. Latinos are igniting soccer's growth as they drive many of the country's
demographic, cultural and political trends. More than half (53%) of Latinos ages
16 and older and nearly 1 out of 3 non-Latinos (29%) say they plan to watch this
year's World Cup.

• World Cup Is as Big as a Holiday:
The World Cup is ranked second only to Christmas for Latino Enthusiasts. The
mega event is entrenched in the hearts and minds of millions of Latinos and non-
Latinos who see it as a joyful time for gathering, connecting, and living life
to the fullest.

• Biggest Multi-Platform Sporting Event:
The incremental viewership from live streaming across multiple devices made the
2018 FIFA World Cup™ the biggest multi-platform event in the history of Spanish-
language media, and the viewership of the FIFA World Cup 2022™ is expected to
outpace it. Soccer media coverage and content have increased exponentially to
meet the demand for high-quality live, virtual, and social fan experiences 24/7.

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