Page 5 - The Future is Futbol_September 2022_Draft

THE FUTURE IS FÚTBOL | 2022 REPORT

• The Power of Spanish:
According to a brain neuroscience study conducted among U.S. bilingual Hispanics,
watching a World Cup match with Spanish commentary generated 15% greater
likeability than watching the identical match in English. Key game moments, like
the iconic goal call by the Spanish commentator, prompted 37% greater emotional
intensity, keeping fans' eyes fixed on their screens.

• Latinas Are Watching and Bringing Their Kids:
Hispanic women are an untapped opportunity among soccer viewers. Four in ten
(41%) U.S. Latinas say they are likely to watch the FIFA World Cup 2022™, and 76%
of Hispanic moms encourage their kids to follow the World Cup and professional
fútbol. Soccer has become the fastest-growing major team sport among all high
school students and is the most popular among Hispanic high schoolers.

• FIFA World Cup 2026 North American Tour:
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A staggering 80% of Latino World Cup viewers and 75% of non-Latinos say it is
important that the World Cup returns to U.S. soil in 2026, when they may have
the opportunity to attend in person. The event represents soccer's next economic
boom, positioning the U.S. for breakout fútbol growth.

Global and inclusive, growing across women and youth, fútbol is poised to take America by
storm. After years of wins, both large and small, fútbol is coming of age at the moment
when millions of Latinos and fútbol fans of all backgrounds stand ready to watch,
engage and lead the way.

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