john guppy
TRANSCRIPT
![Page 1: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/1.jpg)
SOCCER IN AMERICA
![Page 2: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/2.jpg)
JOHN THE SOCCER CONSUMER
A marketing services agency solely focused on connecting brands to the soccer consumer.
![Page 3: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/3.jpg)
SOCCER IN AMERICA
1986
![Page 4: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/4.jpg)
LIMITED ACCESS
![Page 5: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/5.jpg)
INFLUENCING TRENDS
SHIFTINGDEMOGRAPHICS
THEINTERNET
VIDEO GAME INDUSTRY
GLOBALIZATION
SOCIALMEDIA
![Page 6: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/6.jpg)
SOCCER IN AMERICA
2015
![Page 7: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/7.jpg)
ESTABLISHED GRASSROOTS BASE
![Page 8: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/8.jpg)
WIDE SCALE TV COVERAGE
![Page 9: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/9.jpg)
PROPERTIES & MEDIA PARTNERS
![Page 10: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/10.jpg)
MEMORABLE LIVE EXPERIENCES
![Page 11: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/11.jpg)
ACCESS TO SOCCER NEWS
![Page 12: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/12.jpg)
The soccer water cooler can be found at the bar, online, and yes, even at the office
ACCESS TO CONVERSATION
![Page 13: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/13.jpg)
UNIQUE & COMPLEX LANDSCAPE
US YOUTH SOCCER
ADULT SOCCERSOCCER
CAMPS
AYSO
MLS
LIGA MX
LA LIGA
PREMIER LEAGUE
UEFA CHAMPIONS
LEAGUE
USA
COLOMBIAFIFA
WORLD CUP
MEXICOGOLD CUP
NSCAA
soccer
PARTICIPATION
NATIONAL TEAMS
CLUB FANDOM
![Page 14: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/14.jpg)
SOCCER FANS PROFILES
EUROPHILES DOEMSTCISAGNOSTICS
MULTIPLEPASSION POINTS
![Page 15: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/15.jpg)
SOCCER FANS PROFILES
EUROPHILES DOEMSTCISAGNOSTICS
EVER EVOLVING
![Page 16: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/16.jpg)
UNDERSTANDING THE DIFFERENT SOCCER CONSUMER PROFILES
![Page 17: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/17.jpg)
I’M A FAN OF INTERNATIONAL SOCCER LEAGUES AND MAJOR LEAGUE SOCCER
THE AGNOSTIC
35.0 9.3
59% “follow” 5+ Club Teams 36% multicultural (non-white) Became a fan at different
ages:• 28% before age 10 • 32% after age 25
![Page 18: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/18.jpg)
I’M ONLY REALLY INTERESTED IN THE BIG EVENTS LIKE THE FIFA WORLD CUP
THE EVENT SEEKER
36.1 7.9
Follows 1.6 Club Teams on average
37% became a fan after age 25 Top Leagues: MLS and EPL
![Page 19: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/19.jpg)
I’M MAINLY FOLLOW SOCCER FROM MEXICO AND/OR CENTRAL & SOUTH AMERICAN COUNTRIES
EL FANATICO
28.6 9.5
Most popular league Liga MX, followed by UCL
64% became a fan before age 10 49% cheer for both their country of
origin and the USA
![Page 20: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/20.jpg)
I’M MAINLY INTERESTED IN INTERNATIONAL SOCCER LEAGUES, SPECIFICALLY EUROPEAN SOCCER
THE EUROPHILE
28.8 9.5
Predominantly male 29% are “Eurosnobs” – only care
about top Euro teams Heavy “Brit” influence – love Ian
Darke, Martin Tyler and Ray Hudson
![Page 21: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/21.jpg)
I FOLLOW INTERNATIONAL SOCCER LEAGUES BUT MY PRIMARY INTEREST IS MAJOR LEAGUE SOCCER
THE DOMESTIC
36.6 9.0
30% Female 77% cheer for the USA only Landon Donovan more popular than
Messi
![Page 22: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/22.jpg)
I’M REALLY NOT A “FAN” – MY INTEREST IS PRIMARILY TIED TO MY KIDS INVOVLEMENT IN THE SPORT
THE OBSERVER
43.9 7.1
72% Female 74% have 2+ kids Other sport interests: NFL and MLB
![Page 23: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/23.jpg)
BRAND MARKETERS NEED TO PICK A COURSE
![Page 24: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/24.jpg)
CONSIDERATIONS
WHO’S THE AUDIENCE
HOW THEY ENGAGE
THE MARKETING ASSETS
Millennial Hispanic Family
Participation Nationalism Fandom
Sponsorship Media Promotion Experiential PR
![Page 25: John guppy](https://reader036.vdocuments.mx/reader036/viewer/2022081506/559065fb1a28ab96638b4619/html5/thumbnails/25.jpg)
WE CONNECT BRANDS TO THE SOCCER CONSUMER