Friday, March 18, 2011

Who Is the Target Demo for MLS?

Who is the real target demographic of professional soccer in the U.S.? Is it Soccer Moms? Is it Soccer players? Is it Latino people?

Sure, Soccer Moms, Latinos and Soccer players make up some of the peripheral targets, but who makes up the core target?

One U.S. pro soccer fan thinks he’s the core target demo. He’s 43 and 1/2 years old and had been a consistent fan of the big 3, football, basketball and baseball his whole life, until recently.  Now, he is more than restless with the big 3.  He is downright frustrated and disgusted with them.

He's been a Soccer spectator fan for roughly 15 years, but the passion has run deeper with each passing year.  He started off as a casual fan and has risen to become an opinionated, informed fan.

He watches snippets of world soccer leagues, but does not go out of his way to find them. He doesn’t have Fox Soccer Channel to watch at home, though he wonders what life would be like with it. He doesn’t own a soccer scarf and has no plans to purchase one.

He supports Obama and likes to talk politics, but does not consider himself a Republican or Democrat. He debates whether to maintain Facebook as a hobby, likes to read and listen to music, but does not like watching American Idol or Dancing with the Stars. He has attended one women’s Roller Derby and one Lucha Libre and only watches short stints of MMA, but he is ready to watch hotly contested Major League Soccer matches when available.

He only glances briefly at NASCAR, but loved Talladega Nights with Will Ferrell. He wants to know a little more about Lacrosse and Cricket, but not too much.

He used to like to watch and play Tennis a lot, but is starting to burn out on it.  He can only take small doses of watching or playing golf. He likes to spend time with his wife and kid and wishes he had season tickets for a professional soccer team in his area.

He likes to travel, but does not like to get too involved in popular culture. He is college educated, but thinks college is overrated. He likes movies based on a true story, but really liked ‘Oh Brother, Where art Thou?.’ More than anything, he is really sick and tired of the big 3 sports and is trying to wean himself off of them.

He refuses to succumb to the word ‘pitch’ to replace the word ‘field’ and thinks the abbreviation FC or nicknames like Chivas and Real, seem foreign and pretentious.

His socioeconomic status is middle class, but he relates well to all classes; middle, middle-upper, middle-lower, upper and lower.  His work fluctuates, which is another reason he needs to be able to watch American Soccer, so he can get away from all of his work problems.

Above all, he considers himself a U.S. sports fan, who deals daily with his disenchantment for baseball, football and basketball. He looks forward to the day he can go to a franchise restaurant where the volume is up on an MLS match like it sometimes is on the big 3.

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