Consumer Insights: World Cup Edition

As the World Cup kicks into gear, soccer, the most popular sport in the world, is finally getting its due in the United States. With ESPN predicting major increases in viewership for its coverage of the tournament, fan engagement should reach record levels in the US.

World Cup Fever obviously yields some potentially lucrative opportunities for US marketers. However, it can be a guessing game to determine where, geographically, brands should focus resources to ensure that they can reach relevant audiences.

To help shed light on where Team USA World Cup fans are, we used Gigya’s Consumer Insights to break down the location (by state) of thousands of Social Login users who have liked “US Soccer,” the official page for the country’s World Cup team, on Facebook.

The data reveals a disproportionate percentage of the team’s fans reside on the West Coast. While one might expect California, as the country’s most populous state, to have the highest percentage of fans, other states on the West Coast also demonstrate a very large percentage of pride for Team USA. For example, Washington, the 13th most populous state in the country, ranks ahead of every other state with the exception of California, making up nearly 9% of all fans of the national team. Additionally, Oregon, only the 27th most populous state, comes in 11th place with nearly 4% of fans. Notably, parts of the East Coast also show a relatively high percentage of fans, while states in the middle of the country comprise a very small percentage of the Team USA fan base.

Check out the infographic below to see which states are rooting for Team USA:

–Victor White, Director, Marketing Communications


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One Comment

  1. Anonymous · ·

    Why is it surprising that the 13th largest metropolitan are in the nation (Seattle) would generate 9% of the fan base?  Since the data is completely uncorrelated, it’s pretty useless.  Try it again, but this time compare fan support to state population.  I find it a lot more interesting that it appears Utah comprises 5% of the support but not even 1% of the total population.  Compared to California, the per capita support in Utah is more than 4 times greater.

    Seems like Utah might be a better value for my advertising dollar.