Study: Americans Love Soccer More Than Nascar

Marketing to a swelling fútbol fan base

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Not often considered a leading American sport, soccer now trumps Nascar in terms of popularity among Americans—with 22 times the number of people watching online, according to advertising intelligence and research firm Exponential.

In its study—intended “to reveal what hidden marketing opportunities there are” behind soccer in the United States—the company offers a granular view of the American soccer fan and shows how the sport has grown to even pass Nascar, which senior director of insights Bryan Melmed noted “has an outsized cultural identity” compared to fútbol’s more fractured fan base.

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