Picture a packed stadium during a crucial game. Fans’ eyes dart between the field, the video board, the sideline, the crowd, and their phones. In this environment, how do sponsors cut through the noise to create meaningful connections? We’ve got several insights to share from our latest research into American soccer fans that reveals how soccer fans interact with sponsorships and advertising.
Visibility: Where Fans Notice Sponsors
Think about the last time you watched a soccer game. What caught your eye? Our research shows that on-kit branding dominates fan attention, with both uniform suppliers (56%) and jersey sponsorships (56%) achieving the most visibility. This isn’t surprising when you consider the constant exposure these assets receive—every player movement, every replay, every celebration, every social media post puts brands front and center.
The in-stadium experience creates another layer of visibility, though with varying degrees of impact. In-stadium signage like field-level LED boards (46%) create a dynamic presence that’s hard to miss, while stadium naming rights (34%) offer more subtle, but consistent exposure. Interview backdrops (30%), while less noticed, create valuable brand moments during the emotional high points of pre- and post-game coverage.
Emotional Connection: Beyond Simple Visibility
Consider a fan pulling on their team’s jersey before a game. That front-of-shirt sponsor becomes part of their identity for the day—and the data suggests this connection runs deep. An overwhelming 73% of fans report being more likely to buy a product from a brand that sponsors their favorite team or league, with only 7% expressing any negative sentiment toward sponsor purchases.
Even more telling is the “support connection” – 72% of fans believe they’re supporting their favorite team or league when buying products from one of their sponsors. This transforms the sponsorship from a mere advertising placement into something more meaningful. Imagine a fan choosing between two similar products at the store. The one that sponsors their team isn’t just another option; it’s a way to show loyalty.
Channel Effectiveness: The Digital Imperative
When it comes to reaching fans, there are two outlets the are far and away the best at catching the attention of fans. TV leads the way with 68% saying its most effective and it makes sense—almost two thirds (63%) of fans watch up to five hours of soccer games a week and just over half (51%) of all game viewing is done via television. If the larger screen is where the majority of viewing is done, TV should be the most impactful for advertisers.
But social media (65%) isn’t far behind in terms of effectiveness, creating opportunities for real-time engagement during games. Picture a brand posting during a game, celebrating a goal alongside fans – this kind of timely, relevant content cuts through where traditional channels might not.
The significant gap between digital and traditional channels tells a clear story. While social media, websites (43.2%), and apps (35.7%) create dynamic, interactive experiences, traditional channels like radio (20.5%) and direct mail (13.7%) struggle to maintain relevance. This doesn’t mean traditional channels are obsolete – rather, they need strategic integration into broader digital campaigns.
Key Takeaways for Modern Soccer Sponsorship
Here are some general thoughts and takeaways from the insights above:
Jersey Sponsorships Remain the Gold Standard: In an increasingly fragmented media landscape, the consistent visibility of jersey sponsorships offers unmatched exposure and, in the minds of fans, brands are often associated with their partner teams.
Emotional Connection Creates Purchase Intent: The strong correlation between team support and sponsor purchase intent suggests brands should focus on authentic fan engagement rather than just visibility. Sponsors should position themselves as genuine supporters of the team, not just commercial partners.
Digital Channels Lead the Way: The dominance of social media indicates where it might be worth focusing activation budgets. Real-time engagement, behind-the-scenes content, and interactive experiences can form the backbone of sponsor activation strategies.
Integration is Key: The most successful strategies will integrate traditional assets like jersey sponsorships with dynamic digital activation. Think of a jersey sponsor creating exclusive social content with players, combining the credibility of their jersey presence with the reach of digital platforms.
Looking Ahead
The current soccer sponsorship landscape presents both challenges and opportunities. The data shows that while traditional sponsorship assets maintain their place, the path to fan engagement increasingly runs through digital channels. Success lies in understanding this duality—respecting the enduring impact of traditional sponsorships while embracing the possibilities of digital engagement.
For brands looking to enter or expand their presence in soccer, the message is clear: combine the proven visibility of traditional assets with the engagement potential of digital channels, all while nurturing the emotional connection that makes soccer sponsorship uniquely powerful.