Whitepaper: SportFive - How Sponsors Can Better Understand U.S. Soccer Fandom.
Fan Voices: SPORTFIVE Unveils Study On How Sponsors Can Better Understand U.S. Soccer Fandom
Brands have been told to "get ready" for the world's biggest sporting event. But interested parties should do so right now. A great way for them to start is by exploring SPORTFIVE's latest whitepaper, which delves into how brands and sponsors can better understand the unique nature of U.S. soccer fans and ultimately emerge victorious during this once-in-a-generation spectacle.
130 million people in the United States identify as soccer fans, but they are unlike any other demographic in the sporting world.
To better understand this large group of people, seven unique personas have emerged out of SPORTFIVE’s research. These seven personas exist across a spectrum, with some people’s fandom leaning toward "Sport-First" while others tilt towards "Culture-First." SPORTFIVE has segmented these personas across this spectrum, showing why they're fans and how they interact with the sport.
SPORTFIVE
The 2025 Sports Playbook: How Brands Win With Fandom
Fan Voices: The 2025 Sports Playbook: How Brands Win With Fandom And Streaming - the CMO network-Forbes
As football season approaches, so too does one of the greatest annual marketing opportunities in America: sports sponsorships. For brands aiming to engage loyal, high-energy audiences, there may be no better channel than sports. From packed college stadiums to prime-time NFL slots, sports offer unique moments of community, culture, and connection.
But how can brands do more than just slap their name on a scoreboard? To understand the strategic blueprint for modern sponsorships, I spoke with Mike Proulx, Research Director at Forrester and author of Maximize the Value of Your Sports Sponsorships, along with two companion reports on case studies and activation planning tools.
Proulx opened with a bold truth: “Sports fandoms are among the most loyal and active communities that exist.” Whether it’s Alabama or Ohio State, the Kansas City Chiefs or the Eagles, sports fans show up with unmatched intensity. And yet, the sports landscape is evolving. Traditional leagues like the NFL and NCAA football remain juggernauts, but emerging formats are attracting fresh and often younger demographics. Pickleball, cricket, women’s leagues, and even combat sports like UFC and WWE are expanding the fan base and offering brands new playing fields.
FORBES
