The way fans engage with soccer is changing
Gen Z loves soccer, but in different ways from previous generations. Rodrigo Coelho of Momentum Worldwide explains how brands can take advantage of the ‘beautiful shift.’I was born in Rio de Janeiro, and one of my favourite childhood memories is helping my dad carry and wave that massive Fluminense FC flag at the monumental Maracanã Stadium every Sunday. My dad was always one of those quieter fans, listening to his battery radio while nervously watching the game. Soccer (futebol) is part of my oxygen, my culture, my identity. Now, I live in North America, and watch the evolution of the beautiful game here. Momentum recently carried out a global study on fandom. And we found that the opportunity for brands to engage with passionate audiences in a rapidly growing space has never been greater. Soccer has long been the world’s favorite sport, but its popularity hasn’t translated to North America until recently. Over the last few years, we’ve witnessed a new ‘fanomenon’ emerge, driven by the concentration of global events in the region, rising multicultural crowds seeking to connect with others and their roots, and the growing influence of soccer celebrities who command large followings.
Want to go deeper? Ask The Drum
Into cultureWe have also seen soccer grow beyond the sport and into culture. According to Momentum’s Fandom study, 72% of gen Z fans say a team or an athlete’s lifestyle and cultural relevance (such as their involvement in music, fashion, or activism) is as important as their performance on the pitch.With the FIFA Club World Cup final approaching and only one year to go until the first FIFA World Cup to be held across three countries – US, Mexico, and Canada – in 2026, shifts in fan behavior are underway. If brands want to pursue a stronger, more personal, lasting impact with this massive audience, it’s time to catch up with these changes.Soccer fandom today is an evolving game. Fans are no longer confined by geographic borders or generational boundaries. In North America, soccer has become one of the top three participatory sports, even outranking football in the US and hockey in Canada. The combination of digital media, global streaming services, and European clubs actively expanding into international markets has revolutionized how people discover and engage with the sport.
Tradition matters lessOur study uncovered that family influence is now ranked fifth among the top reasons people become soccer fans. Leading the way are growing up playing soccer with friends, watching major global tournaments, following star athletes, and playing soccer video games. This shows how fandom is now shaped more by interaction than by traditions.Gone are the days when fans simply followed teams from their hometowns or, in fact, only one team. Today, 41% support at least two teams, while 34% declare to root for three, four, five, or more teams. Furthermore, nearly 45% of respondents say they discovered their teams from attending a match. Another common behavior with soccer’s growing popularity is fans adopting ‘temporary or real-time fandoms.’ Even if they don’t follow leagues, they might tune into a match, say the recent Champions League Final, and choose a side to cheer. These allegiances arise not just because of the teams, but because of the experiences surrounding the sport itself.
Marketing opportunitiesFor marketers, these transformations present both challenges and exciting opportunities. Traditional sponsorship and media placements alone are no longer enough to capture the attention of today’s dynamic and digitally connected fan base. Brands looking to avoid being sideline spectators must rethink their partnership strategies, with the aim of becoming an intrinsic part of the soccer fan experience.Some brands may choose to focus more deeply on regional partnerships to connect with local communities, while others might embrace the global and multifaceted nature of modern fandom. Given that music, fashion, social causes, and personalities now influence fandom as much as the sport itself, successful marketing campaigns must often go beyond soccer to embrace this broader cultural puzzle.The potential rewards are significant: 70% of soccer fans report higher interest in brands that support their favorite team, and nearly half make purchasing decisions based on brand sponsorships. This shows the real power of authentic engagement within this passionate audience.Looking ahead, the power play in this new era of soccer fandom is founded in brands’ need to play meaningful roles, establish unique assets, and strive for relevancy. Because when it comes to marketing and the world’s biggest sport, relevancy is the only score that truly matters.
