s o c c e r fa n d o m i n c a na da

Demographics Soccer Fandom and Viewing Behaviour Canadian Domestic League

1 Respondents by province 8 Marital status 12 Level of interest in other sports 17 Change of interest in Canadian Soccer 22 Interest in other professional 27 Fan of Canadian-based professional or 32 Level of interest in a new top level
(including MLS, NASL) in the last two years soccer leagues semi-professional teams professional league in Canada
ab 12.4% 3.2% prefer not to answer 350
bc 11.5%
65% 53% 196

graphics by pitch interactive, inc.

mb 3.5%
300
Hockey 216 significantly more 35% 47% 10 stars
nb 2.3% 250 interested now
yes no yes no
nl
ns
on
1.0%
2.3%
49.0%
45.4% single
200
150
Basketball
CFL-NFL
9 stars 122
pe
qc
0.1%
16.2%
100
50
Baseball
Lacrosse
306 slightly more
interested now 23 Other leagues of interest 28 Number of professional soccer matches 8 stars 165
sk 1.7% attended in the past 90 days
0
1 2 3 4 5 6 7 8 9 10
Curling
7 stars 205
118
32.2% 344
married star stars mexican liga mx 5+ matches 24
2 Survey language interest level
is the same 71 japanese j league 4 matches 44 6 stars 113
13 Age became a soccer fan 74 south korean k league 5 stars 97
11.3% living with partner / 3 matches 83
91% 9%
5.8%
significant other
divorced / separated 88
slightly less
interested now
69
66
indian super
chinese super
league
league
4 stars 41
english french 2.1% widowed significantly less
2 matches 136 3 stars 32
249
46 interested now scottish 2 stars 14
1 star 15
3 Gender premier league
1 match 196
528 7.279
9 Level of education 18 Soccer viewing behaviour
245 argentina Average: stars

493
5–10 years old
33% 67% primera league
0 matches
8.9% some high school
female male prefer to watch
graduated favourite teams
17.9% high school and / or players ,
33 Factors of importance when launching a
new professional team in your city
4 Level of soccer fandom

22.6% some college / 413 but will watch

other matches
515 none of the above 29 Primary source for soccer news 350
university too, especially if

256
and content
they might impact 300
288
10 stars
11–14 years old favourite teams 250
graduated newspaper /
48 200
9 stars 172 37.2% from
college /
will watch a soccer magazines
150

297
match regardless
university
83 15–18 years old 266 of who’s playing , 24 Interest in Canadian national teams web 100

8 stars 218 9.6% graduate school 58 19–24 years old

as long as it’s
a good match Men’s
50
0
1 2 3 4 5 6 7 8 9 10

451
43 25+ years old 250 team
3.8% prefer not to answer not important critical
7 stars 157 will only watch a
200 Women’s tv

208
match if it involves team
Affordable ticket prices
14 Level of interest in soccer compared to one of favourite 150
6 stars 96 10 Annual household income for 2015 other sports teams or players podcast/radio 19 High profile international star(s)
100 Local community ties/team promotes
5 stars 72 113 will watch every
available match 50
social media 182 local players
Compelling league format

537
4 stars 29 109 less than $25,000 other 3
soccer is my 0 Beautiful new stadium
1 2 3 4 5 6 7 8 9 10 Downtown stadium location
favorite sport not a fan hardcore fan
5 Born in Canada 19 Complete (90 minutes) soccer matches 30 Typical weekly visits to soccer news
195 $25,000 — $49,999 watched or streamed in the last 30 days and content websites
34 Preference of choice between:

78.1% 21.9% 315 2nd favorite 600 25 Interest in non-Canadian national teams
400
208 500

59%
$50,000 — $74,999 350

41%
yes no
148 3rd favorite or lower 400
300
TV
Computer
61% 39% 300
250
6 Top 5 countries of origin of non-born Phone/ yes no
Canadians 167 $75,000 — $99,999
15 Soccer fandom influence factors
200 tablet 200 a top-level more canadian
Bar canadian league teams in mls
100 150
Live at
26 Top 10 national teams of interest

20
Growing 0 a stadium 100
157 $100,000 — $149,999 350 up playing none 1–2 3–5 6–9 10
50
300 TV matches or more

16
0 methodology: These selected insights

121
250 Video
united 61 $150,000+ games Multiple Once 3–4 Once Rarely/ are from an on-line survey conducted of
kingdom 200 Parents 20 Partial or highlight shows watched or times a a day times a week Never
india 150 Friends streamed in the last 30 days 1,000 Canadian soccer supporters in

14
Attending day a week
103 prefer not to answer 100 prof. england September 2016. The purpose of the
matches Specialized Soccer Websites

12 50 800 survey was to gather information in four

11
Meeting a (ex: goal.com, rednationonline.ca)
china 0 star player 700 main areas: socioeconomic; level of soccer
Official Team Websites
united 1 2 3 4 5 6 7 8 9 10 fandom; soccer viewing behaviour; and

99
600 (ex: impactmontreal.com, fcbarcelona.com)
states nigeria 11 Current employment status star stars
500 Official League Websites interest in a new Canadian domestic

69
400 TV (ex: missoccer.com, premierleague.com) soccer league project. To ensure the
16 Change of interest in professional soccer Computer germany Mainstream Sports (ex: ESPN.com, TSN.ca) sample was representative of the target
The total number of countries:
94
300
136 student in the last two years Phone/
tablet population (Canadian soccer consumers
200
Bar 31 Annual amount of money spent on soccer age 13+) survey participants were asked to
100 Live at
7 Length of Canadian residency italy experiences and products*
93
rate their soccer fandom on a scale of

503
0 a stadium
employed full-time 258 significantly more
interested now
none 1–2 3–5
matches
6–9 10
or more
1,000
1 to 10. Those with a 3 or less rating were
excluded from the final sample since they
brazil
would not represent soccer fans.
800
81
21 Favourite professional leagues to follow Respondents could complete the survey

51.1% more than

128 employed part-time 254 slightly more
interested now
600 in English or French, with the findings

59
10 years 300 UEFA argentina
Champions 400 representing a 95% confidence interval
League regarding Canada-based soccer supporters.
54
250 English 200
78 self-employed spain

360
Premier
interest level 200 League 0
35 is the same usa 0–$100 $101– $301– $501– $1,000+
not employed, looking MLS
22.8% 6–10 years
150 $300 $500 $1,000
49
not employed but not Spanish
20 looking for work
37
100 La Liga
Italian Soccer News (i.e. magazines, podcasts, etc.)
34 homemaker slightly less france
101 50 Serie A
portugal TV/online subscriptions specific to soccer
19.6% 1–5 years 28 retired interested now
0
German
Bundesliga 20 Event Expenses (i.e. parking, food, beverage, etc.)
38 prefer not to answer 27 significantly less 1 2 3 4 5 6 7 8 9 10 French scotland Fan Apparel (i.e. team jersey, scarfs, etc.)
6.5% less than 1 year interested now no interest hardcore fan Ligue 1 Game Tickets
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* Does not include playing equipment or expense info@rethinkmanagementgroup.com