THIS IS
CANADIAN SOCCER
% % 67 33 male female
born in CANADA 78%
33
1
72%
played youth soccer
73%
UEFA CL 64% MLS 46%
Supports canada’s
age became a soccer fan1
men’s national team 62%;
women’s national team 55%
AVERAGE INCOME $77,317
11
% 52
FOLLOWS EPL 68%
Average Age
SOME COLLEGE EDUCATION OR HIGHER
MORE INTERESTED IN SOCCER NOW than 2 years ago
FOLLOWS OTHER
NATIONAL TEAMS
61%
1
average annual
expenditure
on soccer
2
$796
59%
METHODOLOGY: These selected insights are from an on-line survey conducted of 1,000 Canadian football supporters in September 2016. The purpose of the survey was to gather information in four main areas: socioeconomic; level of football fandom; football viewing behaviour; and interest in a Canadian domestic league project. To ensure the sample was representative of the target population (Canadian football consumers age 13+) survey participants were asked to rate their football fandom on a scale of 1 to 10. Those with a 3 or less rating were excluded from the final sample since they would not represent football fans. Respondents could complete the survey in English or French, with the findings representing a 95% confidence interval regarding Canada-based football supporters. 1 Calculated using a weighted average of mid-points of income categories. 2 Does not include playing equipment and expense. Photo: ©2016 Matthew Stith
PREFERS A CANADIAN LEAGUE TO MORE MLS TEAMS