s o c c e r fa n d o m i n c a na da 1
Soccer Fandom and Viewing Behaviour
Respondents by province
8 ab bc mb nb nl ns on pe qc sk
2
12.4% 11.5% 3.5% 2.3% 1.0% 2.3% 49.0% 0.1% 16.2% 1.7%
3.2%
91%
11.3%
9%
5.8% 2.1%
french
8.9%
male
4
5
6
7
8
Lacrosse Curling
9 10 stars
344
37.2%
172
218
8 stars
9.6% 3.8%
157
7 stars 6 stars
96
5 stars
72
4 stars
29
10
Born in Canada
21.9%
208
no
Top 5 countries of origin of non-born Canadians
20
united kingdom
12
14
16 11
china
united states
nigeria
The total number of countries:
69
Length of Canadian residency
51.1%
11
Current employment status
136
128 78
22.8% 19.6% 6.5%
35
student
employed full-time
employed part-time self-employed
34
not employed, looking not employed but not looking for work homemaker
1–5 years
28
retired
less than 1 year
38
prefer not to answer
6–10 years
20
16
19
4
7
8
400
254
100 0
360
600 500 400 300 200 100 0
significantly more interested now
none
1–2
21
none
1–2
101 27
significantly less interested now
245
argentina primera league
none of the above
200
6
7 8 9 10 hardcore fan
30
Interest in non-Canadian national teams
yes
TV Computer Phone/ tablet Bar Live at a stadium
200 150 50 0
1 2 3 4 5 no interest
UEFA Champions League English Premier League MLS Spanish La Liga Italian Serie A German Bundesliga 6 7 8 9 10 French hardcore fan Ligue 1
83
5 stars
61%
41
4 stars 3 stars 2 stars 1 star Average:
33
32 14 15
7.279
stars
Factors of importance when launching a new professional team in your city 350 300 250 200 150 100 50 0
1 2 3 4 5 not important
6
7
8
9 10 critical
Affordable ticket prices Local community ties/team promotes local players
182
Compelling league format
3
Beautiful new stadium
Typical weekly visits to soccer news and content websites
Downtown stadium location
34
Preference of choice between:
400
39%
59%
300 250
no
200
a top-level canadian league
150 26
97
High profile international star(s)
350
Top 10 national teams of interest
41% more canadian teams in mls
100 50 0
121
Multiple times a day
england
93
94 italy
Rarely/ Never
81
argentina
54
scotland
Annual amount of money spent on soccer experiences and products*
800 600 400 0 0–$100
37
20
31
200
usa
49
Mainstream Sports (ex: ESPN.com, TSN.ca)
1,000
brazil
france
Once a week
Official League Websites (ex: missoccer.com, premierleague.com)
germany
spain
3–4 times a week
Specialized Soccer Websites (ex: goal.com, rednationonline.ca)
99
59
Once a day
Official Team Websites (ex: impactmontreal.com, fcbarcelona.com)
Favourite professional leagues to follow 300
113
19
other 5
6 stars
451
social media 1 2 3 4 not a fan
44
297
tv
50
205
48
podcast/radio
100
7 stars
Primary source for soccer news and content
web
150
165
493
0 matches
Men’s team Women’s team
250
8 stars
196
1 match
29
122
136
2 matches
Interest in Canadian national teams
3–5 6–9 10 matches or more
100 slightly less interested now
24
will watch every available match
3–5 6–9 10 matches or more
250 interest level is the same
249
9 stars
24
3 matches
196
10 stars
Number of professional soccer matches attended in the past 90 days 5+ matches 4 matches
league league league league
scottish premier league
Video games Parents 20 Partial or highlight shows watched or Friends streamed in the last 30 days Attending prof. matches 800 Meeting a star player 700
9 10 stars
slightly more interested now
japanese j south korean k indian super chinese super
Level of interest in a new top level professional league in Canada
no
newspaper / magazines
will only watch a match if it involves one of favourite teams or players
TV Computer Phone/ tablet Bar Live at a stadium
200
Change of interest in professional soccer in the last two years
258
28
32
53%
yes
mexican liga mx
515
25
300
6
will watch a soccer match regardless of who’s playing , as long as it’s a good match
no
500
3rd favorite or lower
5
prefer to watch favourite teams and / or players , but will watch other matches too, especially if they might impact favourite teams
Complete (90 minutes) soccer matches watched or streamed in the last 30 days
TV
3
69 66
600
2nd favorite
Growing up playing
1 2 star
71 74
0
Soccer fandom influence factors 350 300 250 200 150 100 50 0
prefer not to answer
503
more than 10 years
148
$150,000+
103
soccer is my favorite sport
315
$50,000 — $74,999
$100,000 — $149,999
61
india
$25,000 — $49,999
157
113
537
15
208
Level of interest in soccer compared to other sports
less than $25,000
$75,000 — $99,999
19–24 years old 25+ years old
43
prefer not to answer
266
15–18 years old
58
graduate school
167
11–14 years old
83
Annual household income for 2015
195
yes
288
14
109
78.1%
413
some college / university graduated from college / university
118
interest level is the same
Fan of Canadian-based professional or semi-professional teams
47%
Other leagues of interest
Soccer viewing behaviour
graduated high school
22.6%
256
9 stars
528
23
27
65%
yes
slightly less interested now significantly less interested now
46 18
Interest in other professional soccer leagues
35%
slightly more interested now
88
5–10 years old
22
significantly more interested now
306
Age became a soccer fan
some high school
17.9%
Level of soccer fandom
10 stars
7
13
3
Change of interest in Canadian Soccer (including MLS, NASL) in the last two years
216
Basketball CFL-NFL Baseball
1 2 star
married
17
Hockey
Level of education
67%
female
6
350 300 250 200 150 100 50 0
single
living with partner / significant other divorced / separated widowed
Level of interest in other sports
Gender
33%
5
prefer not to answer
32.2%
9
4
12
45.4%
Survey language
english 3
Marital status
Canadian Domestic League
graphics by pitch interactive, inc.
Demographics
portugal
$101– $300
$301– $500
methodology: These selected insights are from an on-line survey conducted of 1,000 Canadian soccer supporters in September 2016. The purpose of the survey was to gather information in four main areas: socioeconomic; level of soccer fandom; soccer viewing behaviour; and interest in a new Canadian domestic soccer league project. To ensure the sample was representative of the target population (Canadian soccer consumers age 13+) survey participants were asked to rate their soccer 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 soccer fans. Respondents could complete the survey in English or French, with the findings representing a 95% confidence interval regarding Canada-based soccer supporters.
$501– $1,000+ $1,000
Soccer News (i.e. magazines, podcasts, etc.) TV/online subscriptions specific to soccer Event Expenses (i.e. parking, food, beverage, etc.) Fan Apparel (i.e. team jersey, scarfs, etc.) Game Tickets * Does not include playing equipment or expense
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