???? How Black soccer fans choose their favorite team(s)

On the heels of Juneteenth, we're?sharing a few interesting insights into?Black soccer fans from our own fan research. This?dynamic audience?continues to grow in numbers and in influence as their fandom continues to evolve.

Let's start?here with this on new fandom: over 40% of Black soccer fans began their fandom of the sport within the past five years. Compared to other ethnic segments, Black fans are 40% more likely than White fans and 36% more likely than Hispanic fans to have arrived at their fandom in this time period.

With this influx of Black fans into the soccer ecosystem, one of the many obvious questions is which teams are they choosing to support. Heavy-hitters like Manchester United, Real Madrid, and Arsenal feature among the most common fan-supplied answers, but rather than focusing on the who in today's newsletter, we're turning our sights toward?the why.

From a first-hand experience, to rooting for winners, to specific player interest, there are a myriad of influences?impacting why fans choose to root for a particular team. We provided fans with more than 10 different influences and asked them to choose up to?three they felt were most influential on their team fandom.

Factors influencing selection of favorite team(s)

Some interesting insights surfaced. For example, Black fans over-index relative to all soccer fans in?seven of the influences on team fandom—more than Hispanic fans (6) and White fans (5).

There are also differences in which influences are more impactful for these groups. For example, White fans over-index most in supporting local teams as an influence in team fandom, while Hispanic fans over-index most in their social circle's influence.

Below is a chart showing raw percentage selection versus all soccer fans of the seven influences on which Black fans over-index, as well as the corresponding index.

Our takeaways: Black soccer fans, like many others, view?trophies and winners?as a top influence for supporting a team. Other top influences include a team's storied history, as well as having?played?with the team?in?video games.

While those are the three?most selected, the areas in which Black fans over-index most relative to all fans include the influences of gambling, the influence of a team's fashion (i.e. jersey design, logo), and the influence of video games.

This is only a sampling of insights into Black?fandom and specific motivations. Audiences vary greatly in their influences, meaning brands and marketers need to be agile when choosing who and how to target. For more insight into this audience and others, stay tuned for several upcoming reports.

Next we're excited to recap two recent Black Star events, including a special-edition?First Touch Youth Clinic on Juneteenth in collaboration with the LA Galaxy.

Missed last week's edition of The Assist? Click here to read about how The Soccer Tournament leveraged crossover content and media personalities to garner massive growth in the second year of the tournament.

SPONSORSHIP: SpringHill Suites by Marriott , the official hotel partner of the U.S. Soccer Federation , has expanded its?sponsorship presence within the soccer ecosystem. SpringHill announced collaborations with US Youth Soccer and former U.S. Women's National Team star Sydney Leroux as the company aims to, among other things, support families traveling for youth soccer tournaments.

SPONSORSHIP: In NWSL club sponsorship news, San Diego Wave Fútbol Club announced a multiyear partnership with LaCroix Water . The sparkling water brand becomes the club's first-ever back of training jersey partner. Angel City Football Club have partnered with Once Upon a Farm to promote accessible, healthy eating for families. The childhood nutrition company was co-founded by the club's investor and actress Jennifer Garner.?

SPONSORSHIP: Federación Mexicana de Fútbol has a new sponsor ahead of?Copa America. German workwear company Englebert Strauss is now the official workwear sponsor of the Federation. The deal, which was brokered by Soccer United Marketing, will span multiple years.

SPONSORSHIP: Diageo -owned brand Guinness is now?the official beer of the Premier League in the brand's first-ever global partnership in soccer. The four-year agreement kicks off in the 2024-25?season and will culminate with the 2027-28?season. The news coincides with the release of the 2024-25 Premier League schedule, which kicks off on August 16 when Manchester United host Fulham.

STREAMING: Ahead of play beginning this summer, USL Super League, a new Division One professional women's league, announced a multiyear partnership with Peacock. The streaming platform becomes the official home of the league, which kicks off on August 17. All 115 games of the regular season and post-season will be?available to stream on Peacock.

EXTRA TIME: Here's what else we're reading this week. Ad Age discusses the?success of the latest Mexican National Team tour. Don't miss this highlight of the Euros' appeal to advertisers by Digiday . And finally, two beer brand campaigns. Stay cool this summer with Coors Light's "Refresh the Game,"?complete with?limited-edition jersey. Michelob ULTRA's "Summer of Team USA" kicks off the brand's biggest-ever summer campaign ahead of Copa America.