?? UCL semifinals set – let's talk club fandom

Less than a month after men's and women's college basketball reached their respective Final Four, the UEFA Champions League is also down to the competition's final quartet of teams.?After a thrilling quarterfinal round, Bayern Munich, Borussia Dortmund, PSG, and Real Madrid are all that remain.

While we anxiously await the first leg of both semifinals next week, we were curious about the fandom of the foursome, as well as the quarterfinalists they left in their wake. Questions – who are the fans of these teams and just how passionate about soccer are they?

To answer both questions, we?isolated those fans in our research?who included one of the eight quarterfinalists among their favorite teams and plotted?the average age and average level of soccer fandom of each fan?group.

What results? Let's focus on age, exclusively. Based on survey?responses, the average age of PSG fans?(33.7) is the youngest of the eight clubs, with nearly 90% of fans ages 42 or younger. What is driving younger fans to the Parisian club?

Anecdotally, we can point to, among other things, the club's?connection to the Jordan brand and?collaborations with well-known fashion brands pushing?the PSG brand into new cultural spaces. Having only been formed in 1970, the club's newness relative to others may also not be a point of connection among older fans.

If we take a deeper look?into the?data of this PSG segment, we see?the three most-selected reasons driving individual team fandom?are?Winners, Super Stars, and?Player Interest. Relative to all soccer fans, PSG fans are 111% more likely to select Winners and?Player Interest, and 122% more likely to select Super Stars?as drivers for?individual club fandom.

How does this compare to Arsenal, the UEFA Champions League quarterfinalist with the oldest average fan age? The three most-selected drivers of club team interest for Arsenal fans are Winners, Culture, and History. Arsenal fans are 70%, 48%, 53% more likely to select each, respectively, than all soccer fans.

The PSG and Arsenal examples illustrate that among fans who vary in age (among a sea of other variables), in terms of how people arrive at their club fandom, the headline is, well, different strokes for different folks. This is what makes the nascent American audience both unique and interesting.

?? So, what can we take away from this?

There are a myriad of ways fans are driven to a particular team. Beyond those mentioned above, things like Gaming, Gambling, First-Hand Experiences, and Social Circle are all factors of influence. For teams and?leagues both domestic and abroad?looking to reach?American fans, it's important to understand these factors to help shape strategy and direction.

SPONSORSHIP: Lowe's Companies, Inc. has made a big splash in soccer. The home improvement retailer announced two new soccer-specific, multiyear partnerships – one with Inter Miami CF and another with Lionel Messi. With the club, Lowe's will become the Official Home Improvement Partner and aim to drive engagement with in-stadium activations, community programs, and more. Messi will serve as a member of the Lowe's Home Team and "assist" the company's loyalty customers with extra perks. Additionally, Lowe's will also be a partner of Copa America 2024 and, among other things, host watch parties at select stores.

SPONSORSHIP:?Two new sponsorship deals with NWSL clubs were recently announced. First, the San Diego Wave Fútbol Club announced a partnership with Anheuser-Busch that sees Michelob ULTRA become the club's Official Beer Sponsor. Second, Angel City Football Club announced a multiyear partnership with Slalom , a next-gen professional services company, to be the club's Official Business Transformation Partner.

STADIUM:?The first-ever, purpose-built women's professional stadium in the world is getting an upgrade. The KC Current announced plans for an $800M?riverfront mixed-use district outside of CPKC Stadium. Plans include new public gathering and recreational space, multi-family residential units, food and beverage offerings, and year-round programming throughout the district. Construction is set to begin in late-2024 with a targeted completion in 2026.

EXTRA TIME: Closing out this week's newsletter with three?articles that caught our eye. First, The Athletic details how Mexico's investments in women's soccer are paying?dividends with the national team and with Liga MX Femenil. Second, Sportico details Arctos Partners, which recently closed its second sports team investment fund with $4.1B. Arctos Partners has several investments in MLS and NWSL clubs, as well as PSG, Atalanta, and Fenway Sports Group. Finally, the Los Angeles?Times' Kevin Baxter profiles former USMNT player Eddie Lewis, who, after retiring, founded TOCA Football – a tech-based training platform with?facilities in?39 cities across 15 states.