India, May 27: FIFA 2026 World Cup, Nielsen has compiled research on a wide range of diverse audiences for the world’s most popular sport. Nielsen also took an extensive look at the popularity of soccer/football in seven countries in Asia. The data reveals that soccer/football ranked first with adults in South Korea, Thailand, Singapore, and Indonesia, while placing second behind cricket in India and second behind baseball in Japan.
In particular, Nielsen delved into the fandom details for a major growth engine of soccer in the United States, the growing Hispanic audience.
World Cup Soccer Fandom
- 1 out of 2 U.S. Hispanics (first and second generation) identify as World Cup fans
- 47% of the total U.S. Hispanic population reports an expected increase in their interest in the World Cup over the next 18 months
- Hispanic fans are 87% more likely to say they have watched a World Cup qualifier match in the past 12 months.
- 39% of Hispanic soccer fans are more likely to be avid MLS fans
Social Media Usage
- 94% of first- and second-generation Hispanic fans look to social media for soccer content, making them the primary drivers of the digital conversation.
- Hispanic sports fans are 38% more likely to use TikTok for sports news and highlights than the general population
- 81% of 1st/2nd generation Hispanic fans plan to engage via social media, making mobile/social strategies critical for this demographic.
Marketing to Hispanic Soccer Fans
- 32% of Hispanic sports fans consider a company’s brand, product(s) or service(s) for the first time when that company sponsors an event or sport they follow
- Hispanic fans are 11% more likely to buy a brand after seeing a sponsorship than the general population.
Nielsen’s research also reveals insight into the immense popularity of soccer with Black Caribbean and Middle Eastern fans. The data shows that Black Caribbean consumers are 52% more likely to be interested in soccer than adults overall while 40% of Middle Eastern and Black audiences are more likely to be interested in soccer than adults overall.
The American soccer fanbase has been built over decades through a series of cultural moments, each one raising the floor of viewership and passion. Hispanic fans are the cultural engine of U.S. soccer fandom, with depth of connection, digital fluency, and brand loyalty that compound throughout the tournament. On a global level, soccer/football has emerged as the sport of choice in many of the largest Asian countries and remains exceedingly popular with Black Caribbean and Middle Eastern consumers.