Mobility Solutions- Discussion 2

Futbol, or soccer, is the most widely played and most popular sport in the world. For the US however, it is the youngest in regards to the fans and supporters (Broughton, 2014). In study done by Catalyst, an IMG Consulting Company, conducted a Sports Fan Engagement Study and found avid soccer fans in the United States are more likely to engage with brands aligned with their sport more than the other major leagues (Broughton, 2014). The study found that 84% of soccer fans had connected and taken action with a brand involved in the sport with 36% indicating they had actually purchased the product or service (Broughton, 2014). Having the youngest following might make it easier for the MLS to market and grow in the United States. Having a generation of fans that are growing up with social media, makes it clear that MLS must use social media in its marketing plans. The 2014 season saw a 220% increase in digital content consumption with Facebook and Twitter having their audience double (Broughton, 2014). Adidas has continued a “24 Under 24” digital campaign that has been embraced by fans over the last 5 years.

The 2014 FIFA World Cup also saw a large increase in use of mobile sports applications. ESPN, BBC sports and Eurosport saw a 300% increase in activity during game times (M2 Communications, 2014). These analytics showed a 200% increase in Facebook, Facebook Messenger, Instagram, Twitter, WhatsApp, Skype Chat and Viber during game time (M2 Communications, 2014). Network peak times changed from what they typically were, say during the evening times, to the times of the game. Yaniv Sulkes, AVP marketing at Allot Communications stated, “Our analysis of mobile traffic surrounding the World Cup games definitely showed us that it's all about the online experience...”. That is largely similar to the finding of the Catalyst study which found that social media was found as the primary source for sports information more often than newspapers, radio and magazines for a third straight year (Broughton, 2014).

Broughton, D. (2014). Soccer fans follow sponsors to social media. Retrieved from http://www.sportsbusinessdaily.com/Journal/Issues/2014/10/13/Research-and-Ratings/Sports -Fan-Engagement-Study.aspx

M2 Communications. (2014). Fan engagement via mobile sports apps up 300% during FIFA World Cup. Telecomworldwire (M2)