We built an audience of 3.1M avid U.S. soccer fans from 145,000 behavioral signals. They're a mostly mainstream American audience, with Italian and Hispanic backgrounds over-represented and fans clustered in the Northeast and Florida.
The audience over-indexes on Italian ancestry by 19% and Hispanic or Latino background by 11% versus the U.S. average. Those are the two strongest demographic signals in the data. Catholic leans the same way, slightly. Veteran households sit just below the line.
Both make sense for year-round fans. Italian ancestry maps to Serie A and Champions League viewing. Hispanic and Latino fans follow Mexican club soccer and the U.S. national team, where forwards Ricardo Pepi and Alejandro Zendejas (both from El Paso) carry that link on the current squad. The rest of the audience reads as ordinary, and soccer fandom in America cuts across most demographic lines.
By state, fans over-index hardest along the Northeast corridor (New Jersey, Maryland, New York, Massachusetts, Pennsylvania) and in Florida. The big Western and Southwestern states run the other way: California sits well below its share of the population, with Texas under too. If you assumed soccer mapped to the Sun Belt and West Coast, the data says otherwise. One honest caveat: California reading low is suspect because it's the country's largest Hispanic market, so part of that gap is likely data coverage, not a real absence of fans.
The current U.S. squad reflects the same geography. Christian Pulisic grew up in Hershey, Pennsylvania, and Tyler Adams in Wappingers Falls, New York. Roughly half the roster has Northeast roots.
Soccer fans cluster around a recognizable lifestyle: tennis, hockey, gaming, photography, international travel, and golf, all over-indexing by 14–40% versus the U.S. average. They also lean toward value-conscious bargain-hunting. The picture is upscale-leisure, not a niche subculture.
Every wealth marker in the data lands above the U.S. average. Soccer fans hold Amex cards at 1.16× the U.S. rate and have top-tier credit (800+) at 1.06×. International travel comes in at 1.15×, $150K+ household income at 1.05×.
On actual retail spending, the picture flips. Apparel sits at 0.66×, the lightest under-index in the entire set. Cosmetics (0.84×) and health and beauty (0.82×) follow. These aren't big retail buyers.
The takeaway is straightforward. This is a creditworthy, internationally-minded audience that doesn't reward big retail spending. Treat them as part of the mainstream market.
For marketers, the takeaway is concrete: soccer fans are a mainstream American audience that happens to watch the matches. Reach them where you'd reach anyone else and skip the soccer-specific creative.
The bigger implication is structural. Six months ago, this analysis would have required a data team and a multi-week pipeline. We did it in one working session by asking the Signal Graph a question in plain English, and the agent composed the answer.
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