Simultaneously, a surge of women-centric sports media is reflecting a more inclusive narrative that resonates with audiences and boosts viewership. This shift reflects the blurring of cultural divides. As a sport deeply ingrained in Hispanic culture is now catching the attention of mainstream media, soccer is inspiring fans from diverse backgrounds to rally behind local MLS teams, especially Gen Z.

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Born into soccer fandom

With attention turning to soccer across the nation, 54% of soccer fans are under the age of 45, making them a younger and more diverse demographic compared to other sports leagues such as the NFL, NBA and MLB. Among these fans, many U.S. Hispanics often describe their love for the game as simply being “born into it,” underscoring a deep ingrained and natural connection to the sport.

Additionally, Gen Z is experiencing the loneliness epidemic more than other generations, with 73% of Gen Z reporting feeling alone sometimes or always. There’s a heightened eagerness to seek out communities where they can belong; 35% of Gen Zers spend over four hours a day on social media for sports content. Influencers also have a key role in that connection by bringing personal experiences, pride for their favorite athletes and reporting insights directly from the game.

Mexican soccer star Javier “Chicharito” Hernández has become the soccer king of gaming. By merging his passions—sports, competition and gaming—he has built a robust online fan base across Twitch, TikTok and Instagram. As a result of his influence and dedication, Chicharito became President and Chairperson of the Olimpo United team in the Américas Kings League, a soccer league established by footballers and internet streamers across Hispanic America.

Lisa Zimouche is the most followed female freestyler in the world and has collaborated on campaigns with major brands like Puma, PSG, FashionNova, and FIFA. Lisa also shared the pitch with world-class soccer players such as Gareth Bale, Mbappé and Neymar. Brands can leverage influencers to connect with Gen Z audiences, amplifying their influence worldwide.

Taking the lead

With the U.S. quickly growing into the international hub of fútbol and Hispanics pushing this fandom forward, soccer is converting into fútbol right before our eyes and transcending the mainstream. It’s an opportune moment for brands to not just interact with its massive fanbase, but to deeply invest in the realm of soccer.

For brands, embracing this cultural shift presents a unique chance to forge authentic connections with diverse Gen Z and tap into the immense potential of soccer as a platform for meaningful engagement. By investing in soccer-centric initiatives, brands can put themselves at the forefront.