“It’s this newness that’s popping out of North America that I believe in the end will carry the joy for 2026,” Valadez stated. “We have to join with the Latin American, the place the ability of custom meets newness and innovation, and that’s very American in and of itself.”
Of the roughly 12.4 million viewers who watched the Copa América remaining between Argentina and Colombia, 6.35 million favored the Spanish-language broadcast on TelevisaUnivision platforms. That follows a 2022 FIFA World Cup in Qatar the place an estimated 9 million viewers tuned in to the Spanish-language broadcasts on Telemundo and Peacock for the ultimate between Argentina and France.
Although 65% of non-Hispanic followers favor to observe video games in Spanish, advertising and marketing company BODEN discovered nearer ties to soccer inside the U.S. Hispanic neighborhood. Not solely do 73% of U.S. Latinos aged 16 and older establish as soccer followers, in line with BODEN, however they typically describe themselves as being “born into it.”
That’s an particularly vital distinction with the approaching North American World Cup. Amongst these followers, 64% view the World Cup as a vacation and rank it second solely to Christmas in significance.
“The marketer seems at it and says, ‘With Leagues Cup, it helps me as a result of it’s a singular summer time window, however it’s each single 12 months, and I can plan on having one thing that’s a tentpole on my advertising and marketing calendar each single summer time throughout greater than 30 markets in North America,’” stated Carter Ladd, chief income officer of Main League Soccer and Soccer United Advertising. “And I do know that I’m going to achieve MLS followers. I do know that I’m going to learn acculturated and acculturated Hispanic soccer followers by way of Liga MX.’”
Leagues of classes
Leagues Cup discovered from final 12 months’s installment because it tried to attach with North American audiences. This time round, it integrated listening to shopper analysis, model briefings and artistic critiques and even airing its anthem on Univision throughout the Supercopa de la Liga MX in June.
On July 4, the Leagues Cup aired the anthem throughout the El Tráfico MLS rivalry match between LA Galaxy and Los Angeles FC. Valadez credited Leagues Cup’s Garcia for the change, saying that she took a step again and regarded the component that may make individuals conscious of the match and distinguish it from different soccer occasions throughout the summer time’s busy calendar that additionally included Copa América, the European Championship and the Olympics.
