“It’s this newness that’s popping out of North America that I feel finally will deliver the joy for 2026,” Valadez mentioned. “We need to connect with the Latin American, where the power of tradition 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 closing 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 desire to observe video games in Spanish, advertising and marketing company BODEN discovered nearer ties to soccer throughout the U.S. Hispanic group. Not solely do 73% of U.S. Latinos aged 16 and older determine as soccer followers, based on BODEN, however they typically describe themselves as being “born into it.”
That’s an particularly essential 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 looks at it and says, ‘With Leagues Cup, it helps me because it’s a unique summer window, but it’s every single year, and I can plan on having something that’s a tentpole on my marketing calendar every single summer across more than 30 markets in North America,’” mentioned Carter Ladd, chief income officer of Main League Soccer and Soccer United Advertising and marketing. “And I know that I’m going to reach MLS fans. I know that I’m going to read acculturated and acculturated Hispanic soccer fans via Liga MX.’”
Leagues of classes
Leagues Cup realized from final 12 months’s installment because it tried to attach with North American audiences. This time round, it included listening to client analysis, model briefings and artistic evaluations 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 thought of the factor that might make folks conscious of the match and distinguish it from different soccer occasions throughout the summer season’s busy calendar that additionally included Copa América, the European Championship and the Olympics.
