In 2001, one sportswriter claimed Americans would "forever reject soccer."
But guess what? 49% of US Gen Zs now follow it - just behind American football, the country’s most popular sport (53%).
Time will tell if they catch up with the rest of the world’s obsession - in the UK, more consumers follow football (67%) than support equal rights for all people (65%). Yikes.
Game-changing insights like this power pitches, campaigns, and conversations. And they’re waiting for you in GWI Spark.
