Only 1 in 4 Americans know the Copa America is happening right now in their country

At Hellotickets, we're buzzing with excitement as the Copa América unfolds right here in the USA. This historic tournament, featuring top teams from South America and invited nations like the USA, is capturing the world's attention.

But how do Americans feel about it? To find out, we conducted a survey to measure the awareness and enthusiasm of the general population towards this event.

Did you know that while American football still reigns supreme, soccer has become the favorite sport among millennials? Or that only 1 in 4 Americans know the Copa America is happening right now in their country?

Why does this matter? As the USA prepares to host the World Cup in 2026, understanding American awareness and enthusiasm for international soccer events can provide valuable insights.

The findings from Copa América can help the country enhance its hosting capabilities, improve fan engagement, and prepare the economy to take full advantage of the upcoming global spectacle. Here are they key findings:

However, when we take a closer look at specific demographics, Copa America is reaching its audience: Soccer fans, millennial men, from big cities… and they’re not only watching the games but are very excited about the event.

• 100% of those who actively watch soccer know about Copa America, 80% of them know it’s being hosted in the US this year, and 90% of them are planning on watching the tournament
• This group is largely represented by white and hispanic men, between the ages of 25 and 30 that live in the big cities.

• With only four participations as guests in 47 editions, the Copa América has had some success in engaging American soccer fans, though it still falls short of reaching the general population. Nonetheless, these numbers still have merit, as they reflect an effort to appeal to those who are more likely to respond, which makes sense in a market where soccer does not hold the same cultural significance as it does in South America.
• Over half of the games will be hosted in states known for their high percentage of Latino populations: Florida, Texas, and California. This strategic choice aims to engage the Hispanic community in the U.S., who are likely to support the participating countries.
• The participation of major soccer stars, such as Lionel Messi and Josef Martínez, who play for American teams like Inter Miami CF and Atlanta United FC, also attracts attention from non-Hispanic Americans.
• Also, the USA made a great run the last time it was invited to the Copa América in 2016, reaching the semifinals by defeating teams like Ecuador and Costa Rica. Although they finished in fourth place after a loss to Argentina, this performance showcased the growing strength of American soccer. Fans should be excited to watch this year's tournament to support the national team.

Considering historical data from similar events, if we estimate that 30 to 40% of attendees will be visitors, this means that approximately 500,000 to 700,000 people will be visiting the host cities until the end of the tournament in mid-July.

This influx of visitors will generate substantial tourism revenue, as fans will spend money on accommodation, food, transportation, retail, taxes, and other tourist activities.

While the Copa América may not be as massive an event in the U.S. as other major sports events, it certainly holds a significant place among soccer fans. CONMEBOL appears to be capitalizing on this interest effectively.

As the USA prepares to host the World Cup in 2026, understanding American awareness and enthusiasm for international soccer events provides valuable insights. These insights can enhance hosting capabilities, improve fan engagement, and maximize economic benefits. By also exploring broader sports preferences, we can refine our strategies to ensure a successful and impactful global event.

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Methodology:

Hellotickets conducted an online survey in June 2024 with a general population sample of 200 people in the United States, balanced by age, gender, race, politics, education, and region. The survey included 10 multiple-choice questions about their awareness and enthusiasm for the Copa America, as well as their preferences for watching different sports.