Public rejects ‘Visit Saudi’ sponsorship.
The Women’s World Cup is set to begin on Thursday, July 20 with the U.S. Women’s National 
Team (USWNT) playing Vietnam the next day. A Seton Hall Sports Poll found that 30 percent of Americans surveyed will watch or follow FIFA’s 32-nation soccer tournament – a number that grows to 46 percent among sports fans and 65 percent among avid sports fans. Sixty-seven percent of those who identify as soccer fans say they will be following the tournament.
These numbers are consistent (slightly higher) with a November 2022 Seton Hall Sports Poll that previewed interest in the Men’s World Cup (USMNT).
These were among the findings of a Seton Hall Sports Poll conducted in May among 1,509 adults across the country. The poll featured a national representative sample from YouGov weighted on U.S. Census Bureau figures for gender, age, ethnicity, education, income and geography and has a margin of error of +/- 2.5 percent.
“In many ways the rise of women’s sports is the story of this decade and it’s a welcomed change,” said Professor Charles Grantham, Director of the Center for Sport Management within Seton Hall’s Stillman School of Business, which sponsors the Poll. “The numbers show precipitous growth here – in the WNBA, NWSL and in women’s college basketball – attendance and TV viewership are stronger than ever.”
Professor Jane McManus, executive director of the Center for Sports Media at Seton Hall and former ESPN analyst and columnist for the New York Daily News, agreed. “In the U.S., the national team most associated with soccer gold is the women’s. This poll is yet another point in a constellation of emerging and existing data proving that, when made available, sports fans want to follow and consume women’s sports.”
In a survey from February of 2023, the Seton Hall Sports Poll found that 37 percent of the general population in the United States would watch more women’s sports on TV or on online platforms if the content were available. That number rose to 51 percent for sports fans, and 56 percent for avid fans.
The matches will be played in Australia and New Zealand, but with an eye on U.S. audiences, the defending champion American women will play their first two games at 9 pm eastern time (morning at the actual sites). The USWNT’s second game will be on July 26 against Netherlands.
U.S. Interest in Soccer
Among the U.S. general population, 37 percent said they were interested in soccer, with 15 percent saying the beautiful game is one of their “top interests.” Among self-described sports fans that number rises to 52 percent, with 24 percent saying it is a top interest. For those who describe themselves as “avid” fans, the interest rises to 68 percent with 35 percent saying that soccer is one of their top interests.
For World Cup play, 21 percent of the general population are interested in both the women’s and men’s national teams. For sports fans that number rises to 30 percent. Although the USWNT has had greater success than the USMNT in recent World Cups, just 8 percent of the general population say they are interested in only the U.S. women’s team, with 10 percent of sports fans (15 percent of avid fans) and 15 percent of soccer fans saying the same. The numbers essentially double for those interested in only the men’s team (16 percent general population, 22 percent of sports fans, 29 percent avid fans, 34 percent soccer fans).
World Cup Sponsorship Controversy
This year’s Women’s World Cup is not without its controversy. Citing human rights violations and unequal treatment of women, there were widespread protests from human rights organizations, the host nations as well as numerous players and coaches about a proposed sponsorship deal by the Saudi Arabia tourism board and its “Visit Saudi” campaign. After these protests, FIFA chose not to go forward with the Saudi sponsorship deal.
When polled on this issue, 42 percent of the general population, 64 percent of soccer fans, 50 percent of sports fans and 58 percent of avid fans thought FIFA made the right decision in dropping “Visit Saudi.” Only 21 percent of the general population, sports fans and avid fans thought that FIFA was wrong in not moving forward with Saudi Arabia. Among soccer fans, that number falls to 17 percent. The remainder in each category “did not know” or held no opinion.
Does Sponsorship Matter? A Mixed Bag
Despite protestations to the contrary, when queried on the impact of sponsorship for those brands supporting women’s sports, the public largely said no. Asked if sponsoring women’s sports like the Women’s World Cup increases one’s opinion of a brand, “no” was the response of the general population by a 55-27 percent margin and among sports fans by a 49-38 percent margin. However, the numbers flipped among soccer fans (56-32 percent said their opinions of the brands increased), and among avid fans (52-40 percent said yes).
“People rarely admit to being impacted by advertising or sponsorship, but the underlying sales figures tend to differ,” said Marketing Professor Daniel Ladik, who is Chief Methodologist for the Poll. “The interest in soccer and the growth in women’s sports has clearly attracted the eyes of advertisers. Garnering the stated approval of 38 percent of the sports fans in the United States is no small thing.”
Questions, breakdowns and charts may be found below; an online version of this release may be found at https://blogs.shu.edu/sportspoll/
MAY 2023 Seton Hall Sports Poll Results
This SHSP was conducted May 12th through May 16th and includes responses from 1,509 US adults with a margin of error of +/-2.5%. The sample mirrors the US Census percentages on age, gender, income, education, ethnicity, and region.
Q1. Which of the following statements best describes you
Soccer
| N=1,509
|
General
Population |
Soccer Fan | Non-
Soccer Fan |
| I am an avid sports fan | 17% | 32% | 9% |
| I am a sports fan | 43% | 54% | 36% |
| I am not a sports fan | 40% | 14% | 55% |
*Note: Presented in each table, Avid + Casual = total sports fandom in the data. Some tables break out the Avid and Casual segments.
Q2a. What is your level of interest in Soccer (i.e., any of the professional leagues in the U.S. or around the world? [May 2023]
| N=1,509
|
General
Population |
Women | Men | Sports
Fan* |
Non Fan | Avid
Fan |
Casual
Fan |
| This is one of my TOP interests | 15% | 11% | 19% | 24% | 1% | 35% | 20% |
| Somewhat interested | 22% | 21% | 23% | 28% | 12% | 33% | 26% |
| Not very interested | 20% | 22% | 19% | 21% | 20% | 17% | 22% |
| Not interested at all | 43% | 46% | 39% | 27% | 67% | 15% | 32% |
Q3. Regarding international soccer, I am interested in…(i.e., the U.S. Men’s [USMNT] and Women’s [USWNT] National Team)
| N=1,509
|
General
Population |
Soccer Fan | Non Soccer
Fan |
Women | Men | Sports
Fan* |
Non Fan | Avid
Fan |
Casual
Fan |
| USMNT only | 16% | 34% | 5% | 10% | 22% | 22% | 6% | 29% | 20% |
| USWNT only | 8% | 15% | 3% | 9% | 6% | 10% | 4% | 15% | 8% |
| Both | 21% | 42% | 8% | 19% | 23% | 30% | 7% | 35% | 28% |
| Neither team | 55% | 9% | 84% | 62% | 49% | 38% | 83% | 21% | 44% |
Q4a. The Women’s World Cup is one of the biggest international soccer tournaments, and only 32 nations from around the world qualify. Do you plan on watching/following the 2023 Women’s World Cup?
By watch / follow, we mean that you will either:
– actively read about the tournament
– AND/OR watch live broadcasts or highlights of matches online or TV
– AND/OR attend matches in person.
| N=1,509
|
General
Population |
Soccer Fan | Non Soccer
Fan |
Women | Men | Sports
Fan* |
Non Fan | Avid
Fan |
Casual
Fan |
| Yes | 30% | 67% | 8% | 25% | 35% | 46% | 7% | 65% | 37% |
| No | 52% | 20% | 71% | 53% | 51% | 40% | 70% | 25% | 47% |
| Don’t know/
No Opinion |
18% | 13% | 20% | 22% | 14% | 14% | 23% | 10% | 16% |
And now a few questions about the [Men’s] 2022 World Cup…
Q6a. The World Cup is the biggest international soccer tournament, and only 32 nations from around the world qualify. Do you plan on watching/following the [Men’s] 2022 World Cup?
By watch / follow, we mean that you will either:
– actively read about the tournament
– AND/OR watch live broadcasts or highlights of matches online or TV
– AND/OR attend matches in person.
| N=1,533
|
General
Population |
Sports
Fan* |
Non Fan | Avid
Fan |
Casual
Fan |
| Yes | 29% | 44% | 8% | 60% | 36% |
| No | 60% | 47% | 79% | 32% | 54% |
| Don’t know/No opinion | 11% | 9% | 13% | 8% | 10% |
Data from the November 2022 Seton Hall Sports Poll
Now a few questions about FIFA
FIFA is the world governing body for soccer and is responsible for organizing both the Men’s and Women’s World Cup.
As one of the world’s largest sporting events, FIFA receives over $25 to $50 million dollars per sponsor to be associated with the 2023 Women’s World Cup. Visa, Adidas, Coca-Cola, Hyundai, Cisco – among others – are lead sponsors for the 2023 Women’s World Cup.
Q4b. Does sponsoring women’s sports like the 2023 Women’s World Cup increase your opinion of a brand?
| N=1,509
|
General
Population |
Soccer Fan | Non Soccer
Fan |
Women | Men | Sports
Fan* |
Non Fan | Avid
Fan |
Casual
Fan |
| Yes | 27% | 56% | 10% | 26% | 29% | 38% | 11% | 52% | 32% |
| No | 55% | 32% | 69% | 52% | 57% | 49% | 64% | 40% | 53% |
| Don’t know/
No Opinion |
18% | 12% | 21% | 22% | 14% | 13% | 25% | 8% | 15% |
In February 2023, FIFA announced a sponsorship deal with “Visit Saudi” (the tourism board of Saudi Arabia) for the 2023 Women’s World Cup. The move was met with widespread protests from human rights organizations, the soccer federations of the host nations (Australia and New Zealand) and numerous players and coaches. In March 2023, FIFA announced it dropped the sponsorship deal with “Visit Saudi.”
Q4c. Did FIFA make the right decision?
| N=1,509
|
General
Population |
Soccer Fan | Non Soccer
Fan |
Women | Men | Sports
Fan* |
Non Fan | Avid
Fan |
Casual
Fan |
| Yes | 42% | 64% | 29% | 39% | 45% | 50% | 30% | 58% | 47% |
| No | 21% | 17% | 24% | 20% | 23% | 21% | 22% | 21% | 21% |
| Don’t know/
No Opinion |
37% | 19% | 47% | 41% | 32% | 29% | 48% | 21% | 32% |
ABOUT THE POLL
The Seton Hall Sports Poll, conducted regularly since 2006, is performed by the Sharkey Institute within the Stillman School of Business. This poll was conducted online by YouGov Plc. using a national representative sample weighted according to gender, age, ethnicity, education, income and geography, based on U.S. Census Bureau figures. Respondents were selected from YouGov’s opt-in panel to be representative of all U.S residents. This poll release conforms to the Standards of Disclosure of the National Council on Public Polls. The Seton Hall Sports Poll has been chosen for inclusion in iPoll by Cornell’s Roper Center for Public Opinion Research and its findings have been published everywhere from USA Today, ESPN, The New York Times, Washington Post, AP, and Reuters to CNBC, NPR, Yahoo Finance, Fox News and many points in between.
ABOUT SETON HALL UNIVERSITY
One of the country’s leading Catholic universities, Seton Hall has been showing the world what great minds can do since 1856. Home to nearly 10,000 undergraduate and graduate students and offering more than 90 rigorous majors, Seton Hall’s academic excellence has been singled out for distinction by The Princeton Review, US News & World Report and Bloomberg Businessweek. Seton Hall, which embraces students of all religions, prepares its graduates to be exemplary servant leaders and caring global citizens. Its attractive main campus is located in suburban South Orange, New Jersey, and is only 14 miles from New York City, offering a wealth of employment, internship, cultural and entertainment opportunities. A new independent economic analysis of the University found that Seton Hall provides a significant impact on New Jersey’s economy, totaling over $1.6 billion annually and creating and sustaining nearly 10,000 jobs. The University’s nationally recognized School of Law is prominently located in downtown Newark. The University’s Interprofessional Health Sciences (IHS) campus in Clifton and Nutley, New Jersey, houses Seton Hall’s College of Nursing, its School of Health and Medical Sciences as well as the Hackensack Meridian School of Medicine.
For more information, visit www.shu.edu
Media: Michael Ricciardelli, Associate Director of Media Relations, Seton Hall University
michael.ricciardelli@shu.edu, 908-447-3034; Marty Appel, AppelPR@gmail.com