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Advertising to Football Fans: Who They Are and How to Reach Them

Events like America’s Cup in Barcelona, and the UEFA Euro 2024 provide a huge opportunity for smart digital marketers to advertise to football fans. According to a recent survey, 52 percent of UK CTV viewers plan to stream Euro 2024. Football dominates viewership in Europe, with 84 percent watching men’s football and 52 percent watching women’s. And this enthusiasm isn’t just confined to Europe. In LATAM, 90 percent of internet users say they watch sports, with the top pick being football. But who are these football fans, and how do digital marketers reach them?

In this post, we use Lotame’s high-quality audience data to extract key insights about the audience, providing you with a better understanding of how to advertise to football fans. 

1. Football fans are movie buffs.  

  • Four out of the top 10 interests, ranked by index, were related to movie genres. Football fans prefer drama, comedy, science fiction, and documentary movies.

Key Advertising Insight: When planning a contextual campaign with football audiences, consider investing in publishers with movie reviews or articles, particularly around the above categories. 

Sample Interest Audiences from Lotame: 

  • Latin America Movies
  • Europe Movies

2. Interestingly, despite football being such an active sport, football fans prefer hobbies that are more “low-key”.

  • Top-ranked hobbies among football fans include gardening, reading, and listening to podcasts. 
  • Unsurprisingly, football fans are also 66 percent more likely than average to enjoy watching sports on TV. 

Key Advertising Insight: Consider advertising to football fans via podcasts, and do some further research to find out which podcast genres might resonate most with your audience.

Sample Interest Audiences from Lotame: 

  • Gardening
  • Latin America – Soccer – Futbol – Futebol
  • Europe Sports

3. Health and fitness are important to football fans.

  • Football fans are 74 percent more likely than average to have a healthy fitness lifestyle.
  • They’re also 48 percent more likely to engage in sports leagues or participate in sports. 
  • Interestingly, they’re eight percent less likely to engage in running. 

Key Advertising Insight: Consider investing contextually in health and wellness content, while perhaps steering clear of running sites.

Sample Interest Audiences from Lotame: 

  • Health & Fitness
  • United Kingdom Sports 
  • Physical Fitness


4. Football fans enjoy traveling and dining out.

  • They’re 70 percent more likely than average to enjoy going out to eat as a hobby, and 72% more likely to list travel as a hobby as well. 

Key Advertising Insight: Consider contextual advertising on travel and food sites. 

Sample Interest Audiences from Lotame: 

  • Travel
  • Restaurants & Dining


More Strategies for Advertising to Football Fans

  1. Contextual Campaigns: Tailor your advertising to align with the content football fans are most interested in, utilizing the fact that their top interests include specific movie genres and more relaxed hobbies. For instance, integrating ads in platforms featuring movie reviews, podcasts, or articles around these interests can significantly increase engagement.

  2. Diverse Channels: Given football fans’ varied interests—from movies to health and fitness, and travel—utilizing a broad spectrum of channels for advertising can enhance your reach. This approach caters to the 52 percent of UK CTV viewers planning to stream Euro 2024 and the overall high viewership football enjoys in Europe.

  3. Engagement through Interests: Leverage the specific interests within broader categories. Knowing that football fans are 74 percent more likely to engage in a healthy fitness lifestyle but 8% less likely to engage in running can help tailor more effective health and wellness campaigns.

  4. Leverage Big Events: Take advantage of major football events, such as the Americas Cup or Euro Cup, when fans’ engagement is at its peak. With 84 percent of Europe watching men’s football and 52 percent watching women’s, these events provide a ripe opportunity for targeted advertising campaigns.

  5. Data-Driven Insights: Continuously refine your advertising strategies with up-to-date data on football fans’ behaviors and preferences. This will ensure your campaigns stay relevant and engaging, maximizing the impact of your advertising efforts.

Incorporating these detailed insights into your advertising strategy can significantly improve your ability to connect with and engage football fans. By understanding their unique interests and behaviors, and aligning your campaigns accordingly, you can effectively capture the attention of this dynamic and diverse audience.


Tap Into Lotame’s High-Quality Football Audiences

With access to thousands of Lotame’s high-quality audience segments worldwide, advertisers can be certain they are reaching the right audience at the right time. Choose from pre-packaged, custom, or proprietary Lotame Precision Demographic and Intent audiences. Our team of data experts is available to help you find and reach your ideal audience, enabling you to make smarter, faster and easier decisions with your data both during this football season and beyond.