Yes, Women Like Soccer (Fútbol) Too


There’s a lot of soccer going on these days. Today marks the first day of Copa América, there’s also the Women’s World Cup in Canada, the Under 20 World Cup in New Zealand and the Champions League that recently ended. With all these events happening all over the world, it got me thinking how this sport is increasingly becoming more and more appealing to women nowadays. Not only are they watching it, but they’re playing it too! It’s great to see that women can be just as passionate about the game as men.

When you think of avid soccer fans, you probably visualize a group of men, faces painted, dressed in their favorite jersey, engaged with every play, while rooting and screaming passionately for their team. And you’re right, for the most part, that is the case. But there’s also a growing Latina soccer fan culture-taking place. And she knows the game every bit as well as men. Whereas 10 or 15 years ago it was more of a male domain, today you’re likely to have a mix of men and women enjoying the game. This becomes especially apparent during major soccer events. It is a time where the love and passion for your “camiseta” grows and patriotism is at a pivotal.

Case in point, my mom and sister.  When big matches or big events take place, they are ready. I hear them talking about schedules, game strategies, the teams, the players, their shortcomings and they will confidently debate who is the best of the best.  Both my dad and husband are HUGE fans, but I secretly think the women in my family know more interesting facts about the games & players than the men do. Come game day, and these endearing Latina women are decked out in their fan gear and ready to partake in the passion of the game (often times it’s more like agonizing over, really)…screaming and cheering as if their life depended on it.

It would greatly benefit advertisers to start taking more advantage of the female soccer audience, especially since social media is helping grow women’s interest in the sport. Kudos to JC Penney who leveraged this unique Latina insight during the last World Cup with a campaign geared to her and rooted in the idea that “soccer is for girls.” The campaign did a great job in portraying “her passion, national pride, and love for self-expression through fashion.” The Latina is the gatekeeper of the household and the one buying most of the products and services her family uses, so it makes sense to talk to her as soccer represents an important passion point to connect with her.


As a Latina myself, I can attest that soccer has always been a part of my life. It was never about “Monday night football” in my house, but always about fútbol. I revel in the excitement and passion it brings out in everyone, but more than anything else, how it brings us all closer together, cheering for the teams we love...like maniacs.

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