How Concacaf is attracting a new generation of fans

Concacaf, football’s governing body in North America, Central America and the Caribbean, is at a pivotal moment in its youth engagement strategy, with the Fifa World Cup just weeks away.

Indeed, for some Gen Alpha fans, the showpiece in the US, Canada and Mexico represents the first World Cup they will remember: a rite of passage for any follower of the beautiful game.

However, while the importance of the World Cup in attracting a new generation is obvious, Concacaf’s multifaceted approach is designed to build an enduring connection with younger fans over many years, rather than a fleeting interest that fades after the final on July 19.

“Our strategy is to build a long-term relationship with young fans by meeting them early, meeting them where they are, engaging them across different touchpoints, and giving them multiple ways to connect with football in our region,” Concacaf general secretary Philippe Moggio explains. “That includes competitions, digital content, gaming and entertainment, supporter culture, and broader football development efforts across Concacaf.”

Lifelong fandom

Concacaf is therefore thinking beyond short-term engagement and is instead focusing on lifetime fandom; the logic being that young people are more likely to stay connected to football as they move into adulthood if they experience it during their childhood.

These efforts counter a long-term challenge facing the majority of sports organisations. According to a 2022 Morning Consult survey, only 53 per cent of Gen Z considered themselves to be sports fans in comparison with 69 per cent of millennials.

For Concacaf, the solution is to address the relationship earlier.

“We want young people to encounter football not only as entertainment, but as something tied to their community, their personal memories, and their sense of identity,” Moggio says. “That is why youth engagement for us is not limited to social content or campaigns. It also connects to youth development, football access and participation across the region.”

Concacaf enhanced its efforts to attract and retain younger fans in 2024 with the launch of Kick-Off, its dedicated youth digital entertainment and gaming platform that blends football with interactive experiences. The brand is designed to encourage new generations to have a say in shaping the future of the sport by encouraging creativity, inclusivity and positivity. The launch of Kick-Off was pivotal in unifying various youth-focused initiatives into a broader, cohesive movement.

“The more football becomes part of someone’s life early on, the more likely that passion is to continue into adulthood,” Moggio adds. “Ideally, by the time they reach their late teens and 20s, their connection to the game is not something we are trying to create from scratch. It is already there. It has become part of who they are. Our role is to reinforce that connection over time with experiences, storytelling, and touchpoints that continue to feel relevant as they grow.”

Trending on TikTok

Under the Kick-Off umbrella, Concacaf uses a combination of social platforms, owned digital channels, live experiences, gaming environments and creator-led formats, depending on the audience it is trying to reach.

For instance, Concacaf Kick-Off Live, a weekly live stream, helps to “connect with Gen Z and Gen Alpha through football, gaming, music, creators and pop culture”, Moggio explains. The show is live-streamed on Twitch, with full episodes then available on Concacaf’s YouTube channel. Content from the series is also amplified through Instagram and TikTok.

“That kind of distribution reflects how younger audiences actually consume content today: across platforms, through trusted voices, and in formats that feel interactive rather than top-down,” Moggio says.

Concacaf is also investing in owned and operated channels to build stronger long-term relationships with fans. For instance, last year the governing body expanded its digital ecosystem with dedicated Concacaf Women’s Champions Cup channels on TikTok, Instagram and Facebook.

As part of this momentum, a “future-ready” roadmap with Deltatre through to 2030 will aim to elevate Concacaf’s digital platforms and increase its understanding of fan behaviour, as well as demographics.

Tailoring to fan behaviour

Platform choices are driven by audience behaviour, with different segments consuming content in different ways. Concacaf has prioritised and invested in TikTok as a primary platform to engage younger fans where they already spend a lot of their time.

TikTok’s discovery-driven algorithm enables Concacaf to create content that celebrates the diversity of the region while localising through language, music, talent and trends. This approach has driven strong results and attracted more than three million followers, with over 70 per cent of this audience aged between 18 and 34. The channel has had more than 122 million engagements, 1.7 billion views and 365 million minutes of total watch time.

“We are tailoring content by recognising that younger audiences are not one group,” Moggio says. “Some respond to fast, short-form, visual storytelling. Others connect more through culture, creators, humour or behind-the-scenes access. Others want authenticity and emotional connection through fan stories and community.”

An example of this tailored approach is 41 Diamonds, Concacaf’s storyteller platform that is built to develop and amplify a new generation of creators by giving them the chance to explore football through culture, film, video, photography, music and digital platforms. During the Concacaf Champions Cup, 41 Diamonds project ‘Doce’ showcased football chants, murals and fan rituals, generating more than 30 million impressions.

‘Just the beginning’

Gamification is also a key route for Concacaf to connect with younger audiences, with Moggio noting that fans want to “participate, interact and share” – not simply watch.

Such initiatives help Concacaf to reach younger audiences in spaces where they already spend their time and are highly engaged, helping the confederation to expand into communities where its content has not traditionally had a significant presence.

Therefore, Moggio says gamification initiatives are part of a wider effort to “future-proof” Concacaf by connecting fans with experiences they already enjoy. For example, in partnership with GGTech, Concacaf unveiled the first football-specific Fortnite map, Concacaf Kick-Off Stadium, in 2024.

“In terms of impact, more than 10,000 players have interacted with the Concacaf Kick-Off Stadium experience, which gives us early proof that these types of activations can build community and create meaningful engagement around our properties,” Moggio explains.

“We also see this as just the beginning. We will be launching more games across additional platforms, including Roblox, which creates another opportunity to grow community and introduce younger audiences to other Concacaf properties.”

Concacaf is also in the process of developing a new Concacaf esports initiative, with the new eConcacaf initiative creating a structured competitive platform designed to deepen engagement through gaming participation.

As the official professional e-football competition for the Concacaf region, eConcacaf will also be the official qualifying pathway for the FIFAe World Cup. However, the broader aim will be to establish a sustainable esports platform that supports brand equity, fan engagement, commercial revenue and Member Association participation.

It is not just online and through gaming platforms that Concacaf is engaging young audiences though. Activities extend offline too, with Concacaf last year launching its first-ever Confederation-wide mascot – Volar, a heroic seabird, which represents 41 member nations. The launch aligned with research from Two Circles’ Foundations for Fan Origination, which found that nearly 50 per cent of sports fans are ‘made by 14’, and they are more passionate, engaged, valuable and active than others.

The governing body’s increasing use of on-the-ground events and activations to reach out to potential new fans matters because “long-term fan engagement often starts well before someone becomes a ticket buyer or a regular viewer”, Moggio says.

“If football is part of your childhood, your local environment or your first experience of belonging to a team or a football community, that connection can stay with you for life,” Moggio adds. “We see youth engagement not only as a media or marketing issue, but as part of how football participation and football identity are built over time.”

culled from sportbusiness.com