Soccer Moms Provide World Cup Analysis in Altice USA Campaign by Y&R

The world believes that America doesn’t care about soccer, but that’s not entirely true. There is an entire population of Americans who live and breathe soccer every single week – soccer moms. And they not only care about soccer, they know a whole lot more than anyone gives them credit for.

Altice USA and Y&R are launching a social series called Soccer Moms Center, a digital show centred on World Cup analysis by the foremost soccer fans in America: Soccer Moms. And at a time where almost all soccer coverage is male, these Soccer Moms are a refreshing voice and perspective in the conversation. From the early rounds to the finals, this cast of moms is offering coverage, reactions, game analysis, and predictions to offer a new perspective as America follows the biggest sporting event in the world.

“There’s a cliché assumption that Americans don’t care about soccer, and we wanted to prove that wrong during this year’s World Cup,” says João Coutinho, North America executive creative director, Y&R. Millions of soccer moms live this sport every day, every week; they’re just as dedicated as fans all over the world. So we found real soccer moms that can teach America how exciting soccer can be, while building brand affinity for Altice USA. It’s a perfect way to get Americans involved in who’s winning, who’s not, and why soccer is the rest of the world’s favourite sport.”

The work comes on the heels of Altice’s 'Futebol vs. Football' regional Super Bowl spot, which starred Cristiano Ronaldo making his American football debut and bringing soccer to U.S. fans.