Scandals be damned: soccer has become a “juggernaut” in the U.S. In reaction, some brands are “swooping in” and moving advertising money into the sport. Heineken, which recently became the Official Beer of MLS believes, “’The Millennial consumer and really the Mexican Hispanic consumer love the sport and [we] will continue to see it grow.’” A 2014 ESPN poll found that soccer is now 18-34-year-olds second favorite sport, after football. (Campaign)
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