Philadelphia Union is using FIFA buzz to attract new fans to the franchise with the goal of doubling its fan base over time. The team is prioritizing the capture of data on everyone buying tickets and attending events. They plan to use that data to boost brand awareness, promotions to draw first-time fans, and retention to keep them coming back. They’re also partnering with schools as they target youth soccer players they hope will grow up to be lifelong Union fans. Philadelphia Union president Tim McDermott said he thinks hosting the World Cup could help put soccer on par with football, basketball, baseball, and hockey in the United States. “There’s a perception of a big four. We need it to be a big five. That’s the way it has to be coming out of this,” he said. “I think we’re at an inflection point, and the World Cup is going to help drive the next 10, 20 years of growth.”