The 2010 World Cup saw a 41% increase in the U. S. viewership this time around. Miami, NYC and Washington, DC, were the top markets to watch the games. Unsurprisingly, those cities are culturally diverse with a high number of Latin American, Caribbean, African and European immigrants and their children. 

Second and third-generation Americans represent the cultural link that binds our melting pot of a country. The connection to their ethnic roots remains strong through languages spoken at home, foodthey prepare and neighborhoods they may live in. Yet, they have become a part of the so-called American culture, speaking English, attending American schools and befriending other Americans.

Whether it’s a soccer team, a high-end ad campaign or food selection at your local fast food restaurant, the theme of closeness with one’s cultural background keeps resurfacing and has become a reality of today’s society.

It’s no longer about ‘either/or’anymore. It’s about AND.  You can straddle two worlds – you don’t have to pick one or the other.