“When did that happen?”

I seem to be saying that phrase a lot lately, as new products, services, activities and trends pass me by. Tattoos. Vaping. Online gambling. I used to laugh at the old people who seemed to be stuck in their own era. And here I am, in concrete boots.

As I watched my Minnesota Vikings get destroyed by the Dallas Cowboys on Sunday, I decided my time would be better spent working remotely on my laptop. Out of the corner of my eye, I couldn’t help but see all the TV promotions for soccer’s World Cup. I would rather suffer through replays of my Vikings being dismantled than watch a match of a sport I have not-so-lovingly referred to most of my life as kickball. In fact, I would rather have a cavity filled than watch a soccer match. But that’s me, and clearly I am being passed by once again.

Soccer is now the fourth most popular sport in the United States. And, undeniably, it is the world’s most-popular. But what does it mean to be the fourth most-popular? Can you name the fourth most-popular ketchup? Or the fourth most-popular web browser? Or the fourth most-popular sneaker brand? Probably not, but it’s still significant.

Ask most American citizens to name the top four sports in this country, and you will likely hear football, basketball, baseball and, eventually, hockey. Admittedly, soccer gets complicated with its multiple leagues, but the true fans don’t seem to mind. That doesn’t work so well with other professional sports.

Meanwhile, soccer has eclipsed hockey and is now the fourth most favorite sport to watch among American adults, according to Gallup. And, get ready for this, soccer is creeping up on baseball with only a 2% gap now, the slimmest margin in the past two decades. And then there’s this: the average age of a baseball fan is 57. With soccer, it’s 35. Also, nearly 70% of soccer fans in America are younger than 40, and soccer is the second most popular sport among Americans aged 12-24.

I don't see myself getting a tattoo anytime soon. Or vaping. Or gambling online. But if I want to start having conversations with folks younger than me, I better break off these concrete boots and start watching soccer. And if the Vikings’ season continues to collapse, I might be asking for someone to pass me a sledge hammer soon.

Have a wonderful Wednesday, and thanks for reading.

Shane Goodman
President and Publisher
Big Green Umbrella Media
shane@dmcityview.com
515-953-4822, ext. 305
www.thedailyumbrella.com

Your Clear Mortgage forecast from Jason Parkin

Temperatures continue to stay mild into early next week. We may see a couple of sprinkles on Thanksgiving day, but most of us will stay dry. Another rain chance comes our way Saturday night into Sunday.

For help with preapprovals or refinancing, get in touch with Jason at parkin.mortgage

Best Of Des Moines 2023

THE 2023 POLL IS NOW CLOSED, AND THE RECORD-SETTING NUMBER OF VOTES ARE BEING TALLIED!

Look for the full results in the February issue of CITYVIEW.

Tool of the trade

Jurgenson’s vice grips are treated with Grandpa’s gloves.

By Darren Tromblay

An old pair of worn but still working vice grips hangs out in John Jurgenson’s Johnston garage — a scene not unlike millions of other men and their sometimes impressive collection of tools and other do-it-yourself gadgetry.
But this pair of vice grips is more than that. This is a pair from Grandpa. Used by his very own hands to help bend, shape, fix and make things.

“This is a pair of vice grips that my grandfather Bob Jurgenson used to own when they were made in Nebraska,” John Jurgenson says.

“Grandpa used to work for Sioux Tools for a lot of years and had a lot of tools himself.”

... Read More In the November issue of Johnston Living magazine.

Happy Birthday to these celebrities: Miley Cyrus, Kelly Brook, Bradley Steven Perry, Lia Marie Johnson, Kevin Chamberlin, Rick Bayless, Keith Thurman

SUBMIT: Send your birthday greetings and congratulatory notes to: tammy@iowalivingmagazines.com

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