I had no idea...

A SMILF would have to be better than their last lame attempt at a mascot.

From pseudorandom:

Why Soccer Moms Drive Minivans

On The Daily Show this week, host Jon Stewart interviewed "Daily Show expert" John Hodgman (I like how he's just an "expert", not an expert on any particular subject) on the World Cup:

Jon Stewart: Why hasn't soccer been embraced by Americans?

John Hodgman: Well, it has by some. For example, the famous soccer moms who've tried to liven the game up for Americans by introducing minivans into play. And also casual sex.

Jon Stewart: Casual sex?

John Hodgman: Yes. That's what the minivans are for. You've obviously never been to Brookline, Massachusetts, SMILF capital of New England.

From this page, click on "Latest Headlines", then click on "The World Cup" under "Most Recent Videos from The Daily Show With Jon Stewart".