Nielsen World Football Report 2022
Nielsen World Football Report 2022
1
Nielsen Fan Insights, February 2022, 13 markets: Australia, Brazil (urban population), China (urban), France, Germany,
India (urban), Italy, Japan, Russia (urban), South Korea (urban), Spain, U.K., U.S.
South Korea: Football is one of the three most popular sports in 10 of 13 countries surveyed
The world’s most
popular sport Top 3 sports in each country | Interested population
Football remains the world’s most popular Australia Australian rules football - 36% Tennis - 34% Cricket - 32%
sport, generating powerful interest in 40%
of the global population.2 It was one of Brazil Football - 65% Volleyball - 50% Extreme sports - 42%
the three most popular sports in 10 of the
13 countries3 we analyzed, which include Canada Ice Hockey - 43% Figure skating - 31% Snowboarding - 29%
the world’s top 10 economies.4 And of the
countries where football did not rank in China Basketball - 44% Badminton - 41% Football - 40%
the top three—Canada, Australia and the
U.S.—it did rank in the top 10. France Football - 43% Tennis - 34% Rugby - 33%
South Korea Short track speed skating - 51% Football - 50% Figure skating - 47%
Currently, 37%6 of global football fans are women. FIFA World Cup 34%
Given their keen interest in the World Cup, it could be
UEFA European Championship 21%
the right moment to prioritize speaking directly to this
cohort and turn potentially casual fans into loyal ones UEFA Champions League 20%
through more thoughtful content and sponsorship
integrations that surround the matches. English Premier League 20%
For instance, this year is the first time the World Cup UEFA Europa League 18%
will overlap with the festive holiday season for much
AFC Champions League 17%
of the world, and women are often key holiday season
spenders. So, there’s a natural bridge for brands, AFC Asian Cup 16%
broadcasters and platforms to deliver holiday-related
messages, content, services and merchandise directly Spanish LaLiga 15%
to this audience while capitalizing on the halo of World
Italian Serie A 15%
Cup excitement.
German Bundesliga 14%
5
Nielsen Fan Insights, January-April 2022 12 markets: Australia, Brazil (urban population), China (urban population),
France, Germany, India (urban population), Italy, Japan, South Korea (urban population), Spain, U.K., U.S.
USA Major League Soccer 14%
UEFA European Championship - Australia, Brazil, France, Germany, India, Italy, Spain, U.K.; AFC Champions League
- Australia, China, India, Japan, South Korea; AFC Asian Cup - Australia, China, India, Japan, South Korea; MLS -
Brazil, China, France, Italy, U.S.; J. League - Australia, China, Japan, South Korea French Ligue 1 12%
6
Nielsen Fan Insights, February 2022, 13 markets: Australia, Brazil (urban population), China (urban population),
France, Germany, India (urban population), Italy, Japan, Russia (urban population), South Korea (urban population),
Spain, U.K., U.S. Japanese J-League 10%
Data source for chart: Nielsen Fan Insights, January-April 2022, 12 markets: Australia, Brazil (urban population),
China (urban population), France, Germany, India (urban population), Italy, Japan, South Korea (urban population),
Spain, U.K., U.S. UEFA European Championship - Australia, Brazil, France, Germany, India, Italy, Spain, U.K.; AFC
Champions League - Australia, China, India, Japan, South Korea; AFC Asian Cup - Australia, China, India, Japan,
South Korea; MLS - Brazil, China, France, Italy, U.S.; J. League - Australia, China, Japan, South Korea
% displayed are rounded
For football fans who watch sports, free-to-air TV7 is the most popular option, while
62% pay to watch8, 72%9 tune in via social media and 68%10 view on over-the-top (OTT)
streaming devices. This means brands, publishers and platforms can get creative with
how they engage audiences across multiple devices.
For example, in May of 2022, TikTok announced it would be the official partner of the
UEFA Women’s EURO 2022. The partnership lets TikTok users access exclusive behind-
the-scenes footage from the tournament, amplify their own video content with dynamic
effects, and reinforces the platform as a go-to space for all things football fandom.
Over-the-top (OTT)
Free-to-air TV7 Pay to watch8 Social media9 streaming devices10
Nielsen Fan Insights, February 2022, 13 markets: Australia, Brazil (urban population), China (urban population), France,
7, 8, 9
Germany, India (urban population), Italy, Japan, Russia (urban population), South Korea (urban population), Spain, U.K., U.S.
10
Nielsen Fan Insights, February 2022, 12 markets: Australia, Brazil (urban population), France, Germany, India (urban
population), Italy, Japan, Russia (urban population), South Korea (urban population), Spain, U.K., U.S.
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par with the summer and winter Olympics. Perhaps
unsurprisingly then, half of sports fans are willing to Source: Nielsen Fan Insights, Jan - Apr 2022: China, India, Japan, South Korea; Feb 2022: Indonesia, Thailand, United Arab Emirates; May 2021: Malaysia, Philippines, Saudi Arabia, Singapore; Nov 2021: Vietnam
The World Cup has the highest awareness of any sporting event
95% 51%
of sports fans are aware of sports fans are willing to pay
of the World Cup12 for live/on-demand coverage13
11
Nielsen Fan Insights, 2019-2022 January-April 2022, 12 markets: Australia, Brazil (urban
population), China (urban population), France, Germany, India (urban population), Italy, Japan
South Korea (urban population), Spain, U.K., U.S.
12
FIFA commissioned study 2019-2022
13
FIFA commissioned study 2019-2022
The key is tapping solutions that can capture vast amounts of data
points and funnel them into structured schemas that broadcasters,
streamers and platforms can then use to enhance their platform’s
World Cup experience and ensure new viewers discover it. Full
schedules, live match results, play-by-play data, historical data,
analysis from a team of experts—viewers need it all, updated live
and around the clock.
Brand sponsorships are critical for clubs’ financial success. FC Barcelona recently signed a
67%
deal with Spotify that included naming rights at Camp Nou and shirt placement for the next
of football fans think brands are more appealing
three years. The price? US$64 million per season.15
when they participate in sports sponsorships.17
Brands are also an important part of the viewing experience. Even in an era of endless
distractions, viewers are paying attention to sponsorships. Fifty-six percent of football fans compared to 52% of the general population
actively inform themselves about brands engaged as a sports sponsor, and 67% agree that
companies involved in sports sponsorships gain in appeal with the audience.16
56%
of football fans are likely to inform themselves
about brands that sponsor sporting events18
59%
of football fans would pick a sponsor’s product
over a rival’s if price and quality were the same19
Nielsen Fan Insights, February 2022, 13 markets: Australia, Brazil (urban population),
16, 17, 18, 19
China (urban population), France, Germany, India (urban population), Italy, Japan, Russia (urban
population), South Korea (urban population), Spain, U.K., U.S.
21
2018 World Football Report
Nielsen Fan Insights, February 2022, 13 markets: Australia, Brazil (urban population), China (urban population), France, Germany, India (urban population), Italy, Japan, Russia (urban population), South Korea (urban population), Spain, U.K., U.S.
22, 24
23
Nielsen Fan Insights, February 2022, 10 markets: Australia, Brazil (urban population), France, Germany, Italy, Russia (urban population), South Korea (urban population), Spain, U.K., U.S.
U.K. 71% population), France, Germany, India (urban population), Italy, Japan, Russia (urban population), South
Korea (urban population), Spain, U.K., U.S.
Germany 66%
South Korea 62%
Japan 43%
1 2 3 4
The world’s sport still Data drives modern Sports sponsorships Divided fan attention means
has room to grow sports viewing win big among fans opportunities for immersion
• Female football fans are more • Fans expect reliable, real-time data • Football fans are more likely than the • The overwhelming majority of fans
interested in the World Cup than any that contextualize and enhance general population to be influenced are multitasking on their devices while
other major football competition. whatever match they’re watching. This by sponsorship, affecting how they watching a match. This means there
There’s an opportunity through is particularly true in events like the perceive a brand and what they’re are even more possibilities to integrate
World Cup coverage, content and World Cup, where one game’s outcome likely to buy. sponsors and engage with fans during
sponsorships to help turn casual can impact the position of several the World Cup.
female fans into loyal ones. other teams. • The non-alcoholic drinks category
continues to spend the most on • The World Cup isn’t just a televised
• Asian populations and brands continue • When properly structured, data sponsorship (by percentage), but event. It’s the opportunity for a fully
to emerge on the World’s stage. integrations within the viewing tourism sponsorships have made a big immersive experience, and the savviest
Football popularity is strong across experience can help fans find more jump since 2018. broadcasters, brands and platforms will
Southeast Asia in countries with of the World Cup content they want, capitalize by providing content in all
massive populations, which means when they want it. Of the football fans the places fans want to consume it.
that brands that capitalize on the that watch sports, 80% are on their
opportunity will be well placed to reach device while watching a match—and
and convert new fans in the region. they’re likely to want a lot of content.
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