Brazil are (fan) World Champions

In Argentina, the “Albiceleste“ generated a comparable level of interest with 73 percent. The host nation South Africa, ranked third out of the 12 markets analysed*; in England, 42 percent of the total population is interested in their national team. Supporting the home team forms bonds and creates national identity as it moves the entire nation. In particular, the success of the team boosts support even further, although even hosting the tournament has an impact, which was seen four years ago in Germany and now in South Africa, where national interest ranked third. While football faces more competition in South Africa and has not always been popular throughout the entire nation, it is clearly number one in the South American markets. In Brazil, 74 percent support their own national team. ”As the top stars play abroad, the nation stands  united behind their team when it comes together from all parts of the world. Figures are already the highest with 74 percent, but they will shoot through the roof when the country is host in 2014!“ expects Gareth Moore, UK and Ireland Director SPORT+MARKT. Amongst the top European football markets, the Germans show the highest level of interest in their national team with 68 percent, while England is at the end of the line. Gareth Moore stated that, “42 percent of support for the national team in England is not a bad level keeping in mind our very strong domestic league. A lot of football lovers mainly support their own club where their stars play.” He also points out that the survey is based on the total population – not only football fans. “The German national team is still benefiting from the World Cup in their country, which has drawn the entire nation behind their national squad – no matter whether they are interested in football or not”, adds Moore of SPORT+MARKT.

Not only in Germany do we still see the impact of hosting the biggest football event. In South Korea, host of the 2002 tournament, 63 percent of the population is interested in their national football squad. The reason behind the USA ranking at the bottom of the 12 nations analysed is not only because the World Cup 1994 is so long ago. “We cannot compare the market situation in the US with that of Europe or Latin America where football is clearly number one”, comments Moore of SPORT+MARKT. “While competing with national giants American football, baseball, and basketball, 17 percent support their national soccer team which is a positive development – and with the scale of the market it represents 37 million people who will support the team in their first match against England on the 12th of June.” Despite large gaps of interest between the nations analysed, Moore draws an overall positive conclusion, as each nation faces different conditions and challenges. He expects figures to increase as the tournament draws nearer: “We have to keep in mind that our survey was taken during a quiet football period when the national team was not yet present in the media. As the tournament starts, interest will rise, riveting everyone to their TV screens.“ Especially in host nation South Africa, the expert still expects a boost despite an already impressive third position with 69 percent support.

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