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Aboutthesurvey:
TGMResearchhasconductedthelargestindependent
internationalsurveyacross26countriestounderstandthe
world'spulseontheupcomingUEFAEuro2024™.Thissurvey
uncoversdetailedinsightsintotheparticipationandperceptionsoffootballfansworldwideregardingthetournament.
DiscoverhowfootballenthusiastsaroundtheglobefeelabouttheUEFAEuro2024™andexploretheirpredictionsforthe
tournament'soutcomes!
2620,700+
countriesstudiedfootballfansasked
TOTAL
Football/SoccerFan:DataPill
TOTAL
31%
interestedin
watchingor
following
football/soccer
●Fairlyinterested
Interested●
Notinterested
48%39%31%31%
EnglishPremierLeague(EPL-UnitedKingdom)
LaLiga(Spain)
SerieA(Italy)
Bundesliga(Germany)
Topfootball/soccerleaguespeoplefollowedinthelast5years
Topfootball/soccerrelatedactivities
tball/soccer
onTV
29%
readaboutfootball/soccerinnewspapers/magazines
53%
followontheinternet
21%
attendlivematches(atanylevel)
Topwayspeoplefolloworwatchfootball/soccermatches
61%
TVbroadcast,HomeTV(e.g.,cable,satellite)
36%
Socialmedia(e.g.,Twitter,Facebook)
37%
YouTube
34%
StreamingTVchannel/app
Topinternationalfootball/soccer
competitionspeoplefollowedinthe
last5years
76%FIFAWorldCup
UEFAChampionsLeague
UEFAEuropean
65%
55%
Championship(EuroCup)
FIFAWomen'sWorldCup
30%
Howdotheinterestinfootballandthegameslooklike?
TOTAL
Whatisthelevelofinterestinfootball:
TOTAL
60%
ofpeopleinallcountriesareinterestedinfootball
Top2Box
Transcendingmereentertainment,football(i.e.soccer)reignsasanuniversalsport,sparkingstronginterest
andpassionatediscussionsacrosscontinents.
Oursurveysolidifiesfootball'sreign–60%ofpeopleinallcountriesshowedinterestinthesport.Notably,Africaleadsthechargewith80%ofrespondentsclaimingthattheyareinterested,followedbyAPAC(68%)andLATAM(61%).
Q:'Q50.Howinterestedareyouinwatchingorfollowingfootball/soccer?'-TotalN=20795
%ofpopulationinterestedinfootball(Region):
TOTALEuropeAPACLATAMAfricaUSA
13%
8%
19%
22%
14%
11%
20%
21%
21%
25%
40%
27%
20%
29%
30%
34%
25%
22%
31%
27%
34%
36%
53%
18%
TotalEuropeAPACLATAMAfricaUSA
VeryinterestedFairlyinterestedNotveryinterestedNotatallinterested
TOTAL
TOTAL
Whatisthelevelofinterestinfootball?
AgeDifferences
Beyondtheexcitingmomentsofgoalsandsaves,
footballofferssomethingevenmoreprofound:the
powertoforgepowerfulconnections.Watching
footballisn'tjustabouttheactiononthepitch;ithasgrowntobeasharedexperiencethatfostersasenseofcommunityamongfootballenthusiasts.
Overall,interestpeaksinthe25-34agegroupand
graduallydeclineswithage.Notably,Africa
demonstratesthehighestlevelsofinterest,reachingaround85%inthe25-34agegroupandmaintainingastrongpresenceacrossallagebrackets.Europealsoshowshighinterest,particularlyinthe25-34age
group,whereitpeaksatapproximately70%.In
contrast,theUSAexhibitsthelowestlevelsofinterest,withapeakofaround45%inthe35-44agegroup.
Theseinsightshighlightacleartrend:football/soccerismostpopularamongyoungerdemographics,withthehighestenthusiasmobservedinAfrica,whiletheUSAlagsbehindotherregionsinoverallinterest.
Interestinfootball/soccerbyageandregion|Top2Box|:
90
85
80
75o
70
65
60
55
50
45
40
35
30
18-24yo25-34yo35-44yo45-54yo55+yo
TOTALEuropeAPACLATAMAfricaUSA
Q:'Q50.Howinterestedareyouinwatchingorfollowingfootball/soccer?'-TotalN=20795
TOTAL
19%
,31%
21%
●Veryinterested
●Fairlyinterested
.Notveryinterested
Notatallinterested
"29%
Q:'Q50.Howinterestedareyouinwatchingorfollowingfootball/soccer?'-TotalN=20795
Whereresultsdonotsumto100orthe‘difference’appearstobe+-1more/lessthantheactual,thismaybeduetorounding.
TOTAL
Whatdoesitmeantobeinterestedinfootball?
Howmuchareyouinterestedin
football/soccer?
Close-up:TOTAL
Whichofthefollowingfootball-relatedactivities
applytoyoupersonally?
TOTALEuropeAPACLATAMAfricaUSA
Iwatchfootball/socceronTV
IfollowontheInternet
Ireadaboutfootball/soccerinnewspapers/magazines
Iattendlivematches(atanylevel)Ilistentomatchesonradio
Iplayfootball/soccer(atanylevel)
IamaSeasonTicketHolderforafootball/soccerclub(atanylevel)
Noneoftheabove
86% 53%
29% 21%
19% 18% 8%
2%
Q:'Q51.Whichofthefollowingfootball/soccerrelatedactivitiesapplytoyoupersonally?'-TotalN=8839
TOTAL
TOTAL
Whatdoesitmeantobeinterestedinfootball?
TOTAL
Whichofthefollowingfootball-relatedactivitiesapplytoyoupersonally?
TOTALEuropeAPACLATAMAfricaUSA
86%
53%
29%
21%
19%
18%
8%
2%
85%
51%
29%
22%
21%
16%
8%
2%
84%
57%
30%
14%
11%
18%
8%
3%
91%
60%
28%
30%
20%
30%
8%
1%
94%
57%
33%
23%
28%
21%
7%
1%
80%
35%
21%
15%
16%
15%
6%
6%
Total
Europe
APAC
LATAM
Africa
USA
Iwatchfootball/socceronTVIfollowontheInternetIreadaboutfootball/soccerinnewspapers/magazinesIattendlivematches(atanylevel)IlistentomatchesonradioIplayfootball/soccer(atanylevel)IamaSeasonTicketHolderforafootball/soccerclub(atanylevel)Noneoftheabove
Q:'Q51.Whichofthefollowingfootball/soccerrelatedactivitiesapplytoyoupersonally?'-TotalN=8839
TOTAL
TOTAL
Howisthefemalefootballaudience?
TOTAL
Nearlyhalfofwomenaroundtheworldexpressinterestinfootball,signifyingthesport'sgrowinginclusivitybeyondmalefanbase.Regionally,
Africaleadsinfemalefootballenthusiasm,
followedbyAPAC.ThiscontrastswithEU,wherefemaleinterestsitsat42%,exceedingonlytheUnitedStates.
%interestoffemalesinfootball/soccer-region:
10%
16%
20%
25%
29%
16%
24%
27%
44%
28%
34%
35%
21%
30%
34%
26%
29%
21%
19%
13%
25%
20%
39%
14%
TOTALEuropeAPACLATAMAFRICAUSA
Veryinterested(4)Fairlyinterested(3)Notveryinterested(2)Notatallinterested(1)
Q:'Q50.Howinterestedareyouinwatchingorfollowingfootball/soccer?-TOTAL
N=10413
|Female|
TOTAL
TOTAL
Howpeoplefolloworwatchfootballmatches?
TOTAL
Howdoyoufolloworwatchfootballmatches?-Region:
TOTALEuropeAPACLATAMAfricaUSA
TVbroadcast,HomeTV(e.g.,cable,satellite)
Youtube
Socialmedia(e.g.,Twitter,Facebook)
StreamingTVchannel/app
TVinapublicplace(e.g.,abar)
Websites/Onlineportals Mobiledevicestreaming(excludingsocialmedia)Streamingdevices(e.g.,IPTV,Chromecast,AppleTV)
Radio
Printmedia(e.g.,newspapers,magazines)Digitalgametracker(e.g.,real-timeupdatesonscores,plays)On-DemandVideoServices
Podcasts
VirtualReality(VR)orAugmentedReality(AR)experiences
61% 37%
36% 34% 30%
26% 23%
18% 16% 16% 13%
10% 7%
4%Q:'Q52.Howdoyoufolloworwatchfootball/soccermatches?'-TotalN=8630
TOTAL
TOTAL
FIFAWorldCupisthemostfollowedinternationalfootball/soccercompetitionsinthelast5years.
TOTAL
Thesurveyacross5regionsrevealsaconsistenttrend:theFIFAWorldCup,theUEFAChampionsLeague,andtheUEFAEuropeanChampionship(EuroCup)haveled
thechartasthetop3most-followedfootballcompetitionsinthepast5years.
Whichinternationalfootball/soccercompetitionshaveyou
followedinthelast5years?-Region:
TOTALEuropeAPACLATAMAfricaUSA
FIFAWorldCup
UEFAChampionsLeague
UEFAEuropeanChampionship(EuroCup)
FIFAWomen'sWorldCup
OlympicFootball/SoccerTournament
CopaAmericaAfricaCupofNationsNoneoftheabove
76% 65%
55% 30%
26% 19%
18% 4%
Q:'Q53.Whichinternationalfootball/soccercompetitionshaveyoufollowedinthelast5years?'-TotalN=8642
TOTAL
TOTAL
Whichfootball/soccerleaguesaremostfollowed?Close-up:TOTAL
Thetableillustratesthepopularityofvariousfootballleaguesacrossdifferentagegroupsanddemographics.TheEnglishPremier
League(EPL)standsoutasthemostpopularleagueoverall,particularlyamongyoungeradultsandmales.LaLigaalsoenjoys
widespreadinterest,maintainingaconsistentfollowingacrossallagegroupswithnotableenthusiasmfrommalefans.However,intheUSA,MajorLeagueSoccer(MLS)enjoyshigherpopularitycomparedtoLaLiga,indicatingauniqueregionalpreference.
Top10football/soccerleaguespeoplehavefollowedinthelast5years-
Age&GenderDifferences:
55+yo
18-24yo
25-34yo
35-44yo
45-54yo
Male
Female
TOTAL
TOTALEuropeAPACLATAMAfricaUSA
EnglishPremierLeague(EPL-UnitedKingdom)
48%
45%
50%
51%
48%
42%
56%
36%
LaLiga(Spain)
39%
42%
41%
40%
36%
33%
48%
26%
1.Bundesliga(Germany)
31%
30%
32%
31%
31%
31%
39%
20%
SerieA(Italy)
31%
29%
32%
34%
30%
31%
39%
19%
Ligue1(France)
23%
27%
27%
23%
20%
20%
29%
16%
BrazilianSerieA(Brazil)
14%
15%
16%
15%
11%
9%
14%
13%
MajorLeagueSoccer(MLS)
12%
13%
16%
13%
9%
7%
12%
11%
LigaMX(Mexico)
8%
10%
10%
9%
6%
3%
7%
9%
ThePrimeiraLiga/LigaPortugalBetclic
7%
5%
5%
7%
7%
10%
7%
6%
IndianSuperLeague(ISL)
4%
5%
4%
4%
4%
2%
4%
5%
Q:'Q54.Whichofthefollowingfootball/soccerleagueshaveyoufollowedinthelast5years?'-TotalN=8630
TOTAL
TOTAL
WhatisthelevelofinterestintheUEFAEuro2024™inGermany?
TOTAL
ThesurveydemonstratesawaveoftheUEFAEuro2024™enthusiasmallaroundtheglobe,withmorethanhalftheglobalpopulationexpressinginterestinthe
German-hostedtournament.ThiswidespreadexcitementstandsinstarkcontrasttotheUnitedStates,theonlysurveyedregionwithabelow-averageinterestrate.
Insights:[TOTAL]
1hat
leastonegame
Q:'Q57.WhichofthefollowingbestappliestoyouabouttheUEFAEuro2024?'-TotalN=11881
InterestintheEuro2024inGermany-byregion:
TOTALEuropeAPACLATAMAfricaUSA
21%
22%
15%
19%
9%
22%
22%
21%
19%
28%
32%
53%
30%
30%
35%
29%
24%
27%
26%
29%
24%
40%
14%
9%
TotalEuropeAPACLATAMAFRICAUSA
VeryinterestedInterestedNotveryinterestedNotinterestedatall
Q:'Q56.HowwouldyourateyourinterestintheUEFAEuro2024inGermany?'-TotalN=20795
TOTAL
TOTAL
TheUEFAEuro2024™&FemaleAudiences:
TOTAL
InterestinUEFAEuro2024™gamesbygenderandregion
(Top2Box):
69%45%
70%42%
72%56%
67%39%
82%62%
28%
19%
TOTAL
Europe
APAC
LATAM
AFRICA
USA
MaleFemale
45%
offemalesinTOTALareinterestedintheUEFAEuro2024™games
TheUEFAEuro2024™promisesmorethanjustelectrifyingmatches–it'sacatalystforinclusivity.Thisglobalspectacletranscendsthe
pitch,fosteringadiverseandwelcomingcommunityforfans.
Forthisyear'stournament,asurgeinfemaleviewershipis
continuouslybreakingtraditionalbarriers.Thesurveyshows45%ofwomenworldwideexpressinterestinthegame,withAfrica(62%)
andAPAC(56%)leadingthecharge.ThissurgesuggeststheEuro2024couldbealandmarkevent,rewritingthenarrativearoundgenderequalityinfootballfandom.
Q:'Q56.HowwouldyourateyourinterestintheUEFAEuro2024inGermany?'-TOTAL
|Male|N=10382;|Female|
N=10413
TOTAL
TOTAL
HowfootballfansplantowatchthetheUEFAEuro2024™?
TOTAL
TOTALEuropeAPACLATAMAfricaUSA
3%
14%
3%
8%
3%
3%
1%11%
16%
11%
22%
26%
6%
19%
17%
37%
25%
23%
14%
28%
23%
50%51%44%47%63%29%
TotalEuropeAPACLATAMAFRICAUSA
Insights:[TOTAL]
97%
ofpeoplewillwatch
multiplematchesduringUEFAEuro2024™games
Insightboxdataexcludespeoplewhowillwatchthefinalmatchonly.
●IwillwatcheverygameIcan●Iwillonlywatchthegamesofmynationalteam
.IwillonlywatchthegamesoftheteamIsupport
.Iwillonlywatchafewgames
Iwillonlywatchthefinal
.IwillNOTwatchanygames
Q:'Q57.WhichofthefollowingbestappliestoyouabouttheUEFAEuro2024?'-TotalN=11881
TOTAL
TOTAL
HowwilltheUEFAEuro2024™gamesbewatched?
TOTAL
Howwillyouwatchthegames?
Insights:[TOTAL]
TOTALEuropeAPACLATAMAfricaUSA
TVbroadcast,HomeTV(e.g.,cable,satelite)StreamingTVchannel/app
TVinapublicplace(e.g.,abar)
Youtube
Socialmedia(e.g.,Twitter,Facebook)Mobiledevicestreaming(excludingsocial…
WebsitesStreamingdevices(e.g.,IPTV,Chromecast,…On-DemandVideoServices
I'llwatchitliveinGermanyVirtualReality(VR)orAugmentedReality(A…
62%
62% 32%
30% 26%
ofpeoplewillwatchthegamesonTV
broadcast,HomeTV
23% 21% 17%
17% 9%
4% 4%
Q:'Q58.Howwillyouwatchthegames?'-TotalN=11785
TOTAL
TOTAL
WhodofootballfanstypicallywatchUEFAEuro2024™matcheswith?
TOTAL
Insights:[TOTAL]
62%
ofpeoplewillwatchthegamesonTVbroadcast,HomeTV
32%
ofpeoplewillwatchthegamesonstreamingTVchannel/app
30%
ofpeoplewillwatchthegamesonTVinapublicspace
Q:'Q58.Howwillyouwatchthegames?'-TotalN=11785
WhodoyoutypicallywatchUEFAEuro2024™
football/soccermatcheswith?
55+yo
18-24yo
25-34yo
35-44yo
45-54yo
Total
Male
Female
TOTALEuropeAPACLATAMAfricaUSA
Withfamilymembers
59%
51%
59%
62%
62%
58%
53%
70%
Bymyself
37%
33%
32%
36%
39%
47%
44%
25%
Withfriends
49%
57%
54%
53%
43%
39%
54%
43%
WithpeopleIdon'tknowpersonally(egatabar)
14%
13%
15%
16%
12%
10%
17%
10%
Other,pleasespecify
1%
1%
*
*
1%
*
*
1%
Q:'Q60.WhodoyoutypicallywatchEurofootball/soccermatcheswith?'-TotalN=9061
TOTAL
HowthesportsfansareanticipatingresultsoftheEuroGames.
WhowillwintheUEFAEuro2024™thisyear?
TOTALvotes:
Resultsgeographically:
Winningteam:
%votes:
1
Germany
22.26%
2
France
19.49%
3
H—England
14.92%
4
Spain
10.31%
5
Portugal
9.97%
Q:'Q61.WhichteamdoyouthinkwillwintheUEFAEuro2024?'-TotalN=11881
<
>
Regionalvotes:
Europe
%vote20.58%17.71%12.21%11.84%10.34%
WinningteamFrance
GermanyEnglandPortugalSpain
other●Myowncountry
●Germany
Q:'Q61.WhichteamdoyouthinkwillwintheUEFAEuro2024?'-APACN=2563
TOTAL
WhichnationalteamsgetthemostsupportfortheUEFAEuro2024™?
TOTAL
Insights:[TOTAL]
Germany
istheteamvotedtobethewinneroftheUEFAEuro2024™
Q:'Q61.WhichteamdoyouthinkwillwintheUEFAEuro2024?'-TotalN=11881
Top10nationalteamsgetthemostsupportfortheUEFAEuro2024™
TOTALEuropeAPACLATAMAfricaUSA
Germany England Spain France Portugal ItalyNetherlands Belgium TurkeyAustria
28% 27% 22%
21% 21% 20% 10%
9% 7% 6%
Q:'Q59.WhichnationalteamswillyousupportfortheUEFAEuro2024?'-TotalN=11880
TOTAL
Whataretheresultsoftheglobalsport'sfanvoting?
Whoisthebestfootballplayer?
TOTAL
Votingresults[TOTAL]:
Football,whileateamsportatitscore,thrivesontheunpredictablesparkofindividualbrilliancethat
ignitestheglobalfanbase.ThisupcomingUEFAEuropromisestobenodifferent.
Asanticipationbuilds,thequestionofthe"greatestofalltime"(GOAT)hangsheavyintheair–adebatewithnodefinitiveanswer,fuelingcountlesspassionate
conversationsamongfansacrosstheglobe.
OurrecentsurveyonUEFAEuro2024™players
revealedatightrace.LionelMessisecuredthetop
spot,withCristianoRonaldofollowingcloselybehind.
Thisresultreflectstheenduringpopularityofthesefootballinggiants.Notably,KylianMbappe's
impressivethirdplacehintsatapotentialshiftinthefuture,withyoungtalentsemergingonthescene.
Q:'Q66.Whodoyouthinkiscurrentlythebestfootballplayerintheworld?'-TotalN=9924Globalrankisbasedonaveragerankofthespecificplayersinallthecountriessurveyed.
GlobalEuropeAPACAfricaLATAMUSA
rankRankRankRankRankRank
Player:
LionelMessi111111
CristianoRonaldo222222
KylianMbappe333344
ViníciusJúnior45124311
ErlingHaaland544568
JudeBellingham67667-
6
23
31
7
-
-
Robert
Lewandowski
KevinDeBruyne8813923-
NeymardaSilvaSantosJúnior
8
16
24
10
14
5
HarryKane995897
Howwellarethebrandsconnectedwith
theUEFAEuro2024™?
TOTAL
WhichbrandsaremostassociatedwithUEFAEuro2024™?
TOTAL
Insights:[TOTAL]
Adidas
isconsideredasthebrandmoststronglyassociatedwiththeUEFAEuro2024™.
Oursurveyrevealsthatconsumersworldwidemost
stronglyassociateAdidas,Coca-Cola,andNikewiththe
UEFAEuro2024™.AdidasandCoca-Cola,aslong-term
partnersofUEFA™,haveawell-establishedconnectiontotheevent.Surprisingly,Nikehasalsoachievedsignificantrecognitionamongconsumers,despitenothavingaformalsponsorshipagreement.
Q:'Q63.ThinkingoftheUEFAEuro2024inGermany,whichONEbrandcomestoyourmindfirst'-TotalN=10501
*Adidas Nike*Coca-ColaHeineken VisaMercedes BMW*Lidl
Mastercard*Hisense
TopofMind-Brand:
(Top10)
25.47% 11.94%
9.02% 7.07%
1.72%1.65%1.49%I1.27%1.25%1.17%
(*)OfficialSponsorsoftheUEFAEuro2024™
TOTAL
TOTAL
TopBrandsNamedbyConsumersasUEFAEuro2024™Sponsors
TopConsumer-PerceivedSponsors:
(Top10):
37.36%
*Adidas*Coca-Cola Nike HeinekenMastercard
29.75%
17.08%
17.03%
11.01%
TOTAL
Source:
8.17%
8.13%
7.28%
6.89%
6.23%
Shortcut *Hisense PlayStation Lay's*B
TheUEFAEuro2024™sponsorshipstrategyappearseffective.OfficialpartnersAdidasandCoca-Colaarewidelyrecognizedbyconsumersasthetournament'ssponsors.
Certainbrands,whichsponsorotherUEFA™leagues,alsoappearonthislist,indicatingtheirbroaderassociationwithUEFA™events.
Moreover,theinclusionofseveralsportsbrandshere,despitelackingofficialsponsorshipstatus,emphasizestheinherentconnection
betweensportseventsandrenownedsportsbrands.
Q:'Q64.NameasmanyoftheofficialUEFA™partnersandofficialUEFAEuro2024sponsorsthatyouareawareof'-TotalN=11194
(*)OfficialSponsorsoftheUEFAEuro2024™
TOTAL
Learnmore
AboutTGMGlobalEURO2024SurveyProject
Thesurveywascarriedoutbetweenthe10thand28thofMay2024,usingthe
methodofonlineinterviewsin26countriesonanationallyrepresentativesample.Thesampleisarepresentativepopulationofthegivencountriesintermsofgenderandage(detailsbelow).
10th-28thMay2024
arepresentativesampleofN=20,700+ofsurveyedcountries,age:18-55+
Notparticipant(surveyed)EUROparticipant(surveyed)
Internetinterviews(CAWI),researchprojectwasentirelyconductedbyTGMResearch
TGMGlobalEURO2024Report
Africa
Nigeria
SouthAfrica
RegionTotal
POPULATION
228M
60M
288M
SAMPLESIZE
764
992
1756
DEMOGRAPHIC
18-55+
USA
USA
POPULATION
341M
SAMPLESIZE
879
DEMOGRAPHIC
18-55+
AboutTGMGlobalEURO2024SurveyProject
ArgentinaAustraliaAustriaBelgiumBrazilFranceGermanyIndiaIndonesiaItalyMexicoNetherlandsNigeriaPhilippinesPolandPortugalRomaniaSerbiaSouthAfricaSpainSwitzerlandThailandTurkeyUKUkraine
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