FIFA World Cup - 2018

83% Indians are aware of the World Cup 2018; 85% Claim to be watching Soccer: Ipsos Survey

FIFA World Cup - 2018

Soccer is a social experience for Indians – watched with family, friends, work colleagues.

High approval ratings among Indians for the host country Russia with 6 in 10 Indians will watch FIFA World Cup on the Big Screen (on Telly).
More than two in ten respondents who are aware of the FIFA World Cup 2018, believe that Brazil will take home the Cup. Argentina, Germany and Spain are also among the favourites.
Coca Cola & Adidas are most recalled sponsors for FIFA World Cup 2018.
Real fans – 5 in 10 Indians will miss work or school during the tournament.

As the month-long global football event of FIFA World Cup 2018 kicks off from June 14, the excitement among Indians is quite palpable. 83% Indians claim to be aware of the upcoming global event, to be held in Russia. And 85 per cent Indians claim to be watching soccer – 31% call themselves passionate football follower, 28% follow football/ soccer but watch matches of their favourite teams and league and 26% claim to be watching occasionally. Only 15% claimed to be non-watchers of the game.

Interestingly, Football is leveraged as a social experience by Indians; 88% Indians say that they will catch the world cup action with friends and/ or family. And 69% will watch the football World Cup matches with work colleagues.  62% say they will go to a bar or restaurant to catch some part of the World Cup action.

“While the Indian soccer squad is not a part of the 32 countries that have qualified for the FIFA World Cup 2018 tournament (India is placed 97 in FIFA Ranking), yet there is a high level of buzz among Indians for the FIFA world cup. FIFA World Cup unites the world to cheer and support their favourite team or player and experience magic of the global extravaganza. The event is more than just a sporting event and every four years there is a novelty factor with a new theme, anthem and much razzmatazz every time,” says Rinku Patnaik, Chief Client Officer, Ipsos India.

Where will Indians be catching the Football World Cup 2018 sweepstakes?

The big screen is still the most preferred medium for watching with 6 in 10 Indians (62%) claiming to catch the FIFA world cup on Television. The newer mediums like online and handheld devices like mobile, ipads and tablets is also on the rise with 45% said that they will watch it on internet, 32 % will use their mobile and 15% will follow the FIFA event on their ipads and Tablets.

Real Passion means: missing work, buying fan merchandise, carrying luck charms

Indians’ passion for soccer goes so far that five in ten (51%) say they will miss work and school to watch this World Cup (highest globally), with Turkey (46%) and the US (46%) close on the heels.

And 64% Indians say they will splurge on the FIFA World Cup merchandise and themed products; The Chinese (68%) and Malaysians (64%) too going to loosen their purse strings for fan merchandise.

Superstitious Indians - six in ten say (63%) will keep a good luck charm with them, when the matches are on.

Favourite Squads of FIFA 2018

We asked Indians to predict the Winner and Runner Up for this year’s tournament of FIFA World Cup.

For winner – Indians predict Brazil will lift the trophy – Brazil (22%), Argentina (14%) and Germany (13%), among others. Likewise, for runner-up, Indians chose Brazil (13%), Germany (12%) and Argentina (12%), among others.

FIFA World Cup 2018 Partners & Key Sponsors

Indians were found to be quite brand aware of the partners and sponsors of FIFA World Cup 2018. Interestingly, they mentioned Coca Cola (70%), Adidas (67%), Hyundai (57%), McDonald’s (57%), Vivo (46%), Budweiser (33%), and for other brands awareness and association was low.

High approval rating by Indians for the host country Russia & FIFA

Playing host to the mega event of the FIFA World Cup 2018 is seen to be having a positive rub off on Russia’s image. 86% Indians think better of Russia as a country for hosting the World Cup 2018. And 86% Indians feel that the World Cup will be beneficial to the citizens of Russia. Further, 84% Indians have shown confidence in the security arrangement done by Russia and are confident that the World Cup will be safe for the visitors. A whopping 86% Indians believe that Russia will be a successful venue host for the World Cup games. 80% Indians feel that the emphasis is more on Corporate Sponsorship than individual sportsmanship. At the same time funding is important. Notably, 78% Indians believe that the organizing and preparations for the World Cup is free from any hanky panky or corruption.  82% Indians believe that it is safe for Indian fans to travel to Russia to catch the World Cup tournaments live.

A significant 86% Indians have shown their confidence in FIFA’s ethos and ability to work in the best interest of the game of Football and for its ardent fans.

Methodology
In total 19,766 interviews were conducted between 20 April and 04 May, 2018.
The survey was conducted in 27 countries around the world, via the Ipsos Online Panel system in Argentina, Australia, Belgium, Brazil, Canada, Chile, China, France, Germany, Hungary, India, Italy, Japan, Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Spain, Sweden, Turkey, Great Britain, and the USA.
Approximately 1000 individuals aged 16-64 or 18-64 were surveyed in Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Spain, Great Britain, and the USA. Approximately 500 individuals aged 16-64 were surveyed in Argentina, Belgium, Chile, Hungary, India, Malaysia, Peru, Poland, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Sweden, Turkey.
A Screener identified 12,207 individuals who stated to have seen, heard or read about the FIFA World Cup. This group responded to the subsequent questions.
Where results do not sum to 100 or the ‘difference’ appears to be+-1 more/less than the actual, this may be due to rounding, multiple responses or the exclusion of don't knows or not stated responses.
The data are weighted to match the profile of the population. 16 of the 28 countries surveyed generate nationally representative samples in their countries (Argentina, Australia, Belgium, Canada, France, Germany, Great Britain, Hungary, Italy, Japan, Poland, Serbia, South Korea, Spain, Sweden, and United States). Brazil, Chile, China, India, Malaysia, Mexico, Peru, Russia, Saudi Arabia, South Africa and Turkey produce a national sample that is considered to represent a more affluent, connected population. These are still a vital social group to understand in these countries, representing an important and emerging middle class.

More insights about Media & Entertainment