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NIELSEN SPORTS WORLD FOOTBALL REPORT 2018

Core Content

This report by Nielsen Sports provides an in-depth analysis of the global impact and popularity of football, focusing on fans, players, media, and sponsors. It highlights football's unmatched reach across the world and its significance in shaping global trends in sports and entertainment.

Main Points

Football's Global Reach

• Football is the world's most popular sport, with 40% or more of respondents in 18 major markets expressing "interest" or "very interest" in the sport.
• In 2017, football reached 736 million people in these markets, surpassing basketball, which reached 626 million.
• The sport has a strong presence in diverse regions, including the Middle East, Asia, and Latin America.

Female Fans

• Football is the most popular sport among women, with 31% of women in the 18 markets expressing interest.
• The Women's World Cup in France 2019 is expected to be a major opportunity for reaching female audiences.
• In Mexico, 66% of women are interested in football, while in the U.S., it's just over 25%.

Growth Markets

• U.S., Mexico, Russia, China, and India are identified as key growth markets for football.
• Football interest in these countries has increased significantly, especially in China (from 27% in 2013 to 32% in 2017) and India (from 30% to 45%).
• In Russia, football is expected to benefit from the 2018 World Cup, which will bring attention and investment to the sport.

Age and Income Demographics

• Football's popularity varies across age groups and income levels.
• In the U.S., interest is strongest among 16-24-year-olds (55%) and weakest among 55-69-year-olds (14%).
• In India, football is most popular among low-income earners (52%), followed by high-income earners (47%).
• In China, interest is strongest among medium-income earners (42%) and declines with age.

Social Media Influence

• Football players are leading the way in social media influence, with Cristiano Ronaldo being the most engaged player with 570 million engagements in the first five months of 2018.
• Instagram is the dominant platform for engagement, with the top 10 players generating 1.5 billion engagements on the platform.
• Followers are also a key metric, with Ronaldo having 322.8 million total followers, significantly more than his rivals.

Media and Revenue

• The FIFA World Cup is one of the biggest "mega-events" in sports, generating billions of viewers and significant media rights revenue.
• Despite being on free-to-air television in major markets, media rights fees have continued to rise due to the event's global appeal.
• Mobile viewing is becoming increasingly important, with younger audiences more likely to watch the World Cup via smartphones or tablets.

Video Games and Esports

• EA Sports' FIFA games are a major media touchpoint for football fans, with 66% awareness in the U.S. and 83% in the U.K.
• FIFA 18 sold 10 million copies in its first three months.
• The FIFA eWorld Cup was launched to capitalize on the growing interest in esports.

Key Information

• Nielsen Sports DNA data is used throughout the report to measure interest, engagement, and demographic trends.
• FIFA World Cup 2018 in Russia is expected to bring a surge in football-related social media activity and media coverage.
• Football's fan base is growing in emerging markets, and the sport is becoming more inclusive, with increasing interest from women and younger generations.
• Sponsorship is generally viewed positively by football fans, even in traditionally anti-commercialization markets.
• The report underscores the strategic importance of understanding football's global fan base, media consumption patterns, and sponsorship dynamics for businesses involved in sports.