MasterCard International, an official sponsor of the 2006 FIFA World Cup Germany™, announced the results of its “2006 FIFA World Cup: Global Passion and Spending Survey,” which demonstrates a clear correlation between the level of football fans’ passion for the world’s largest sporting event and their propensity to spend in following their teams. Conducted in 10 major countries across the globe, the survey provides a comparison of the different countries’ fans and how they display their passion, and highlights the merchant categories that might benefit most in specific countries.
The countries included in the survey were Australia, Brazil, France, Germany, Italy, Japan, Mexico, Spain, the UK, and the U.S. In determining the extent of fans’ current and planned 2006 FIFA World Cup activities, the countries surveyed with the highest levels of spending are those with long histories in the event, such as Brazil, Italy and Mexico, who are among the top four countries that have played the most amount of games (including qualifiers) in FIFA World Cup history. As a result, fans in these countries are most likely to spend at least US$100 during the World Cup, regardless of whether they were avid (very or extremely interested in football) or casual (somewhat interested) fans.
Strong proportions of avid fans surveyed in the other seven countries, such as Germany, Spain and the UK, also plan to spend at least US$100, but the potential spending patterns of casual fans are significantly lower. However, MasterCard’s Global Passion and Spending Survey clearly shows that fans across the board believe their country’s possible success in the 2006 FIFA World Cup will influence their spending levels, with Brazil (77% avid and 68% casual), Japan (68% and 40%), Italy (61% and 50%), Spain (53% and 38%), and Mexico (52% and 38%) most likely to spend more.
In assessing general viewership and attendance of domestic football, Brazil, Italy and Mexico again have the highest levels, versus Japan and Australia, which have the lowest in both categories, and France, which has low viewership levels. But when asked about the 2006 FIFA World Cup, approximately two in three (62%) Japanese and one in two (49%) French football fans described themselves as having “World Cup Fever” – defined as incredible excitement and being caught up in the emotional rollercoaster of watching your team. Japan joined Mexico (79%) and Brazil (77%) in the top three, followed by Italy (52%) and France.
Spending Pulse Behind 2006 FIFA World Cup
MasterCard’s 2006 FIFA World Cup: Global Passion and Spending Survey asked football fans in all 10 countries about their current and potential spending plans in different merchant categories, which included travel and accommodation, apparel, pubs/restaurants, electronics, supermarkets, and the Internet:
• Travel and accommodation: Fans from Italy (12%), Brazil (11%), Mexico (11%), and the U.S. (11%) are the most likely to spend at least US$100 on travel and accommodation during the FIFA World Cup, versus the UK (2%) and France (4%). The latter countries’ close proximity to Germany is a likely reason for such low figures.
• Apparel: Brazilian and Mexican fans again demonstrate their national pride for their teams by being the most likely to spend at least US$50 on team related apparel during the World Cup, with 50% and 40% respectively. American (25%) and Italian (23%) fans also plan to demonstrate their pride in this merchant category, versus fans from the UK, France and Spain, with less than 15% likely to purchase a team jersey or scarf.
• Pubs/restaurants: Among eight different 2006 FIFA World Cup activities tested, fans from Brazil, Spain and the UK are most likely to go to a pub or restaurant to watch 2006 FIFA World Cup games – probably to enjoy the atmosphere with other national team fans – offering significant business opportunities to this merchant category.
• Electronics: Brazilian (33%) and Mexican (20%) fans are most likely to spend at least US$100 in electronic stores, followed by Italian (16%), American (11%) and German (10%) fans. Brazil’s high number could be attributed to the fans’ optimism regarding their country’s potential championship success.
• Supermarkets: Fans from Brazil (65%), Italy (56%) and Mexico (54%) are most likely to spend at least US$50 at supermarkets or convenience stores to either host or attend viewing parties to watch World Cup games. Large percentages of Spanish (44%) and German fans (39%) also plan to watch games with family and friends at parties.
• Internet: At least 94% of fans from eight of the 10 countries stated TV was their preferred medium to watch the 2006 FIFA World Cup. The times of the games are the most likely reason for the U.S. (81%) and Australia (87%) to have lower figures. As a result, 12% of U.S. and 5% of Australian fans plan to follow the games via the Internet, with American fans most likely to spend at least US$100 online during the World Cup.
Survey Methodology
MasterCard International commissioned Octagon to conduct an online survey from April 5 to April 20, 2006, among more than 7,000 football fans around the globe in 10 different markets (approximately 700 participants in each country). The primary objective was to analyze, compare and contrast fans’ passion for the 2006 FIFA World Cup and its potential impact on their spending habits during the event. A 20-question online quantitative questionnaire to adults over 18-years-old was conducted with people who identified themselves as football fans.
MasterCard and the FIFA World Cup
MasterCard International began its alliance with FIFA World Cup as the Official Card and Official Product Licensee of the 1990 FIFA World Cup in Italy. Based on the success of the original sponsorship platform, MasterCard elevated its stature in 1991 by signing on as an Official Sponsor of the 1994 FIFA World Cup USA. Since then, MasterCard has been an Official Sponsor of the 1998 FIFA World Cup France, FIFA Women’s World Cup USA 1999, 2002 FIFA World Cup Korea/Japan, the FIFA Women’s World Cup USA 2003 and the upcoming 2006 FIFA World Cup Germany.
About MasterCard Incorporated
MasterCard Incorporated (NYSE:MA), through its principal operating subsidiary, MasterCard International, advances global commerce by providing a critical link among financial institutions and millions of businesses, cardholders and merchants worldwide. Through the company’s roles as a franchisor, processor and advisor, MasterCard develops and markets secure, convenient and rewarding payment solutions, seamlessly processes more than 16 billion payments each year, and provides industry-leading analysis and consulting services that drive business growth for its banking customers and merchants. With more than one billion cards issued through its family of brands, including MasterCard®, Maestro® and Cirrus®, MasterCard serves consumers and businesses in more than 210 countries and territories, and is a partner to 25,000 of the world’s leading financial institutions. With more than 24 million acceptance locations worldwide, no payment card is more widely accepted than MasterCard. For more information go to www.mastercardinternational.com.
