orld Cup marketing statistics that you should know //

The controversial World Cup is in progress and will be the most watched sporting event until the next one, in 2026. Marketers are on the case. Here are some key World Cup marketing statistics.

Sponsorship

• 19 World Cup tournament sponsors.
• $7.5 Billion: Total revenue for the event organizer FIFA.
• 7 & 69: Bloomberg News reached out to tournament and team sponsors.
• 0 Tournament sponsors change global advertising to reflect concern for human rights.
• 20 – Sponsors of national team teams who have expressed their support for human rights but declined to reveal if their marketing might change.
• 13: National team sponsors who stated that they would alter their marketing.
• 67. Percentage of soccer fans that believe brands are more attractive when they sponsor sports matches compared to 52% of the general public. (Nielsen)
• 59. The percentage of soccer fans who will choose a sponsor’s product to a competitor’s, versus 45% for the general population. (Nielsen)
• 56 – Percentage of soccer enthusiasts worldwide who are likely to learn more about sponsors of sporting events, compared with 39% of the population. (Nielsen)

Influence

• 1 in 2. The average number of people from 34 countries who plan to attend the World Cup and expect to purchase World Cup merchandise. (Ipsos)
• 75 , 73 , and 68 are the top 3 percentiles by country (India, China, and Indonesia) of people who plan to purchase World Cup merchandise. (Ipsos)
• 0 = Number of countries with teams taking part in the World Cup. (Ipsos)

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Awareness and audience

• 5 Billion:Number people who will be watching some of the World Cup matches. (Nielsen)
• 95 – Percentage of sports enthusiasts worldwide who are aware of the World Cup (Highest number of any event). (Nielsen)
• 9 – Percentage of Australians not aware of the World Cup (Highest). (Ipsos)
• 62. Percentage of U.S. citizens unaware of the World Cup (Lowest). (Ipsos)
• United States – Location of the 2026 World Cup.
• 3,587 538: The World Cup’s record attendance, which was held in 1994 in the U.S.

Plan to watch

• 79 – Percentage of Argentinian people who plan to watch the Olympics (Highest in the world). (Ipsos)
• 24 – Percentage of U.S. citizens planning to watch (lowest). ( Ipsos )

Watching over your employees at work

• 57 The average percentage of 34 countries’ population that say they will be watching at work ( Ipsos).
• 82. Percentage of Indonesians who claim they will be watching at work (Highest). ( Ipsos).
• 22 – Percentage of Japanese people who say that they will be watching at work (Lowest). Ipsos

Avoiding school and work

• 31: The average percentage of people in 34 countries who claim they will not go to school or work for the sake of watching. (Ipsos)
• 63. Percentage of India’s population that say they will not attend school or work to be there. (Highest) (Ipsos)
• 14 – Percentage of Japan’s population that say they will not miss school or work in order to watch. (Lowest) (Ipsos)

Popularity among key demographics

• 25 – Percentage of U.S. gamers who are interested in the World Cup, compared to 18% of the total population. (YouGov)
• 49 – Percentage of British gamers who are interested in the World Cup, compared to 41% of the total population. (YouGov)
• 51 – Percentage of German gamers who are interested in the World Cup, compared to 45 % of all the population. (YouGov)

Particularly American sports fans

• 37 – Percentage of U.S. sport fans who do not plan to watch any World Cup games. (Alton Solon)
• 26 – Percentage of American sports fans who are willing to pay for coverage of the World Cup, higher than nearly every European country. (Alton Solon)
• 29 – The amount that U.S. fans would spend. (Alton Solon)

The post 33 World Cup Marketing Statistics You Need to Know was first published on MarTech.