FIFA Marketing Research
© FIFA.com

It is widely accepted that football is the most popular sport worldwide. But how do we know this? The research carried out by FIFA Marketing provides us with the facts and figures we need in order to demonstrate the power of football in every corner of the globe.

In the past years FIFA has developed a comprehensive market research programme, providing insights and tracking trends in 15 markets worldwide. This allows FIFA and its Commercial Affiliates to track the success of FIFA events around the world as well as the performance of the Commercial Affiliates’ brands.

The research cycle has three main components:

FIFA World Cup Global Research
A pre- and post- analysis of the FIFA World Cup™ allowing both FIFA and Commercial Affiliates to isolate and analyse the impact of the event in 15 markets worldwide.

FIFA Annual Positioning Study
An effective tool to track the status quo and emerging trends in the sports and sports sponsorship scene across 15 global markets.

FIFA On-site fan research
Research conducted amongst fans attending selected FIFA events. This enables analysis of fan experience as well as assessing the Commercial Affiliates’ impact at the event itself.