Sports | World Cup | Global Audiences | Analysis
- IBOPE analyzes World Cup fans across 36 countries, presenting data on interest levels, gender, socioeconomic status, interests, and spending plans.
- The three markets with the highest number of fans are South Africa (44%), Brazil (44%), and Argentina (42%). This serves as a key indicator for channels, creatives, producers, and advertising and marketing agencies.
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IBOPE released a report profiling World Cup fans and the characteristics of this audience. The analysis, based on the TGI Global Quick View 2026, offers a harmonized view of connected consumers across 36 countries. The study gathers data on interest levels in the World Cup across various markets, the socioeconomic profile of tournament followers, their primary interests, and their spending plans for the next 12 months.
KEY FINDINGS
Argentina ranks among the top three markets with the highest proportion of World Cup fans. Globally, 24% of connected adults say they follow the World Cup.
- In Argentina, interest reaches 42% of connected adults.
- The three markets with the highest proportion of fans are: South Africa (44%), Brazil (44%), and Argentina (42%).
At the other end of the spectrum are the United States (10%), Japan (7%), and Taiwan (6%). The report notes that Brazil and Argentina possess a significant football heritage, while South Africa recently hosted the World Cup. Although the United States is a host nation, it shows low interest in the World Cup, recording one of the lowest interest levels among the 36 countries surveyed. 10% of connected adults in the United States say they follow the World Cup; in comparison, Argentina records 42%—more than four times the level of interest seen in the United States.
The report indicates that, although the tournament will largely take place on U.S. soil, this has not translated into a high level of engagement with the competition. Interest in the World Cup shows slight variations compared to 2022
- Globally, interest in the World Cup shifted from 25% in 2022 to 24% in 2026.
- Among men, it went from 32% to 31%.
- Among women, it went from 18% to 17%.
- Among young people aged 16 to 24, it went from 22% to 20%.
- In the highest socioeconomic segment, interest rose from 41% to 42%.
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Brazil, Argentina, and South Africa lead in female interest in the World Cup
- Globally, 31% of connected men follow the World Cup. Among connected women, the global average is 17%. The markets with the highest proportion of female World Cup fans are:
○ Brazil: 35%
○ Argentina: 34%
○ South Africa: 33%
- In Argentina, the proportion of women following the World Cup is higher than the global male average of 31%.
Female interest grew in some markets compared to the previous tournament
The report compares the evolution of female interest in the World Cup between 2022 and 2026 across several countries. The cases cited are:
○ Brazil: rose from 35% in 2022 to 42% in 2026.
○ Denmark: rose from 18% to 25%.
○ Sweden: rose from 23% to 31%.
○ Belgium: fell from 21% to 18%.
The report notes that all these countries, with the exception of Belgium, participated in the most recent Women’s World Cup. Furthermore, TGI data show that female followers of the Women’s World Cup are three times more likely to follow the men’s World Cup than the average adult with internet access. Argentina is among the markets with the highest proportion of female World Cup fans in 2026.
The proportion of fans from high socioeconomic backgrounds (SEC) increased in some countries. The report shows changes in the share of World Cup fans belonging to SEC 1 across certain markets. In Indonesia, the proportion rose from 18% in 2022 to 24% in 2026. In Great Britain, it went from 6% to 12%. In South Africa, it increased from 12% to 15%.
Technology, finance, and the automotive sector appear among fans’ top interests. Among World Cup fans, 58% express an interest in technology.
- Among all connected adults, interest in technology stands at 38%.
- 47% of World Cup fans are interested in finance and the economy, compared to 31% of all connected adults.
- 29% of World Cup fans show interest in the automotive sector, compared to 19% of all connected adults.
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Female World Cup fans have distinct interests.
- Among female World Cup fans, 73% show interest in food, compared to 53% of male fans.
- 66% of female fans are interested in music, compared to 55% of male fans.
- 66% are interested in fashion and beauty, compared to 24% of male fans.
- 64% are interested in health and fitness, compared to 48% of male fans.
- 62% are interested in travel and vacations, compared to 49% of male fans.
- In Argentina, the report shows that 34% of connected women follow the World Cup—one of the highest proportions among the markets surveyed.
Fans are aged 16 to 24
- Almost 20% of World Cup fans are aged 16 to 24.
- Among World Cup fans aged 16 to 24, 50% show an interest in video games, compared to 39% of all World Cup fans.
- 51% of young fans are interested in education, compared to 41% of all fans.
- 62% of young fans are interested in music, compared to 59% of all fans.
World Cup fans show a higher likelihood of spending in the next 12 months
- 43% of World Cup fans plan to spend money on overseas vacations, compared to 31% of all connected adults.
- 33% plan to renovate or expand their homes, compared to 26% of all connected adults.
- 30% plan to buy a new car, compared to 24%.
- 29% plan to invest in funds, stocks, and shares, compared to 22%.
Spending plans for overseas travel vary by market
- The report analyzes spending intentions for overseas vacations among World Cup fans.
- In Japan, 15% of World Cup fans plan to spend on overseas vacations in the next 12 months.
- In Singapore, the figure rises to two-thirds.
- In Taiwan, it reaches 75%.
The Ibope report shows significant differences among World Cup fans based on market, gender, age, socioeconomic status, interests, and spending plans. Globally, 24% of connected adults say they follow the tournament. In Argentina, that proportion rises to 42%, placing the country among the top three markets with the highest interest in the World Cup, alongside South Africa and Brazil. The study also highlights that Argentina is among the countries with the highest proportion of female World Cup fans: 34% of connected women in the country say they follow the competition a figure higher than the global average for men.
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