ATTITUDES

TOWARDS
THE FIFA
WORLD CUP
2022
IN QATAR
A 34-country survey

For more information: www.ipsos.com/en/2022-fifa-world-cup-global-advisor

© 2022 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
 PASSION AND
EXPECTATIONS

2
 EMIRATIS LEAD IN PASSION FOR FOOTBALL Base: all adults

Global Country Average 17% 23% 21% 40%

United Arab Emirates 39% 25% 13% 22% I am a passionate
Saudi Arabia 32% 35% 10% 23% soccer/football follower and
India 31% 30% 19% 21% will watch as many games
Indonesia 30% 39% 14% 18% as possible at any given
South Africa 27% 23% 20% 31% time
Thailand 23% 24% 20% 33% I follow soccer/football, but
Ireland 22% 19% 16% 43% will only watch games
Great Britain 22% 19% 18% 41%
played by my favorite
Brazil 22% 28% 24% 26%
league/club and national
Colombia 20% 24% 29% 26%
team
On average in the 34
Italy 19% 25% 18% 38%
Peru 19% 30% 32% 20% I will very occasionally
countries surveyed, 17% China 17% 24% 27% 33%
of adults call themselves watch soccer/football games
Germany 17% 21% 19% 44% played by leading
passionate about football. Romania 16% 12% 28% 44%
Another 23% also follow it league/club and national
Malaysia 16% 25% 27% 32% teams
and 21% watch games Argentina 16% 36% 26% 23%
occasionally. Turkey 15% 28% 16% 41% I don't follow soccer/football
Spain 15% 30% 19% 37% and do not watch
People in the United Arab Singapore 14% 22% 20% 44% soccer/football games at all
Emirates are most likely to Mexico 14% 30% 30% 26% OR Have never heard of
be passionate about Chile 13% 23% 27% 37% 2022 FIFA World Cup
football, followed by those Poland 13% 29% 19% 40%
in Saudi Arabia, India, and Sweden 12% 26% 11% 51%
Indonesia. Passion is least France 12% 22% 17% 49%
widespread in Hungary, South Korea 10% 25% 33% 32%
Japan and Canada. Australia 10% 12% 14% 64%
United States 10% 9% 10% 72%
Q. Thinking of the sport of
Israel 10% 13% 21% 57%
soccer/football (NOT American Belgium 9% 21% 21% 50%
football), how would you Netherlands 8% 18% 25% 50%
typically describe yourself? Canada 7% 8% 18% 68%
Japan 5% 9% 20% 67%
Hungary 4% 14% 15% 67%

3 Base: 22,528 online adults under age 75 across 34 countries. Fieldwork: 26 August – 9 September 2022
 FOOTBALL FOLLOWING ACROSS COUNTRIES
Base: all adults
% I am a passionate soccer/football follower / I follow soccer/football
Global Country Average 39%
Indonesia 69%
Saudi Arabia 67%
United Arab Emirates 65%
India 60%
Argentina 51%
Brazil 50%
South Africa 50%
Peru 49%
Thailand 46%
Italy 45%
Football followers makeup
Colombia 44%
Spain 44%
at least half of all adults in Turkey
only three of the 16
44%
Mexico 43%
countries surveyed with a Poland 41%
national team competing in China 41%
the 2022 World Cup: Saudi Ireland 41%
Arabia, Argentina and Malaysia 41%
Brazil. Great Britain 41%
Sweden 38%
In contrast, less than 20% Germany 37%
in Japan, Canada, and the Chile 36%
United States follow Singapore 36%
football. South Korea 35%
France 33%
Belgium 29%
Romania 29%
Netherlands 26%
Q. Thinking of the sport of Israel 23%
soccer/football (NOT American Australia 22%
football), how would you United States 19% Country with a national team competing
typically describe yourself? Hungary 18%
Canada 15%
Japan 14%
4 Base: 22,528 online adults under age 75 across 34 countries. Fieldwork: 26 August – 9 September 2022
 TEAM EXPECTED TO WIN 2022 WORLD CUP 34-country average
Base: aware of 2022 FIFA
World Cup

Brazil 21%

Germany 13%

On average across all 34 Argentina 10%

countries surveyed, more
than two in 10
respondents* think Brazil
will win the 2022 World France 10%
Cup 2022.

The next countries most

widely expected to win are Spain 7%
Germany, Argentina, and
France.

England 6%

Q. Which 2 countries do you

believe will be playing in the Portugal 4%
final match of the 2022 FIFA
World Cup soccer/football
competition? [Winning
Country]
Netherlands 2%

5 Base: 15,674 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022, across 34 countries. Fieldwork: 26 August – 9 September 2022
 NATIONALS’ VS. GLOBAL AVERAGE PATRIOTIC OPTISMISM:
EXPECTATION THAT COUNTRY’S TEAM DIFFERENCE IN PERCENTAGE
WILL WIN POINTS
Base: aware of 2022
Nationals 66% BRA FIFA World Cup
BRA
∆ 45 pts +45
Global average 21%

GER
Nationals 23% GER
+10
Global average 13%

People in every country Nationals 73%

competing in 2022 are ARG
ARG
more likely to expect their +63
national team to win the Global average 10%
World Cup than the global
average.
FRA Nationals 27% FRA
Among the six countries +17
whose national team is
most widely expected by Global average 10%
the global public to take
the trophy, Argentina
shows the most “patriotic Nationals 31% ESP
ESP
optimism”. +24
Global average 7%
Q. Which 2 countries do you
believe will be playing in the
final match of the 2022 FIFA
World Cup soccer/football Nationals (GB) 19% ENG
ENG
competition? [Winning +13
Country]
Global average 6%

6 Base: 15,674 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022, across 34 countries. Fieldwork: 26 August – 9 September 2022
 EXPECTED 2022 FIFA WORLD CUP WINNER
Base: aware of 2022
FIFA World Cup

IN GERMANY IN GREAT BRITAIN

Germany 23% England 19%

France 9% Germany 15%

Nearly one in four
Germans* expect their
country’s team will go to
the World Cup final, only Spain 8% Brazil 13%
6% expect England will.

One in five Britons expect

England to be in the final Brazil 7% France 9%
and 15% that Germany will.

England 6% Spain 5%

Q. Which 2 countries do you Belgium 3% Argentina 3%

believe will be playing in the
final match of the 2022 FIFA
World Cup soccer/football
competition? [Winning Portugal Portugal
Country]
2% 2%

7 Base: 15,674 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022, across 34 countries. Fieldwork: 26 August – 9 September 2022
 EXPECTED RUNNER-UP 34-country average
Base: aware of 2022 FIFA
World Cup

Germany 13%

Brazil 13%

France 11%
On average globally, as
many expect Germany as
Brazil to be the runner-up
of the World Cup. Next
Argentina 8%
come France, Argentina,
England and Spain.
England 8%

Spain 7%

Portugal 4%

Q. Which 2 countries do you Belgium 3%

believe will be playing in the
final match of the 2022 FIFA
World Cup soccer/football
competition? [Runner-up] Netherlands 3%

8 Base: 15,674 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022, across 34 countries. Fieldwork: 26 August – 9 September 2022
 WATCHING FIFA
WORLD CUP?

9
 INTENTION TO WATCH FIFA 2022 WORLD CUP BY DEVICE 34-country average
Base: all adults

Yes - on a
television set
41%

Yes - on the
Internet
20%

Yes - on a mobile
device
15% Net Yes: 55%
On average across 34
Yes - on a tablet
countries, 55 percent of
the people plan to watch device such as 7%
the World Cup. an iPad

TV sets are still the most Yes - on the

radio
5%
commonly used devices to
watch the World Cup, but
one in five people plan to Yes - on another
watch games on the device
3%
internet and one in seven
on a mobile device.
I do not plan to
watch
9%

I have not
decided yet
7%
Q. Do you plan to watch any
part of the FIFA World Cup in Unaware of
Qatar? 2022 FIFA World 29%
Cup

10 Base: 22,528 online adults aged 18-74, across 34 countries. Fieldwork: 26 August – 9 September 2022
 % PLANNING T O WAT CH 2022 FIFA WORLD CUP IN QATAR
Base: all adults

DE 46%
NL 38% SE 38%
BE 41% PL 58%
CA 25% IE 54%
GB 52% HU 28%
FR 39% RO 50%
US 24% ES 55% TR 55%
IL 41% CN 65% JP 31%
Viewing intent exceeds IT 55% AE 81%
75% in the United Arab KR 67%
Emirates, Indonesia, MX 69%
Argentina, Saudi Arabia, SA 78%
Peru, Brazil, and India.
TH 69%
IN 76% MY 63%
It is lowest in the United CO 72%
States, Canada, Australia, SG 50%
and Japan. BR 77%
PE 78% ID 80%
AU 30%

CL 55% AR 79% ZA 66%

Q. Do you plan to watch any

part of the FIFA World Cup in
Qatar?

11 Base: 22,528 online adults aged 18-74, across 34 countries. Fieldwork: 26 August – 9 September 2022
 Base: all adults
DO YOU PLAN TO WATCH ANY PART OF THE FIFA WORLD CUP IN QATAR? (A-I)

Global ARG AUS BEL BRA CAN CHI CHN COL FRA GER GBR HUN IND IDN IRL ISR ITA
Avr'ge

Yes - Net (any device) 55% 79% 30% 41% 77% 25% 55% 65% 72% 39% 46% 52% 28% 76% 80% 54% 41% 55%

Yes -
41% 69% 20% 33% 63% 17% 46% 40% 62% 31% 33% 40% 22% 45% 67% 41% 34% 43%
on a television set

Yes -
20% 24% 10% 8% 20% 7% 13% 41% 24% 7% 10% 14% 8% 42% 41% 13% 10% 13%
on the Internet

Yes -
15% 14% 5% 6% 13% 4% 11% 35% 19% 5% 7% 10% 6% 38% 36% 10% 7% 8%
on a mobile device

Yes -
7% 3% 3% 4% 4% 1% 5% 28% 6% 4% 5% 7% 3% 16% 14% 7% 3% 4%
on a tablet

Yes -
5% 5% 3% 5% 5% 2% 5% 10% 8% 4% 5% 8% 2% 12% 4% 4% 2% 6%
on the radio

Yes -
3% 4% 1% 3% 4% 0% 3% 6% 6% 2% 3% 3% 1% 7% 5% 2% 1% 2%
on another device

I do not plan to
9% 4% 14% 18% 5% 12% 8% 3% 6% 24% 13% 13% 13% 6% 5% 9% 15% 8%
watch

I have not decided yet 7% 8% 7% 9% 6% 7% 12% 5% 8% 7% 8% 7% 6% 4% 4% 5% 11% 7%

Unaware of 2022 World

Cup 29% 9% 50% 32% 12% 55% 26% 27% 14% 30% 34% 29% 53% 13% 12% 33% 34% 31%

12 Base: 22,528 online adults aged 18-74, across 34 countries. Fieldwork: 26 August – 9 September 2022
 DO YOU PLAN TO WATCH ANY PART OF THE FIFA WORLD CUP IN QATAR? (J-U) Base: all adults

Global JPN MAS MEX NED PER POL ROU KSA SGP RSA KOR ESP SWE THA TUR UAE USA
Avr'ge

Yes - Net (any device) 55% 31% 63% 69% 38% 78% 58% 50% 78% 50% 66% 67% 55% 38% 69% 55% 81% 24%

Yes -
41% 27% 39% 54% 32% 68% 46% 42% 44% 29% 53% 54% 46% 29% 37% 39% 47% 16%
on a television set

Yes -
20% 9% 34% 26% 7% 29% 17% 12% 34% 24% 26% 20% 13% 11% 38% 21% 35% 9%
on the Internet

Yes -
15% 4% 20% 17% 5% 26% 9% 8% 23% 16% 21% 18% 7% 9% 35% 13% 25% 7%
on a mobile device

Yes -
7% 3% 10% 8% 5% 7% 5% 5% 13% 9% 10% 9% 5% 8% 12% 6% 16% 4%
on a tablet

Yes -
5% 1% 4% 6% 4% 8% 5% 3% 8% 6% 10% 3% 6% 6% 2% 3% 5% 2%
on the radio

Yes -
3% 0% 4% 4% 2% 5% 3% 2% 6% 4% 5% 2% 2% 2% 6% 6% 6% 1%
on another device

I do not plan to
9% 4% 9% 7% 13% 4% 7% 10% 6% 9% 5% 4% 8% 12% 7% 5% 5% 9%
watch

I have not decided yet 7% 8% 8% 11% 15% 5% 6% 6% 4% 11% 5% 4% 9% 9% 6% 6% 6% 5%

Unaware of 2022 World

Cup 29% 57% 20% 13% 34% 13% 29% 35% 12% 31% 24% 26% 28% 41% 18% 35% 8% 62%

13 Base: 22,528 online adults aged 18-74, across 34 countries. Fieldwork: 26 August – 9 September 2022
 WHAT PEOPLE
EXPECT TO DO
DURING THE
WORLD CUP?

14
 WATCHING THE GAMES IS A SOCIAL EVENT

34-country average
Base: 2022 FIFA World Cup
% Definitely / probably will likely viewers

Watch the Games with

85%
friends and/or family

Watch the Games with work

The World Cup is a social 57%
event. Overall, more than colleagues
eight in ten people who
plan to watch any part of
the World Cup say they Go to a bar or restaurant to
will definitely/probably 53%
see part of the World Cup
watch games with friends
and/or family.

Nearly half plan to buy a Buy World Cup-themed

World Cup-theme product. 46%
products
Nearly one in three state
they will even miss work or Have a good luck charm that
school to watch a game I will keep with me during 34%
the Games
Q. Which of the following things
do you expect you will do Miss work or school to watch
during the 2022 FIFA World 31%
the Games
Cup?

15 Base: 11,990 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022 and plan to watch it, across 34 countries. Fieldwork: 26 August – 9 September 2022
 WILL WATCH THE GAMES WITH FRIENDS AND/OR FAMILY
% DEFINITELY/ PROBABLY WILL
Base: 2022 FIFA World Cup
likely viewers
Global Country Average 85%
Indonesia 95%
Peru 95%
Argentina 92%
China 92%
Colombia 91%
South Africa 90%
Mexico 89%
United Arab Emirates 89%
Saudi Arabia 88%
An overwhelming majority Brazil 88%
of the those who plan to Israel 87%
watch the World Cup in South Korea 86%
every country will do so India 85%
with friends and/or family. Chile 85%
Turkey 84%
Great Britain 84%
More than 90% in United States 83%
Indonesia, Peru, Argentina, Thailand 83%
China, and Colombia say Ireland 83%
so. Malaysia 83%
Romania 82%
Spain 82%
Singapore 82%
Australia 81%
France 80%
Poland 80%
Italy 80%
Belgium 79%
Q. Which of the following things
Sweden 75%
do you expect you will do
Netherlands 75%
during the 2022 FIFA World
Hungary 73%
Cup?
Germany 73%
Canada 69%
Japan 66%

16 Base: 11,990 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022 and plan to watch it, across 34 countries. Fieldwork: 26 August – 9 September 2022
 WILL WATCH THE GAMES WITH WORK COLLEAGUES
% Definitely / probably will

Base: 2022 FIFA World Cup

likely viewers
Global Country Average 57%
Indonesia 82%
China 81%
India 78%
United Arab Emirates 78%
Thailand 77%
Saudi Arabia 77%
Colombia 66%
Peru 66%
Turkey 65%
On average, 57% of likely Mexico 65%
World Cup viewers expect Malaysia 63%
they will watch games with South Africa 61%
work colleagues. Singapore 55%
Chile 52%
More than three in four in
Argentina 51%
Indonesia, China, India,
Australia 50%
Romania 49%
UAE, Thailand, and Saudi Brazil 49%
Arabia plan to do so. United States 48%
Spain 46%
Italy 46%
Ireland 46%
France 45%
Israel 45%
Sweden 45%
South Korea 44%
Germany 43%
Great Britain 42%
Q. Which of the following things
Poland 41%
do you expect you will do
Canada 35%
during the 2022 FIFA World
Belgium 35%
Cup?
Netherlands 29%
Hungary 27%
Japan 22%

17 Base: 11,990 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022 and plan to watch it, across 34 countries. Fieldwork: 26 August – 9 September 2022
 WILL GO TO A BAR OR RESTAURANT TO SEE PART OF THE WORLD CUP
% Definitely / probably will
Base: 2022 FIFA World Cup
likely viewers
Global Country Average 53%
United Arab Emirates 72%
Saudi Arabia 71%
China 66%
India 66%
Colombia 66%
Mexico 62%
Singapore 61%
Ireland 61%
South Africa 60%
In most countries, more Great Britain 58%
than half of those who Spain 58%
plan to watch the World Australia 57%
Cup expect to see part of it Indonesia 57%
in a bar or restaurant. This Thailand 57%
is especially true in UAE
United States 56%
and Saudi Arabia.
Romania 55%
Turkey 53%
Peru 52%
In contrast, this is the case Italy 52%
of only two in ten in Japan. Germany 51%
Malaysia 51%
Brazil 48%
Canada 46%
France 45%
Sweden 44%
Israel 43%
Chile 42%
South Korea 41%
Q. Which of the following things
Belgium 38%
do you expect you will do
Poland 38%
during the 2022 FIFA World
Argentina 38%
Cup?
Netherlands 35%
Hungary 34%
Japan 19%

18 Base: 11,990 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022 and plan to watch it, across 34 countries. Fieldwork: 26 August – 9 September 2022
 WILL BUY WORLD CUP-THEMED PRODUCTS
% Definitely / probably will
Base: 2022 FIFA World Cup
likely viewers
Global Country Average 46%
China 75%
Indonesia 73%
India 68%
Saudi Arabia 67%
Thailand 62%
United Arab Emirates 61%
Malaysia 54%
Brazil 53%
On average across all 34
Singapore 52%
Mexico 51%
countries, nearly one in United States 50%
two of those who plan to Colombia 50%
watch the event also Peru 46%
expect to buy World Cup- South Africa 46%
themed products. Turkey 44%
Australia 42%
Germany 40%
Chinese, Indonesians and Romania 38%
Indians are most likely to Italy 37%
do so, although their Argentina 37%
national teams will not Ireland 36%
participate. Chile 36%
Spain 36%
Interest for World Cup
France 36%
Great Britain 35%
merchandise is lowest in Canada 34%
Japan, Israel, and Hungary. Poland 33%
South Korea 26%
Q. Which of the following things Sweden 25%
do you expect you will do Belgium 25%
during the 2022 FIFA World
Netherlands 22%
Cup?
Hungary 21%
Israel 21%
Japan 18%

19 Base: 11,990 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022 and plan to watch it, across 34 countries. Fieldwork: 26 August – 9 September 2022
 WILL HAVE A GOOD LUCK CHARM THEY KEEP DURING THE GAMES
% Definitely / probably will
Base: 2022 FIFA World Cup
likely viewers
Global Country Average 34%
India 74%
Saudi Arabia 54%
Turkey 51%
China 49%
Singapore 47%
United Arab Emirates 45%
Malaysia 44%
United States 42%
Australia 41%
On average globally, one in Germany 37%
three adults who plan to Thailand 36%
watch the World Cup say South Africa 35%
they will have a good luck Poland 34%
charm that they will keep Italy 33%
with them during the
Ireland 33%
games.
Great Britain 31%
Spain 30%
Brazil 30%
In India, 74% expect to Mexico 30%
keep a good luck charm, France 29%
vs. only 14% in Japan. Sweden 27%
Colombia 27%
Romania 26%
Argentina 26%
Canada 26%
Peru 25%
Belgium 21%
Hungary 20%
Chile 19%
Q. Which of the following things
Israel 19%
do you expect you will do
Netherlands 19%
during the 2022 FIFA World
Indonesia 18%
Cup?
South Korea 16%
Japan 14%

20 Base: 11,990 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022 and plan to watch it, across 34 countries. Fieldwork: 26 August – 9 September 2022
 WILL MISS WORK OR SCHOOL TO WATCH THE GAMES
% Definitely / probably will
Base: 2022 FIFA World Cup
likely viewers
Global Country Average 31%
India 63%
Saudi Arabia 51%
United Arab Emirates 47%
Singapore 46%
Turkey 40%
United States 39%
Australia 38%
Canada 37%
On average, nearly one in
Germany 37%
Ireland 36%
three globally expect to Great Britain 34%
miss work or school Italy 33%
during the World Cup to Malaysia 33%
watch games, including France 31%
almost two in three in Brazil 30%
India and about half in
Thailand 30%
Mexico 28%
Saudi Arabia and UAE. Poland 27%
Colombia 27%
It’s the case of less than Romania 26%
20% in Japan, South Spain 26%
Korea, Hungary, and Indonesia 26%
Belgium.
Netherlands 25%
Sweden 25%
South Africa 25%
China 24%
Israel 23%
Argentina 22%
Q. Which of the following things Peru 22%
do you expect you will do Chile 21%
during the 2022 FIFA World
Belgium 19%
Cup?
Hungary 19%
South Korea 17%
Japan 14%

21 Base: 11,990 online adults aged 18-74, who are aware of the upcoming FIFA World Cup 2022 and plan to watch it, across 34 countries. Fieldwork: 26 August – 9 September 2022
 METHODOLOGY
o These are the results of a 34-country surveyed Thailand, Turkey and the UAE are more urban,
conducted by Ipsos on its Global Advisor platform more educated and/or more affluent than the
between Friday, August 26 and Friday, September general population. The survey results of these
9, 2022. countries should be viewed as reflecting the views of
the more connected segment of their population.
o Ipsos interviewed a total of 22,528 adults aged 18-
74 in Canada, the Republic of Ireland, Israel, o The data is weighted so that each country’s sample
Malaysia, South Africa, Turkey, and the United composition best reflects the demographic profile of
States, 20-74 in Thailand, 21-74 in Indonesia and the adult population.
Singapore, and 16-74 in Argentina, Australia,
o The “Global Country Average” reflects the average
Belgium, Brazil, Chile, China (mainland), Colombia,
result for all the countries where the survey was
France, Germany, Great Britain, Hungary, India,
conducted. It has not been adjusted to the
Italy, Japan, Mexico, the Netherlands, Peru, Poland,
population size of each country and is not intended
Romania, Saudi Arabia, South Korea, Spain,
to suggest a total result.
Sweden, and the United Arab Emirates.
o Where results do not sum to 100 or the ‘difference’
o A screening question identified 15,674 individuals
appears to be+-1 more/less than the actual, this may
who stated they have seen, heard or read about the
be due to rounding, multiple responses or the
FIFA World Cup. This group responded to the
exclusion of don't knows or not stated responses.
subsequent questions.
o The precision of Ipsos online polls is calculated
o The samples in Argentina, Australia, Belgium,
using a credibility interval with a poll of 1,000
Canada, France, Germany, Hungary, Italy, Japan,
accurate to +/- 3.5 percentage points and of 500
the Netherlands, Poland, Romania, Singapore,
accurate to +/- 4.8 percentage points. For more
South Korea, Spain, Sweden, Great Britain, and the
information on Ipsos’s use of credibility intervals,
U.S. can be taken as representative of their general
please visit the Ipsos website.
adult population under the age of 75.
o The publication of these findings abides by local
o The samples in Brazil, Chile, China, Colombia,
rules and regulations
India, Indonesia, Ireland, Israel, Malaysia, Mexico,
Peru, Saudi Arabia, Singapore, South Africa,
www.ipsos.com
22
 FOR MORE INFORMATION
PLEASE CONTACT:

ROBERT GRIMM
Public Affairs, Germany
robert.grimm@ipsos.com

NICOLAS BOYON
Public Affairs, U.S.
nicolas.boyon@ipsos.com

www.ipsos.com

23