TGM：2024年全球歐洲足球錦標賽報告

Aboutthesurvey:

TGMResearchhasconductedthelargestindependent

internationalsurveyacross26countriestounderstandthe

world'spulseontheupcomingUEFAEuro2024?.Thissurvey

uncoversdetailedinsightsintotheparticipationandperceptionsoffootballfansworldwideregardingthetournament.

DiscoverhowfootballenthusiastsaroundtheglobefeelabouttheUEFAEuro2024?andexploretheirpredictionsforthe

tournament'soutcomes!

2620,700+

countriesstudiedfootballfansasked

TOTAL

Football/SoccerFan:DataPill

TOTAL

31%

interestedin

watchingor

following

football/soccer

●Fairlyinterested

Interested●

Notinterested

48%39%31%31%

EnglishPremierLeague(EPL-UnitedKingdom)

LaLiga(Spain)

SerieA(Italy)

Bundesliga(Germany)

Topfootball/soccerleaguespeoplefollowedinthelast5years

Topfootball/soccerrelatedactivities

tball/soccer

onTV

29%

readaboutfootball/soccerinnewspapers/magazines

53%

followontheinternet

21%

attendlivematches(atanylevel)

Topwayspeoplefolloworwatchfootball/soccermatches

61%

TVbroadcast,HomeTV(e.g.,cable,satellite)

36%

Socialmedia(e.g.,Twitter,Facebook)

37%

YouTube

34%

StreamingTVchannel/app

Topinternationalfootball/soccer

competitionspeoplefollowedinthe

last5years

76%FIFAWorldCup

UEFAChampionsLeague

UEFAEuropean

65%

55%

Championship(EuroCup)

FIFAWomen'sWorldCup

30%

Howdotheinterestinfootballandthegameslooklike?

TOTAL

Whatisthelevelofinterestinfootball:

TOTAL

60%

ofpeopleinallcountriesareinterestedinfootball

Top2Box

Transcendingmereentertainment,football(i.e.soccer)reignsasanuniversalsport,sparkingstronginterest

andpassionatediscussionsacrosscontinents.

Oursurveysolidifiesfootball'sreign–60%ofpeopleinallcountriesshowedinterestinthesport.Notably,Africaleadsthechargewith80%ofrespondentsclaimingthattheyareinterested,followedbyAPAC(68%)andLATAM(61%).

Q:'Q50.Howinterestedareyouinwatchingorfollowingfootball/soccer?'-TotalN=20795

%ofpopulationinterestedinfootball(Region):

TOTALEuropeAPACLATAMAfricaUSA

13%

8%

19%

22%

14%

11%

20%

21%

21%

25%

40%

27%

20%

29%

30%

34%

25%

22%

31%

27%

34%

36%

53%

18%

TotalEuropeAPACLATAMAfricaUSA

VeryinterestedFairlyinterestedNotveryinterestedNotatallinterested

TOTAL

TOTAL

Whatisthelevelofinterestinfootball?

AgeDifferences

Beyondtheexcitingmomentsofgoalsandsaves,

footballofferssomethingevenmoreprofound:the

powertoforgepowerfulconnections.Watching

footballisn'tjustabouttheactiononthepitch;ithasgrowntobeasharedexperiencethatfostersasenseofcommunityamongfootballenthusiasts.

Overall,interestpeaksinthe25-34agegroupand

graduallydeclineswithage.Notably,Africa

demonstratesthehighestlevelsofinterest,reachingaround85%inthe25-34agegroupandmaintainingastrongpresenceacrossallagebrackets.Europealsoshowshighinterest,particularlyinthe25-34age

group,whereitpeaksatapproximately70%.In

contrast,theUSAexhibitsthelowestlevelsofinterest,withapeakofaround45%inthe35-44agegroup.

Theseinsightshighlightacleartrend:football/soccerismostpopularamongyoungerdemographics,withthehighestenthusiasmobservedinAfrica,whiletheUSAlagsbehindotherregionsinoverallinterest.

Interestinfootball/soccerbyageandregion|Top2Box|:

90

85

80

75o

70

65

60

55

50

45

40

35

30

18-24yo25-34yo35-44yo45-54yo55+yo

TOTALEuropeAPACLATAMAfricaUSA

Q:'Q50.Howinterestedareyouinwatchingorfollowingfootball/soccer?'-TotalN=20795

TOTAL

19%

,31%

21%

●Veryinterested

●Fairlyinterested

.Notveryinterested

Notatallinterested

"29%

Q:'Q50.Howinterestedareyouinwatchingorfollowingfootball/soccer?'-TotalN=20795

Whereresultsdonotsumto100orthe‘difference’appearstobe+-1more/lessthantheactual,thismaybeduetorounding.

TOTAL

Whatdoesitmeantobeinterestedinfootball?

Howmuchareyouinterestedin

football/soccer?

Close-up:TOTAL

Whichofthefollowingfootball-relatedactivities

applytoyoupersonally?

TOTALEuropeAPACLATAMAfricaUSA

Iwatchfootball/socceronTV

IfollowontheInternet

Ireadaboutfootball/soccerinnewspapers/magazines

Iattendlivematches(atanylevel)Ilistentomatchesonradio

Iplayfootball/soccer(atanylevel)

IamaSeasonTicketHolderforafootball/soccerclub(atanylevel)

Noneoftheabove

86% 53%

29% 21%

19% 18% 8%

2%

Q:'Q51.Whichofthefollowingfootball/soccerrelatedactivitiesapplytoyoupersonally?'-TotalN=8839

TOTAL

TOTAL

Whatdoesitmeantobeinterestedinfootball?

TOTAL

Whichofthefollowingfootball-relatedactivitiesapplytoyoupersonally?

TOTALEuropeAPACLATAMAfricaUSA

86%

53%

29%

21%

19%

18%

8%

2%

85%

51%

29%

22%

21%

16%

8%

2%

84%

57%

30%

14%

11%

18%

8%

3%

91%

60%

28%

30%

20%

30%

8%

1%

94%

57%

33%

23%

28%

21%

7%

1%

80%

35%

21%

15%

16%

15%

6%

6%

Total

Europe

APAC

LATAM

Africa

USA

Iwatchfootball/socceronTVIfollowontheInternetIreadaboutfootball/soccerinnewspapers/magazinesIattendlivematches(atanylevel)IlistentomatchesonradioIplayfootball/soccer(atanylevel)IamaSeasonTicketHolderforafootball/soccerclub(atanylevel)Noneoftheabove

Q:'Q51.Whichofthefollowingfootball/soccerrelatedactivitiesapplytoyoupersonally?'-TotalN=8839

TOTAL

TOTAL

Howisthefemalefootballaudience?

TOTAL

Nearlyhalfofwomenaroundtheworldexpressinterestinfootball,signifyingthesport'sgrowinginclusivitybeyondmalefanbase.Regionally,

Africaleadsinfemalefootballenthusiasm,

followedbyAPAC.ThiscontrastswithEU,wherefemaleinterestsitsat42%,exceedingonlytheUnitedStates.

%interestoffemalesinfootball/soccer-region:

10%

16%

20%

25%

29%

16%

24%

27%

44%

28%

34%

35%

21%

30%

34%

26%

29%

21%

19%

13%

25%

20%

39%

14%

TOTALEuropeAPACLATAMAFRICAUSA

Veryinterested(4)Fairlyinterested(3)Notveryinterested(2)Notatallinterested(1)

Q:'Q50.Howinterestedareyouinwatchingorfollowingfootball/soccer?-TOTAL

N=10413

|Female|

TOTAL

TOTAL

Howpeoplefolloworwatchfootballmatches?

TOTAL

Howdoyoufolloworwatchfootballmatches?-Region:

TOTALEuropeAPACLATAMAfricaUSA

TVbroadcast,HomeTV(e.g.,cable,satellite)

Youtube

Socialmedia(e.g.,Twitter,Facebook)

StreamingTVchannel/app

TVinapublicplace(e.g.,abar)

Websites/Onlineportals Mobiledevicestreaming(excludingsocialmedia)Streamingdevices(e.g.,IPTV,Chromecast,AppleTV)

Radio

Printmedia(e.g.,newspapers,magazines)Digitalgametracker(e.g.,real-timeupdatesonscores,plays)On-DemandVideoServices

Podcasts

VirtualReality(VR)orAugmentedReality(AR)experiences

61% 37%

36% 34% 30%

26% 23%

18% 16% 16% 13%

10% 7%

4%Q:'Q52.Howdoyoufolloworwatchfootball/soccermatches?'-TotalN=8630

TOTAL

TOTAL

FIFAWorldCupisthemostfollowedinternationalfootball/soccercompetitionsinthelast5years.

TOTAL

Thesurveyacross5regionsrevealsaconsistenttrend:theFIFAWorldCup,theUEFAChampionsLeague,andtheUEFAEuropeanChampionship(EuroCup)haveled

thechartasthetop3most-followedfootballcompetitionsinthepast5years.

Whichinternationalfootball/soccercompetitionshaveyou

followedinthelast5years?-Region:

TOTALEuropeAPACLATAMAfricaUSA

FIFAWorldCup

UEFAChampionsLeague

UEFAEuropeanChampionship(EuroCup)

FIFAWomen'sWorldCup

OlympicFootball/SoccerTournament

CopaAmericaAfricaCupofNationsNoneoftheabove

76% 65%

55% 30%

26% 19%

18% 4%

Q:'Q53.Whichinternationalfootball/soccercompetitionshaveyoufollowedinthelast5years?'-TotalN=8642

TOTAL

TOTAL

Whichfootball/soccerleaguesaremostfollowed?Close-up:TOTAL

Thetableillustratesthepopularityofvariousfootballleaguesacrossdifferentagegroupsanddemographics.TheEnglishPremier

League(EPL)standsoutasthemostpopularleagueoverall,particularlyamongyoungeradultsandmales.LaLigaalsoenjoys

widespreadinterest,maintainingaconsistentfollowingacrossallagegroupswithnotableenthusiasmfrommalefans.However,intheUSA,MajorLeagueSoccer(MLS)enjoyshigherpopularitycomparedtoLaLiga,indicatingauniqueregionalpreference.

Top10football/soccerleaguespeoplehavefollowedinthelast5years-

Age&GenderDifferences:

55+yo

18-24yo

25-34yo

35-44yo

45-54yo

Male

Female

TOTAL

TOTALEuropeAPACLATAMAfricaUSA

EnglishPremierLeague(EPL-UnitedKingdom)

48%

45%

50%

51%

48%

42%

56%

36%

LaLiga(Spain)

39%

42%

41%

40%

36%

33%

48%

26%

1.Bundesliga(Germany)

31%

30%

32%

31%

31%

31%

39%

20%

SerieA(Italy)

31%

29%

32%

34%

30%

31%

39%

19%

Ligue1(France)

23%

27%

27%

23%

20%

20%

29%

16%

BrazilianSerieA(Brazil)

14%

15%

16%

15%

11%

9%

14%

13%

MajorLeagueSoccer(MLS)

12%

13%

16%

13%

9%

7%

12%

11%

LigaMX(Mexico)

8%

10%

10%

9%

6%

3%

7%

9%

ThePrimeiraLiga/LigaPortugalBetclic

7%

5%

5%

7%

7%

10%

7%

6%

IndianSuperLeague(ISL)

4%

5%

4%

4%

4%

2%

4%

5%

Q:'Q54.Whichofthefollowingfootball/soccerleagueshaveyoufollowedinthelast5years?'-TotalN=8630

TOTAL

TOTAL

WhatisthelevelofinterestintheUEFAEuro2024?inGermany?

TOTAL

ThesurveydemonstratesawaveoftheUEFAEuro2024?enthusiasmallaroundtheglobe,withmorethanhalftheglobalpopulationexpressinginterestinthe

German-hostedtournament.ThiswidespreadexcitementstandsinstarkcontrasttotheUnitedStates,theonlysurveyedregionwithabelow-averageinterestrate.

Insights:[TOTAL]

1hat

leastonegame

Q:'Q57.WhichofthefollowingbestappliestoyouabouttheUEFAEuro2024?'-TotalN=11881

InterestintheEuro2024inGermany-byregion:

TOTALEuropeAPACLATAMAfricaUSA

21%

22%

15%

19%

9%

22%

22%

21%

19%

28%

32%

53%

30%

30%

35%

29%

24%

27%

26%

29%

24%

40%

14%

9%

TotalEuropeAPACLATAMAFRICAUSA

VeryinterestedInterestedNotveryinterestedNotinterestedatall

Q:'Q56.HowwouldyourateyourinterestintheUEFAEuro2024inGermany?'-TotalN=20795

TOTAL

TOTAL

TheUEFAEuro2024?&FemaleAudiences:

TOTAL

InterestinUEFAEuro2024?gamesbygenderandregion

(Top2Box):

69%45%

70%42%

72%56%

67%39%

82%62%

28%

19%

TOTAL

Europe

APAC

LATAM

AFRICA

USA

MaleFemale

45%

offemalesinTOTALareinterestedintheUEFAEuro2024?games

TheUEFAEuro2024?promisesmorethanjustelectrifyingmatches–it'sacatalystforinclusivity.Thisglobalspectacletranscendsthe

pitch,fosteringadiverseandwelcomingcommunityforfans.

Forthisyear'stournament,asurgeinfemaleviewershipis

continuouslybreakingtraditionalbarriers.Thesurveyshows45%ofwomenworldwideexpressinterestinthegame,withAfrica(62%)

andAPAC(56%)leadingthecharge.ThissurgesuggeststheEuro2024couldbealandmarkevent,rewritingthenarrativearoundgenderequalityinfootballfandom.

Q:'Q56.HowwouldyourateyourinterestintheUEFAEuro2024inGermany?'-TOTAL

|Male|N=10382;|Female|

N=10413

TOTAL

TOTAL

HowfootballfansplantowatchthetheUEFAEuro2024??

TOTAL

TOTALEuropeAPACLATAMAfricaUSA

3%

14%

3%

8%

3%

3%

1%11%

16%

11%

22%

26%

6%

19%

17%

37%

25%

23%

14%

28%

23%

50%51%44%47%63%29%

TotalEuropeAPACLATAMAFRICAUSA

Insights:[TOTAL]

97%

ofpeoplewillwatch

multiplematchesduringUEFAEuro2024?games

Insightboxdataexcludespeoplewhowillwatchthefinalmatchonly.

●IwillwatcheverygameIcan●Iwillonlywatchthegamesofmynationalteam

.IwillonlywatchthegamesoftheteamIsupport

.Iwillonlywatchafewgames

Iwillonlywatchthefinal

.IwillNOTwatchanygames

Q:'Q57.WhichofthefollowingbestappliestoyouabouttheUEFAEuro2024?'-TotalN=11881

TOTAL

TOTAL

HowwilltheUEFAEuro2024?gamesbewatched?

TOTAL

Howwillyouwatchthegames?

Insights:[TOTAL]

TOTALEuropeAPACLATAMAfricaUSA

TVbroadcast,HomeTV(e.g.,cable,satelite)StreamingTVchannel/app

TVinapublicplace(e.g.,abar)

Youtube

Socialmedia(e.g.,Twitter,Facebook)Mobiledevicestreaming(excludingsocial…

WebsitesStreamingdevices(e.g.,IPTV,Chromecast,…On-DemandVideoServices

I'llwatchitliveinGermanyVirtualReality(VR)orAugmentedReality(A…

62%

62% 32%

30% 26%

ofpeoplewillwatchthegamesonTV

broadcast,HomeTV

23% 21% 17%

17% 9%

4% 4%

Q:'Q58.Howwillyouwatchthegames?'-TotalN=11785

TOTAL

TOTAL

WhodofootballfanstypicallywatchUEFAEuro2024?matcheswith?

TOTAL

Insights:[TOTAL]

62%

ofpeoplewillwatchthegamesonTVbroadcast,HomeTV

32%

ofpeoplewillwatchthegamesonstreamingTVchannel/app

30%

ofpeoplewillwatchthegamesonTVinapublicspace

Q:'Q58.Howwillyouwatchthegames?'-TotalN=11785

WhodoyoutypicallywatchUEFAEuro2024?

football/soccermatcheswith?

55+yo

18-24yo

25-34yo

35-44yo

45-54yo

Total

Male

Female

TOTALEuropeAPACLATAMAfricaUSA

Withfamilymembers

59%

51%

59%

62%

62%

58%

53%

70%

Bymyself

37%

33%

32%

36%

39%

47%

44%

25%

Withfriends

49%

57%

54%

53%

43%

39%

54%

43%

WithpeopleIdon'tknowpersonally(egatabar)

14%

13%

15%

16%

12%

10%

17%

10%

Other,pleasespecify

1%

1%

*

*

1%

*

*

1%

Q:'Q60.WhodoyoutypicallywatchEurofootball/soccermatcheswith?'-TotalN=9061

TOTAL

HowthesportsfansareanticipatingresultsoftheEuroGames.

WhowillwintheUEFAEuro2024?thisyear?

TOTALvotes:

Resultsgeographically:

Winningteam:

%votes:

1

Germany

22.26%

2

France

19.49%

3

H—England

14.92%

4

Spain

10.31%

5

Portugal

9.97%

Q:'Q61.WhichteamdoyouthinkwillwintheUEFAEuro2024?'-TotalN=11881

<

>

Regionalvotes:

Europe

%vote20.58%17.71%12.21%11.84%10.34%

WinningteamFrance

GermanyEnglandPortugalSpain

other●Myowncountry

●Germany

Q:'Q61.WhichteamdoyouthinkwillwintheUEFAEuro2024?'-APACN=2563

TOTAL

WhichnationalteamsgetthemostsupportfortheUEFAEuro2024??

TOTAL

Insights:[TOTAL]

Germany

istheteamvotedtobethewinneroftheUEFAEuro2024?

Q:'Q61.WhichteamdoyouthinkwillwintheUEFAEuro2024?'-TotalN=11881

Top10nationalteamsgetthemostsupportfortheUEFAEuro2024?

TOTALEuropeAPACLATAMAfricaUSA

Germany England Spain France Portugal ItalyNetherlands Belgium TurkeyAustria

28% 27% 22%

21% 21% 20% 10%

9% 7% 6%

Q:'Q59.WhichnationalteamswillyousupportfortheUEFAEuro2024?'-TotalN=11880

TOTAL

Whataretheresultsoftheglobalsport'sfanvoting?

Whoisthebestfootballplayer?

TOTAL

Votingresults[TOTAL]:

Football,whileateamsportatitscore,thrivesontheunpredictablesparkofindividualbrilliancethat

ignitestheglobalfanbase.ThisupcomingUEFAEuropromisestobenodifferent.

Asanticipationbuilds,thequestionofthe"greatestofalltime"(GOAT)hangsheavyintheair–adebatewithnodefinitiveanswer,fuelingcountlesspassionate

conversationsamongfansacrosstheglobe.

OurrecentsurveyonUEFAEuro2024?players

revealedatightrace.LionelMessisecuredthetop

spot,withCristianoRonaldofollowingcloselybehind.

Thisresultreflectstheenduringpopularityofthesefootballinggiants.Notably,KylianMbappe's

impressivethirdplacehintsatapotentialshiftinthefuture,withyoungtalentsemergingonthescene.

Q:'Q66.Whodoyouthinkiscurrentlythebestfootballplayerintheworld?'-TotalN=9924Globalrankisbasedonaveragerankofthespecificplayersinallthecountriessurveyed.

GlobalEuropeAPACAfricaLATAMUSA

rankRankRankRankRankRank

Player:

LionelMessi111111

CristianoRonaldo222222

KylianMbappe333344

ViníciusJúnior45124311

ErlingHaaland544568

JudeBellingham67667-

6

23

31

7

-

-

Robert

Lewandowski

KevinDeBruyne8813923-

NeymardaSilvaSantosJúnior

8

16

24

10

14

5

HarryKane995897

Howwellarethebrandsconnectedwith

theUEFAEuro2024??

TOTAL

WhichbrandsaremostassociatedwithUEFAEuro2024??

TOTAL

Insights:[TOTAL]

Adidas

isconsideredasthebrandmoststronglyassociatedwiththeUEFAEuro2024?.

Oursurveyrevealsthatconsumersworldwidemost

stronglyassociateAdidas,Coca-Cola,andNikewiththe

UEFAEuro2024?.AdidasandCoca-Cola,aslong-term

partnersofUEFA?,haveawell-establishedconnectiontotheevent.Surprisingly,Nikehasalsoachievedsignificantrecognitionamongconsumers,despitenothavingaformalsponsorshipagreement.

Q:'Q63.ThinkingoftheUEFAEuro2024inGermany,whichONEbrandcomestoyourmindfirst'-TotalN=10501

*Adidas Nike*Coca-ColaHeineken VisaMercedes BMW*Lidl

Mastercard*Hisense

TopofMind-Brand:

(Top10)

25.47% 11.94%

9.02% 7.07%

1.72%1.65%1.49%I1.27%1.25%1.17%

(*)OfficialSponsorsoftheUEFAEuro2024?

TOTAL

TOTAL

TopBrandsNamedbyConsumersasUEFAEuro2024?Sponsors

TopConsumer-PerceivedSponsors:

(Top10):

37.36%

*Adidas*Coca-Cola Nike HeinekenMastercard

29.75%

17.08%

17.03%

11.01%

TOTAL

Source:

8.17%

8.13%

7.28%

6.89%

6.23%

Shortcut *Hisense PlayStation Lay's*B

TheUEFAEuro2024?sponsorshipstrategyappearseffective.OfficialpartnersAdidasandCoca-Colaarewidelyrecognizedbyconsumersasthetournament'ssponsors.

Certainbrands,whichsponsorotherUEFA?leagues,alsoappearonthislist,indicatingtheirbroaderassociationwithUEFA?events.

Moreover,theinclusionofseveralsportsbrandshere,despitelackingofficialsponsorshipstatus,emphasizestheinherentconnection

betweensportseventsandrenownedsportsbrands.

Q:'Q64.Nameasmanyoftheo?icialUEFA?partnersando?icialUEFAEuro2024sponsorsthatyouareawareof'-TotalN=11194

(*)OfficialSponsorsoftheUEFAEuro2024?

TOTAL

Learnmore

AboutTGMGlobalEURO2024SurveyProject

Thesurveywascarriedoutbetweenthe10thand28thofMay2024,usingthe

methodofonlineinterviewsin26countriesonanationallyrepresentativesample.Thesampleisarepresentativepopulationofthegivencountriesintermsofgenderandage(detailsbelow).

10th-28thMay2024

arepresentativesampleofN=20,700+ofsurveyedcountries,age:18-55+

Notparticipant(surveyed)EUROparticipant(surveyed)

Internetinterviews(CAWI),researchprojectwasentirelyconductedbyTGMResearch

TGMGlobalEURO2024Report

Africa

Nigeria

SouthAfrica

RegionTotal

POPULATION

228M

60M

288M

SAMPLESIZE

764

992

1756

DEMOGRAPHIC

18-55+

USA

USA

POPULATION

341M

SAMPLESIZE

879

DEMOGRAPHIC

18-55+

AboutTGMGlobalEURO2024SurveyProject

ArgentinaAustraliaAustriaBelgiumBrazilFranceGermanyIndiaIndonesiaItalyMexicoNetherlandsNigeriaPhilippinesPolandPortugalRomaniaSerbiaSouthAfricaSpainSwitzerlandThailandTurkeyUKUkraine