COMMENT: The FIFA World Cup is nearly here, so where’s all the fanfare?

There’s certainly a different vibe to this year’s FIFA World Cup. Stories of corruption and human rights abuse surrounding the event are having a strong impact on the way fans feel about the tournament.

We’ve partnered with COPA90 to reach out to fans, cultural experts, and Qatari locals to understand how the first ever World Cup in the Gulf region will come together.

Excitement isn’t building like you might think

The majority of fans are excited about the tournament – but it’s a slim majority, with just 53% saying this.

The same can be said about the tournament’s location – 44% support the World Cup taking place in Qatar, but the same number have no opinion yet. Just 12% of consumers are opposed to the location.

Consumer interest in the World Cup typically kicks in nearer the start of the tournament. You can get a sense of this based on Google searches for the 2018 tournament, where interest only really took off a month before the tournament began.

It’s also possible that consumers may well have their minds on other things right now. There’s the cost-of-living crisis for one; the World Cup probably isn’t a priority to some consumers.

Things like the price of travel, accommodation, or tickets will surely be big concerns for low-income fans, but even things like the price of streaming services used to watch the games have to be taken into account.

There’s also national leagues taking place in the meantime. Normally these finish prior to the competition, but it’s reasonable to suggest that fans are more focused on club football until the tournament officially begins.

In conversations COPA90 had with its community, there were concerns about sportswashing, alongside excitement about the prospect of watching their team compete on the biggest stage.

And while others denounced Qatar’s human rights record, this was often followed by feelings of anticipation and hope around their team’s prospects of finally winning the World Cup.

These examples demonstrate the complex feelings toward the tournament.

Male-skewed audience

World Cup fans share a lot of similarities with general football fans; they’re typically young males with a passion for sport.

The 2022 World Cup arrives shortly after a record-breaking Women’s Euros. It’s possible that this interest could transfer to the men’s game nearer the time and bring more female fans on board.

Age also plays a role. Younger audiences generally make for more likely World Cup fans, with 65% of Gen Z and millennials following the tournament compared to just 35% of Gen X and baby boomers.

Football has changed a lot too – continuing to do so as it attracts new fans in new markets. This means older fans watch a very different game to the one they grew up with, and that could be part of the reason why they’re less likely to take an interest in the 2022 World Cup.

Fans watch in different ways around the world

For the most part, fans will be watching along at home – with 89% saying this. Accounting for the fact that this year’s tournament is taking place in the winter, colder temperatures could force more fans to choose the comfort of their living room over somewhere like a bar.

And there’s the wildcard factor of what might happen with Covid cases during the winter months. That might not be front of mind right now, but it’s worth keeping an eye on.

COPA90 notes that, for most generations of fans, this year’s tournament will create the biggest disruption to the football calendar in their lifetime – outside the pandemic of course.

Viewing behaviors also tend to shift depending on the country consumers are in. Fans in APAC, for example, are more likely to watch from offices or workplaces, while fans in North America are more likely to watch in bars.

Showing the bigger picture

Speaking with its community on the matter, COPA90 noted that fans called for coverage of the on-pitch action, fan scenes, and the surrounding colour of the tournament. A majority of those surveyed also wanted to see attention and time dedicated to the socio-political issues associated with the host country.

Aligning with players makes the most sense here. 78% of World Cup fans follow them on social media, and with athletes being increasingly vocal about the causes close to them, the third-biggest sporting competition in the world is the ideal platform for them to make an impact.

Short-form content

While younger fans aren’t likely to turn off before the full time whistle, the use of short-form content could help keep them more engaged throughout the tournament.

Around 4 in 10 Gen Z and millennials want to see short-form highlights at the World Cup, with the 2020 Olympics showing just how well this kind of format can complement a global sporting event.

Tom Morris is a senior trends Analyst at GWI.