Global soccer fans are united and divided in their passion for the sport: Octagon study

MUMBAI: Throughout the Fifa World Cup, a global audience has witnessed the exuberance that football fans have for the sport. Aside from national pride, what drives the passion fans from different countries have for football?

Studies conducted in the past year by sports marketing agency Octagon quantify for the first time the key factors that ignite the passion fans have for football. Analysis from Octagon's Passion Drivers study of football fans from World Cup participants Germany, France, the U.K., Australia and the US, the 2010 World Cup host nation South Africa, and China reveal similarities and differences.

Octagon's VP of research and creator of the study Simon Wardle says, "Fans from countries like the U.K., France and Germany, where a longstanding football tradition exists and the sport holds a dominant position, share similar motivating passions for the sport but with some differences.

"Why fans from Europe follow the sport differs significantly from the factors that motivate fans in countries where football is less dominant."

The fan profiles developed by Octagon are based on 12 Passion Drivers factors. In varying degrees of intensity and in different combinations, these factors contribute to the passion fans have for football.

Wardle adds, "Understanding 'why fans are fans' is critical for companies who sponsor sports to engage consumers with their brands. The relationship that Europeans have to football is first and foremost driven by Team Devotion."

"This factor truly differentiates 'the beautiful game' and its supporters from other sports. German and English football fans are very similar in the relationship they have with the sport. UK fans seem to be more team focussed and avid than their German counterparts. The chance to gloat over fans of rival clubs is much stronger among German fans."

TCompared to German and UK fans, the study revealed the French are more overall fans of the sport itself. For the French fan, the pure enjoyment that comes from watching football is oftentimes more important than which teams are playing and the outcome of the match.

Wardle goes on to explain that in European markets, Team Devotion starts almost at birth. This contrasts to Chinese fans who do not have deep rooted team affinities. They are primarily motivated by an overall love of the game. The skill exhibited by world-class players and strategy employed by the top clubs, regardless of where these teams come from or a players' nationality, are far more important than the outcome of the match.

In South Africa, the opportunity football provides to socialise is the dominant motivator. Football also conjures a sense of nostalgia for many South Africans who grew up with the sport and appreciate the role football played in their personal and country's history. However, the Team Devotion factor is growing more important in this developing football market as it prepares to compete as host nation in the 2010 Fifa World Cup.

As a market influence, football remains in its formative stages in Australia and the US. The US and Australia are unique in their passion being primarily fuelled by a current or past involvement playing or coaching the sport, a Passion Drivers factor called Active Appreciation.

Wardle notes that Australia's success in the 2006 Fifa World Cup (they narrowly lost in a last minute penalty to finalists Italy) could accelerate its transition to a developing football market. The US holds the distinction as the world's least homogeneous football market in terms of the factors that drive its fans' passion for the sport. Along with active appreciation, US football fans are strongly driven by the opportunities the sport presents to talk and socialise. Nostalgia is also important for the many fans who emigrated from Europe and Latin America.

Octagon conducted Passion Drivers studies in eight countries among more than 20,000 fans of their nation's most popular sports. "With a deeper understanding of what drives their consumers' passion for sport, sponsors can truly harness the power of sports to differentiate their brands and engage consumers in meaningful, lasting ways," said Wardle.

Latest Reads
Maha Cartoon targets 65 per cent rural HSM via DD FreeDish, 2000 LCOs

Who can forget the Charlie Chaplin show which entertained the world audience of all ages. Maha Cartoon, the first free-to-air (FTA) Hindi cartoon channel targeted at the Hindi-speaking markets (HSM), will be launched on India's largest DTH platform DD FreeDish on 1 November. The new Maha Cartoon...

Television TV Channels Kids
Vikram Chandra steps down; KVL Narayan Rao is new NDTV group CEO

The rumours that were making rounds of Vikram Chandra quitting NDTV have now been put to rest.

Television TV Channels People
Naagin helps Colors capture top position this week: BARC

Backed by Naagin Season 2, Colors was almost close to Star Plus to get the number one position, but, this week, Colors went few steps ahead and grabbed the leadership position and replaced Star Plus in week 42. Even in Urban GECs market, Colors toppled Star and took over the number one position.

Television TV Channels Viewership
SPN India to broadcast Barclays ATP World Tour finals

Sony Pictures Networks India (SPN) will exclusively broadcast the upcoming ATP events in the month of November. The ATP 1000 Paris Masters will be aired live on Sony ESPN channels and will be streamed live on SonyLIV app and website. The ATP 1000 Paris Masters in Paris will begin on 31 October.

Television TV Channels Sports
Hunt for Zee Business head continues

MUMBAI: Zee Business, an arm of Zee Media Corporation, has seen several transitions in its management this year. The channel was initially headed by Amish Devgan, who decided to move away after serving for 14 years. It was then led by Zee Media Corporation’s then CEO for content Samir Ahluwalia,who...

Television TV Channels People
'King' content will take over monopolistic media entities, says Arnab Goswami

NEW DELHI: The future of news lies in breaking away from the interdependence of politicians and the media on each other.

Television TV Channels News Broadcasting
Animated 'Ramayana' a global Diwali gift on web, mobile

NEW DELHI: Thirty episodes of the animated series Ramayana will be available around the world on the nexGTv web and mobile platforms during Diwali.

Television TV Shows Animation
Sports Minister lauds b'casters, other stakeholders in promoting sports

NEW DELHI: India’s Sports Minister Vijay Goel said on Wednesday that digital media broadcasting will play a critical role in bringing about change in sports broadcasting in India but broadcasters must also focus on how sports as a product is delivered to audiences in rural areas so as to popularise...

Television TV Channels Sports
Know your karma on IBN7 with 'Karm Path'

In an attempt to give its viewers a refreshing start of the day, IBN7 is launching a new show titled Karm Path. Starting 27 October, the show will predict what the day holds. The show is a differentiator in its own genre as it connotes the supremacy of deeds over destiny.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories