In a study relating to the ongoing Fifa World Cup, the consumer insight network of McCann-Erickson WorldGroup has found that many fans rooting for their home team have surprising "second favourite" teams that they'll keep a watchful eye on as the World Cup unfolds.

The findings reveal that passion for the wildly pervasive and popular game of soccer is no longer confined by national borders. While patriotic messages from advertisers will clearly resonate with fans during the World Cup, marketers shouldn't overlook the cross-cultural aspects of the event.

McCann-Erickson WorldGroup, one of the world's largest advertising and marketing communications organisations, is conducting dialogues with soccer fans in about 40 countries through its McCann Pulse network. The company is aiming at helping clients gain insight into the World Cup from the fans' point of view. Based on this ongoing research, here are some key factors fans cite for having 'other favourite' teams:

1. The perennial appeal of the underdog
Many underdog nations, such as the small, economically poor nation of Cameroon, are sentimental favorites for fans around the world. The fact that the World Cup is perceived as more egalitarian than the Olympics or other major global sporting events only feeds the interest in underdog contenders. Interestingly, underdogs off the field are also receiving sympathy.

2. Following players across borders
Given the complex international nature of professional soccer and the breadth of its media coverage, fan loyalty often crosses borders. For instance a fan in England might support France because they have four Arsenal players and the fan is an Arsenal supporter. As players move across national borders, so too will fans. And given the extensive media coverage of professional soccer, a team that comes into a fan's living room each week begins to feel like a home team.

3. How they play the game
Respect for pure skill and athleticism is high among the most knowledgeable fans around the world, so some nations with a global standing based on their past success and skill are revered in soccer-mad nations around the world, regardless of political and cultural differences. McCann Pulse finds that Brazil is the most frequently cited "other favourite" among soccer purists around the world.

4. Broadening the definition of home team
A home team is a complex concept for some fans, and many recent immigrants will be rooting for both their newly-adopted home and the "old country." Because many top soccer-playing nations also have large emigrant populations, many young spectators in markets like Germany, England and the United States will be rooting for nations where they still have relatives, countries like Croatia or Mexico. The findings are part of a major ongoing, qualitative research project by McCann-Erickson WorldGroup to better understand the value and meaning of the World Cup as a social, cultural and media event.



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