Euro Championships 2024 Report

1UEFAEuro2024Championships MULTICOUNTRY Inthefanzone:Euro2024report Discoverwho’stuningintotheUEFAEuro2024Championships,viewingtrends,andthebrandsponsorscomingoutontopforassociationinEngland,France,Germany,Italy,Scotland,SpainandtheUS. Livingconsumerintelligence|yhtotpus:g//bouvs.inceosms.y/obuugosvi.cnoems/s 2UEFAEuro2024Championships Contents 1Foreword 2Reporttakeaways 3ProfilingEuro2024viewers 4Euro2024viewingtrends 5Brandassociationrankings 6Methodology Getintouch https://business.yougov.com/?marketo=contact&utm_medium=pdf_link&utm_source=whitepaper&utm_campaign=WP-2024-06-Global-Euros-Report 3UEFAEuro2024Championships Foreword TheEuro2024actionisalreadywellunderwayinGermanyastheteamsbattleitouttobecrownedthechampionsofEurope,buthowarefansengagingwiththetournament? We’veexploredwhatthetournament’saudiencelookslikeandhowtheyfollowitacrosssixkeycompetingEuropeannations,aswellasintheUSwherewe’veseeninterestininternationalfootball(soccer!)growingrapidly.” NicolePike GlobalHeadofYouGovSport Getintouch https://business.yougov.com/?marketo=contact&utm_medium=pdf_link&utm_source=whitepaper&utm_campaign=WP-2024-06-Global-Euros-Report https://business.yougov.com/product https://business.yougov.com/product? utm_mEexdpiulmo=repdof_ulirnks&oultumt_iosonusrce=w hitepaper&utm_campaign=WP-2024-06-Global-Euros-Report Runasurvey /realtime?utm_medium=pdf_link&utm _source=whitepaper&utm_campaign =WP-2024-06-Global-Euros-Report 4UEFAEuro2024Championships Euro2024:Reporttakeaways 1.Thehosteffect:Asthehostnationforevent,Germanyhasthehighestlevelsoffollowershipforthetournament,aswellasthemostevengendersplitofsupporters.ThisindicatesthatGermanyhasexpandeditsreachbeyondthosewhowouldusuallytakeaninterest–whichalsoexplainswhyfollowersinGermanyaremostlikelytosaythey“willkeepuptodatebutwon’tgooutoftheirwaytowatchthegames.” 2.RisingUSappeal:Despitenothavingateamparticipatinginthetournament,thereisstrongengagementfromyoungsoccerfansintheUS–reflectingthegrowthofsoccerintheUS. 3.Scottishsuperfans:Asanationofsupportersknownas“theTartanArmy,”Scotsarethemostlikelytosaytheywill“trytowatchasmanygamesastheycan.” 4.Hittingthebar:Out-of-homeviewingismostprevalentinBritishculture,withmorethan1in3EnglandandScotlandfanswatchingthetournamentatpubs,barsandotheroutdoorvenues. 5.Toppingthetables:FollowersinmainlandEuropeandtheUSaremorelikelytoassociatebrandsponsorswiththetournamentthanintheUK,withCoca-ColaandAdidascomingoutontopacrosstheboard. Getintouch https://business.yougov.com/?marketo=contact&utm_medium=pdf_link&utm_source=whitepaper&utm_campaign=WP-2024-06-Global-Euros-Report 5UEFAEuro2024Championships Unparalleledinsightsintowhattheworldthinks Ourextensive,ever-growingsourceofconnected,livingdataequipsyouwitharichunderstandingofyourcustomers'complexlives.Understandwhat27million+registeredpanelmembersinover55marketsarethinking,andharnessreal-timedataforsmarter,evidence-baseddecisionswithoursuiteofproducts. https://business.yougov.com/product? utm_medium=pdf_link&utm_source=w hitepaEpxerp&luotmre_coaumrpsaoiglnu=tWioPn-s2024-06-Global-Euros-Report 6UEFAEuro2024Championships ProfilingEuro2024viewers 7UEFAEuro2024Championships Who’stuningintotheEuroChampionshipsthisyear? Overhalfofallrespondentsinthehostcountry,Germany,statedtheyplantofollow/watchtheUEFAEuro2024Championships,followedbythedefendingChampions,Italy(49%). Doyouplantofollowand/orwatchUEFAEuro2024Championships? 52% 49% 45% 44% 44% 39% 22% England Natrep France Germany Italy Scotland Spain US YouGovcustomsurveys(5hJune2024to12thJune2024).Natrep:n>1000 8UEFAEuro2024Championships Eurofollowersaremorelikelytobe55+inItaly,and18-34intheUS AmongallEurofollowersinUS,54%areagedbet18-34,33%areagedbet35-44and13%areaged55+. Agebreakdownamongthosewhoplantofollow/watchUEFAEuro2024Championships 31% 35% 34% 33% 32% 35% 27% 35% 38% 20% 46% 35%38% 22% 40% 54% 33% 13% 25% 37% 38% EnglandFranceGermanyItalySpainUSScotland 18-3435-4455+ YouGovcustomsurveys(5hJune2024to12thJune2024).Eurofollowers:n>1000 https://business.yougov.com/product /realtime?utm_medium=pdf_link&utm _sourcRe=uwnhiteapaspuerr&vutemy_campaign =WP-2024-06-Global-Euros-Report 9UEFAEuro2024Championships Germanyhasthehighestpercentageoffemalefollowersat41% Spainhasthelowestpercentageoffemalefollowersofallthesurveyedcountriesat32%. Genderbreakdownamongthosewhoplantofollow/watchUEFAEuro2024Championships 59%60% 63%66%63%68%63% 34% 37%41%37%40%37% 32% Engalnd EnglandFranceGermanyItalyScotlandSpainUS MaleFemale YouGovcustomsurveys(5thJune2024to12thJune2024).Eurofollowers:n>1000 10UEFAEuro2024Championships Scotlandleadsthewayfor“superviewers” 57%ofEurofollowersinScotlandstatedtheywilltrytowatchasmanygamesastheycan.28%ofEurofollowersinGermanystatedthattheywillnotgooutoftheirwaytowatchthegames. HowwillyoufollowtheUEFAEuro2024Championships? 46%44% 37%38% 57% 42%41% 26% 23% 6% 24% 7% 26% 30% 28% 6% 32% 23% 7% 24% 23% 3% 28% 22% 8% 22% 16%16% EnglandFranceGermanyItalyScotlandSpainUS IwilltrytowatchasmanygamesasIcanIwillonlywatchgame