Brand attitudes among fans of the FIFA World Cup in Denmark
November 23rd, 2022, Tove Keldsen

Brand attitudes among fans of the FIFA World Cup in Denmark

The 22nd FIFA World Cup draws millions to the screens and Qatar in November, providing an opportunity for the brands and media to be where their audience is.

One in ten Danes describes FIFA World Cup as a top interest, while one in five (21%) say they are somewhat interested.

Using YouGov BrandIndex’s impression score, we have compared brand attitudes among FIFA fans (10% of the nation 18+ years old describes the FIFA World Cup as a top interest) and the adult population in Denmark. While many brand favorites are at the top of both lists, there are also great differences in brand impression.


YouGov BrandIndex Difference Rankings are compiled by asking fans of FIFA and the nation if they have a positive or negative impression of a particular brand. Scores are net scores calculated by subtracting the percentage of negative responses from the percentage of positive responses. The ranking shows the most significant differences.

Almost three in four FIFA fans (73%) gambled within the last 12 months, and the most common gambling activity was betting/odds. The greatest difference in brand impression between FIFA fans and the nation was for Oddset from Danske Spil, with a difference of 17.5 points in impression score. The mother brand, Danske Spil, and the sister brand EUROJACKPOT are also represented in the top 10 representing the most significant differences between the nation and FIFA fans.

FIFA fans also like sports apparel brands like Puma, Asics, Adidas, and Nike to a greater degree than the average citizen. These brands sponsor a wide range of football teams and are often associated with sports.

The Danish soft drink producer Faxe Kondi is also more liked among FIFA fans. Faxe Kondi is marketed as a sporty drink and sponsors sports teams and events.

Lego has a strong image in the nation according to YouGov’s brand image rankings, where Lego usually takes one of the top spots. Fans of FIFA have an even better impression of Lego, and YouGov Profiles show that FIFA fans are also overrepresented as buyers of Lego.

FIFA fans are mainly men and 18 to 39 years old, according to YouGov Profiles which explains LinkedIn’s position on the difference ranking as young men are also overrepresented as users of LinkedIn.

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