What type of sponsors resonate with fans of FIFA World Cup teams?

A global YouGov RealTime study from 18 diverse markets reveals the types of brand categories that fans prefer to see as sponsors for their favorite FIFA World Cup 2022 teams. The survey was run in November – before the start of the World Cup and during its first few days, giving us a more contextual and real-time picture of fans’ opinion.

A third of fans across the globe say they would like to see food and beverage brands sponsor their favorite World Cup team. That gives the F&B industry the top spot, marginally ahead of brands from the technology industry (32%) as far as sponsorship brownie points are concerned. The audience in this data refers to consumers who said they planned to watch the World Cup and that they had a favorite team in it.