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Economic and Social Impact of the 2010 World Cup - UK - April 2010

This report examines these viewing and spending preferences in more detail, as well as assessing attitudes towards the World Cup and how these impact on consumer behaviour around the competition. It also compares consumers’ views of the World Cup with their opinions of London’s hosting of the 2012 Olympic Games and tests the hypothesis that “Britons’ love of sport and interest in following major events means the UK’s self-styled ‘golden decade of sport’, in which the country will host the Olympic and Commonwealth Games, Rugby World Cup and possibly the football World Cup, will be as beneficial to the health of its economy as of its people.”

  • More than 70% of adults – and more than 60% of women – will watch at least some of the tournament. Interest is not dependent on home success either: only 13 % of those following the tournament will switch off if/when England are knocked out.
  • Amongst all UK adults who are in any interested in the World Cup, 83% will be supporting England as their main team. Some 40% of these people see themselves as ‘private patriots’ compared to 27% who describe themselves as ‘proud patriots’.
  • A surprising number of people support players first and nations second, highlighting the changing nature of a game dominated by clubs and local allegiances.
  • Two thirds of consumers with an interest in the World Cup indicated that they will see a rise in their expenditure before or during the tournament.
  • Gambling revenues are forecast to top £750 million for the World Cup (up 25% on the 2006 tournament), driven by football’s rise in prominence in the betting industry, the wealth of bets available and the increase in more convenient betting platforms, such as online and mobile.
  • Pub revenues are more dependent upon England’s progression during the tournament, with some 60 million litres of lager expected to be consumed should they reach the final. Given that over 1,700 million litres are expected to be sold during the year as a whole, this represents more of a temporary upsurge in sales rather than a likely saviour of the industry.
  • Sales of HDTVs and mobile devices driven by the World Cup are likely to be suppressed: the former because of the on-going uncertainty surrounding the economy and job prospects, the latter because of the lack of suitability of watching full football matches on such a small screen. That’s not to say that mobile phones won’t embrace the tournament, but their impact will likely be driven by related apps via smartphones.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • I’m just looking for an old England
              • Trend
                • Opportunity
                  • Join the pub club
                    • Trend
                      • Opportunity
                        • Technology’s big test
                          • Trend
                            • Opportunity
                              • Fan v Fan becomes Friend v Friend
                                • Trend
                                  • Opportunity
                                  • Lifestyle Sector in Brief

                                    • Nearly three quarters of adults await the World Cup with interest...
                                      • ... and will keep tuning in, even if England go out...
                                        • ... as free-to-air returns game to the people
                                          • Two thirds ready to spend...
                                            • ... but recession keeps focus on the smaller picture
                                              • Pub atmosphere worth paying for – home and away...
                                                • ... but we are not all inclined to aim for the bar
                                                  • Day trippers, not sports tourists
                                                    • 2012: Wanting London to succeed
                                                      • A goodwill games – particularly among women
                                                      • The Lifestyle of Football and Sports Fans

                                                        • Key points
                                                            • Figure 1: Interest in Premier League football, 2008-09
                                                            • Figure 2: Key football-watching target groups, February 2010
                                                            • Figure 3: Interest in team sports in last 12 months, 2009
                                                            • Figure 4: Frequency of watching sports in a pub, bar or club, 2009
                                                            • Figure 5: Most popular betting activities, 2009
                                                            • Figure 6: Activities done at betting shops, by demographic sub group, May 2009
                                                            • Figure 7: Television set ownership among football fans, 2009
                                                            • Figure 8: Football fans’ televised football viewing habits, 2008-09
                                                          • Technology: 3D and HD still on trial
                                                            • Figure 9: Access to high-definition TV content and services, 2008-09
                                                          • Technology: Internet inches forward as a live platform
                                                            • Figure 10: Football fans’ online football viewing habits, 2008-09
                                                            • Figure 11: Penetration of broadband internet at home, by demographic sub-group, October 2009
                                                          • Technology: Interest in mobile largely static
                                                            • Figure 12: Football fans’ mobile football viewing habits, 2008-09
                                                            • Figure 13: Device ownership summary, 2008-09
                                                          • Football less of a team game for young individualists
                                                          • Economic Impact of the World Cup

                                                            • Key points
                                                              • Spending ready to kick off...
                                                                • Figure 14: Spending habits, by attitudes towards the upcoming football World Cup, February 2010
                                                              • ... particularly in social settings
                                                                • Figure 15: Spending habits, by most popular attitudes towards watching games during past World Cups and the upcoming tournament in June, February 2010
                                                                • Figure 16: Spending habits, by next most popular attitudes towards watching games during past World Cups and the upcoming tournament in June, February 2010
                                                                • Figure 17: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
                                                              • Sporting success and the feelgood factor
                                                                • Figure 18: ‘Non-use’ effects of 2006 FIFA World Cup
                                                            • Key Sectors: Pubs

                                                              • Ten million extra pints per match...
                                                                • ... but only a late consolation?
                                                                  • Figure 19: UK pub industry market size trends, 2004-14
                                                                • Free TV: Opportunity or threat?
                                                                  • Focus on food threatens empty plates
                                                                    • Figure 20: UK pub industry turnover, by market segment, 2004-09
                                                                  • Recession brings risk of pub fatigue
                                                                  • Key Sectors: Off-sales of Alcohol

                                                                    • Beer the drink of sports’ champions
                                                                      • Figure 21: In-home drinking occasions, 2009
                                                                    • £100 million boost a real possibility
                                                                      • Figure 22: Forecast of volume and value sales of the off-trade lager market, 2004-14
                                                                    • Supermarkets: Sales volumes lead value
                                                                    • Key Sectors: Snack, Party and Barbecue Foods

                                                                      • Supermarket pizza vs takeaways: Will women shoppers decide the result?
                                                                        • Putting the ‘world’ in World Cup barbecues
                                                                        • Key Sectors: Betting

                                                                          • Key Sectors: Electricals

                                                                            • World Cup impact focused on value
                                                                              • Figure 23: Total market size and forecast for UK retail sales of TV sets (small and large screens), by volume and value, 2004-14
                                                                            • Football fans want a bigger and better view
                                                                              • Figure 24: Most popular reasons for buying a new TV, by gender and age, March 2009
                                                                          • Key Sectors: Sports Goods

                                                                            • Kitting out the nation
                                                                              • An inspiration for perspiration
                                                                              • Key Sectors: Media

                                                                                  • Figure 25: World Cup viewing figures, 2006
                                                                                • ... but not immune to the advertising recession
                                                                                  • The first multimedia World Cup?
                                                                                  • Social Impact of the World Cup

                                                                                    • Key points
                                                                                      • Who will watch? The large majority
                                                                                        • Figure 26: Attitudes towards the upcoming football World Cup, February 2010
                                                                                      • Opportunities to score in the group phase...
                                                                                        • The World Cup: A regional competition?
                                                                                          • Casuals not wearing colours
                                                                                            • Figure 27: Attitudes towards World Cup and supporting a team, by attitudes towards the upcoming football World Cup, February 2010
                                                                                          • Two types of communal viewing
                                                                                            • Figure 28: Attitudes towards watching games during past World Cups and the upcoming tournament in June by attitudes towards the upcoming football World Cup, February 2010
                                                                                          • Talking still beats tweeting
                                                                                            • A World-class advertisement for HD
                                                                                              • Figure 29: Attitudes towards the World Cup, by attitudes towards the upcoming football World Cup, February 2010
                                                                                            • Food & beverage-buying is a bonus, sports betting an opportunity for growth
                                                                                              • Figure 30: Attitudes towards other purchases during the World Cup, by attitudes towards the upcoming football World Cup, February 2010
                                                                                            • How will we feel? Potentially good
                                                                                            • Where Are Our Loyalties?

                                                                                              • Key points
                                                                                                • Everyone for England – then it’s Brand Brazil
                                                                                                  • Figure 31: Support first main team and second main team during the World Cup, February 2010
                                                                                                  • Figure 32: Most common reasons for following a second team, by nations most commonly applied to, February 2010
                                                                                                • Are we natives unfriendly?
                                                                                                  • Figure 33: Attitudes towards watching games during past World Cups and the upcoming tournament in June, by support first main team and second main team in the World Cup, February 2010
                                                                                                • Football gathers the clan
                                                                                                  • Foreign fans seek news from the home front
                                                                                                    • Patriotic – but with English reserve
                                                                                                      • Figure 34: Attitudes towards World Cup and supporting a team, February 2010
                                                                                                    • Who isn’t patriotic? Fewer students of the English game
                                                                                                      • Who’s on the first plane home?
                                                                                                        • Fear of hooligans led by those most at risk
                                                                                                          • Positive towards patriotism: One nation, many ways of watching
                                                                                                            • Figure 35: Attitudes towards watching games during past World Cups and the upcoming tournament in June, by most popular attitudes towards World Cup and supporting a team, February 2010
                                                                                                            • Figure 36: Attitudes towards watching games during past World Cups and the upcoming tournament in June, by next most popular attitudes towards World Cup and supporting a team, February 2010
                                                                                                        • Where Will We Be Watching?

                                                                                                          • Key points
                                                                                                            • Following the World Cup
                                                                                                              • Figure 37: Attitudes towards watching games during past World Cups and the upcoming tournament in June, February 2010
                                                                                                            • Friends flock to pubs
                                                                                                              • Figure 38: World Cup pub viewing target groups, February 2010
                                                                                                            • Families gather in front of a roaring TV
                                                                                                              • World Cup still a TV phenomenon
                                                                                                                • Pub fans are focused, but families take their eye off the ball
                                                                                                                  • Figure 39: Attitudes towards World Cup, by most popular attitudes towards watching games during past World Cups and the upcoming tournament in June, February 2010
                                                                                                                  • Figure 40: Attitudes towards other purchases during the World Cup, by most popular attitudes towards watching games during past World Cups and the upcoming tournament in June, February 2010
                                                                                                                • Preparing for the World Cup
                                                                                                                  • Figure 41: Attitudes towards the World Cup, February 2010
                                                                                                                • No boost for hardware
                                                                                                                  • The colours of money
                                                                                                                    • Social viewers and completists drawn to sponsor brands
                                                                                                                      • Figure 42: Attitudes towards watching games during past World Cups and the upcoming tournament in June, by most popular attitudes towards World Cup, February 2010
                                                                                                                      • Figure 43: Attitudes towards other purchases during the World Cup, by most popular attitudes towards World Cup, February 2010
                                                                                                                      • Figure 44: Attitudes towards other purchases during the World Cup, by next most popular attitudes towards World Cup, February 2010
                                                                                                                    • Flatscreen drinkers, HD eaters
                                                                                                                      • World Cup shopping
                                                                                                                        • Figure 45: Attitudes towards other purchases during the World Cup, February 2010
                                                                                                                      • Men buy beer, women favour food
                                                                                                                        • Domestic sports betting boom moves to global stage
                                                                                                                          • A shorter-lived fantasy?
                                                                                                                            • News opportunities in print
                                                                                                                              • Two divisions of World Cup bettor
                                                                                                                                • Figure 46: Attitudes towards watching games during past World Cups and the upcoming tournament in June, by most popular attitudes towards other purchases during the World Cup, February 2010
                                                                                                                                • Figure 47: Attitudes towards watching games during past World Cups and the upcoming tournament in June, by next most popular attitudes towards other purchases during the World Cup, February 2010
                                                                                                                              • An element of competition in the workplace?
                                                                                                                                • HD – It’s the real thing
                                                                                                                                  • Figure 48: Attitudes towards World Cup, by most popular attitudes towards other purchases during the World Cup, February 2010
                                                                                                                                  • Figure 49: Attitudes towards World Cup, by next most popular attitudes towards other purchases during the World Cup, February 2010
                                                                                                                              • World Cup Targeting Opportunities

                                                                                                                                • Key points
                                                                                                                                    • Figure 50: World Cup target groups, February 2010
                                                                                                                                • Olympic Britain: The Impact of London 2012

                                                                                                                                  • Key points
                                                                                                                                    • Tracking optimism
                                                                                                                                      • Figure 51: Economic optimism and the Olympics, June 2005-December 2009
                                                                                                                                      • Figure 52: Changes in economic optimism towards the London Olympics, June 2005-December 2009, by gender, age and social class*
                                                                                                                                    • Consumers reserving judgement
                                                                                                                                      • Figure 53: Agreement with the statement ‘The London 2012 Olympics will have a positive effect on ordinary people’s lives’, 2009
                                                                                                                                    • Olympics much less of a man’s Games
                                                                                                                                      • Positive impacts: Seeing is believing
                                                                                                                                        • Parents willing to pick up the baton
                                                                                                                                          • Olympic appeal: Plurality ahead of patriotism
                                                                                                                                            • Hosting competition: Olympic gold, World Cup silver
                                                                                                                                              • Olympic sponsorships: Value for money?
                                                                                                                                                • Figure 54: Agreement with the statement ‘Sponsoring the Olympics gives companies a better image’, 2009
                                                                                                                                              • What do we think about major events? Not really on our radar
                                                                                                                                                • Figure 55: Statements on major sporting events like the upcoming World Cup in June and the London Olympics in 2012, February 2010
                                                                                                                                              • What do we think about major events? No venue like home
                                                                                                                                                • Figure 56: Statements on major sporting events like the upcoming World Cup in June and the London Olympics in 2012, by most popular attitudes towards World Cup and supporting a team, February 2010
                                                                                                                                                • Figure 57: Statements on major sporting events like the upcoming World Cup in June and the London Olympics in 2012, by next most popular attitudes towards World Cup and supporting a team, February 2010
                                                                                                                                            • Appendix – The Lifestyle of Football and Sport Fans

                                                                                                                                                • Figure 58: Trends in the age structure of the UK population, by gender, 2005-15
                                                                                                                                                • Figure 59: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                • Figure 60: Attitudes towards the upcoming football World Cup, by demographic sub-group, February 2010
                                                                                                                                                • Figure 61: Spending habits, by demographic sub-group, February 2010
                                                                                                                                                • Figure 62: Spending habits, by attitudes towards the upcoming football World Cup, February 2010
                                                                                                                                                • Figure 63: Spending habits, by support main team during the World Cup, February 2010
                                                                                                                                                • Figure 64: Spending habits, by support next main team during the World Cup, February 2010
                                                                                                                                                • Figure 65: Spending habits, by most popular attitudes towards World Cup and supporting a team, February 2010
                                                                                                                                                • Figure 66: Spending habits, by next most popular attitudes towards World Cup and supporting a team, February 2010
                                                                                                                                                • Figure 67: Spending habits, by most popular attitudes towards watching games during past World Cups and the upcoming tournament in June, February 2010
                                                                                                                                                • Figure 68: Spending habits, by next most popular attitudes towards watching games during past World Cups and the upcoming tournament in June, February 2010
                                                                                                                                                • Figure 69: Spending habits, by most popular attitudes towards major sporting events in general, February 2010
                                                                                                                                                • Figure 70: Spending habits, by next most popular attitudes towards major sporting events in general, February 2010
                                                                                                                                                • Figure 71: Type of World Cup related purchase, by demographic sub-group, February 2010
                                                                                                                                                • Figure 72: Most popular attitudes towards watching games during past World Cups and the upcoming tournament in June, by demographic sub-group, February 2010
                                                                                                                                                • Figure 73: Next most popular attitudes towards watching games during past World Cups and the upcoming tournament in June, by demographic sub-group, February 2010
                                                                                                                                            • Appendix – Where Are Our Loyalties?

                                                                                                                                                • Figure 74: Most popular main team supported during the World Cup, by demographic sub-group, February 2010
                                                                                                                                                • Figure 75: Next most popular second team supported during the World Cup, by demographic sub-group, February 2010
                                                                                                                                                • Figure 76: Team supported overall during the World Cup, by demographic sub-group, February 2010
                                                                                                                                                • Figure 77: Most popular attitudes towards the World Cup and supporting a team, by demographic sub-group, February 2010
                                                                                                                                                • Figure 78: Next most popular attitudes towards the World Cup and supporting a team, by demographic sub-group, February 2010
                                                                                                                                            • Appendix – Changes in Behaviour

                                                                                                                                                • Figure 79: Most popular attitudes towards the World Cup, by demographic sub-group, February 2010
                                                                                                                                                • Figure 80: Next most popular attitudes towards the World Cup, by demographic sub-group, February 2010
                                                                                                                                                • Figure 81: Most popular attitudes towards other purchases during the World Cup, by demographic sub-group, February 2010
                                                                                                                                                • Figure 82: Next most popular attitudes towards other purchases during the World Cup, by demographic sub-group, February 2010
                                                                                                                                                • Figure 83: Targeting opportunities, by demographic sub-group, February 2010
                                                                                                                                                • Figure 84: Attitudes towards the upcoming football World Cup, by target groups, February 2010
                                                                                                                                                • Figure 85: Support main team during the World Cup, by target groups, February 2010
                                                                                                                                                • Figure 86: Support next main team during the World Cup, by target groups, February 2010
                                                                                                                                                • Figure 87: Attitudes towards World Cup and supporting a team, by target groups, February 2010
                                                                                                                                                • Figure 88: Attitudes towards watching games during past World Cups and the upcoming tournament in June, by target groups, February 2010
                                                                                                                                                • Figure 89: Attitudes towards World Cup, by target groups, February 2010
                                                                                                                                                • Figure 90: Attitudes towards other purchases during the World Cup, by target groups, February 2010
                                                                                                                                                • Figure 91: Attitudes towards major sporting events in general, by target groups, February 2010
                                                                                                                                                • Figure 92: Most popular statements on major sporting events like the upcoming World Cup in June and the London Olympics in 2012, by demographic sub-group, February 2010
                                                                                                                                                • Figure 93: Next most popular statements on major sporting events like the upcoming World Cup in June and the London Olympics in 2012, by demographic sub-group, February 2010

                                                                                                                                            Economic and Social Impact of the 2010 World Cup - UK - April 2010

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