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World Cup and Olympic Games - Brazilian Attitudes towards Major Events - Brazil - October 2014

“People may never witness another World Cup and Olympic/Paralympic Games in Brazil in their lifetime, particularly so close in time to each other. These events represent an unparalleled opportunity for Brazil to show its ability to host such large and expensive events to the world. They must pay off in the long term, whether in the form of tourism, increased exports or international investment.”
– Victor Fraga, Senior Analyst

This report looks at the following issues:

  • Drowning by numbers
  • Losing my favorite game

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • A nation’s image at play
              • Innovation
                • The consumer
                  • Figure 1: Attitudes toward sporting events, Brazil – May 2014
                  • Figure 2: Impact of sporting events on spend, percentage of people who expect to spend more than usual, Brazil – May 2014
                • What we think
                • Issues and Insights

                    • Drowning by numbers
                      • The facts
                        • The implications
                          • Losing my favorite game
                            • The facts
                              • The implications
                              • Trend Application

                                  • Trend: Why Buy
                                    • Trend: Patriot Games
                                      • Mintel Futures: Transumers
                                      • A Nation’s Image at Play

                                          • Three mammoth events
                                            • Football and national identity
                                              • Opening a window to the world
                                                • A wound left untreated
                                                  • Learning from the mistakes
                                                    • Time to change the score
                                                    • Who’s Innovating

                                                        • Linked PR efforts
                                                          • Technology kicks in
                                                            • Building for the future
                                                              • I buy, therefore I win
                                                                • The road to success
                                                                • The Consumer – Engagement

                                                                  • Key points
                                                                    • Football reigns supreme
                                                                        • Figure 3: Engagement with sporting events, Brazil – May 2014
                                                                      • Women go on the attack
                                                                          • Figure 4: Engagement with sporting events, by gender Brazil – May 2014
                                                                        • Football’s socioeconomic appeal is universal
                                                                            • Figure 5: Engagement with sporting events, by socioeconomic group, Brazil – May 2014
                                                                          • The South embraces the Olympics/Paralympics
                                                                              • Figure 6: Engagement with sporting events, by region, Brazil – May 2014
                                                                          • CHAID Analysis – Attitudes to Sporting Events

                                                                            • Methodology
                                                                              • Are the Olympics a high-end product?
                                                                                • Figure 7: Attitudes to Sporting events – CHAID – Tree output, June 2014
                                                                                • Figure 8: Attitudes to Sporting Events – CHAID – Table output, June 2014
                                                                            • The Consumer – Attitudes

                                                                              • Key points
                                                                                • Not just a patriot’s game
                                                                                    • Figure 9: Attitudes toward sporting events, Brazil – May 2014
                                                                                  • Falling at the hurdles
                                                                                      • Figure 10: Attitudes toward sporting events, by region, Brazil – May 2014
                                                                                    • The importance of winning
                                                                                        • Figure 11: Attitudes toward sporting events, by city, Brazil – May 2014
                                                                                    • The Consumer – Spend

                                                                                      • Key points
                                                                                        • Hungry and thirsty for sports
                                                                                            • Figure 12: Impact of sporting events on spend, percentage of people who expect to spend more than usual, Brazil – May 2014
                                                                                          • Home is where the money is
                                                                                              • Figure 13: Positive impact of sporting events on spend, by region, percentage of people who expect to spend more than usual, Brazil – May 2014
                                                                                            • Young, prolific and connected
                                                                                                • Figure 14: Positive impact of sporting events on spend, by age group, percentage of people who expect to spend more than usual, Brazil – May 2014
                                                                                            • The Consumer – Media and Location

                                                                                              • Key points
                                                                                                • Just turn on the TV
                                                                                                    • Figure 15: Media / location for watching sporting events, Brazil – May 2014
                                                                                                  • Eat, drink and watch sport
                                                                                                      • Figure 16: Consumers watching sporting events in a bar/restaurant, by region, Brazil – May 2014
                                                                                                    • The South goes out
                                                                                                        • Figure 17: Location for watching World Cup, by region, Brazil – May 2014
                                                                                                    • The Consumer – Olympic sports and events

                                                                                                      • Key points
                                                                                                        • Play all the same old games
                                                                                                            • Figure 18: Olympic sports and events, Brazil – May 2014
                                                                                                          • Men like virility, women like grace
                                                                                                              • Figure 19: Olympic sports and events, by gender, Brazil – May 2014
                                                                                                            • The opening ceremony appeals to older viewers
                                                                                                                • Figure 20: Olympic sports and events, by age group, Brazil – May 2014
                                                                                                            • Appendix – Engagement

                                                                                                                • Figure 21: Engagement with sporting events, May 2014
                                                                                                                • Figure 22: Engagement with sporting events, by demographics, May 2014
                                                                                                            • Appendix – Attitudes

                                                                                                                • Figure 23: Attitudes toward sporting events, May 2014
                                                                                                                • Figure 24: Most popular attitudes toward sporting events, by demographics, May 2014
                                                                                                                • Figure 25: Next most popular attitudes toward sporting events, by demographics, May 2014
                                                                                                                • Figure 26: Attitudes toward sporting events, by most popular media or location where watching event, May 2014
                                                                                                                • Figure 27: Attitudes toward sporting events, by next most popular media or location where watching event, May 2014
                                                                                                                • Figure 28: Attitudes toward sporting events, by media or location where watching event, May 2014
                                                                                                            • Appendix – Spend

                                                                                                                • Figure 29: Impact of sporting events on spend, May 2014
                                                                                                              • Repertoire analysis
                                                                                                                • Figure 30: Impact of sporting events on spend, by repertoire of impact of sporting events on spend, May 2014
                                                                                                            • Appendix – Media or location

                                                                                                                • Figure 31: Media or location where watching event, May 2014
                                                                                                                • Figure 32: Most popular media or location where watching event, by demographics, May 2014
                                                                                                                • Figure 33: Next most popular media or location where watching event, by demographics, May 2014
                                                                                                            • Appendix – Olympic Events

                                                                                                                • Figure 34: Olympics sports, May 2014
                                                                                                                • Figure 35: Most popular Olympics sports, by demographics, May 2014
                                                                                                                • Figure 36: Next most popular Olympics sports, by demographics, May 2014
                                                                                                                • Figure 37: Other Olympics sports, by demographics, May 2014

                                                                                                            Companies Covered

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                                                                                                            World Cup and Olympic Games - Brazilian Attitudes towards Major Events - Brazil - October 2014

                                                                                                            £3,174.67 (Excl.Tax)