With the FIFA World Cup 2022 taking place in Qatar in less than two months, more than a million international football fans will be arriving there. A recent survey finds that the GCC region’s purchasing patterns will surge during this period.
Seven in ten UAE fans who have expressed interest in the month-long event, according to data from a YouGov research, intend to watch the FIFA World Cup Qatar 2022 at home, either by themselves or with friends (69 percent).
One in eight (17%) plan to watch it away from home (in a bar or restaurant) or in fan-only areas. However, a quarter of people intend to go a step further and buy a ticket to see the World Cup live, either presently or in the future (26 percent).
Saudi Arabia observed the same patterns.
FIFA World Cup fans in the Kingdom are more likely than those in the UAE to declare they will buy a ticket and watch the World Cup live, with a third (33 percent) of those asked indicating they plan to do so, even if the bulk of them say they will watch the World Cup at home.
Brazil is seen to be the team most likely to win 2018 World Cup by UAE fans (at 19 percent), with Argentina coming in as the second-most likely squad (15 percent).
Similar to Brazil, 19 percent of Saudi Arabians support their home team, but 31% of supporters pick Saudi Arabia as the most likely winner, showing that Saudi Arabians feel confident in their chances.
Despite the fact that Qatar is hosting the World Cup, the rest of the area is likely to be affected because 63 percent of fans anticipate spending more money during this time.
Seven in ten soccer supporters in the UAE and the Kingdom predict that the FIFA World Cup in Qatar in 2022 will have a good effect on the local economy and increase awareness of the area and its cultures. UAE supporters feel this way more strongly than Saudi supporters.
Understanding the various audience types planning to watch the World Cup at home or away from home can help brands capitalize on the good buzz around the event.
According to data, the majority of World Cup viewers (both at home and away from home) are young people between the ages of 35 and 44.
They are married and currently reside in Dubai, with men more likely to plan to watch the event outside of the home than women (73 percent vs 60 percent.)
Many people already have plans to spend more on fast food at home during the football competition.
Consumers in both groups are likely to contemplate purchasing from fast-food companies like McDonald’s, KFC, Pizza Hut, and Starbucks, according to data on how often these brands are used.
Fans from 31 different countries are anticipated to visit the country during the FIFA World Cup. FIFA announced this month that 2.45 million of the three million available tickets for the World Cup in Doha in November have already been purchased by soccer enthusiasts.
The UAE and Saudi Arabia, two of Qatar’s neighbors, will grant World Cup ticket holders entry visas in an effort to draw soccer fans.