Anatomy of a European football fan

With Euro 2020 almost upon us, I wanted to take a look at the demographics, interests, brand and media preferences of football fans from across the continent.

I’ve used GWI data to paint a picture of football fans from England, Scotland, Wales, Germany, Spain, Italy, the Netherlands, Poland, Portugal, Russia and Turkey.

Here are some of the more interesting data points:

Fans in Turkey are the youngest – 56% are aged 16-34. Italy’s fans are the oldest, with 43% aged 45-64.

At 44%, Poland has the highest proportion of female fans. Russia has the lowest at 36%.

Fans in Scotland are the most likely to have either an undergraduate or post-graduate degree, just ahead of England and Wales.

Fans in Turkey are the most likely to fall into the highest income bracket (9%); fans in England are the most likely to have the highest level of savings (but only 2.4%).

31% of fans in Wales drink alcohol regularly, closely followed by England; Turkey has the highest % of non-drinkers. 

Fans in Scotland are the most liberal and open-minded, with Wales and England close behind; Russian fans are the least open-minded.

Nike edges out adidas in seven of 12 markets, with Puma in third and New Balance showing up strongly in several markets. 20% of fans in Turkey have bought Hummel in the last two years.

Coca-Cola dominates in every market, with 48% of fans in Turkey drinking it at least once per week.

Turkish fans are the most concerned about brands being environmentally and socially responsible (65%); fans in England are the least concerned about brands being eco-friendly (42%).

Fans in Scotland are the most likely to pay for digital content and fans in Russia the least likely.

Netflix is the dominant video platform for fans in England (67%), Scotland (72%), Wales (65%)and the Netherlands (67%). YouTube leads elsewhere, and Amazon Prime Video has made real inroads where it’s available (and over-indexes significantly for football fans).

Fans in Scotland are the most likely to pay for digital content and fans in Russia are the least likely.

There’s a more detailed deck available with these and many other insights – if you’d like a copy just drop a note to eddie@overdog-marketing.co.uk.

These are obviously just very topline data – if you’d like to talk about looking at your audience at a much more granular level as the basis for creating an effective marketing or commercial strategy, do get in touch.

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