The Importance of Market Research in Football: The Case of the Euro Cup and Global Trends

The Euro Cup 2024 is about to begin and, as always, it sparks great interest not only among fans but also among businesses and brands that see football as a business opportunity. Market research plays a crucial role in understanding the dynamics surrounding the sport, especially in large-scale events like the Euro Cup. In this article, we will explore the importance of these surveys and how they can help better understand audience behavior in Europe and other countries like Brazil, France, and Mexico.

The Euro Cup Scenario and the Role of Market Research

The Euro Cup is one of the most important football tournaments in the world, attracting millions of viewers and generating a huge volume of business. According to a Cint study published on the Cint blog, the interest in football in the United Kingdom is extremely high, with a large part of the population showing passion and engagement for the sport. Market research is essential to capture this data, understand fan preferences, and predict consumption and behavior trends during the tournament.

Engagement and Consumption

Surveys conducted with British consumers using tools like CintSnap revealed surprising data about engagement with the Euro Cup. Approximately 70% of respondents said they would watch the games, and 40% said they would buy event-related products, from official jerseys to football-related technology gadgets. This data is essential for brands that want to effectively direct their marketing campaigns, leveraging the emotional appeal and passion of fans.

The Global Impact of Football

Football is a global phenomenon, and its influences transcend borders. Let’s take a look at how market research is being used in countries like Brazil, France, and Mexico to better understand football fans’ behavior.

Brazil: The National Passion

In Brazil, football is more than a sport; it is a true national passion. Research shows that events like the World Cup and the Copa America have a profound impact on consumer behavior. According to a study by the research company Datafolha, more than 80% of Brazilians consider themselves football fans, and 60% say that the competition directly influences their purchasing decisions. Brands that want to reach this audience must pay attention to these trends, using market research data to create campaigns that resonate with Brazilians’ culture and feelings.

Portugal: The Passion for Football

In Portugal, football is an integral part of the national culture. With historic clubs such as Benfica, Porto, and Sporting, and a national team that won the Euro 2016, football moves crowds and excites generations. Market research shows that a large portion of the Portuguese fervently follows football competitions. During the Euro, for example, companies use this data to create highly segmented marketing campaigns, leveraging the enthusiasm and loyalty of the fans.

France: Football as a Cultural Element

In France, football also has significant cultural importance. Market research during events like the Euro Cup reveals valuable insights into French fans’ behavior. A recent study showed that 55% of French people are willing to spend more on football-related products during the competition. Moreover, brands that associate themselves with French teams or players see considerable returns, especially when they can connect their campaigns with the values and history of the sport in the country.

Mexico: The Explosion of Football

In Mexico, football is considered the most popular sport, and international events like the Euro Cup and the World Cup attract enormous attention. Market research indicates that Mexicans are passionate about football, with more than 70% of the population following the games. Brands use this information to develop marketing strategies, including special promotions and social media campaigns focused on key moments of the games. Online engagement is also significant, with digital platforms and social media being used to increase interaction with fans.

How Market Research Can Transform Football

Market research goes beyond simple data collection; it is a powerful tool to transform how brands connect with fans. Let’s explore some aspects:

Personalization and Segmentation

With the right data, brands can personalize their campaigns for different segments of fans. This includes die-hard fans who watch every game to those who only follow the most important moments. Personalization increases campaign effectiveness, making them more relevant and impactful.

Trends and Innovation

Market research also helps identify new trends and innovations. For example, the use of technologies like augmented reality (AR) and virtual reality (VR) in football marketing is growing. Studies show that these technologies can significantly increase fan engagement, offering immersive experiences that go beyond simply watching the games.

Impact Measurement

Another advantage of market research is the ability to measure campaign impact in real-time. This allows brands to adjust their strategies immediately, seizing opportunities and correcting course when necessary. Tools like CintSnap are essential for this dynamic analysis, providing instant data that can guide quick and effective decisions.

Market research is essential to understand and leverage the phenomenon of football, especially during events like the Euro Cup. It provides valuable insights that help brands and companies connect more effectively with fans, creating more relevant and impactful campaigns. Whether in Brazil, France, Mexico, or anywhere else in the world, football continues to be a powerful cultural and economic force, and market research is the key to unlocking its full potential.

In this context, platforms like Palpito, which offers online paid surveys, provide an excellent opportunity for fans to contribute their insights while earning money. If you are passionate about football and want to be part of this transformation, participate in the surveys and make your voice heard!

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