Post by Nielsen

Did you guess right? 76% say they’re more likely to connect with a fandom that reflects who they are. And for soccer fans, fandom isn’t a pastime. It’s identity. Their heritage, their values, their story. That shapes how they buy too. 68% are more likely to purchase when a brand partners with the creators and organizations tied to their fandom. As the FIFA World Cup 2026™ arrives on home soil, that’s the real opportunity for brands. This matters more than a logo on a jersey. The brands that win are the ones that show up authentically, alongside the people, platforms and culture fans already trust. Our latest report, The Fans Behind the Game takes a closer look at the crowds behind the action, uncovering the audiences and behaviors driving modern soccer fandom. ⚽ Read the full report here: https://lnkd.in/gb7t6t9M #FIFAWorldCup2026 #TheGameBehindTheGame #MediaIntelligence