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A global portrait of world cup fandom in 2022

World Cups are ingrained into the lives of football fans – four weeks of extraordinary glory, heartbreak, colour, sounds, smells, icons, goals – and our respondents know this only too well.

In a number of ways, this year’s tournament is going to be different from any that have gone before, in numerous ways.

To help brands, media buyers, agencies and rights holders understand this year’s World Cup and the billions of fans who will watch it, we have created the ‘Global Portrait of World Cup Fandom in 2022’ report by asking 5,000 fans across the world how they experience World Cups. Who they watch it with, where they watch it, how it makes them feel, what they do, and, of course, what success in it means to them.

This report is available now for free and can be accessed by entering your details