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Furnishings & DecorFan Demographics for the 2010 World Cup
Sport fans seek the fulfilment of various emotional and intellectual needs through the consumption of sport. The drive towards stimulation, stress release, escape, entertainment and aesthetic pleasure enables the fan to experience positive feelings and thought states. The hospitality industry will play a key role in providing leisure, entertainment, convenience and comfort to the many sport fans visiting South Africa for the World Cup. It is estimated that there will be a total of 3.5 million participants. Approximately 1.3 million of these will be tourist participants, a third of which are expected to be foreign arrivals with a predicted tourism revenue of R11 billion to be generated during the World Cup event.
Table 1 illustrates the 2010 main soccer markets:
|
Core Soccer Markets |
Tactical Markets |
Main Investment Markets |
Watch List Markets |
|
Kenya Nigeria USA UK Australia France Germany Netherlands |
Tanzania India Botswana Lesotho Swaziland |
Angola Mauritius Canada China Japan Mozambique Zambia Zimbabwe |
Ghana Senegal Malaysia New Zealand Singapore Belgium Ireland Italy Sweden Switzerland |
Table 1
Studies have shown that soccer fans show the following characteristics:
· Low interest in other sports
· Read only certain newspapers
· Look forward to the FIFA World Cup
· Have an interest in the Olympic games
· Mainly found in Germany, UK, South Africa, Mexico and Russia
· Lower middle class or unemployed
· Aged 45 and upward
· Feel that the FIFA World cup brings people together and are very passionate about this
Table 2 illustrates the countries who look forward the most to the World Cup (On a scale of 1-10)
|
Normally not interested in football |
Average football interested |
True football fans |
|
USA, Japan Female: France, Russia, South Korea, Germany |
China, Mexico (age<39) Brazil (social class: middle and up) |
South Africa Brazil (lower class) Italy, Spain (age 44+) Men: South Korea, Germany, UK, France, Russia |
|
Average Interested: Football (6.7) Sports General (6.7) |
High interested: Football (8.4) Sport General (8.2) |
High interested: Football (8.6) Sport General (8.0) |
|
Low interest in buying products associated with the event |
Best segment for buying event related goods. High interest to buy products |
Middle affinity to buy event related products |
Table 2
Table 2 illustrates that there is a low interest in football in the USA and Japan and amongst females in France, Russia, South Korea and Germany. The low levels of interest in football are matched by low levels of interest in sport in general as well as a low level of interest in buying products associated with sport events. People from China and Mexico who are below the ages of 39 show an average level of interest in football, and a slightly higher interest in sport in general. They show the biggest potential to purchase sport event related products and services. True football fans are found in South Africa, among the lower class in Brazil, and among people over the age of 44 in Italy and Spain. In the countries of South Korea, Germany, the UK, France and Russia, true football supporters are usually men. These fans show a high interest in football and in sport in general and have a middle affinity to buy sport event related products.
In previous world cups, with a special view to the FIFA World Cup in Germany, when fans were asked how they spent their day prior to the match, the highest response showed that fans were found spending most of their time in a bar or restaurant with an average of 45% (54% English, 64% Spanish and 57% Swedish). The average spend on food among fans interviewed was €88, with a further €56 on beverages, suggesting that many of those answering were likely to be buying for partners and children. The Greek fans returned exceptionally high figures, with an average of €181 on food and €97 on drinks, indicating that a high proportion of those fans interviewed were buying on behalf of sizable groups. It should be noted that 55% of those interviewed had spent or were intending to spend less than €50 on food that day and 49% were intent on spending less than €25 on drinks.
Football Marketing Trends
Soccer markets are now global markets and no longer national markets. World Soccer Markets are:
· Emergent, with a very high potentiality of commercial development
· Highly populated
· Solvent, with increasing levels of purchasing power
· Passionate about sport, especially soccer
· Super-consumers of merchandising and media
It is predicted that the typical soccer tourist will mostly stay in a hotel, with family and friends, and a guest house, is younger than 50 years old, is most likely to be male, and had been a visitor to the country at the time of the survey on business, for leisure or visiting friends and relatives.
For South Africa 2010, the predictions for international and regional visitors are as follows:
Travel Trends
· 400 000 total international visitors with tickets (330 000 at peak)
· 75 000 total participating country visitors without tickets (45 000 at peak)
· 300 000 very initial estimate of cross border visitors from other African (non competing) countries (200 000 at peak)
· 85 000 South African residents at tournament peak travelling regionally to attend matches
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