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DUBAI: As the first FIFA World Cup to be held in the Middle East prepares to kick off in Qatar, the entire region is eagerly awaiting.
According to FIFA president Gianni Infantino and the tournament organisers, ticket sales for the World Cup are approaching 3 million.
The United Arab Emirates, Saudi Arabia and Qatar were among the top 10 countries to buy tickets, Fifa World Cup chief operating officer Colin Smith told a news conference in Doha.
As the region prepares for a major push into tourism, tourism and hospitality, YouGov has launched a survey to learn more about the viewing and buying habits of UAE and Saudi consumers.
“After years of planning, and with less than a month to go, our data clearly shows that the 2022 FIFA World Cup in Qatar will have implications far beyond the host country itself,” said Sam Dawson, YouGov Commercial Director Middle East and North Africa, told Arab News.
“This provides an unparalleled opportunity for all companies to participate and contribute to the excitement the event brings,” he added.
The report analyzes the attitudes of consumers who will be watching the game at home as well as in-person.
According to YouGov, 43% of Saudi fans planning to watch FIFA live in stadiums are between the ages of 35 and 44, while 48% of fans in the UAE are between 24 and 35 years old.
The top TV on-demand and catch-up services frequently used in Saudi Arabia by viewers planning to watch at home are Netflix (49%), Shahid (25%), Amazon Prime (20%), BeIN Connect (17%) and OSN Streaming ( 17%).
In the UAE, Netflix also leads (55%), followed by Amazon Prime (28%), Apple TV (9%), StarzPlay (7%) and Disney+ (6%).
In terms of advertising, in Saudi Arabia, 42% of viewers planning to watch the World Cup live or at home said they noticed ads in retail environments; 30% believed the ads they saw on posters/billboards; nearly half (49%) %) pay attention to flyers received in the mail.
In the UAE, more than half (56%) of those planning to watch the World Cup live or at home regularly notice advertisements at airports; 66% like to watch trailers in cinemas; and 39% like to see advertisements for their favourite celebrities.
Sponsorship is an important part of all major sporting events, and the FIFA World Cup is no exception. For example, according to research by media firm Zenith, global advertising spending for the 2018 FIFA World Cup reached $2.4 billion, and brands are expected to spend $200 million on official sponsorship packages.
YouGov research found that fans are mostly optimistic about sponsorships during events.
44% of Saudi residents and 42% of UAE residents plan to watch the World Cup live or at home, saying sponsorships can help businesses stay socially relevant.
In Saudi Arabia, 40% said they pay attention to who sponsors the sporting events they watch, and 32% like to support their favorite team by purchasing sponsor products.
In the UAE, 54% said they would like to stick with a brand that sponsors a team, and 46% said they would buy a product from a brand that supports their favourite team.
Despite the high audience acceptance of advertising, Dawson warns: “When planning an event, initiative or event, the key is not to take a ‘one size fits all’ approach.”
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