World Cup 2002’s Big Surprise: Not the Finalists, But The Increased Fan Interest By Women Globally.

Although the teams competing in the World Cup final are the usual suspects — Germany and Brazil — global viewership of the match may be more unusual, as women’s interest in the World Cup appears to have risen this year, a McCann-Erickson study finds.

McCann Pulse, the global consumer insight network of McCann-Erickson WorldGroup, has found that female World Cup fans are reaching critical mass in some markets, and nowhere is this more apparent than in Brazil. “While Brazilian women are less enthralled with the statistical details of the matches, their patriotic enthusiasm is often greater than that of the male fans, and they thrive on the festive social aspects of the event. Many young Brazilian women are taking up soccer as players as well as spectators, which is only deepening their connection to the sport,” noted Allen Bukoff Ph.D., Global Pulse Coordinator for McCann-Erickson WorldGroup.

Brazil exemplifies a trend that is nearly worldwide. “Given the increased global media exposure and the growing player salaries, soccer players have become international celebrities, with the money, fame and paparazzi attention to attract adoring female fans. This glamour quotient has widened the attraction of male soccer to a growing female fan base,” Bukoff noted. Also working in soccer’s favor is a universal appreciation for the general soccer physique, and the absence of bulky uniforms and padding common in sports like hockey and American football. Many young women are attracted to players whose looks are considered exotic locally, and international celebrities, like Brazilian superstar Ronaldo, remain hugely popular worldwide.

Importantly, though, the World Cup’s appeal to women around the world runs deeper than the glitz of celebrity sex appeal. Bukoff explained that “Female fans are consistently drawn to the other non-sports aspects of the World Cup
more than their male counterparts, from the heightened sense of patriotism to the local social festivities surrounding the event. The fanfare and media excitement creates a larger-than-sports cultural phenomenon.” As a Portuguese woman in her 20s noted, “The World Cup is a great place for VIPs to show themselves. Some don’t know anything about soccer. It’s just a mega social event.” Reunion with family and friends, and the general sense of unity also draw many women to the event.

A notable exception seems to be the U.S., where sex appeal and social festivities don’t lure American women to the World Cup. In the U.S., the sport’s image appears rooted less in the handsome but unknown professional soccer players and more in the amateur grade-school leagues. “The ubiquitous, ‘soccer moms’ have given soccer a feminine, down-to-earth appeal in the States, but a decidedly un-sexy image. For American women, the World Cup lacks the manly appeal of the Super Bowl or the glitz of the Academy Awards. The surprising success of the U.S. team, however, has the potential to put the American team in a new light,” Bukoff noted.

Additionally, beyond the social attractions and sex appeal, a new and deeper level of interest in the World Cup and the game itself is emerging among young women, thanks to their rising levels of participation in the sport in some traditional South American markets like Brazil. While interest from Brazilian women in soccer is buoyed by the success of their national team, it takes more than the appearance of one’s national team in the World Cup finals to attract female fans. “World Cup fever appears to be far less contagious among German women,” Bukoff explained. “Many only enjoy the party and sex appeal aspect of the game and others still admit to following the World Cup simply to be ‘in the know’ and able to converse with their boyfriends, brothers and fathers during the tournament. ”