Soccer It is passion, identity and, increasingly, part of the family budget. A research conducted by Feels in partnership with the Opinion Box rEvela that engagement with the most popular sport in the country is not limited to the fans: it also moves the pockets of Brazilians.
The survey, made with 2,940 people in the last month of June, reveals that it is part of the life of 3 in 4 Brazilians. But despite the willingness to support the heart team, the perception is that access is still expensive.
According to the survey, 65%of Brazilians say they intend to attend a game or professional by 2027. The most desired events are Brasileirão (41%), the Brazilian Cup (38%) and Libertadores (25%).
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This passion is also expressed in more extreme attitudes: 31% of respondents said they would be willing to travel anywhere in the world to watch their team, while 32% would pay more for an exclusive experience with the heart club.
Still, the enthusiasm is accompanied by rationality. More than half (53%) of those planning to go to games in the coming years say they are for that. Among them, 61% project to spend up to $ 1,000 with sporting events up to 2027.
For Felipe Schepers, Opinion Box’s COO, this behavior reveals an important transition. “Although football is an important part of Brazilian identity, and many are willing to spend on it, there is a sensitivity to prices and perception that events could be more affordable,” he says.
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To cheer is also to consume
The study shows that 61% of respondents buy products or services related to football. Among the most popular items are team shirts or players (71%), licensed products (35%), tickets (34%) and streaming or pay-per-view signature (32%).
They also have space in this market: 15% of consumers say they have this type of expense. Among those who do not yet participate, 47% show interest of joining.
In terms of values, 81% of fans who buy soccer products make some kind of monthly spending. For half of them, this value does not exceed $ 100 per month. In 70% of cases, this represents up to 5% of monthly income.
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High prices limit participation
Despite the strong engagement, 61% of Brazilians believe that football events are not accessible to the general public. The same proportion states that it would participate more often if the costs were lower.
“Financial planning is already a reality for more than half of those who want to attend future events,” says Schepers.
Looking for the coming years, 61% of Brazilians intend to spend up to R $ 1,000 with sporting events up to 2027, with 18% estimating to spend up to R $ 250, another 18% between R $ 251 and R $ 500, and 20% between R $ 501 and R $ 1,000. On the other hand, 25% project values between $ 1,001 and $ 5,000, and 8% plan to pay more than $ 5,000.
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New fans, new habits
Another revealing data is the renewal of the fans. Four out of ten Brazilians say they have been following more football in recent years, a movement pulled mainly by the younger ones.
The study points out that generation Z demonstrates to be following the sport more and also leads the resumption of presence in the stadiums. For Schepers, this aspect is decisive for the future of football. “A renewed audience can bring strength to this that is the favorite sport of the Brazilian,” he says.
