Generation Z (17 to 29 years old) has a high level of involvement with the World Cup, despite the Brazilian team’s lack of titles for 24 years.
A study by the company, carried out by the research group with 1,100 people, states that 75% of young people are engaged with the tournament.
The survey, released this Tuesday (May 5, 2026), indicates that 30% of those interviewed mainly follow Brazilian games. Another 12% claim to follow all broadcast matches. Only 3% of respondents say they do not watch the competition.
REPRESENTATIVENESS AND CRITIQUE
For 69% of young people, Brazil remains the country of football, and the World Cup intensifies this relationship.
Even with the lack of titles, 59% say that the team represents the country’s tradition and history.
However, there are critical views:
- “controversy” – cited by 24%;
- “policy” – mentioned by 15%;
- “indifference” – 15% say that the Brazilian team does not represent anything in particular.
FEELINGS ON THE FIELD
The research details that young people’s connection with sport goes beyond the rational field. Hope and nostalgia lead the feelings, with 26% of citations.
Other reactions mentioned are:
- indifference — 13%;
- shame — 11%;
- pride — 10%;
- irritation — 9%.
The study “World Cup 2026: Are we still the country of football?” listened to people from different regions of Brazil to understand the behavior of this age group in relation to the world.
