As the World Cup approaches, giant cutouts of football stars are brought to a shop at Erinjery Angadi, adding to the growing excitement and festive football fever in Thrissur. | Photo Credit: NAJEEB KK
As the World Cup approaches, giant cutouts of football stars are brought to a shop at Erinjery Angadi, adding to the growing excitement and festive football fever in Thrissur. | Photo Credit: NAJEEB KK
In a country where cricket seems to be the most dominant sport across age groups, a recent study reveals that in India, football is the second-most popular sport.
Leading into the FIFA 2026 World Cup, Nielsen has compiled research on a wide range of diverse audiences for the world’s most popular sport. Nielsen also took an extensive look at the popularity of football in seven countries in Asia.
The data reveals that football ranked first with adults in South Korea, Thailand, Singapore, and Indonesia, while placing second behind cricket in India and second behind baseball in Japan.
In particular, Nielsen delved into the fandom details for a major growth engine of soccer in the United States, the growing Hispanic audience.
1 out of 2 U.S. Hispanics (first and second generation) identify as World Cup fans
47% of the total U.S. Hispanic population reports an expected increase in their interest in the World Cup over the next 18 months
Hispanic fans are 87% more likely to say they have watched a World Cup qualifier match in the past 12 months.
39% of Hispanic football fans are more likely to be avid MLS fans
94% of first- and second-generation Hispanic fans look to social media for football content, making them the primary drivers of the digital conversation.
Hispanic sports fans are 38% more likely to use TikTok for sports news and highlights than the general population
81% of 1st/2nd generation Hispanic fans plan to engage via social media, making mobile/social strategies critical for this demographic.
32% of Hispanic sports fans consider a company’s brand, product(s) or service(s) for the first time when that company sponsors an event or sport they follow
Hispanic fans are 11% more likely to buy a brand after seeing a sponsorship than the general population.
Nielsen’s research also reveals insight into the immense popularity of football with Black Caribbean and Middle Eastern fans. The data shows that Black Caribbean consumers are 52 per cent more likely to be interested in football than adults overall while 40 per cent of Middle Eastern and Black audiences are more likely to be interested in football than adults overall.
Published on May 27, 2026
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