UEFA National Association Research Polish Football Association July 2019

Conducted in accordance with the MRS Code of Conduct and ISO 20252:2012 Contents

1. Executive summary 9. National Team Awareness, Interest and Imagery

2. Objectives, Methodology and sampling 10.Club following

3. Sports interest 11.Attendance

4. Adult participation 12.National association imagery

5. Children’s participation 13.Communications

6. Women’s sport 14.Local questions – within different sections

7. Competition Awareness, Interest and Imagery 15.Appendix

8. Football following Executive Summary Summary of key points

Sports interest & Participation Women’s football Image Engagement football following

• Football top and • Football sits • Ranked 8th for • PZPN’s image has • Website, has improved behind swimming interest but ahead improved since Facebook and since 2016 and cycling of the European 2016 YouTube the • Overall football amongst adults benchmark • But: over half the strongest interest above the • Football is the • Masculine population don’t communication European most popular sport perceptions understand the channels for PZPN benchmark, among children, • Lack of media PZPN’s role • Opportunity to especially for having improved coverage is a • PZPN should utilise these better women since 2016 barrier develop a clear to promote • National team • Still room for • PZPN need to communication PZPN’s good work football generates improvement, raise the game’s strategy to better • Appetite amongst higher interest especially among profile, make it promote fans for 10min than domestic women. Need to easier to play and grassroots football long video league but the gap make football promote top Polish and ensure these highlights is closing more accessible female players initiatives are linked with the PZPN to build the awareness Executive Summary

Key findings Recommendations

Sports interest & football following

Football remains the most followed sport in Poland, increasing by 7% since 2016. Men dominate The ongoing UEFA EURO 2020 qualifiers, where Poland currently this interest, however, compared with the European benchmark (35%), there are a higher number top their group, are a great way to maintain the football momentum of women following football in Poland – 63%. The number of female followers has increased by in the country, especially to capitalise on the strong female interest 10% since 2016 (53%), identifying a driver in interest along with the age groups 25-34 year olds around major tournaments. The PZPN need to draw public attention to the national teams and build the excitement through the carefully (+16%) and 35-44 year olds (+12%). prepared media campaigns. Just 12% of people have no interest in men’s football at all, which is noticeably lower than the European benchmark (24%). Non-football fans cite boredom and poor quality as the main reason for limiting their interest in the sport. Image wise, football ranks 6th behind athletics, volleyball, skiing, swimming and tennis but it is notable that its positive image has increased by 5% since 2016. Participation - adults

Adult football participants has increased by 4% since 2016 and remains above the European While the adult football participation has increased, there’s still room benchmark. However, over 40% respondents identify as being former players. The most prevalent for improvement, especially to get more women involved. The PZPN reason, and well above the European benchmark, for men having stopped playing is due to friends should emphasize overall health and fitness benefits of the sports. no longer participating. At the same time there’s a need to increase the opportunities to play Football (18%) sits behind swimming (27%) and cycling (21%) for adult participation. There’s a big as every fifth respondent cited the above as a barrier, thus the skew amongst adults with 30% of men and merely 7% of women playing football. However, football PZPN should create initiatives that would be aimed at adults as leads the way amongst children (48%) with a +20% increase since 2016. much as children, which have already proved successful.

5 Executive Summary

Key findings Recommendations

Participation - children

Child football participation has increased by +20% since 2016 and is now the most popular sport A combination of PZPN’s initiatives could be the driving force behind amongst children (48%), ahead of swimming (32%) and basketball (21%). 76% of children have increasing children’s football participation, including: the continued played football at some point and over half of those are currently playing ,which is a very growth of the Z Podwórka na Stadion o Puchar Tymbarku encouraging rate of retention. tournament, the opening of 25 new Young Eagle’s academies between 2015-2017, in addition to expanding the inclusion of more Positive parental attitudes are also contributing to the increase football participation amongst age categories in its Central Youth League in 2017. The momentum children. The figures for letting children play, watch on TV and go to football matches have all needs to be maintained to ensure children play football and carry it increased since 2016 and are well above the European benchmark. with them into adulthood.

Women’s football

Overall, interest in women's sports is well over the European benchmark. Football ranks 8th with There’s an opportunity to convert those interested in women’s 14%, but is a long way off volleyball (41%), athletics (36%) and tennis (27%). Amongst those who football into match-attending fans. The PZPN should raise do follow women’s football, most classify themselves as being more interested around major awareness of local teams to make it easier, for those interested in tournaments or being fans that don’t attend matches. playing, to find others to play with. There’s also a need to increase media coverage and boost the women’s game profile, which could A third of women not playing football believe that women’s football is masculine, which in turn restricts the interest. Lack of media coverage and players to look up to are the main barriers be achieved by promoting best female players, such as Ewa Pajor amongst both men and women. Furthermore, lack of opportunities (friends stopped and no local who was a top goal-scorer in Frauen Bundesliga last season. team) is the main reason amongst former female players for stopping playing.

6 Executive Summary

Key findings Recommendations

Image

59% of respondents have a positive image of the PZPN, which has improved since 2016 by 23% The good work in the last years is clearly paying off, however there and is strongest amongst football fans (69%) and current football players (74%). Associations of still is a group of people who have not been convinced that PZPN PZPN with more positive connotations such as trustworthy, respectable and responsible have all has been fully modernised. PZPN scores lower than other sporting federations and those who have a bad perception tend to still increased since 2016, whilst its association with ‘out of touch’ has declined by 8%. associate it with corruption, money and insufficient grassroots However, over half of the respondents (51%) don’t have the clear understanding of what the development. Thus, the PZPN should look at ways to further association does and what its responsibilities are. There also seems to be confusion as what its promote its great work, either locally or in the national media, so that main source of financing is. Furthermore, The PZPN scores below the European benchmark for the whole population can see the recent improvements. associations with youth and grassroots football. Furthermore, the PZPN should investigate developing a clear communication strategy to better promote grassroots football initiatives. Engagement

PZPN channels: Łączy nas piłka’s website, Facebook and YouTube are particularly popular, all of With its heavy set of communication channels, the PZPN needs to which score above the European benchmark, sources of news for football fans. Two third (63%) of emphasize its website, YouTube and especially Facebook, which is those consuming football online, use Facebook at least 3 time a week, which highlights the the preferred way for the fans to receive the news. Furthermore, importance of this medium as a source of football news as well as news about the PZPN itself and Facebook’s widespread usage, gives PZPN a chance to further its activities. promote its work and enhance the reputation. Although football news / articles (33%) are the most sought after pieces of digital sports content, they score much lower than the European benchmark (47%). There’s a particular appetite for video highlights up to 10min (32%) compared to the European benchmark.

7 Objectives, Methodology and sampling Executive Summary

Objectives Methodology

• To get an overview of the attitudes towards football • 20 mins survey in Poland (including the national association, the national team, women’s football, domestic • 1000 interviews competitions and grassroots) • Interviews conducted in Polish • To get a clear picture on how football ranks compared to other sports and entities • Conducted online

• To understand the reasons for the current status of • Fieldwork period: 12th – 18th June 2019 football in Poland • Fieldwork period: 14th – 21st December 2016 • To identify areas to be addressed in future marketing & organisational planning in order to improve the image of football in Poland

9 Sampling

Gender Age Region

Region 18-24 13% Mazowieckie 14% Śląskie 12% 50% Wielkopolskie 9% 25-34 24% Małopolskie 9% Dolnośląskie 8% 35-44 22% Łódzkie 7% Pomorskie 6% 50% 45-54 19% Lubelskie 6% Podkarpackie 6% Kujawsko-Pomorskie 5% 55+ 22% Zachodniopomorskie 4% Warmińsko-Mazurskie 4% Świętokrzyskie 3% Podlaskie 3% Opolskie 3% Lubuskie 3%

Nationally representative sample of the 18+ population based on age, gender and region Sports Interest Sports interest (%)

Top sports followed Conversion to top Top sports ranked sport #1 #2 #3 70 49 34 17 8 #1 Football / Soccer 63 48 30 12 7 49 57 28 10 5

58 22 13 15 13 #2 Volleyball 52 29 15 12 9

13 23 3 22

44 23 10 7 6 #3 Athletics 38 16 6 6 6

20 20 4 3 3

2 7 7 40 5 #4 3 9 11 Handball 43 7

11 18 2 3 2

3 4 4 33 9 #5 4 6 5 Skiing 30 13 111 15 7

Average no. of sports followed: 5.9 4.6 3.9 2016 2019 Benchmark May-19 *Sport following is defined as “anything from supporting a team / player through to watching the sport on TV, reading about in newspapers or online”

S1: Which of these sports do you follow? S2: Which of the following sports are your favourite? Please rank your top 3 sports in order of preference. 12 Base: All respondents 2019 (1001), 2016 (1000), Benchmark May-19 (55350) Sports interest – male vs female (%)

Men's Women's

63 62

53 49 47 39 36 33 31

Football / Soccer Volleyball Athletics Handball Skiing

S1: Which of these sports do you follow? Base: Males (493), Female (508) 13 Types of men’s football fan (%)

26 24 24 23 22 22 20

12 11

I'm a football fan and tend to watch I don't support a football team but I'm a football fan but don't I'm a football fan and regularly I have no interest in football at all on TV but occasionally attend get more interested around major personally attend matches attend matches matches tournaments or matches

2019 Benchmark May-19

S3: Which of these statements best describes you? Base: All respondents 2019 (1001), Benchmark May-19 (11777). 14 Types of men’s football fan – male vs female (%)

30 29

23 22 22 22 19

10 9

S3: Which of these statements best describes you? Base: Male (493), Female (508) 15 Reasons for a lack of interest in football (%)

45 39 34 28

18 16 15 15 15 14 15 13 13 13 12 12 11 10 10 10 9 6 5 5 6 4

2 2 3

Code added in 2019 in added Code 2019 in added Code 2019 in added Code 2019 in added Code I find it boring The quality of I find the Women are not Football players There is no Football Football does Football has None of these Other the football in volume of fully are not good team close to matches are not have a limited my country is football represented in role models my home town not family positive image presence in the poor coverage in the the sport that I can friendly media in my media support country overwhelming

2016 2019 Benchmark May-19

S4: You said earlier that you have no interest in football. Which, if any, of the following are reasons why? Base: Non football fans 2019 (300), 2016 (366),Benchmark May-19 (28401). 16 Sports image (%)

Positive Negative

97 1 #1 Athletics 93 5 90 5

97 2 #2 Volleyball 97 1 95 2

95 3 #3 Skiing 93 3 93 2

93 3 #4 Swimming 93 3 94 2

92 4 #5 Tennis 95 4 95 2

Football / 87 7 #6 Soccer 82 11 85 10 2016 2019 Benchmark May-19

NA11. How do you rate the overall image of each sport? Base: Followers of: Athletics (229),Volleyball (412),Skiing (112), Swimming (77), Tennis (108), Football / Soccer (585) 17 Sport Interest – Key takeouts and potential actions

Football remains the most followed sport in Poland, increasing by 7% since 2016. Men dominate this interest, however, compared with the European benchmark (35%), there are a higher number of women following football in Poland – 63%. The number of female followers has increased by 10% since 2016 (53%), identifying a driver in interest along with the age groups 25-34 year olds (+16%) and 35-44 year olds (+12%). Just 12% of people have no interest in men’s football at all, which is noticeably lower than the European benchmark (24%). Non-football fans cite boredom and poor quality as the main reason for limiting their interest in the sport. Image wise, football ranks 6th behind athletics, volleyball, skiing, swimming and tennis but it is notable that its positive image has increased by 5% since 2016. The ongoing UEFA EURO 2020 qualifiers, where Poland currently top their group, are a great way to maintain the football momentum in the country, especially to capitalise on the strong female interest around major tournaments. The PZPN need to draw public attention to the national teams and build the excitement through the carefully prepared media campaigns.

18 Adult Participation Sports participation (%)

27 #1 Swimming 24 16

21 #2 Cycling* 42 15

18 Football / #3 14 Soccer 14

18 #4 Volleyball 12 6

11 #5 Basketball 6 7

Haven’t played sports in the last 12 months: 35% 25% 47% 2016 2019 Benchmark May-19

P1: Which of these sports do you play? Base: All respondents: 2019 (1001), 2016 (1000), Benchmark May-19 (55350). *Cycling in 2016 was translated ‘jazda rowerem’ and now ‘kolarstwo’ 20 Sports participation – male vs female (%)

Men's Women's

29 30

25 25

20 17 16

11 11

Swimming Cycling Football / Soccer Volleyball Basketball

P1: Which of these sports do you play? Base: Males (493), Female (508) 21 Participation in football (%)

Of those that play…

49 44 34 35

18 20 14 14

Played football at some point in life* Currently play football Are former football players*

*The benchmark figure reported reflects the most up-to-date version 2016 2019 Benchmark May-19 of this question (updated in 2018)

P1: Which of these sports do you play?; P7 Have you played football in the past? Base: All respondents 2019 (1001), 2016 (1000), Benchmark May-19 (55350); Non-football players 2019 (1001), 2016 (1000), Benchmark 22 May-19 (10142). Participation in football (%)

Among adults Among children

Of those that play… 76 Of those that play… 62

49 50 48 44 34 35 35 28 27 28 23 18 20 14 14 7

Played football at some Currently play Are former Played football at some Currently play Are former point in life* football football point in life* football football players* players*

2016 2019 Benchmark May-19

P1: Which of these sports do you play?; P7 Have you played football in the past?; P11: Which of these sports do your children play?; P13 Have your children ever played football? Base: All respondents 2019 (1001), 2016 (1000), Benchmark May-19 (55350); Non-football players 2019 (1001), 2016 (1000), Benchmark May-19 (10142). Base: Parents of children aged between 6-17 : 2019 (336), 2016 (396), Benchmark May-19 (20174) ; Parents of children not playing football aged between 6-17 : 2019 (336), 2016 23 (396), Benchmark May-19 (2445). Club and pay-to-play football participation (%)

32 18 29

14 14 17

Currently play football Club participation Pay-to-play participation

2016 2019 Benchmark May-19

P1: Which of these sports do you play?; P1A: Do you play in a football club?; P1B: Do you pay to play football? Base: Current football players 2019 (181), Benchmark May-19 (1635). 24 Club and pay-to-play football participation (%)

Among adults Among children

56 51 48 47 43 35 32 29 28 27 17 18 14 14

Currently play football Club Pay-to-play Currently play football Club Pay-to-play participation participation participation participation

2016 2019 Benchmark May-19

P1: Which of these sports do you play?; P1A: Do you play in a football club?; P1B: Do you pay to play football?; P11: Which of these sports do your children play?; P11A: Do you play in a football club?; P11B: Do you pay to play football? Base: Current football players 2019 (181), Benchmark May-19 (1635). 25 Base: Parents of children aged 6-17 playing football 2019 (159), 2016 (396), Benchmark May-19 (1213) Type, frequency and time of football participation (%)

of people who play of people who play of ofpeople people who who play play 49% football play Indoor 71% football play Outdoor 21%21% footballfootball play play Out Outdoordoor Small-Sided Football Small-Sided Football 1111-a--sidea-side Football Football

44% 58% 28%28%

64 59 74 Play weekly Play weekly Play weekly 61 50 63 Base too low to report 36 41 26 Play monthly Play monthly Play monthly 39 51 37

21 18 21 Play weekday days 19 Play weekday days 19 Play weekday days 21

Play weekday 68 Play weekday 58 Play weekday 49 evenings 60 evenings 45 evenings 37

28 43 62 Play weekend 38 Play weekend 54 Play weekend 68

2016 2019 Benchmark May-19 2019 Benchmark May-19

P4: Which of the following do you play?; P5: And how frequently do you play each of the following?; P6: When do you play? Base: Small sided indoors (89); Small sided outdoors (128); 11-a-side outdoors (39) 26 Reasons men stopped playing football (%)

24 23 23 20 20 19 15 13 11 11 10 10 9 9 9 8 7 6 5 4 4

My friends Injury prevented It is difficult to I decided to play I don't have a The condition of I had too much There are not I wasn't selected Other None of these stopped playing me from organise other sports local team I can the pitches was school work enough indoor to play for the continuing instead play with poor football pitches next age group playing

2019 Benchmark May-19

P9: We know a lack of time is one reason to stop playing football, are there any other reasons why you stopped playing football? Base: Former male football players 2019 (255), Benchmark May-19 (2528) 27 Barriers to football participation among men (%)

Benchmark May-19

1 22% I focused on other sports as a child 28%

20% There are a lack of opportunities 11% 2 for me to play as an adult

3 18% Other sports are better for fitness 14%

4 17% I don't like team sports 16%

2016 2019 Benchmark May-19

P10: You said earlier that you don't play football, why is that? Base: Males who have never played football (92), Benchmark May-19 (1521) 28 Sports participation (%)

Among adults Among children

27 #1 48 #1 Swimming 24 Football / Soccer 28 16 27

21 32 #2 Cycling 42 #2 Swimming 23 15 19

18 21 #3 Football / Soccer 14 #3 Basketball 8 14 10

18 20 #4 Volleyball 12 #4 Volleyball 12 6 6

11 14 #5 Basketball 6 #5 Gymnastics 6 7 7

Haven’t played sports in the last 12 months: 35% 25% 47% Haven’t played sports in the last 12 months: 19% 27% 37%

2016 2019 Benchmark May-19

P1: Which of these sports do you play?; P11: Which of these sports do your children play? Base: All respondents (1001); Benchmark May-19 (55350) 29 Base: Parents of children aged between 6-17 (336); Benchmark May-19 (20174) Adult participation – Key takeouts and potential actions

Adult football participants has increased by 4% since 2016 and remains above the European benchmark. However, over 40% respondents identify as being former players. The most prevalent reason and well above the European benchmark, for men having stopped playing is due to friends no longer participating.

Football (18%) sits behind swimming (27%) and cycling (21%) for adult participation. There’s a big skew amongst adults with 30% of men and merely 7% of women playing football. However, football leads the way amongst children (48%) with a +20% increase since 2016.

While the adult football participation has increased, there’s still room for improvement, especially to get more women involved. The PZPN should emphasize overall health and fitness benefits of the sports. At the same time there’s a need to increase the opportunities to play as every fifth respondent cited the above as a barrier, thus the PZPN should create initiatives that would be aimed at adults as much as children, which have already proved successful.

30 Children’s Participation Sports participation (%)

48 Football / #1 28 Soccer 27

32 #2 Swimming 23 19

21 #3 Basketball 8 10

20 #4 Volleyball 12 6

14 #5 Gymnastics 6 7

Haven’t played sports in the last 12 months: 19% 27% 37% 2016 2019 Benchmark May-19

P11: Which of these sports do your children play? Base: Parents of children aged between 6-17: 2019 (336), 2016 (396),Benchmark May-19 (20174) 32 Participation in football (%)

50 48 35 28 27 28 23

Played football at some point in life* Currently play football Are former football players*

*The benchmark figure reported reflects the most up-to-date version 2016 2019 Benchmark May-19 of this question (updated in 2018)

P11: Which of these sports do your children play?; P13 Have your children ever played football? Base: Parents of children aged between 6-17 : 2019 (336), 2016 (396), Benchmark May-19 (20174) ; Parents of children not playing football 33 aged between 6-17 : 2019 (336), 2016 (396), Benchmark May-19 (2445). Club and pay-to-play football participation (%)

56 51 48 47

35 28 27

Currently play football Club participation Pay-to-play participation

2016 2019 Benchmark May-19

P11: Which of these sports do your children play?; P11A: Do you play in a football club?; P11B: Do you pay to play football? Base: Parents of children aged 6-17 playing football 2019 (159), 2016 (396), Benchmark May-19 (1213) 34 Reasons children stopped playing football (%)

34 34 33 30

20 20 19

16 15 14 13 12 11 11 10 9 8 7 7 7 7 7 7 7 6 5 4 3

My child They They had too They didn't Their friends It is difficult They don't Poor quality Injury The Club There are Other None of decided to decided to much school have the stopped to organise have a local coaching prevented condition of membership not enough these focus on play other work time any playing team they them from the pitches fees are too indoor other sports more can play with continuing to was poor expensive football hobbies instead play pitches

2019 Benchmark May-19

P15: Why did they stop playing football? Base Parents of children who are former football players 2019 (95), Benchmark May-19 (864) 35 Barriers to football participation (%)

Benchmark May-19

1 39% They prefer playing other sports 45%

26% They don't have the opportunity to 17% 2 play at school

23% They don't have a team they 14% 3 can play with

4 16% They don't like team sports 10%

2019 Benchmark May-19

P17: Why do they not play football? Base: Parents of children who have never played football 2019 (82), Benchmark May-19 (1581). 36 Attitudes to children’s involvement in football (%)

Proportion of parents with a Proportion of parents with a positive image: 63% negative image: 22% 43% 33%

Those who believe National Association has a positive image: Those who believe National Association has a negative image:

87 59 I would take my child to a football match 75 53 29% 81 64

97 93 I would let my child watch a football match 81 61 on TV 88 79

95 95 I would let my child participate in football 84 58 85 74

2016 2019 Benchmark May-19

P16: Do you agree or disagree with the following statement?; Base: Parents with a positive image (288); Parents with a negative image (83) 37 Children’s participation – Key takeouts and potential actions

Child football participation has increased +20% since 2016 and is now the most popular sport amongst children (48%), ahead of swimming (32%) and basketball (21%). 76% of children have played football at some point and over half of those are currently playing, which is a very encouraging rate of retention.

Positive parental attitudes are also contributing to the increase football participation amongst children. The figures for letting children play, watch on TV and go to football matches have all increased since 2016 and are well above the European benchmark. A combination of PZPN’s initiatives could be the driving force behind increasing children’s football participation, including: the continued growth of the Z Podwórka na Stadion o Puchar Tymbarku tournament, the opening of 25 new Young Eagle’s academies between 2015- 2017, in addition to expanding the inclusion of more age categories in its Central Youth League in 2017. The momentum needs to be maintained to ensure children play football and carry it with them into adulthood.

38 Women’s Sport Sports interest (%)

Top sports followed Conversion to top Top sports ranked sport #1 #2 #3 41 Volleyball Men: 45% 41 #1 8 Women: 37% 17 12 6 63 5 3 3

36 Men: 38% #2 Athletics 47 13 Women: 35% 17 8 7 69 9 5 3

27 Men: 31% 26 #3 Tennis 7 7 5 15 Women: 23% 73 11 7 4

25 Men: 29% 12 #4 Skiing 3 6 4 10 Women: 22% 60 6 4 2

22 Men: 21% 14 #5 Swimming 3 4 4 10 Women: 23% 40 4 4 3

14 #8 Football / Soccer Men: 17% 29 4 2 2 7 Women: 11% 57 4 3 1

*Interest is defined as “interest in women’s competitions” and “interest in both men and women’s competitions” 2019 Benchmark May-19 *Sport following is defined as “anything from supporting a team / player through to watching the sport on TV, reading about in newspapers or online”

W1: And of the sports you follow, do you follow the men's or women's competition, or both? W2: Which of the following women’s sports are your favourite? Please rank your top 3 sports in order of preference. 40 Base: All respondents 2019 (1001), Benchmark May-19 (55350) Types of women’s football fan (%)

29 24

17 13 11

6 5 3

I have no interest in women's I don't support a women's football I'm a fan of women's football but I'm a fan of women's football and I'm a fan of women's football and football at all team but get more interested don't personally attend matches tend to watch on TV but regularly attend matches around major tournaments or occasionally attend matches matches

2019 Benchmark May-19

W3: Which of these statements best describes you? Base: All respondents 2019 (1001), Benchmark May-19 (11777) 41 Types of men’s vs. women’s football fan (%)

Men's Women's

29 26 24 22

17 16 12 11

I have no interest in football at all I don't support a football team but I'm a football fan but don't I'm a football fan and tend to watch I'm a football fan and regularly get more interested around major personally attend matches on TV but occasionally attend attend matches tournaments or matches matches

S3: Which of these statements best describes you?; W3: Which of these statements best describes you? Base: All respondents 2019 (1001) 42 Participation in football among men and women (%)

82 73 57 52 48 32 30 25 25

Played football at some point in life* Currently play football Are former football players*

43 36 27 23 10 7 3 4 7

Played football at some point in life* Currently play football Are former football players* *The benchmark figure reported reflects the most up-to-date version of this question (updated in 2018) 2016 2019 Benchmark May-19

P1: Which of these sports do you play? Base: 2019 Male (493), Female (508) P7: Have you played football in the past? Base: 2019 Male (493), Female (508) 43 Attitudes to women’s football (%)

39 38 39 31 32 27 25 24 24 25 20 20 19 19 19 18 14 18 8 8

A competitive A sport growing An indication of An expression of An important A sport lots of A quality sport An appropriate A sport I would None of these sport in popularity and positive social a modern international women play sport for be willing to pay appeal development lifestyle movement that girls/women to money to watch should be play or attend embraced

35 35 34 33 32 27 27 25 25 22 21 18 20 18 20 17 17 15 8 6

An indication of A sport growing A competitive An expression of A sport lots of An important An appropriate A quality sport A sport I would None of these positive social in popularity and sport a modern women play international sport for be willing to pay development appeal lifestyle movement that girls/women to money to watch should be play or attend embraced

*Interest is defined as “interest in women’s competitions” and “interest in both men and women’s competitions” 2019 Benchmark May-19

W4: Which of the below statements, if any, apply to women's football? Base: Male 2019(493), Benchmark May-19 (15765); Female 2019 (508), Benchmark May-19 (17071). 44 Barriers to women’s football (%)

38 31 30 29 30 26 23 22 20 19 17 17 17 18 18 11 6 8 2 4

I do not know of any It's not covered in There is no team The quality of the Following of the Football is a sport The speed at which There is no Other None of these players to inspire the media close to my home women's game is women's game is for men the women's game atmosphere / spirit my interest town that I can not good enough too small for it to be is played is not at matches support a talking point quick enough among my friends and family

46 40 35 33 30 29 21 21 19 17 15 16 13 14 10 8 7 8 2 4

It's not covered in I do not know of any There is no team Following of the Football is a sport The quality of the There is no The speed at which Other None of these the media players to inspire close to my home women's game is for men women's game is atmosphere / spirit the women's game my interest town that I can too small for it to be not good enough at matches is played is not support a talking point quick enough among my friends and family

*Interest is defined as “interest in women’s competitions” and “interest in both men and women’s competitions” 2019 Benchmark May-19

W5. Which of the following describes why you do not follow women's football? Base: Followers of men’s but not women’s football: Male 2019 (207), Benchmark May-19 (10374) ;Female 2019 (186), Benchmark May-19 45 (5779) Reasons women stopped playing football (%)

30 27

23 23 23 20 17 16 15 14 14 14

10 10 10 11 8 8 7 7 7 6 6 5 4 4 3 1

My friends I don't have I decided to It is difficult The Injury I had too There are I didn't feel There I wasn't Competition Other None of stopped a local team play other to organise condition of prevented much school not enough comfortable weren't selected to rules these playing I can play sports the pitches me from work indoor playing a enough play for the prevented with instead was poor continuing football mixed a teams to next age me from playing pitches team play against group playing in a mixed team

2019 Benchmark May-19

P9: We know a lack of time is one reason to stop playing football, are there any other reasons why you stopped playing football? Base: Former female football players 2019 (181), Benchmark May-19 (1402) 46 Barriers to football participation for women (%)

Benchmark May-19

1 33% It's a masculine sport 23%

2 29% I focused on other sports as a child 19%

3 16% Other sports are better for fitness 10%

15% There are a lack of opportunities for me 12% 4 to play as an adult

2019 Benchmark May-19

P10: You said earlier that you don't play football, why is that? Base: Women not playing football 2019 (292), Benchmark May-19 (15040) 47 Women’s sport – Key takeouts and potential actions

Overall, interest in women's sports is well over the European benchmark. Football ranks 8th with 14%, but is a long way off volleyball (41%), athletics (36%) and tennis (27%). Amongst those who do follow women’s football, most classify themselves as being more interested around major tournaments or being fans that don’t attend matches.

A third of women not playing football believe that women’s football is masculine, which in turn restricts the interest. Lack of media coverage and players to look up to are the main barriers amongst both men and women. Furthermore, lack of opportunities (friends stopped and no local team) is the main reason amongst former female players for stopping playing.

There’s an opportunity to convert those interested in women’s football into match-attending fans. The PZPN should raise awareness of local teams to make it easier, for those interested in playing, to find others to play with. There’s also a need to increase media coverage and boost the women’s game profile, which could be achieved by promoting best female players, such as Ewa Pajor who was a top goal-scorer in Frauen Bundesliga last season.

48 Competition Awareness, Interest and Imagery Competition interest – adult population (%)

67 64 63 62 59

51 52 52 51 48 46 45 46 42 40 40 40 37 36 35 32 33 32 33 31 29 26 25 25 23 24 22 22 21 22 19 20 19 16 17 13 14 14

Code added in 2019 in added Code

Code added in 2019 in added Code 2019 in added Code 2019 in added Code 2019 in added Code

Code added in 2019 in added Code

Code added in 2019 in added Code 2019 in added Code 2019 in added Code Code added in 2019 in added Code

2016 2019 Benchmark May-19

F2: Are you aware of or interested in this football competition? Base: All respondents: 2019 (1001), 2016 (1000) , Benchmark May-19 (54349) 50 Competition interest – football fans (%)

86 84 84 84 79 79 79 76 72 72 67 67 66

60 60 58 58 55 56 54 54 53

47 46 43 43 41 40 39 34 33 33 29 29 28 28 26 25 24 21 21 18 15

Code added in 2019 in Code added

Code added in 2019 in added Code 2019 in added Code 2019 in added Code 2019 in added Code

Code added in 2019 in added Code

Code added in 2019 in added Code 2019 in added Code 2019 in added Code Code added in 2019 in added Code

2016 2019 Benchmark May-19

F2: Are you aware of or interested in this football competition? Base: Football fans: 2019 (701), 2016 (634) , Benchmark May-19 (26949) 51 Competition awareness and interest – adult population (%)

92 91 91 91 88 88 87 87 87 86 85 83 83 83 81 79 79 79 77 78 77 75 72 72 71 68 67 68 67 66 67 64 65 64 65 64 63 62 63 60 60 59 59 56 56 55 54 55 52 52 Aware 51 51 50 48 45 46 46 42 40 40 40 37 36 35 33 32 33 32 29 31 25 26 24 25 23 22 22 22 20 21 19 19 17 16 14 13 14

Interested 9

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2016 2019 Benchmark May-19

F2: Are you aware of or interested in this football competition? Base: All respondents: 2019 (1001), 2016 (1000) , Benchmark May-19 (54349) 52 Competition awareness and interest – football fans (%)

98 97 99 98 96 96 96 96 95 95 95 95 94 94 95 92 90 88 88 88 88 88 89 86 86 86 84 84 84 84 84 85 79 79 79 80 80 79 77 76 76 76 76 75 74 73 72 72 67 68 69 67 67 66 66 66

60 60 58 58 59 56 54 55

54 53 Aware

47 46 43 43 41 40 39

34 33 33 29 28 29 26 28 25 24 21 21 18 15

Interested

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2016 2019 Benchmark May-19

F2: Are you aware of or interested in this football competition? Base: Football fans: 2019 (133), 2016 (634) , Benchmark May-19 (26453) 53 Reasons for lack of interest in the Ekstraklasa – football fans (%)

40 40

24 20

15 14 14 11 11 10 9 8

3 2

I don't support a The quality of There is no team Football matches There's a lack of It's too predictable Other None of these team in this league football is poor close to my home are not family coverage town that I can friendly support

2019 Benchmark May-19

F3: Why are you not interested in the Ekstraklasa? Base: Football fans not interested in the domestic league:2019 (283), Benchmark May-19 (1650) 54 Types of domestic club matches following (%)

38 37 37 36 34 34 30 32 30 29 30 30 28 27 23 21 21 20

14 14 12 11 10 5

Most games Games only Only games Games only Most games Games only Only games Games only Most games Games only Only games Games only involving lots involving the between the involving the involving lots involving the between the involving the involving lots involving the between the involving the of different team I top teams or team I of different team I top teams or team I of different team I top teams or team I teams support but all the finals support but teams support but all the finals support but teams support but all the finals support but of them only some of of them only some of of them only some of them them them

F13A: Which types of games do you follow? Base: Football fans interested in the competition: Domestic League (379), Domestic Cup (327), Domestic Women’s League (165) 55 ;Benchmark May-19 Domestic League (3840), Domestic Cup (3477), Domestic Women’s League (1225) Imagery of domestic competitions – adult population (%)

33 33 26 24 27 27 23 25 25 25 21 19 21 22 21 22 19 20 17 18 18 18 16

Code added in 2019 in added Code 2019 in added Code Code added in 2019 in added Code Competitive Boring Exciting Competitive Boring Accessible Competitive Entertaining Boring

2016 2019 Benchmark May-19

F4: Which of these words or phrases describe the following competitions? Base: Adults aware of competition: 2019: Domestic League (868), Domestic Cup (792), Domestic Women’s League (603); 2016: Domestic League (866), Domestic Cup (851), Domestic Women’s League (588); Benchmark May-19 : Domestic League (39969), Domestic Cup (40007), Domestic 56 Women’s League (24963) Imagery of domestic competitions – football fans (%)

35 34 30 29 27 25 25 25 23 23 23 22 20 21 21 19 19 18 20 17 18 13 11

Code added in 2019 in added Code 2019 in added Code 2019 in added Code Competitive Exciting Accessible Competitive Exciting Entertaining Competitive Entertaining Unique

2016 2019 Benchmark May-19

F4: Which of these words or phrases describe the following competitions? Base: Football fans aware of competition: 2019: Domestic League (662), Domestic Cup (615), Domestic Women’s League (479); 2016: Domestic League (602), Domestic Cup (600), Domestic Women’s League (419); Benchmark May-19: Domestic League (23692), Domestic 57 Cup (24097), Domestic Women’s League (15741) Imagery of domestic competitions – adult population (%)

Domestic League Domestic Cup Domestic Women’s League 20 17 16 22 20 11 Exciting 18 17 11 21 21 19 25 22 23 Boring 27 25 26 16 12 10 12 11 6 Prestigious 10 10 5 33 33 24 Competitive 27 25 17 13 14 12 11 10 10 Great atmosphere 13 13 10 9 8 10 5 7 7 Pride 11 13 10 17 18 13 17 18 12 Accessible 13 13 9 12 10 17 7 4 13 Modern & Up-To-Date 9 7 15 9 11 16 6 7 11 Family Friendly 11 12 16 12 9 19 8 9 13 Progressive 8 8 13 17 17 19 25 23 21 Entertaining 19 17 16 7 7 18 7 8 11 Unique 6 6 9 12 12 11 Successful 16 13 10 9 9 11 18 17 11 Affordable 9 8 7 11 12 9 17 14 6 Predictable 2016 2019 Benchmark May-19

F4: Which of these words or phrases describe the following competitions? Base: Aware of: 2019: Domestic League (868), Domestic Cup (792), Domestic Women’s League (603); 2016: Domestic League (866), Domestic Cup (851), Domestic Women’s League (588); Benchmark May-19 : Domestic League (39969), Domestic Cup (40007), Domestic 58 Women’s League (24963) Imagery of domestic competitions – football fans (%)

Domestic League Domestic Cup Domestic Women’s League 23 20 16 27 23 11 Exciting 25 23 13 18 18 18 21 18 22 Boring 20 18 25 16 13 10 13 11 5 Prestigious 12 12 6 35 34 25 Competitive 30 29 17 14 15 13 12 13 11 Great atmosphere 18 17 11 10 8 11 6 7 7 Pride 13 14 10 19 18 13 19 18 12 Accessible 13 13 9 14 10 17 7 5 13 Modern & Up-To-Date 10 8 16 10 13 17 7 8 13 Family Friendly 14 15 19 13 10 19 9 10 14 Progressive 10 9 14 19 18 21 28 25 21 Entertaining 24 22 18 8 8 20 8 11 11 Unique 7 7 9 14 13 11 Successful 18 14 10 10 9 12 21 19 11 Affordable 12 10 9 12 12 9 21 16 7 Predictable 2016 2019 Benchmark May-19

F4: Which of these words or phrases describe the following competitions? Base: Football Fans aware of: 2019: Domestic League (662), Domestic Cup (615), Domestic Women’s League (479); 2016: Domestic League (602), Domestic Cup (600), Domestic Women’s League (419); Benchmark May-19: Domestic League (23692), Domestic Cup 59 (24097), Domestic Women’s League (15741) Competition Awareness, Interest and Imagery – Key takeouts and potential actions

The interest in the Ekstraklasa remains fairly stable compared with 2016 amongst all adults (42%) as well as football fans (54%). Overall awareness levels of this domestic league are high and on par with the FIFA World Cup and UEFA Europa League, emphasizing a large group of people who are aware but not interested. Interestingly enough, more football fans are aware of the 1 Liga and the 2 Liga than the Spanish LaLiga. There’s an equal split of football fans watching games involving various teams as well as just their favourite team. The league is seen, by football fans, as more competitive (35%) than the European benchmark (30%). This could be the result of Piast Gliwice winning its first title ever, stopping Legia’s 3 years reign atop. However, the league is seen as less exciting (23%) as it used to in 2016 (27%). The PZPN’s good job is seen in the women’s Ekstraliga, which is perceived a lot more positive than the European benchmark. The key is to keep the Ekstraklasa competitive, which in turn would attract those who think the league is of poor quality. There’s a large proportion of people who are aware but not interested, which indicates that there’s an opportunity to better promote the positive elements of the league and its competitive nature.

60 Football Following Club and national team following (%)

I am a supporter of…

77 69

47 46 39 32 25 26

The national team A club outside my home country A domestic football club

2016 2019 Benchmark May-19

F1: Which of the following describes how you support national and club teams? Base: Football fans: 2019 (701), 2016 (634), Benchmark May-19 (26781) 62 Club vs. country (%)

“My national team is the most important thing to me 63 59 as a football fan” 39 Top 2 box

“My club team is the most important thing to me as a 38 25 football fan” 22

Bottom 2 box 1

2016 2019 Benchmark May-19

F11: What’s more important to you, national team football or club football? Base: 2019 Football fans (701); 2016 Football fans (190); Benchmark May-19 Football fans who follow a club and national team (15438) 63 Other national team following (%)

I am a supporter of…

64 58

19 18 16 12 10 12 11 11 6 7 7 7 6 4 4 3 5 4 3 2 1 2

Spain Germany England Portugal France Italy Netherlands Belgium Croatia Switzerland Other I do not support / follow another national team

2019 Benchmark May-19

F16: Do you follow / support another national team? Base: All respondents: 2019 (1001), Benchmark May-19 (9976) 64 Football Following – Key Points

Support for the national team (87%) is well above the European benchmark (69%) and has increased by 10% since 2016. Those supporters feel they get more emotionally involved when watching. Support for a domestic club (47%) hovers around the European benchmark level, having improved by 21% since 2016.

Those who perceive the national team as the most important thing has decreased since 2016, which would indicate there’s a less enthusiastic support for the team.

65 National Team Awareness, Interest and Imagery National team interest (%)

62 62 43 26 18 14 15 18 All population All 13

85 78 73

33 31 23

18 21 19 Football fans Football

Men’s team Women’s team Youth teams

2016 2019 Benchmark May-19

F6: Are you aware of or interested in this football team? Base: All respondents: 2019 (1001), 2016 (1000), Benchmark May-19 (55350); Football fans: 2019 (701), 2016 (634), Benchmark May-19 67 (26949) Reasons for lack of interest in national teams – football fans (%)

Men’s team Women’s team Youth teams

32 27 22 The quality of football is poor 28 30 19

23 18 21 They are not successful on the pitch 22 11 9

21 3 6 The players are not good role models 13 3 4

18 4 4 I don't like the players 14 5 5

I am interested in a national team 14 4 6 from another country 19 5 6 I am not interested in international 11 7 7 football 11 6 5 7 53 38 There's a lack of coverage 14 44 46

2 2 3 Others 5 4 3

15 14 19 None of these 14 17 19

2019 Benchmark May-19

F7: Why are you not interested in the Men’s national team?; F8: Why are you not interested in the Women’s national team?; F8A: Why are you not interested in the Youth national teams? 68 Base: 2019 Football fans not interested in: Men’s national team (122), Women’s national team (261), Youth national teams (287); Benchmark Football fans not interested in: Men’s national team (1128), Women’s national team (2458), Youth national teams (2717) Types of national team matches following (%)

Men’s team Women’s team Youth teams

52 50

31 31 31 30 30 29 29 28 27 24 22 22 22 22 19 20 16 15 16 16 11 9

All games All Only games Only the All games All Only games Only the All games All Only games Only the including competitive during big important including competitive during big important including competitive during big important friendlies games but tournaments games in big friendlies games but tournaments games in big friendlies games but tournaments games in big not friendlies tournaments not friendlies tournaments not friendlies tournaments

2019 Benchmark May-19

F13: Which types of games do you follow? Base: Football fans interested in: 2019 Men’s national team (549), Women’s national team (160), Youth national teams (232); Benchmark 69 May-19 Men’s national team (4414), Women’s national team (1408), Youth national teams (1501) Imagery of national teams – adult population (%)

Men’s team Women’s team Youth teams

38 29 27 28 27 28 22 21 23 22 20 19 19 18 17 17

16 15 13 15 16 16 14 14

Code added in 2019 in added Code 2019 in added Code 2019 in added Code Competitive Exciting Great Competitive Progressive Modern & Up- Competitive Progressive Exciting atmosphere To-Date

2016 2019 Benchmark May-19

F9: Which of these words or phrases describe the following teams? Base: Respondents aware of: Men’s national team (887), Women’s national team (513), Youth national teams (628) 70 Imagery of national teams – football fans (%)

Men’s team Women’s team Youth teams

33 33 30 32 29 28 27 30 24 24 19 20 19 19 19 18 16 18 16 15 17

12 9

Code added in 2019 in added Code 2019 in added Code 2019 in added Code Exciting Competitive Great Competitive Progressive Unique Competitive Progressive Exciting atmosphere

2016 2019 Benchmark May-19

F9: Which of these words or phrases describe the following teams? Base: Football Fans aware of: Men’s national team (671), Women’s national team (421), Youth national teams (519) 71 Imagery of national teams– adult population (%)

Men’s team Women’s team Youth team 28 13 16 38 12 14 Exciting 22 13 14 13 15 13 12 20 14 Boring 19 24 17 18 9 12 19 5 5 Prestigious 14 6 7 29 23 28 Competitive 27 19 22 27 11 13 21 11 10 Great atmosphere 20 11 11 27 14 15 26 10 11 Pride 26 15 18 17 13 13 16 11 16 Accessible 12 11 12 13 18 14 20 13 8 Modern & Up-To-Date 20 15 12 15 15 14 13 13 17 Family Friendly 15 16 17 13 19 17 16 16 16 Progressive 11 15 17 18 15 15 16 22 26 Entertaining 17 16 15 8 18 8 17 12 6 Unique 9 9 5 20 12 16 Successful 19 13 16 5 12 11 13 10 16 Affordable 6 6 8 13 11 9 Predictable 12 6 6 2016 2019 Benchmark May-19

F9: Which of these words or phrases describe the following teams? Base: Respondents aware of: 2019 Men’s national team (887), Women’s national team (513), Youth national teams (628); 2016 Men’s national team (910), Women’s national team (615), Youth national teams (689); Benchmark Men’s national team (43065), Women’s national 72 team (28327), Youth national teams (31194) Imagery of national teams– football fans (%)

Men’s team Women’s team Youth team 33 13 16 48 13 15 Exciting 29 15 17 7 14 12 4 17 11 Boring 11 22 13 21 9 12 22 5 5 Prestigious 18 7 8 33 24 30 Competitive 30 19 24 32 11 12 28 12 11 Great atmosphere 27 12 13 32 15 15 32 10 11 Pride 33 16 21 17 13 13 18 12 17 Accessible 15 12 14 15 18 15 12 15 8 Modern & Up-To-Date 12 15 12 17 16 14 17 15 18 Family Friendly 20 19 19 14 20 18 19 18 19 Progressive 14 16 19 20 15 15 28 22 26 Entertaining 22 18 17 10 19 8 23 12 7 Unique 11 9 6 22 12 16 Successful 23 13 19 5 12 11 13 11 17 Affordable 8 8 10 9 12 9 Predictable 11 7 7 2016 2019 Benchmark May-19

F9: Which of these words or phrases describe the following teams? Base: 2019 Football Fans aware of: Men’s national team (671), Women’s national team (421), Youth national teams (519); 2016 Football Fans aware of: Men’s national team (629), Women’s national team (446), Youth national teams (507); Benchmark May-19 Football Fans 73 aware of: Men’s national team (25131), Women’s national team (17205), Youth national teams (19683) National teams’ brand image (%)

Men’s team Women’s team Youth teams

43 25 27 Unites all football fans 38 12 15 42 25 28

Following this team offers good value for 11 16 15 11 9 11 money 8 10 11

Is the team that best represents my 27 21 24 17 6 6 country on the world stage 21 15 14

Is a team that performs successfully on 17 22 20 15 13 9 the pitch 17 20 21

19 16 13 Is a team that I can identify with 16 5 4 12 10 8

Is a team that I get emotionally involved 28 19 17 22 6 8 with 20 10 11

Is a team I watch regardless of who they 30 13 13 30 7 8 are playing 25 10 11

Is a team I will specifically plan my day 18 10 8 12 4 3 around to watch 10 4 4

The team and players are good role 10 14 12 9 9 8 models for me 9 11 10

The team and players are good role 9 12 13 7 5 9 models for my children 7 8 11

2016 2019 Benchmark May-19

F10: Which of these words or phrases describe the following teams? Base: Aware: 2019 Men’s team (887), Women’s team (513), Youth teams (628); 2016 Men’s team (910), Women’s team (615), Youth teams 74 (689); Benchmark May-19 Men’s team (43063), Women’s team (28673), Youth teams (31156) National Team Awareness, Interest and Imagery – Key takeouts and potential actions

Although the interest in the men’s national team remains on par amongst adults and has slightly decreased amongst fans since 2016, the interest the national women’s and youth teams have increased since 2016. Interest in all the teams is above the European benchmark.

The positive results are also seen when looking at the imagery of the national teams whereby all statements have seen encouraging growth for the women’s and youth teams. Men’s team has seen a more stable increase since 2016 but the team is seen as less exciting than previously.

The rise in the interest in the youth teams could be down to Poland hosting the U20 Football World Cup – the first-ever FIFA tournament organised in the country, and thus attracted a lot of attention to youth football in the country. Women’s team could also benefit from an increased media attention, as the interest in the team is on the rise but the main barrier cited is the lack of media coverage.

75 Club Following Favourite domestic club (%)

8 8

4 4 4 3 3 3 3 2 2 2 2 2 1 1 1 0

Others

F5: Which of these clubs is your favourite? Base: Football fans (701) 77 Attendance National Football Attendance (%)

Men’s team Women’s team Youth teams 83 76 70 68

42 42

21 20 17 18 18 14 11 12 11 10 9 6 5 6 7 2 3

Most Some A few None Most Some A few None Most Some A few None games games games games games games games games games

2019 Benchmark May-19

F14. How many live matches do you attend per season for each national team? Base: Football fans: 2019 Men’s team (701), Women’s team (701), Youth teams (701); Benchmark May-19 Men’s team (12865), Women’s 79 team (12865), Youth teams (12620) Reasons for not attending national team matches (%)

Men’s team Women’s team Youth teams

The matches take place too far away 44 26 30 from where I live 42 25 28 35 7 7 The ticket prices are too high 31 7 7 I am concerned about the standard of 16 6 6 security at games 9 2 3 I have no interest in this 9 39 37 team/competition 9 33 28 7 4 4 It's not a family friendly atmosphere 7 2 3 5 2 5 Poor quality of football 10 2 3 5 16 12 The atmosphere is dull 3 19 12 5 6 5 Poor stewarding 3 10 8 I do not know how/where I can buy 3 8 5 tickets 3 7 5 I only find out last minute that there is 2 6 6 a match 3 7 7 The entertainment around the stadium 1 3 4 is poor 2 3 3 12 9 9 Other 19 24 27

2019 Benchmark May-19

F15: Why do you not attend live matches for the following teams? Base: Match going football fans not attending: 2019 Men’s matches (298) Women’s matches (495) Youth matches (476); Benchmark Men’s 80 matches (5726) Women’s matches (10509) Youth matches (9150) Club Football Attendance (%)

69 64

54 54 47

21 21 20 20 18 16 16 12 12 11 13 8 10 9 6 7 5 3

Most Some A few None Most Some A few None Most Some A few None games games games games games games games games games

2019 Benchmark May-19

F14A: How many live matches do you attend per season for each competition? Base: Football fans 2019 (701), Benchmark May-19 (5108) 81 Reasons for not attending club team matches (%)

The matches take place too far away from 32 33 25 where I live 31 30 26 26 27 41 I have no interest in this team/competition 20 20 37 I am concerned about the standard of 20 16 6 security at games 18 14 4 20 19 19 Poor quality of football 19 18 14 18 19 9 The ticket prices are too high 22 19 7 15 12 3 It's not a family friendly atmosphere 12 9 3 13 10 7 The atmosphere is dull 7 8 11 8 6 3 Poor stewarding 5 4 3 3 4 6 I do not know how/where I can buy tickets 2 3 5 The entertainment around the stadium is 3 2 5 poor 4 4 4 I only find out last minute that there is a 2 2 5 match 2 3 5 10 9 8 Other 17 17 16

2019 Benchmark May-19

F15A: Why do you not attend live matches for the following competitions? Base: 2019 Match going football fans not attending: Domestic League matches (329) Domestic Cup matches (379) Domestic Women’s League matches (484); Benchmark May-19 Match going football fans not attending: Domestic League matches (3136) Domestic Cup 82 matches (3727) Domestic Women’s League matches (4868) Attendance – key takeouts and potential actions

The attendance at men’s, women’s and youth national teams matches is higher compared with the European benchmark. 4 in 10 football fans fall into a committed group that attend either most or some matches of the men’s national team. The club team attendance is also higher than the European benchmark. All the above numbers are very encouraging and show that investment in the infrastructure, which has taken place in Poland in the last years, is starting to pay off. To even further improve attendance at men’s national team matches the issue of the proximity of games need to be minimised. The distance is stated as the main barrier along with the ticket prices. Currently most of the matches take place in Warsaw, with just some friendly matches taking places elsewhere. Playing national matches in a greater variety of stadiums would make games more accessible for fans who cannot easily get to Warsaw, especially on weekdays. PZPN should look at travel packages / transportation for fans that live outside of the Warsaw area.

83 National Association Imagery Responsibility for the sports level of professional football clubs in Poland (%)

26 26

PZPN Clubs Ministry of Sports and Ekstraklasa SA I don't know Tourism

PL15: Who do you think is responsible for the sports level of professional football clubs in Poland? Base: All respondents (1001) 85 Running of Polish Ekstraklasa (%)

32 31

4 3

Ekstraklasa SA PZPN Clubs UEFA Ministry of Sports and I don't know Tourism

PL16: Who do you think runs the Polish Ekstraklasa? Base: All respondents (1001) 86 Polish organisations responsible for sport

PL1: As you know, there are different organizations responsible for the area of sport in Poland. Please write all organizations of that type that come to your mind. 87 Base: All respondents (1001) Awareness of Polish sports organisations (%)

18-24: 78% 25-34: 85% 35-44: 90% 45-54: 94% 55-65: 91%

76 74 73 64

I'm not aware of any

PL2: Please indicate all organisations, that you know or at least heard of. Base: All respondents (1001) 88 Image of sporting organisations (%)

Very positive image 9 8 7 6 5 4 3 2 Very negative image Mean

13 14 15 13 11 10 7 6 3 3 6.8

11 9 13 11 9 11 7 6 4 7 6.2

16 15 20 14 11 9 4 2 11 7.4

13 12 21 17 11 11 3 2 11 7.3

20 16 20 15 10 8 2 111 7.8

16 16 19 16 11 8 4 111 7.5

2019 Benchmark May-19

NA2: How do you rate the overall image of each organisation? Base: All respondents: 2019 (1001), Benchmark May-19 (11777) 89 Image of sporting organisations (%)

Positive Negative Don’t know

59 24 17 36 47 17 41 34 25

69 8 23

63 7 30 63 9 28

75 6 19 63 13 24

70 8 23

2016 2019 Benchmark May-19

NA22: How do you rate the overall image of each organisation? Base: All respondents 2019 (1001), 2016 (1000), Benchmark May-19 (45541) 90 Image of the National Association – Change in Opinion (%)

Yes, it is more positive No, it has remained the same Yes, it is more negative Don't know

27 53 11 10

16 55 16 14

2019 Benchmark May-19

NA5: Over the last two years, has your opinion of the National Association changed? Base: All respondents 2019 (1001), Benchmark May-19 (11777) 91 Imagery of National Associations – adult population (%)

29 29 27 27 25 25 25 26 26 26 24 23 24 23 23 23 21 2121 20 19

16 17

Code added in 2019 in added Code 2019 in added Code 2019 in added Code 2019 in added Code

2016 2019 Benchmark May-19

NA3: Which of these words or phrases describe the following organisations? Base: All respondents 2019 (1001), 2016 (1000), Benchmark May-19 (52349) 92 Imagery of national associations – adult population (%)

29 14 12 11 12 25 12 15 Commercial 24 18 8 5 7 13 16 3 Political 21 4

15 8 24 21 29 26 Trustworthy 10 22 23 9 10 8 11 11 Transparent 7

15 11 18 16 24 13 Modern 13 16 18

11 19 7 6 4 6 Out of touch 17 7 6

18 14 21 20 22 16 Progressive 12 23 24 23 21 11 13 9 12 Slow to react 20 14 12 16 Credible 12 23 23 25 26

19 Competent 16 25 23 27 24

15 6 22 19 26 24 Respectful 12 18 17 18 Responsible 9 25 21 25 27 12 21 22 2016 2019 Benchmark May-19

NA3: Which of these words or phrases describe the following organisations? Base: All respondents 2019 (1001), 2016 (1000), Benchmark (52349) 93 Values associated with sport organisations (%)

Non football fans: 37% 34 Football fans: 17% 33 32 31 30 28 29 29 29 27 25 24 25 22 22

PL9: Please indicate which of the sports organisations visible on the screen match the following values and statements. Base: Respondents aware of: Polish Football Association (882), Polish Olympic Federation (764), Polish Volleyball Federation (730), Polish 94 Ski Federation (742), Polish Handball Federations (645) PZPN associations (%)

34 34 33 30 26 23 20 19 18 17

2 the results of the the organisation a closed world of corruption building the image the institution from quality of an organization a strong leadershipa professionally led a security on the Other national team dominated by the its activists of Polish football previous era Ekstraklasa with unclear role sport stadiums money internationally and tasks

PL10: What do you associate PZPN with? Base: Those aware of PZPN (882) 95 Success of Sporting Organisations (%)

Very Successful 9 8 7 6 5 4 3 2 Very Unsuccessful Mean

10 9 16 12 12 12 9 7 3 6 6.2

10 7 13 12 10 12 7 6 4 7 6.0

13 14 19 15 12 11 4 2 11 7.2

9 10 21 17 14 13 5 3 01 6.9

17 16 22 15 10 8 3 111 7.6

13 13 20 16 13 10 4 2 1 2 7.2

2019 Benchmark May-19

NA4: For the same organisations, how do you rate their success in governing their sport? Base: All respondents: 2019 (1001), 2016 (1000), Benchmark May-19 (10775) 96 Success of Sporting Organisations (%)

Successful Not successful Don’t know 43 41 16

43 37 20

38 35 28

63 18 19

51 24 25

63 11 26

69 13 18

66 11 22

57 18 25

2016 2019 Benchmark May-19

NA21: For the same organisations, how do you rate their success in governing their sport? Base: All respondents: 2019 (1001), Benchmark (53349) 97 What does the National Association need to do to improve perceptions?

Theme 1 • Dominated by corruption, non-transparent with poor results

Theme 2 • Players earn too much money in relation to the results

Theme 3 • Unclear financial policy, bad youth training, lack of proper leadership

Theme 4 • Nothing but money, no change for years, poor representation

Theme 5 • People more caring about their position and earnings than for the development of sport

Theme 6 • Lack of development of young footballers

NA6: And why do you have a poor opinion of the National Association? 98 Understanding what the National Association does (%)

Are respondents confident that they know what National Association does in leading, managing and overseeing football?

Very confident Quite confident Not very confident Not confident at all

11 38 34 17 Overall 7 20 34 39

Positive 16 46 32 7 about the NA 12 30 40 18

Negative 6 33 34 27 about the NA 7 25 38 30

2019 Benchmark May-19

NA7: How much do you know about what the National Association does day-to-day in leading, developing and promoting football in this country? Base: All respondents: 2019 (1001), Benchmark (22795). 99 What is PZPN? (%)

24 21

11 10 9 7 6

Association of the Assocation of the Government Public benefit Association of the Public owned Private company Non-profit I don't know football clubs football leagues organisation organisation football fans company organisation

PL3: What is Polish Football Association (PZPN)? Base: All respondents (1001) 100 Main source of financing of the PZPN (%)

17 16 15 11 10 9

Sale of the ads, Public funds FIFA / UEFA Contributions of the Sale of the tickets Sale of the tickets for I don’t know sponsorships and TV donations football clubs the matches of the rights national representation

PL4: What is the main source of financing of the Polish Football Association (PZPN)? Base: All respondents (1001) 101 What does the Polish Football Association (PZPN) do? (%)

40 37 35 33 32 30 29 28

22 22 21 18 17 15 12

Promoting the Organising Managing all Referees Coaches Acquiring big Organising Training of Successful Developing Giving Infrastructure Ensuring Promoting Organising I don't know football in national cup the football training training international Ekstraklasa players national team youth and stadium bans of stadiums equal women's the amateur Poland games in tournaments performances grassroots and training opportunities football leagues (inc. Poland for Poland programmes grounds to play football the business for all leagues)

PL5: What does the Polish Football Association (PZPN) do? Base: All respondents (1001) 102 What should the Polish Football Association (PZPN) do? (%)

44 40 37 34 34 32 32 31 28 27 25 23 22 20 19 17

Training of Promoting the Successful Developing Coaches Referees Ensuring Acquiring big Infrastructure Promoting Organising Managing all Organising Giving Organising I don't know players football in national team youth and training training equal international of stadiums women's national cup the football Ekstraklasa stadium bans the amateur Poland performances grassroots opportunities tournaments and training football games in leagues (inc. programmes to play for Poland grounds Poland the business football for all leagues)

PL6: What should the Polish Football Association (PZPN) do? Base: All respondents (1001) 103 What PZPN do vs what PZPN should be doing (%) 50

45 Training of players

Promoting the football in Poland 40 Successful national team performances Developing youth and 35 grassroots programmes Coaches training Ensuring equal Referees training 30 opportunities to play Acquiring big football for all Infrastructure of international

What PZPN should do stadiums and tournaments for Promoting training grounds Poland 25 women's football Organising national cup Organising Ekstraklasa Managing all the football 20 Organising the amateur Giving stadium bans games in leagues Poland

15 5 10 15 20 25 30 35 40 45 50 55 What PZPN do

PL5: What does the Polish Football Association (PZPN) do? PL6: What should the Polish Football Association (PZPN) do? 104 Base: All respondents (1001) Initiatives awareness (%)

35 32

24 23 22 22

17 16

10 9 8 7

"Football Totolotek Puchar Turniej z Fortuna I Liga Akademia 2 Liga Centralna Liga Ekstraliga polska Program Pro Junior PZPN Grasroots Certification None of the connects us" - Polski podwórka na Młodych Orłów Juniorów w piłce noznej Cartyfikacji dla System Piłka Dla Programme above Łączy nas piłka stadion o Puchar kobiet szkółek Wszystkich Tymbarku piłkarskich PZPN

PL7: Please look at the list below and indicate the initiatives / activities that you are aware of? Base: All respondents (1001) 105 PZPN’s ‘Łączy nas piłka’ slogan associations (%)

24 23 22 19 17 16

With the Polish National With PZPN With Ekstraklasa With the internet portal With a Volleyball With training With sports gadgets Other I don't know Team National Team programmes for children and young people

PL8: What do you associate with the slogan “Football connects us”? Base: All respondents (1001) 106 Values of sport organisations (%)

Polish Football Polish Olympic Polish Volleyball Polish Ski Federation Polish Handball Association Federation Federation Federation

Competition 25 27 34 29 30

Honesty 11 18 18 17 16

Passion 22 23 32 31 29

Attachment to values 13 21 15 17 13

Patriotism 16 28 21 17 15

Professionalism 22 24 33 29 25

Political neutrality 7 8 8 8 7

Tolerance 10 12 11 11 13

Sensitivity 6 10 12 11 11 Openness 15 18 21 19 19 Dynamism 12 10 25 19 20 Exclusiveness 8 7 7 5 6 Education 10 14 12 12 10 Selflessness 5 9 7 6 9 Greed 21 4 5 7 4

PL9: Please indicate which of the sports organisations visible on the screen match the following values and statements. Base: Respondents aware of: Polish Football Association (882), Polish Olympic Federation (764), Polish Volleyball Federation (730), Polish 107 Ski Federation (742), Polish Handball Federations (645) Values of sport organisations (%)

Polish Football Polish Olympic Polish Volleyball Polish Ski Federation Polish Handball Association Federation Federation Federation

Modernity 11 10 18 13 11

Beauty 6 11 16 11 7

Bureaucracy 17 10 4 7 5

Ambition 15 15 23 18 16

Prowess 13 15 26 20 20

Joy 9 10 15 11 11

Responsibility 9 13 15 14 12

Closeness 4 5 7 7 6

Support 9 14 14 12 9

Corruption 22 5 3 4 2

Obsolescence 16 9 4 9 7

Support for amateur 7 8 5 8 5 sport

PL9: Please indicate which of the sports organisations visible on the screen match the following values and statements. Base: Respondents aware of: Polish Football Association (882), Polish Olympic Federation (764), Polish Volleyball Federation (730), Polish 108 Ski Federation (742), Polish Handball Federations (645) Associations with National Associations (%)

56 National Men's Football Team 60

46 Domestic Cup 39

40 Domestic League 41

34 National Youth Football Teams 32

25 National Women's Football Team 32

21 Youth and Grassroots football 24

18 Women's League 20

14 None of these 12

2019 Benchmark May-19

NA8: Which of the following, if any, do you associate with the National Association? 109 Base: All respondents: 2019 (1001), Benchmark (33710) Important factors in running a successful football federation (%)

BM Very Important 9 8 7 6 5 4 3 2 Not at all important Mean mean

Successful national team performances 23 16 21 16 10 7 4 100 7.8 8.0

Training high quality coaches and referees 20 16 20 19 10 7 3 100 7.7 8.0

Infrastructure of stadiums and training grounds 19 16 21 17 13 7 3 110 7.7 8.0

Affordable tickets for national team matches 19 12 21 18 13 9 4 101 7.5 7.7

The organisation of tournaments in the country 17 14 19 22 12 10 2100 7.6 7.7

Ensuring equal opportunities to play football for all 16 13 20 19 13 11 3 211 7.4 7.9

Developing youth and grassroots programmes 15 14 21 16 14 9 4 201 7.4 7.9

Increasing engagement and participation in women's football 13 10 19 20 15 10 4 3 12 7.1 7.1

2019 Benchmark May-19

NA9. How important are each of these factors in running a successful football federation? Base: Football fans (701) 110 Success of the National Association (%)

BM Very Successful 9 8 7 6 5 4 3 2 Very Unsuccessful Mean mean

Successful national team performances 6 9 16 19 18 12 9 4 2 2 6.4 6.2

Infrastructure of stadiums and training grounds 6 8 17 22 17 14 7 3 12 6.5 5.6

The organisation of tournaments in the country 5 6 18 18 20 15 7 3 12 6.4 5.9

Training high quality coaches and referees 5 7 15 18 17 17 7 6 2 3 6.2 5.9

Increasing engagement and participation in women's football 5 5 12 15 17 19 9 6 4 3 5.9 5.4

Ensuring equal opportunities to play football for all 4 6 14 17 18 16 10 6 2 3 6.1 5.5

Developing youth and grassroots programmes 4 7 14 16 18 16 11 5 2 2 6.1 5.8

Affordable tickets for national team matches 4 6 11 17 19 15 11 6 3 4 5.8 5.4

2019 Benchmark May-19

NA10. How do you rate the success of the National Association in each of the following? Base: Football fans (701) 111 Importance of factors vs. Success of The PZPN (%) 6,6 Infrastructure of stadiums and training 6,5 grounds

6,4 The organisation of Successful national tournaments in the team performances 6,3 country

Developing youth Training high quality 6,2 and grassroots coaches and referees programmes 6,1

Ensuring equal Success 6 opportunities to play football for all Increasing engagement and 5,9 participation in women's football Affordable tickets for 5,8 national team matches

5,7

5,6 7 7,1 7,2 7,3 7,4 7,5 7,6 7,7 7,8 7,9 Importance

NA9. How important are each of these factors in running a successful football federation? NA10. How do you rate the success of the National Association in each of the following? 112 Base: Football fans (701) National Association Imagery – Key takeouts and potential actions

59% of respondents have a positive image of the PZPN, which has improved since 2016 by 23% and is strongest amongst football fans (69%) and current football players (74%). Associations of PZPN with more positive connotations such as trustworthy, respectable and responsible have all increased since 2016, whilst its association with ‘out of touch’ has declined by 8%. However, over half of the respondents (51%) don’t have the clear understanding of what the association does and what its responsibilities are. There also seems to be confusion as what its main source of financing is. Furthermore, The PZPN scores below the European benchmark for associations with youth and grassroots football.

The good work in the last years is clearly paying off, however there still is a group of people who have not been convinced that PZPN has been fully modernised. PZPN scores lower than other sporting federations and those who have a bad perception tend to still associate it with corruption, money and insufficient grassroots development. Thus, the PZPN should look at ways to further promote its great work, either locally or in the national media, so that the whole population can see the recent improvements. Furthermore, the PZPN should investigate developing a clear communication strategy to better promote grassroots football initiatives.

113 Communications Football consumption among football fans (%)

88 86 82

62 55 52

41 38 38 39 33 33 31 29 27 22 21 22 20 20 18 15 15 17 12 14 14 10 9 10 9 10 7 6 3 4 0 2 1

Watch on TV Chat about Watch online Read online Attend live Listen to a Read in printed Follow / Place bets Buy official Play games Being a Other football with professional radio station / newspapers / interact via merchandise related to member of the family and matches programme magazines social media football official fan club friends football events

2016 2019 Benchmark May-19

C1: How do you follow football? Base: Football fans 2019 (701), 2016 (501), Benchmark (21564) 115 Time of following football (%)

17 6 9 18 9 21 23 16 31 15 29 34 9 11 10 23 41 56 13 15 16 32 17 11 27 7 9 57 13 14 22 22 8 7 20 19 28 20 22 9 10 35 35 16 14 23 10 9 20 8 3 73 66 6 11 8 51 53 44 40 48 8 Base too 37 34 30 20 low to report

Chat about Attend live Watch on TV Watch online Listen to a Read in printed Read online Follow / Place bets Play games Being a Buy official football with professional radio station / newspapers / interact via related to member of the merchandise family and matches programme magazines social media football official fan club friends football events

When something important is happening (close to the game) After a game More than once a day Every day Every week Randomly

PL14: When would you look for such content? Base: Those following football by: chat about football with family and friends (435), attend live professional matches (218), watch on TV (619), watch online (267), listen to a radio station / programme (140), read in printed newspapers / magazine (137), follow / interact via social 116 media (105), place bets (98), play games related to football (67), being a member of the official fan club (20), buy official merchandise (68) Football Consumption – Watching Online (%)

46 42

27 19 18 18 18 16 17 15 13 11 7 6 6 4 4 3

YouTube Facebook Fan The PZPN's Instagram Twitter SnapChat Amazon Prime DAZN Other groups/forums website - Łączy nas piłka

2019 Benchmark May-19

C2: Where do you watch sports videos (e.g. highlights and live) online? Base: Those watching football online: 2019 (299), Benchmark May-19 (2980) 117 Football Consumption – Reading Online (%)

50 48 45

23 20 21 18 18 18 16 16 15 13

No benchmark data benchmark No data benchmark No data benchmark No data benchmark No data benchmark No

Facebook Przeglad Piłka Nożna The PZPN's Fan Dziennik Twitter Fakt online Four Four Two Other Sportowy online online website - Łączy groups/forums regionalny online online nas piłka

2019 Benchmark May-19

C3: Where do you read about football online? Base: Those reading football online:2019 (281), Benchmark (3121). 118 Frequency of usage (%)

7 5 4 6 8 8 11 11 9 8 14 16 5 7 8 9 12 15 14 13 14 21 17 18 23 17 24 18 30 25 23 22 21

27 26 24 27 33 27 28

32 27 32 34 38 23 28 42 27 44 36 37 27 23 25 20 18 19 12 7

Facebook Facebook YouTube YouTube Przeglad The PZPN's The National Piłka Nożna online Fan Fan Twitter Twitter Benchmark Benchmark Benchmark Sportowy online website - Łączy Football groups/forums groups/forums nas piłka Association Benchmark website Instagram, SnapChat, DAZN, Amazon Prime, Benchmark Fakt online, Dziennik regionalny online and Four Four Two online base too low to report Daily 2-3 times a week Once a week Once every 2-3 weeks Less (below 50)

C4: How regularly do you use these for following football? Base: Those watching or reading about football online: Fan groups/forums (81), The National Football Association website (112), Facebook 119 (198), Twitter (64), YouTube (176), Instagram (45), SnapChat (22), DAZN (9), Amazon Prime (12), Przeglad Sportowy online (127), Fakt online (38), Dziennik regionalny online (45), Piłka Nożna online (91), Four Four Two online (8) National Men’s Football Team News (%)

34 32 31 28 29

19 19 17 17 15 14 13 10 9 10 9 10 6 6

No benchmark data benchmark No data benchmark No data benchmark No data benchmark No data benchmark No data benchmark No data benchmark No data benchmark No TV Przegląd sport.pl Pilka Nozna Family and Radio The PZPN's Other social The National Fakt 90minut.pl Dziennik weszlo.com Four Four Two Other Sportowy friends website - Łączy media pages Football regionalny nas piłka Association social media pages

2019 Benchmark May-19

C5: Where do you go to for news about the National Men’s Football Team? Base: Those interested in the men’s national team: 2019 (621), Benchmark May-19 (15842) 120 Usage of the National Association’s Communication Channels (%)

36 36 37 34 33 31

8 7 7 7 6 5 3 1

Mobile app None of these

PZPN's (Łączy nas Email newsletters piłka) website 2019 Benchmark May-19

C6: Which of the PZPN's (Łączy nas piłka) communication channels do you use for football news? Base: Football fans: 2019 (701), Benchmark May-19 (6311) 121 Time looking for content (%)

15 13 10 9

When something After a game Every day Randomly More than once a day Every week important is happening (close to the game)

PL11: When would you look for such content? Base: Those using NA channels (510) 122 Preferred way of looking for content (%)

Smartphone PC at home Tablet PC at work

PL12: What is your preferred way of looking for / reading content / news about football? Base: Those using NA channels (510) 123 Reasons for not using the National Association’s communications channels (%)

22 22 20 19

11 11 10

I get my football content The content is not relevant to I wasn't aware they had these I find the content to be one- Other elsewhere me communication channels sided

2019 Benchmark May-19

C6A: Why do you not use any of their channels? Base: Football fans who do not use NA channels: 2019 (191), Benchmark May-19 (2390) 124 Preferred communication channels to receive news from the National Association (%)

36 33

21 17 17 16 12 11 10 9 9 9 9 8 8 7 3 3 1

Facebook YouTube The PZPN's Email Twitter Mobile app WhatsApp Instagram SnapChat Vkontakte None of these website - newsletters Łączy nas piłka

2019 Benchmark May-19

C7: How would you like to receive news from the National Association? Base: Football fans: 2019 (701), Benchmark May-19 (6311) 125 Preferred digital sports content among football fans (%)

Football news/articles 33 47 Matchweek highlights video around 10 minutes 32 long 25

Matchweek statistics 29 28

Matchweek highlights video around 5 minutes long 28 28

Interviews with players/managers 27 31 Matchweek highlights video around 1-2 minutes 26 long 25

Transfer news and rumours 25 25

Behind the scenes features with players 22 22

Old football stories 20 26

Exclusive access documentaries 10 19