I attended the International FIFA Fan Fest™ because I wanted to 86 experience the atmosphere. 192 — 193 Marketing Programmes I attended the International FIFA International FIFA ™ Fan Fest™ because I wanted to 81 Fan Fest – a big support my national team. hit with the fans

International FIFA ™ The International FIFA Fan Fest is the next best place to watch 73 Fan Fest™ – a big a FIFA World Cup™ match. TOTAL (n=1198) hit with the fans I attended the International FIFA Fan Fest™ because I wanted to 86 ™ experience the atmosphere. The International FIFA Fan Fest ™ From the Copacabana to the Eiffel Tower, FIFA’s International Fan Fest should becomeThe a International permanent FIFA part Fan Fest Intention to visit the International of future FIFA World Cups. I attended the International FIFA should become a permanent part of FIFA Fan Fest again at the next activities have been given a huge thumbs-up from those people who Fan Fest™ because I wanted to 81 future FIFA World Cups 2014 World Cup made the event a huge success – the fans! support my national team. Yes 99 Yes 94 The International FIFA Fan Fest™ is the next best place to watch 73 This was the key finding from newly released Whilst the events were predominantly attended a FIFA World Cup™ match. research by international agency Sport+Markt, by residents of the Fan Fest cities (83%), the iconic No 1 No 4 who interviewed visitors at all of the International locations of the events were able to pull in a wide TOTAL (n=1198) Fan Fest™ cities with the aim of gaining insights selection of tourists, particularly in and into the fans’ experience of the events. where over 10% of attendees were overseas tourists who fitted a visit to the International No answer / 0 No answer / 2 Intention to visit the International The International FIFA Fan Fest™ was clearly an FIFA Fan Fest™ into their holiday schedules. Don't know Don't know FIFA Fan Fest ™ again at the next event to enjoy together with friends and family, The International FIFA Fan Fest Intention to visit the International 2014 World Cup. with fans attending the event with an average Why did you attend the should become a permanent part of FIFA Fan Fest again at the next future FIFA World Cups 2014 World Cup of four other people. Over two-thirds of visitors International FIFA Fan Fest™? chose to attend the event with friends, but the ™ International FIFA Fan Fest also appealed to I attended the International FIFA Yes 99 Yes 94 the whole family, with one-fifth (20%) of all Fan Fest™ because I wanted to 86 spectators going together with relatives, rising experience the atmosphere. to 40% in Brazil. I attended the International FIFA No 1 No 4 Fan Fest™ because I wanted to 81 support my national team.

The International FIFA Fan Fest™ No answer / 0 No answer / 2 is the next best place to watch 73 Don't know Don't know a FIFA World Cup™ match.

TOTAL (n=1198)

The International FIFA Fan Fest Intention to visit the International should become a permanent part of FIFA Fan Fest again at the next future FIFA World Cups 2014 World Cup

Yes 99 Yes 94

No 1 No 4

No answer / 0 No answer / 2 Don't know Don't know Yes 70

194 — 195 Marketing Programmes No International FIFA 30 Fan Fest™ – a big hit with the fans " 94% of visitors will be Did you feel part of a larger What connection or relationship global event when you attended do you have with the person/ the Fan Fest™ in include venue? people you attended with? back in 2014"

Friends / Acquaintance 68 Yes 70 Family 21

Spouse / Partner 11

Work colleagues 4

Children 3 No 30

TOTAL (n=1198)

No answer / Don’t know = 10% 99% of the over 3.5 million visitors believed The message coming from the fans is clear – that the event should remain a permanent part “We’ll be back”. 94% of attendees intend to of the FIFA World Cup™. Brazil’s FIFA Fan Fest™ return to the event should it be staged for the programme will grow even further in 2014, 2014 FIFA World Cup™ in Brazil. when events are expected to be staged in at least all of the Brazilian Host Cities. With over “The results of the research are emphatic Friends / Acquaintance 68 83,000 visitors at times attending this year’s in highlighting the success of the first-ever event on the Copacabana beach, it seems that International FIFA Fan Fest,” said FIFA Marketing Brazil is fertile ground for future Fan Fests. Director Thierry Weil. “I am delighted to see that Family 21 The special nature of the Brazilian event was our key target group, the fans, thoroughly enjoyed reflected with 91% of visitors describing their their FIFA World Cup experience all around the Spouse / Partner 11 experience as “unique” and 95% enjoying the world. We are looking forward to exploring the “emotional” atmosphere. possibilities to continue this event in 2014.”

Work colleagues 4

Children 3

TOTAL (n=1198)

No answer / Don’t know = 10% 214 — 215 FIFA Marketing Research FIFA Fan Fest

FIFA Fan Fest™

Did you attend an official FIFA Fan Fest™ during How did you find out about the FIFA Fan Fest™? Did you recommend the FIFA Fan Fest™ 51% of the fans who attended matches also chose your trip to ? to others? to visit the official FIFA Fan Fest™ in the respective host cities. Most local fans were made aware of Announcements in the media 50 the event by advertising in the media, with word of mouth and “walking past” the second and From friends and acquaintances 28 third most important factors. It appears that the fans enjoyed their time at the FIFA Fan Fests™, Walking past 13 with 86% of attendees recommending the event further to their friends and family. Advertising from Fan Fest sponsors 10 Yes No 51 49 FIFA.com 9 Yes No 86 14 Advertising in the stadium 8 " 86% recommended the ™ Promotional campaigns in the Host Cities 6 FIFA Fan Fest to family Through my national football association 3 and friends." Leaflet with ticket 3

All others = 3% No answer / Don’t know = 10% The next best place to be? Was the FIFA Fan Fest™....

Secure 91 Yes 88

Well-organised 89

Entertaining 87

No 11 Family atmosphere 86

At the heart of the FIFA Fan Fest™ concept is the Findings from the research highlight the success aim to provide fans with an entertaining, fun of the event in South Africa, with 88% stating that and secure place to watch a FIFA World Cup™ the FIFA Fan Fest™ is the next best place to watch match if they are unable to attend the match in a match from the tournament and items such as the stadium. “secure”, “well organised” and “entertaining” scoring very well in the investigation into the event’s image. 86% believed the FIFA Fan Fest™ to be a great place to take the whole family, praising the family atmosphere at the event.