73% of UK sports fans to watch the World Cup

73% of UK sports fans expect to watch the Qatar 2022 World Cup, according to research from consultancy firm Altman Solon.

Altman Solon asked 17,000 respondents across 17 countries.

This is the second highest proportion in Europe, with only Spain (77%) higher than the UK, and comes despite widespread controversy surrounding host country Qatar’s treatment of workers and law against homosexuality. France (70%), Germany (66%), and Italy (64%) also recorded high levels of interest in the competition. 

In addition, almost a quarter (24%) of UK sports fans would apparently be willing to pay to watch the tournament - which will be free-to-air on the BBC and ITV in the territory. 11% stated they would be very likely and 13% likely to do so if they had the option. The US (26%) and emerging markets such as Brazil (58%) and UAE (70%) were much higher in this area. 

The predicted popularity of the World Cup comes despite calls from some to boycott the 2022 tournament due to host country Qatar. Homosexuality is illegal in the country and punishable by a prison sentence, while the Guardian reported last year that 6,500 migrant workers had died in the country since the World Cup was awarded - to which Qatar replied: “We deeply regret all of these tragedies and investigated each incident to ensure lessons were learned. We have always maintained transparency around this issue and dispute inaccurate claims around the number of workers who have died on our projects.”

David Dellea, director at Altman Solon, said: ’’The 2022 FIFA World Cup will a magnet for sports fans worldwide. As consumers increasingly move to digital channels to consume sports, we can expect an unprecedented level of engagement, going far beyond the live product only. We will live our passion for football as an increasingly multi-dimensional, multi-channel, highly immersive, and gamified experience.”