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World Cup and Olympic Games - Brazilian Attitudes towards Major Events - Brazil - October 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
A nation’s image at play
Innovation
The consumer
Figure 1: Attitudes toward sporting events, Brazil – May 2014
Figure 2: Impact of sporting events on spend, percentage of people who expect to spend more than usual, Brazil – May 2014
What we think
ISSUES AND INSIGHTS
Drowning by numbers
The facts
The implications
Losing my favorite game
The facts
The implications
TREND APPLICATION
Trend: Why Buy
Trend: Patriot Games
Mintel Futures: Transumers
A NATION’S IMAGE AT PLAY
Three mammoth events
Football and national identity
Opening a window to the world
A wound left untreated
Learning from the mistakes
Time to change the score
WHO’S INNOVATING
Linked PR efforts
Technology kicks in
Building for the future
I buy, therefore I win
The road to success
THE CONSUMER – ENGAGEMENT
Key points
Football reigns supreme
Figure 3: Engagement with sporting events, Brazil – May 2014
Women go on the attack
Figure 4: Engagement with sporting events, by gender Brazil – May 2014
Football’s socioeconomic appeal is universal
Figure 5: Engagement with sporting events, by socioeconomic group, Brazil – May 2014
The South embraces the Olympics/Paralympics
Figure 6: Engagement with sporting events, by region, Brazil – May 2014
CHAID ANALYSIS – ATTITUDES TO SPORTING EVENTS
Methodology
Are the Olympics a high-end product?
Figure 7: Attitudes to Sporting events – CHAID – Tree output, June 2014
Figure 8: Attitudes to Sporting Events – CHAID – Table output, June 2014
THE CONSUMER – ATTITUDES
Key points
Not just a patriot’s game
Figure 9: Attitudes toward sporting events, Brazil – May 2014
Falling at the hurdles
Figure 10: Attitudes toward sporting events, by region, Brazil – May 2014
The importance of winning
Figure 11: Attitudes toward sporting events, by city, Brazil – May 2014
THE CONSUMER – SPEND
Key points
Hungry and thirsty for sports
Figure 12: Impact of sporting events on spend, percentage of people who expect to spend more than usual, Brazil – May 2014
Home is where the money is
Figure 13: Positive impact of sporting events on spend, by region, percentage of people who expect to spend more than usual, Brazil – May 2014
Young, prolific and connected
Figure 14: Positive impact of sporting events on spend, by age group, percentage of people who expect to spend more than usual, Brazil – May 2014
THE CONSUMER – MEDIA AND LOCATION
Key points
Just turn on the TV
Figure 15: Media / location for watching sporting events, Brazil – May 2014
Eat, drink and watch sport
Figure 16: Consumers watching sporting events in a bar/restaurant, by region, Brazil – May 2014
The South goes out
Figure 17: Location for watching World Cup, by region, Brazil – May 2014
THE CONSUMER – OLYMPIC SPORTS AND EVENTS
Key points
Play all the same old games
Figure 18: Olympic sports and events, Brazil – May 2014
Men like virility, women like grace
Figure 19: Olympic sports and events, by gender, Brazil – May 2014
The opening ceremony appeals to older viewers
Figure 20: Olympic sports and events, by age group, Brazil – May 2014
APPENDIX – ENGAGEMENT
Figure 21: Engagement with sporting events, May 2014
Figure 22: Engagement with sporting events, by demographics, May 2014
APPENDIX – ATTITUDES
Figure 23: Attitudes toward sporting events, May 2014
Figure 24: Most popular attitudes toward sporting events, by demographics, May 2014
Figure 25: Next most popular attitudes toward sporting events, by demographics, May 2014
Figure 26: Attitudes toward sporting events, by most popular media or location where watching event, May 2014
Figure 27: Attitudes toward sporting events, by next most popular media or location where watching event, May 2014
Figure 28: Attitudes toward sporting events, by media or location where watching event, May 2014
APPENDIX – SPEND
Figure 29: Impact of sporting events on spend, May 2014
Repertoire analysis
Figure 30: Impact of sporting events on spend, by repertoire of impact of sporting events on spend, May 2014
APPENDIX – MEDIA OR LOCATION
Figure 31: Media or location where watching event, May 2014
Figure 32: Most popular media or location where watching event, by demographics, May 2014
Figure 33: Next most popular media or location where watching event, by demographics, May 2014
APPENDIX – OLYMPIC EVENTS
Figure 34: Olympics sports, May 2014
Figure 35: Most popular Olympics sports, by demographics, May 2014
Figure 36: Next most popular Olympics sports, by demographics, May 2014
Figure 37: Other Olympics sports, by demographics, May 2014

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