From Russia With Love

Latest research from Fan Intelligence® looking forward to the 2018 World Cup.

With the FIFA World Cup just less than five months away, our Fan Intelligence® experts outline the key changes in fan bahaviour and wider trends that brands need to be aware of to connect with fans this summer.

With such a transcendent appeal and a growing global fanbase, it’s no surprise that sponsors view this iconic event as an unmissable opportunity to grow their customer base, change brand perceptions, increase consideration and uplift communications. However, what’s clear is that there has been a huge shift in fan behaviour since Brazil 2014 and if brands fail to respond to these changes, they run the risk of getting lost in the noise, or worse still, alienating fans.




Russia presents a unique challenge when compared to previous tournaments

Over the past 18 months, our teams have been speaking to our global Fan Intelligence® network and listening to what they have to say about the competition. To read the full report and find out how you can leverage the commercial power of fanbases, register below or email

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