Smg Insight: Fans Opt For Winter Olympics Over World Cup?

UK sporting public would rather attend a range of major sporting events such as Wimbledon, Six Nations, and the Summer and Winter Olympic Games than the FIFA World Cup 2018 in Russia, according to new research.

Data collected by sports and entertainment research company SMG Insight  – the official research partner of the BT Sport Industry Awards – shows that, with the draw for the FIFA World Cup being held today, Brits rank Wimbledon, the Six Nations and both the Winter and Summer Olympics as events they would prefer to attend if money and geography were no object.

The Football World Cup ranks above the World Athletics Championships and the Commonwealth Games for fans, with the Rugby World Cup (which is more than a year away) already level-pegging with football’s blue riband event on fans’ wish-lists.

Bruce Cook, SMG director, says that a couple of factors may be putting sports fans off the World Cup.

“There’s a feeling that Russia next year may well not be the most hospitable place for England fans,” said Cook. “The violent clashes during the Euros involving Russian fans has no doubt had an impact on fans’ views.

“On top of that, England’s performances at major tournaments will have pushed Russia 2018 down the list of many fans. There’s no doubt that England will be well-supported in Russia but for many casual sports fans, England’s showing at recent tournaments has been enough to push the World Cup down our wish-list league.”