Mumbai: A new study by Nielsen has revealed that football has emerged as the second-most popular sport among Indian adults, trailing only cricket, as excitement builds around the upcoming FIFA World Cup 2026.
The research, which analysed fandom trends across seven Asian markets, found that football ranked as the most popular sport in South Korea, Thailand, Indonesia and Singapore. In India, football secured the second position behind cricket, while in Japan it ranked second behind baseball.
The findings underline football’s growing cultural and commercial relevance across Asia and among diverse audience groups globally, particularly ahead of the 2026 World Cup cycle.
Nielsen’s study also highlighted the growing influence of Hispanic audiences in the United States football ecosystem. According to the report:
One in two first- and second-generation U.S. Hispanics identify as World Cup fans
47% of the total U.S. Hispanic population expects their interest in the World Cup to increase over the next 18 months
Hispanic fans are 87% more likely to have watched a World Cup qualifier in the past year
39% of Hispanic soccer fans are more likely to be avid Major League Soccer fans
The report further pointed to strong digital engagement among Hispanic football fans, with 94% consuming football-related content through social media platforms. Hispanic sports fans were also found to be 38% more likely to use TikTok for sports news and highlights compared to the general population.
In sponsorship and brand engagement, the research found that 32% of Hispanic sports fans consider a company’s product or service for the first time when that company sponsors a sport or event they follow. Additionally, Hispanic fans are 11% more likely to purchase a brand after seeing a sponsorship compared to the broader population.
Beyond the Hispanic audience, the study also revealed strong football affinity among Black Caribbean and Middle Eastern audiences globally. Black Caribbean consumers were found to be 52% more likely to be interested in football than adults overall, while Middle Eastern and Black audiences were 40% more likely to express strong interest in the sport.
The report noted that football’s popularity continues to deepen globally through evolving cultural moments, digital engagement, and community-driven fandom, with Asia emerging as one of the sport’s strongest growth engines ahead of the next World Cup cycle.
