In a country where cricket seems to be the most dominant sport across all age groups, a recent survey shows that football is the second most popular sport in India.
In the run-up to the 2026 FIFA World Cup, Nielsen has conducted research into a wide range of diverse target groups for the world’s most popular sport. Nielsen also looked extensively at the popularity of football in seven countries in Asia.
The data shows that among adults, football ranks first in South Korea, Thailand, Singapore and Indonesia, while it is second after cricket in India and second after baseball in Japan.
In particular, Nielsen dug into the fandom details of a key growth driver of soccer in the United States, the growing Spanish-speaking audience.
World Cup Football Fandom
1 in 2 U.S. Hispanics (first and second generation) identify as World Cup fans
47% of the total U.S. Latin American population reports an expected increase in their interest in the World Cup over the next 18 months
Spanish fans are 87% more likely to say they have watched a World Cup qualifier in the last 12 months.
39% of Spanish-speaking soccer fans are likely to be avid MLS fans
Use of social media
94% of first- and second-generation Spanish-speaking fans look to social media for soccer content, making them the primary drivers of the digital conversation.
Spanish sports fans are 38% more likely to use TikTok for sports news and highlights than the general population
81% of first- and second-generation Spanish-speaking fans plan to engage on social media, making mobile/social strategies critical for this demographic.
Marketing for Spanish football fans
32% of Latin American sports fans first think of a company’s brand, products or services when that company sponsors an event or sport they follow
Spanish fans are 11% more likely to purchase a brand after seeing a sponsorship than the general population.
Nielsen’s research also reveals insight into football’s immense popularity among Black Caribbean and Middle Eastern fans. The data shows that black Caribbean consumers are 52 percent more likely to be interested in football than adults in general, while 40 percent of Middle Eastern and black audiences are likely to be more interested in football than adults in general.
Published on May 27, 2026
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