Russia is preparing for the biggest event in the world of football - the FIFA World Cup 2018 ™. For the first time in history, the championship will be held in the Eastern Europe region. As part of the preparatory stage, Russia will host the Confederations Cup of FIFA 2017 in June and July.
According to the latest study of the perception of the FIFA World Cup 2018 ™ Nielsen, the interest of Russians to the event is growing. The study showed that 94% of Russians * know about the FIFA World Cup, of which 74% admitted that they are encouraged by the prospect of games in the country. However, the data among respondents from cities that host FIFA 2018 ™ football matches vary.
The highest awareness of the event as a whole is noted in Samara (99% of the survey respondents *) and Nizhny Novgorod (98%), followed by Kazan, Yekaterinburg and Volgograd (97% each). At the same time, the largest number of respondents, inspired by the upcoming games in the country, was noted in Rostov-on-Don (92%) and Kaliningrad (90%).
"Data from the latest survey of the perception of the FIFA 2018 ™ Football World Cup show that Russians are beginning to pay more and more attention to the upcoming two FIFA events. Almost half of the country's population is aware of the recent holding of the draw for the Confederations Cup 2017, and over 2 million people have been following the announcement of the results of the election of the official mascot of the FIFA 2018 ™ FIFA World Cup ™, which was the wolf of Zabiwak, "commented David Lucas, global projects manager for FIFA, Nielsen Sports.
In Russia, the brand of the FIFA World Cup is becoming more recognizable, its official logo is perceived more and more favorably. The recognition and attractiveness of the symbol of the World Cup FIFA 2018 ™ among Russians has increased significantly over the past year. In early 2015, 61% knew what the official emblem of the Championship looks like, while today their share is 71%.
The trend can be traced both to the FIFA 2018 ™ Football World Cup and the Confederations Cup 2017. In 2016, 50% of the Russians who were aware of the FIFA Confederations Cup called the idea of ??holding the event in the country attractive, while in 2015 there were 47 %, while we expect that the growth of indicators will continue until the start of the competition on June 17, 2017. With regard to the FIFA 2018 ™ World Cup, the trend is even more obvious: in January 2015, the idea of ??holding the event was appealed to 68% of Russians, in 2016 their number increased to 75%.
According to the research, 78% of respondents believe that Russia will do well with the FIFA 2018 ™ Football World Cup, 69% are sure that the organization of the event will have a long-term positive effect for the country, and 72% believe that in the long term the World Cup FIFA 2018 ™ in Russia will strengthen the country's brand abroad.
