YouGov Denmark

Brand attitudes among fans of the FIFA World Cup in Denmark


The 22nd FIFA World Cup draws millions to the screens and Qatar in November, providing an opportunity for the brands and media to be where their audience is.

One in ten Danes describes FIFA World Cup as a top interest, while one in five (21%) say they are somewhat interested.

Using YouGov BrandIndex’s impression score, we have compared brand attitudes among FIFA fans (10% of the nation 18+ years old describes the FIFA World Cup as a top interest) and the adult population in Denmark. While many brand favorites are at the top of both lists, there are also great differences in brand impression.

To view this piece of content from, please give your consent at the top of this page.

YouGov BrandIndex Difference Rankings are compiled by asking fans of FIFA and the nation if they have a positive or negative impression of a particular brand. Scores are net scores calculated by subtracting the percentage of negative responses from the percentage of positive responses. The ranking shows the most significant differences.

Almost three in four FIFA fans (73%) gambled within the last 12 months, and the most common gambling activity was betting/odds. The greatest difference in brand impression between FIFA fans and the nation was for Oddset from Danske Spil, with a difference of 17.5 points in impression score. The mother brand, Danske Spil, and the sister brand EUROJACKPOT are also represented in the top 10 representing the most significant differences between the nation and FIFA fans.

FIFA fans also like sports apparel brands like Puma, Asics, Adidas, and Nike to a greater degree than the average citizen. These brands sponsor a wide range of football teams and are often associated with sports.

The Danish soft drink producer Faxe Kondi is also more liked among FIFA fans. Faxe Kondi is marketed as a sporty drink and sponsors sports teams and events.

Lego has a strong image in the nation according to YouGov’s brand image rankings, where Lego usually takes one of the top spots. Fans of FIFA have an even better impression of Lego, and YouGov Profiles show that FIFA fans are also overrepresented as buyers of Lego.

FIFA fans are mainly men and 18 to 39 years old, according to YouGov Profiles which explains LinkedIn’s position on the difference ranking as young men are also overrepresented as users of LinkedIn.

Do you want further insights into FIFA fans? We can help analyze the following:

  • Key demographics  
  • Most watched TV networks 
  • Attitudes toward advertising  
  • Attitudes toward sponsorships 
  • And much, much more…?

Contact us by filling out this form.





About YouGov Denmark

YouGov Denmark
Klosterstræde 9
1157 København K

About YouGov

YouGov is an international online research data and analytics technology group.Our mission is to offer unparalleled insight into what the world thinks.

Our innovative solutions help the world's most recognised brands, media owners and agencies to plan, activate and track their marketing activities better.

With operations in the UK, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world's largest research networks.

At the core of our platform is an ever-growing source of consumer data that has been amassed over our twenty years of operation.

We call it Living Data.

All of our products and services draw upon this detailed understanding of our 22 million registered panel members to deliver accurate, actionable consumer insights.

As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are the second most quoted market research source in the world.

YouGov. Living Consumer Intelligence.

For further information, visit

Subscribe to releases from YouGov Denmark

Subscribe to all the latest releases from YouGov Denmark by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from YouGov Denmark

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom