Attitudes and behaviours of football fans have changed since COVID-19 outbreak with 65% of fans continuing to watch football alone or within their household rather than with friends

In a boost to the hospitality and events industry, 1 in 5 people said they would consider watching football as part of a public viewing in a pub/bar or on outdoor big screens

Survey also showed that 48% of 16-29-year olds in the UK have an increased interest in brands that have appeared socially responsible during pandemic

Engaging with remote fans at home via social media and short form content is key to building trust in clubs and brand partners, especially amongst the 16-29-year-old demographic

With football fans set to return to Premier League stadiums for the first time this weekend since March, analysis by leading sports analytics company Nielsen Sports has revealed that just over a third of football fans (37%) are happy to return to attending live matches in a stadium.

Whilst 19% of football fans in the UK said they would wait until a vaccine was widely available before considering returning to a live match.

The data, produced by the Nielsen Sports Fan Insights tool, also found that 65% of fans will continue to watch alone or within their household rather than with friends.

Nielsen Sports Fans Insights has shown that whilst attitudes and behaviours of football fans have changed due the COVID-19 outbreak, in a boost to the hospitality and events industry, 1 in 5 expressed an interest in watching as part of a public viewing in a pub/bar or on outdoor big screens.

Elsewhere the data also revealed that for football fans to feel comfortable inside stadiums and consuming live sport again, there are several key services seen as essential. 72% of fans are expecting updated cleaning polices, 70% want to see increased hand sanitizer stations and 69% would still feel more comfortable with social distancing measures and limited crowds in operation for the foreseeable future.

There is a growing recognition in the UK of the role club partners have to play in rebuilding the live experience for fans, both in stadiums and at home. 61% of people believed that the role of club partners is very important in helping live sport return to some form of normality.

A similar consensus has also grown around the interest people have in brands that have behaved in a socially responsible way during the pandemic. Younger fans have been the drivers in this new way of viewing sponsors and brands, with 48% of 16-29-year olds in the UK showing an increased interest in brands that have appeared socially responsible during pandemic.

Spencer Nolan, Nielsen Sports’ Managing Director, UK & Ireland, commented:

“Fans returning to stadiums this weekend is a welcome boost to the industry and a clear indication that we are finally moving in the right direction. In truth though, half of the Premier League clubs will have no fans in the grounds and others will have just 2,000 so there will be very little impact on broadcasters during this early phase of fans returning to stadiums. If anything, it could actually reduce impact and distract viewers at home.

“Our Nielsen Sports Fan Insights data shows that it will take time for fans to feel comfortable again about returning to stadiums to watch live events, It’s clear that attitudes and behaviours amongst football fanshave changed and, in a post-COVID world, fans will continue to adopt new ways of experiencing live sport.”

Nolan continued: “There will continue to be a strong emphasis on ensuring the remote fan is engaged with the club and its partners through social media platforms and short form content. As the data suggests, especially amongst the younger demographic, social causes are extremely important to the consumer when they consider engaging with a brand.  The interaction therefore with both fans returning to stadiums and remote fans at homes must be authentic otherwise this can easily turn the fan off from the experience.”

Nolan added: ““There’s no doubt that brands and rights holders are going to continue to reap the benefits of this by finding creative ways to reach audiences who are watching sport from home and/or following liveaction via second screen experiences and social media.”