Stories | May 26, 2010

Why winning isn’t priceless

An ING survey of attitudes to the football World Cup 2010 reveals the mind-set in 13 nations.

The fervour for football is so great in Brazil that Brazilians would be willing to pay EUR800 each if the country won the World Cup, new ING research shows.

An ING survey of attitudes to the football - or soccer - World Cup in 13 countries indicated people in Brazil put the highest price tag on winning, followed by those in Portugal (EUR368) and Argentina (EUR288). At the other end of the scale were people in the Netherlands (EUR47), Germany (EUR31) and Japan (EUR2). Assigning a monetary value to an experience is a typical way for behavioural economists to gauge the importance of the experience to people. The research, which polled more than 7000 people, is part of a series being prepared by ING under the title World Cup-onomics.

The World Cup effect will spill into workplaces, shops and the wider economy
When the World Cup kicks off in South Africa on 11 June 2010, the impact is expected to be felt in the workplace, shops and even consumer confidence and spending. The global survey found, for example, fans are stocking up on supporter gear - with the Dutch spending EUR5 each on average, compared with the English and French spending EUR15 and Spanish splashing out EUR27. It also suggested bars in Mexico and Portugal should expect an influx of football fans, with 28% and 26% respectively of respondents saying they preferred to watch matches at a bar.

Brazilians and Spaniards most confident about their chances
According to the ING global survey, Brazilians are most confident about the chances for their own team winning, with more than 70% of those surveyed expecting the "divine canaries" to take the cup home. Brazil is also the hot favourite with people surveyed in other countries. Only Argentina and Spain believe they have a better chance of winning than Brazil.

eZonomics team
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