UEFA National Association Research - Football Association of Wales May 2022
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
UEFA National Association Research Football Association of Wales May 2022 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Contents
3 Methodology 33 National Team Perceptions
5 Sports & Football Interest 38 FAW: Perceptions &
Communications
9 Sports & Football Participation: 54 1 page summary
Adults & Children
22 Women’s Football
28 Domestic Football
2 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Research Scope
UEFA Grow research programme
Method Sample group Survey content
• Fieldwork was conducted using an • 1000 nationally representative • The same questionnaire script as used in all
Online methodology respondents per market UEFA GROW projects was used
• Fieldwork took place between 4th • Representative on age / gender & • Questionnaire contents include
April – 22nd April 2022 region within each market • Sports Interest / participation / barriers /
(for men, women and children)
• The report also shows data from
waves of research that took place in • Competition interest and imagery
2016 & 2019
• Football following (including attendance)
• CAWI methodology
• 2019: Fieldwork dates 9th April –
• Club and National Team following and
perception
22nd April
• 2016: 17th December 2016 – 6th • National Association image perception
January 2017 • Sports & Football media consumption
• The average length of interviews was • Country specific questions
21 minutes
3 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Sampling
Nationally representative sample of the 18+ population based on age, gender and region
Gender Age distribution Children in household Region
Average Age: 42.5 % with children in HH: 44%
Child aged:
North Wales 26%
18-24 15% Boys in HH aged 6-
11%
17 years old
Mid Wales 11%
25-34 19%
Female Male
35-44 18% Girls in HH aged 6-
18%
51% 49% 17 years old South East Wales 34%
45-54 23%
Parents of ch ildren
55-65 26% aged 6-17 years 30%
South West Wales 29%
old
Base: Total sample 2022 (1000)
4 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Sports &
Football
Interest
5 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Sports interest
Football has become the #1 sport in Wales (47%), ahead of Rugby Union (45%). Football interest is in
line with the European benchmark.
Wales 2016
Wales 2019
Wales 2022 43% European
39% Wales
Football Benchmark
European Benchmark 47%
48%
Males 61% 63%
43%
Rugby Union 42%
45% Females 33% 34%
7%
16%
Boxing 17%
22%
12%
31%
Tennis 21%
20%
24%
22%
Motorsport 18%
18%
19%
S1: Which of these sports do you follow?
Base: All respondents 2022 (1000), 2019 (800), 2016 (831) Benchmark (67357) Represents a significant increase / decrease vs.
6 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2019 @ 95% confidence
Football interest
Split by age
Football interest has increased by 7% since 2019. Significant increases in football interest among
both males (from 51% to 61%) and females (27% to 33%) and among those aged 35 or younger.
2019 2022
61%
51% 50% 52%
47% 46% 45%
42% 42% 43%
39% 39% 36%
33% 34%
27%
Total Male Female 18-24 25-34 35-44 45-54 55-65
S1. Which of these sports do you follow?
Base: Total 2022 (1000) Male (490) Female (510) Aged: 18-24 (147), 25-34 (191), 35-44 (179), 45-55 (227) 55+ (256) Represents a significant increase / decrease vs.
7 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. those 2019 @ 95% confidenceSports image
Almost 9 in 10 (85%) feel positive about football; this is a significant increase from 2019 scores (74%)
and in line with the European benchmark (85%).
European
Benchmark European
Benchmark
Negative Negative Positive Positive
2016 14% 80%
Football 2019 18% 74%
-10% 2022 10% 85% 85%
2016 2% 93%
Rugby Union 2019 2% 98%
-2% 2022 4% 95% 95%
2016 12% 87%
Tennis 2019 11% 85%
-2% 2022 8% 90% 95%
2016 1% 95%
Motorsport 2019 3% 92%
-4% 2022 6% 87% 90%
2016 4% 90%
Athletics 2019 6% 87%
-5% 2022 3% 96% 91%
2016
Swimming 2019 8% 88%
-2% 2022 10% 84% 94%
NA11: How do you rate the overall image of each sport?
Base: Followers of each sport: Football (428), Basketball (55), Motorsport (134) Swimming (93), Athletics (70), Tennis (120) Represents a significant increase / decrease vs.
8 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
2019 @ 95% confidenceSports &
Football
Participation:
Adults & Children
9 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Sports participation
Adults & children
Adult football participation (17%) has increased significantly since 2019 (9%) and is now above the European
benchmark; it is ranked 3rd behind exercising for fitness (24%) and swimming (19%). Children's participation in
football (40%) is ranked #1, scoring level with 2019.
Wales 2016
Wales 2019
Wales 2022
European Benchmark
ADULTS CHILDREN
20% 43%
#1 Exercising for fitness 18%
24% #1 Football 40%
40%
11% 27%
17% 54% 26%
37%
#2 Swimming 15%
19% #2 Swimming 29%
33%
17% European
20%
28% 6% Benchmark
13% 13%
#3 Football 9%
17% European #3 Exercising for fitness 11%
17%
38% 23%
14% Benchmark 12%
N/A
8%
#4 Running N/A
16%
24% 4%
#4 Running 10%
17%
3% 11%
16% 15%
#5 Cycling 11%
12% #5 Gymnastics 14%
16%
16% 7%
4% 19%
Rugby Union 4% Rugby Union 18%
#8 6% #7 14%
1% 2%
Played sports in the last 12 months: 57% 51% 51% 55% Children played sports in the last 12 months: 79% 76% 73% 73%
P1: Which of these sports do you play? P11: Which of these sports do your children play?
Base: All respondents 2022 (1000), 2019 (800), 2016 (831) Benchmark (67357) / Children aged between 6-17: 2022 (442) 2019 (218), 2016 (254), Benchmark (20194)
10 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Represents a significant increase / decrease vs.
2019 @ 95% confidenceClub and pay-to-play football participation
Adults
49% of football players in Wales play at a club which is almost double the benchmark (29%). Almost 2 in
3 (61%) pay to play football – significantly above the European benchmark (41%).
Wales 2022
European Benchmark
% of adults who currently play football % who…
17%
…play at a club 49% European Benchmark:
29%
% current
football
players
…pay to play football 61% European Benchmark:
41%
European Benchmark:
European Benchmark:
14%
BASE: ALL ADULTS 14% BASE: ADULTS WHO PLAY FOOTBALL
P1: Which of these sports do you play? / P1a Do you play in a football club? / P1b Do you pay to play football?
Base: All respondents 2022 (1000), Benchmark (67357) / Current football players (168), Benchmark (3169) Represents a significant increase / decrease vs.
11 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. European benchmark @ 95% confidenceFootball experience satisfaction
Current football players
Football experience satisfaction is high for current football players with two thirds (65%) scoring
from 8 to 10.
0 - Not satisfied i t at all 1 2 3 4 5 6 7 8 9 10 - Extremely satisfied
% 8-10
Mean Score satisfaction
All football players 1%
1%
2%2% 6% 8% 15% 27% 13% 24%
7.8 65%
Males 1%1% 6% 9% 16% 27% 13% 24%
7.9 65%
* Females 7% 3% 7% 3% 14% 28% 14% 24%
7.7 66%
0% 100%
*Warning: low base size
FAW6. How satisfied are you with your overall experience playing football?
Base: Football Players (168) Males (139) Females (29)
12 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Reasons for opinions
Current football players
Football positivity focuses on the health and social aspects while negativity focuses on the lack
of / quality of facilities
Positive Negative
Scoring 8 – 10 Scoring 0 – 6
Good mentality
The team is dedicated Could be a better pitch
Plenty of facilities in We don’t have enough
my area Needs better facilities
players
Keeps me fit
We never get the
Worth it numbers of players we
Competitive need
Good value
No decent venues in my
The group is very Prices are high per area so have to travel to
Good facilities welcoming to hour
play which is time
It’s a great friendly team and newcomers consuming and getting
local club
expensive
FAW7. Why do you say that?
Base: Football Players (168) Positive (109) Negative (33)
13 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Barriers to football participation
Adults
Focusing on other sports as a child is a big barrier to playing for both males (26%) and females (19%).
Nearly a 1 in 5 (19%) of non-playing females didn't have the opportunity to play football at school.
European European
Benchmark Benchmark
1 26% I don't like team sports 17% 1 19%
I didn't have the opportunity to play
football at school 13%
2 22%
I focused on other sports as a
child 28% 2 19% I focused on other sports as a child 21%
3 10%
Other sports are better for
fitness
16% 3 17% I don’t like team sports 12%
4 8% I didn't have the opportunity to
play football at school
10% 4 8% It’s a masculine sport 22%
5 7% There are a lack of opportunities
for me to play as an adult
10% 5 7%
There are a lack of opportunities for
me to play as an adult 12%
P10. You said earlier that you don't play football, why is that?
Base: Males who have never played football (101), Benchmark (2969), Females who have never played
football (333), Benchmark (19565) Represents a significant increase / decrease vs.
14 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. European benchmark @ 95% confidenceAttitudes to children's involvement in football
Almost all Welsh parents (94%) would allow their children to participate in football (benchmark 78%).
Similarly, Welsh parents are more likely than the European benchmark to allow their children to watch
(94% vs. 83%) and to take their child to a match (83% vs. 68%).
European European
Don’t know Benchmark Benchmark
Disagree
Disagree Agree Agree
I would be happy to
take my child to a football match 5% 19% 12% 83% 68%
I would be happy to let my child
watch a football game on TV/internet 1% 9% 5% 94% 83%
I would be happy to let my child
participate in football 2% 12% 4% 94% 78%
P16: Do you agree or disagree with the following statements?
Base: Parents of children aged between 6-17: 2022 (381) / European Benchmark (25142) Represents a significant increase / decrease vs.
15 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
European Benchmark @ 95% confidenceAwareness of football campaigns / initiatives
A third of respondents were aware of at least one of these initiatives. This increased to 56%
among parents whose children play sport, with Huddle (30%) and Small sided football (29%)
scoring highest.
All respon dents Parents of ch ildren who play sport
34%
NET: Aware of at least one initiative/campaign
56%
HUDDLE - aims to introduce girls ag ed between 4 16%
and 11 to football in a fun, relaxed, sociable and
friendly way 30%
SMALL SIDED F OOTBALL - a fun introduction to 14%
football through a modified version of the 11-a-
side game f or boys and g irls aged 5-12 y ears 29%
#Dreig iauCymru - 26 drag on monoliths, were 11%
installed in historical sites across Wales prior to
the UEFA EURO 2020 squad announcement 15%
BE.FOOTBALL - a programme which brings 7%
football to schools through a life sk ills approach
for female pupils 10%
FAW18. Before today, were you aware of the following campaigns led by the FAW?
Base: All respondents (1000), Current football players (168), Parents of children aged 6-17 who play sport (147)
16 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Benefits of football for children
General health and wellbeing (71%), social skills (64%), and it being fun (62%) report the highest
scores for benefits of football for children.
The most important benefits for my child are…
71%
64% 62%
56%
51%
48%
20%
General health and Social skills (self- Because it's fu n To learn to be part of a Mental skills (self-control, To improve th eir football To stay out of mischief
wellb ein g - to keep fit confidence, self-es teem, team concentration , d is cipline, skills
making friends, respect) decis ion makin g and
leadership)
FAW5. What are the most important benefits for your child to play football?
Base: Parents of children aged between 6 and 17 who play football (138)
17 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Children’s football club satisfaction
Parents of children aged between 6 and 17 who play at a football club
7 in 10 parents are satisfied with their children’s football club experience, with a third extremely
satisfied (32%).
0 - Not satisfied i t at all 1 2 3 4 5 6 7 8 9 10 - Extremely satisfied
% 8-10
Mean Score satisfaction
All respondents 1%2% 6% 7% 13% 19% 19% 32% 8.1 70%
0% 100%
FAW3. How satisfied are you with your child's / children's overall experience of playing at their football club?
Base: Parents of children aged between 6 and 17 who play at a football club (84)
18 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Reasons for opinions
Parents of children who play at a club
Parents of children who play at clubs are generally happy with the level of coaching and
facilities, and it keeps their child fit and healthy
Positive Negative
Scoring 8 – 10 Scoring 0 – 6
Good facilities The club is well run and as Coaching is not good enough
the children’s best interest
at heart
Great trainers Not enough
Exercise and team practice
spirit
Can make a lot of Sometimes distressing
good friends Fantastic club
Got too repetitive
Keeps him healthy Good value It’s not the
She doesn’t get best
enough chances to
Good for them to They love their football play, sometimes she
take part in a team team spends the whole
sport game sat waiting to
Well organised with participate
passionate coaches
FAW4. Why do you say that?
Base: Parents of children aged between 6 and 17 who play at a football club 2022 (84), Positive (59) Negative (14)
19 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.COVID-19: Impact on activities (adults)
As a result of the pandemic, adults have played football less frequently (-10%) and attended football
matches less frequently (-12%). There remains reticence around returning to football with fewer people
(-1%) intending on playing and little increase in those planning to attend matches in the next 6 months.
Activities done since the Pandemic began Activities in the next 6 months
I don’t do this activity now and didn’t before I don't do this activity now and will not in the future
I hav e done this less often since COVID Net I will do this less often
Have done Net
I hav e done this about the same amount since COVID more* I will do this about the same amount Will do
I hav e done this more often since COVID I will do this more often more*
Watching football 34% 10% 40% 16% +6% 35% 10% 42% 20% +10%
Reading about
39% 10% 38% 13% +3% 39% 9% 42% 10% +1%
football
Play eFootball 59% 9% 22% 11% +2% 59% 7% 25% 9% +2%
Attending 51% 20% 21% 8% -12% 49% 11% 28% 12% +1%
football matches
Playing football 56% 17% 20% 7% -10% 56% 10% 25% 9% -1%
V4. We’re going to show you some activities. For each, please indicate whether the COVID-19 pandemic has seen you do this more, less or the same amount as before. * The % of people who do this more often
V5. As a result of the COVID-19 pandemic, do you think you will do this activity more or less in the next 6 months? minus those who do this less often
Base: All respondents (1000)
20 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.COVID-19: Impact on activities (children)
As a result of the pandemic, children have played football less frequently (-2%) and attended football
matches less frequently (-9%). Some promising signs that children will return to playing football (+5%),
but little intent on them attending matches (+1%) in the next 6 months.
Activities done since the Pandemic began Activities in the next 6 months
They don’t do this activity now and didn’t before They don't do this activity now and will not in the future
They hav e done this less often since COVID Net They will do this less of ten
Have done Net
They hav e done this about the same amount since COVID more* They will do this about the same amount Will do
They hav e done this more often since COVID They will do this more often more*
Play eFootball 35% 10% 33% 21% +11% 33% 15% 38% 14% -1%
Watching football 26% 12% 44% 18% +6% 25% 9% 50% 16% +7%
Playing football 24% 20% 38% 18% -2% 25% 15% 39% 20% +5%
Reading about 29% 14% 40% 17% +3% 28% 12% 44% 16% +4%
football
Attending 34% 22% 31% 13% 33% 16% 34% 17%
football matches
-9% +1%
V8. Thinking of your children, we’re going to show you some activities. For each, please indicate whether the COVID-19 pandemic has seen them do this more, less or the same amount as before * The % of people who do this more often
V9. Still thinking of your children, as a result of the COVID-19 pandemic, do you think they will do this activity more or less in the next 6 months? minus those who do this less often
Base: Parents of children aged between 6 and 17 (296)
21 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Women’s
Football
22 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Women's sports interest
Interest in each women’s sport has remained in line with 2019. Women’s football interest has slightly
risen from 11% in 2019 to 13% in 2022. Football is now the #5 sport scoring above the European
benchmark.
Wales 2019
Wales 2022 17%
European Benchmark Tennis 16%
16%
12%
Swimming 15%
11%
11%
Rugby Union 14%
1%
17%
Athletics 13%
14%
11%
Football 13%
8%
11%
Cycling 10%
5%
*Interest is defined as “interest in women’s competitions” and “interest in both men and women’s competitions”
*Sport following is defined as “anything from supporting a team / player through to watching the sport on TV, reading about in newspapers or online”
W1: And of the sports you follow, do you follow the men's or women's competition, or both?
W2: Which of the following women’s sports are your favourite? Please rank your top 3 sports in order of preference.
Base: All respondents 2022 (1000), 2019 (800), Benchmark (67357) Represents a significant increase / decrease vs.
23 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2019 @ 95% confidenceWomen's football interest
Exactly half (50%) show some sort of interest in women’s football while a third (32%) self
classify as fans. Both scores are above the European average (46% and 22% respectively).
I have no in terest in women's football at all
I don’t support a women's football team but get more interested around major tournaments
I’m a fan of women's football but don’t personally attend matches % showing any % self
I’m a fan of women's football and tend to watch on TV but occasionally attend matches interest in classifying
I’m a fan of women's football and regularly attend matches women’s football as a fan
2019 53% 21% 15% 7% 4% 47% 26%
2022 50% 18% 18% 9% 5% 50% 32%
European Benchmark 54% 24% 13% 6% 3% 46% 22%
0% 100%
W3: Which of these statements best describes you and women's football?
Base: All respondents 2022 (1000), 2019 (800) Benchmark (22799) Represents a significant increase / decrease vs.
24 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. European benchmark @ 95% confidenceAttitudes to women’s football
Welsh people believe women’s football is growing in popularity (46%) and is also competitive and
appropriate (38%). Overall, there are significantly more positive remarks towards the sport than the
benchmark.
Wales 2019
Wales 2022 46%
European Benchmark A sport growing in popularity and appeal 46%
37%
39%
A competitive sport 38%
15%
38%
An appropriate sport for girls/women to play 38%
26%
26%
An indication of positive social development 30%
28%
26%
An important international movement that should 28%
be embraced 21%
25%
A quality sport 27%
20%
25%
An expression of a modern lifestyle 26%
25%
25%
A sport lots of women play 26%
19%
12%
A sport I would be willing to pay money to watch 13%
or attend 8%
W4: Which of the below statements, if any, apply to women's football?
Base: All respondents 2022 (1000), 2019 (800), Benchmark (43881) Represents a significant increase / decrease vs.
25 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. European Benchmark @ 95% confidenceBarriers to following women’s football
The biggest barrier to following women’s football in Wales is not knowing any players that inspire
interest (29%) and thinking the quality of the game is not good enough (29%). Being a sport for men is
the lowest ranked reason (8%)
Wales 2019
Wales 2022
European Benchmark
29%
I do not know of any players to inspire my interest 29%
27%
25%
The quality of the women's game is not good enough 29%
25%
The speed at which the women's game is played is not quick 16%
18%
enough 15%
15%
There is no team close to my home town that I can support 16%
21%
Following of the women's game is too small for it to be a talking 13%
13%
point among my friends and family 17%
15%
There is no atmosphere / spirit at matches 13%
16%
26%
It's not covered in the media 12%
39%
5%
Football is a sport for men 8%
6%
W5: Which of the following describes why you do not follow women's football?
Base: Football Fans who don’t follow Women’s football: 2022 (224) 2019 (169), Benchmark (19080) Represents a significant increase / decrease vs.
26 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Euro Benchmark @ 95% confidenceWomen's football players
Nearly 4 in 5 people cannot name any women’s football players (79%). Only 28% of female football fans
can name at least 1 female player.
0 1-3 p layers 4-6 p layers 7-9 p layers More th an 9 % Any players
Total 79% 15% 5% 1%
1% 21%
Football Fans who
68% 23% 8% 1%
1% 32%
are male
Football Fans who 28%
72% 18% 7% 1%
2%
are female
0% 100%
QFAW19. How many Wales Women's football players can you name?
Base: All respondents (1000), Male football fans (300), Female football fans (166) Represents a significant increase / decrease vs.
27 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2019 @ 95% confidenceDomestic
Football
28 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Awareness & interest: domestic & international competitions
Adult population
The English Premier League and FA Cup are the leading foreign domestic competitions, both generating
higher interest than the Cymru Premier. The club competitions with the highest awareness and interest
remain the UCL and UEL.
European Club
Domestic Competitions Foreign Domestic Leagues
Competitions
Aware Interested Aware Interested Aware Interested
91% 89% 89% 92% 91%
90%
87% 87%
85% 83%
82%
77% 78%
72% 73% 71% 73%
70%
65% 63% 64% 65%
61% 60% 62%
59% 60% 58%
56% 56% 56% 57% 57% 56%
52% 53% 54% 54%
50%
42% 43%
49% 50%
46% 45% 45% 44% 46%
41% 43% 41%
39%
33% 32% 33% 34% 32% 30%
21% 22% 24% 21% 22% 21%
18% 17% 19% 20% 18% 17% 18% 19% 20%
16% 15% 14%
9% 11% 13% 14% 11% 12%
B B B B B B B B B B B B B B
16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22 16 19 22
M M M M M M M M M M M M M M
Cymru Genero Adran
Premier Premier
F2: Are you aware of or interested in this football competition?
Base: Total sample 2022 (1000), 2019 (800), 2016 (831) Benchmark (67357) Represents a significant increase / decrease vs.
29 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. European Benchmark @ 95% confidenceWales top division awareness and interest
Adult audience – by age
The drop in awareness in the Cymru Premier is being driven by the older age groups: awareness has
fallen from 61% to 39% among the 45-54s and among those aged 55-65 it has fallen from 73% to 48%.
Interest has fallen among the youngest age group from 23% to 16%.
Aware Interested
Cymru Premier
73%
65% 66%
59% 61% 62% 61%
57%
50% 50% 48%
39%
23% 25% 23% 22%
21% 19% 21%
17% 16% 12% 17% 14%
2019 2022 2019 2022 2019 2022 2019 2022 2019 2022 2019 2022
Total 18-24 25-34 35-44 45-54 55-65
F2: Are you aware of or interested in this football competition?
Base: Adult Population 2022 (1000), Adult Population aged: 18-24 (147), 25-34 (191), 35-44 (179), 45-54 (227), 55-65 (256) Represents a significant increase / decrease vs.
30 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2019 @ 95% confidenceJD Cymru Premier Fan Experience
JD Cymru Premier fans
Nearly half of JD Cymru Premier fans are satisfied with the experience they have with the league
(42%).
0 - Not satisfied i t at all 1 2 3 4 5 6 7 8 9 10 - Extremely satisfied
% 8-10
Mean Score satisfaction
All respondents 3%3%2%3% 12% 16% 19% 25% 6% 11%
6.8 42%
0% 100%
FAW8. How satisfied are you with your overall experience as a JD Cymru Premier fan?
Base: JD Cymru Premier fans (167)
31 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Reasons for opinions
JD Cymru Premier fans
Football positivity focuses on the health and social aspects while negativity focuses on the lack
of / quality of facilities
Positive Negative
Scoring 8 – 10 Scoring 0 – 6
It is well organised I’m proud to be a Welsh I’d like to see the overall standard improve
supporter
Good value Needs more publicity
Great venue As a nation we need to
do more
It’s a great atmosphere Standards are
and not too expensive poor
Keeps people
active in the
community
Games are entertaining
The league is top
heavy
Local players, great sense of Good to see women
Needs to be closer Doesn’t have many
football in the community, enjoying what was a
Good wholesome male dominated sport teams
local matches
entertainment
FAW9. Why do you say that?
Base: JD Cymru Premier fans (167), Positive (70), Negative (65)
32 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.National Team
Perceptions
33 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.National team awareness and interest
Adult population
Men’s National team interest has increased slightly (40% in 2022 vs 38% in 2019). The same is true of
the Women’s National team (increased from 19% to 21%).
Aware Interested
79%
76% 75% 75%
64% 65%
60% 60%
57% 56%
52% 54%
43%
38% 38% 40%
19% 21%
18%
14% 13% 15%
11% 11%
2016 2019 2022 BM 2016 2019 2022 BM 2016 2019 2022 BM
Men’s National Team Women’s National Team Youth National Teams
F6: Are you aware of or interested in this football team?
Base: All respondents: 2022 (1000) 2019 (800), Benchmark (55350) Represents a significant increase / decrease vs.
34 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2019 @ 95% confidenceStadium preferences
2 in 5 football fans know that Cardiff City Stadium is the home of Welsh football, whilst 27% believe it’s
the Principality stadium. Football fans are split on whether to use one or more stadia for home matches
(38% vs 46%).
Home of Welsh Football Stadia for home matches
Total Football fans
Total Football fans
40%
36%
46%
27% 27% 39% 38%
23% 34%
19% 27%
8% 16%
7% 6% 7%
Cardiff City Each of these Principality Liberty Stadium Racecourse
Their matches should be rotated to They should play in one stadium for all I don't have a preference
Stadium could be Stadium Ground
diff erent stadia around the country matches
considered to be
the home of
Welsh football
FAW14. Which of the following do you consider to be the home of Welsh football?
FAW15. Do you think the Wales Men's National Team should play their matches in one stadium or that matches should be rotated around different stadia?
Base: All respondents: 2022 (1000), Football fans (466)
35 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Men’s National Team - Imagery
The MNT is most closely associated with being competitive (42%). Increases among the gen pop for
several positive image associations (e.g., great atmosphere, pride, entertaining).
Wales 2022 Wales 2019 European Benchmark
Adult Population Football Fans
Exciting 29% Exciting 39%
Boring 8% Boring 5%
15% 20%
Prestigious Prestigious
Competitive 42% Competitive 45%
Great atmosphere 30% Great atmosphere 40%
Pride 32% Pride 39%
Accessible 13% Accessible 15%
Modern & Up-To-Date 16% Modern & Up-To-Date 21%
Family Friendly 20% Family Friendly 24%
Progressive 20% Progressive 25%
Entertaining 33% Entertaining 44%
Unique 11% Unique 15%
Successful 30% Successful 37%
Affordable 9% Affordable 12%
Predictable 6% Predictable 6%
F9: Which of these words or phrases describe the following competitions?
Base: Adults aware of Men’s national team: 2022 (750) 2019 (838) Benchmark (43065) Football fans aware of Men’s national team: 2022 (420) 2019 (458) Benchmark (25131)
36 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.National teams
Brand image
The MNT gradually increases each Wave for being a team that performs successfully on the pitch.
Whilst the team and players being considered role models has significantly increased.
Wales 2022
Wales 2019
Wales 2016 Men’s National Team Women’s National Team Youth National Teams
European Benchmark
14% 6% 7%
29% 25% 26%
Unites all football fans
26% 18% 17%
42% 25% 28%
21% 6% 5%
25% 17% 14%
Is a team that performs successfully on the pitch
27% 14% 14%
17% 21% 21%
7% 6% 7%
10% 10% 12%
The team and players are good role models for
my children 26% 26% 23%
7% 9% 11%
F10: Which of these words or phrases describe the following teams?
Base: Aware of teams: Men’s national team 2022 (750), 2019 (838), 2016 (838), Benchmark (43063), Women’s national team
2022 (653), 2019 (713), 2016 (750), Benchmark (28673), Youth national teams 2022 (560), 2019 (750), 2016 (750), Benchmark
(31156)
Represents a significant increase / decrease vs.
37 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2019 @ 95% confidenceFAW
Performance
and Perception
38 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Image of sporting organisations (%)
Similar levels of positivity towards the FAW since 2019 (from 51% to 53%). 2022 scores are significantly
above the European benchmark for positivity (41%). Notably, over a third of respondents are unsure
about the image of the FAW, highlighting a knowledge gap to overcome.
Don’t know Negative Positive
Football Association of Wales 2022 37% 10% 53%
Football Association of Wales 2019 37% 12% 51%
Football Association of Wales 2016 39% 19% 42%
European Benchmark 25% 34% 41%
Welsh Rugby Union 22% 10% 68%
Wales Netball 54% 7% 39%
Cricket Wales 54% 10% 36%
NA22: How do you rate the overall image of each organisation?
Base: All respondents 2022 (1000), 2019 (800), 2016 (831) Benchmark (45541) Represents a significant increase / decrease vs.
39 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Benchmark @ 95% confidenceAwareness of organisational activity
Just under a third of the Wales population (32%) feel that they understand FAW’s role in the day-to-day
running, development and promotion of football.
I’m not confident at all I know what it does I’m not very confident I know what it does
% confident they know
I’m quite confident I know what it does I’m very confident I know what it does what FAW does
Wales 2019 38% 32% 22% 9% 31%
Wales 2022 40% 28% 21% 11% 32%
European Benchmark 37% 35% 21% 7% 28%
NA7: How much do you know about what FAW does day-to-day in leading, developing and promoting football in this country?
Base: All respondents 2022 (1000), 2019 (800) Benchmark 2019 (22795) Represents a significant increase / decrease vs.
40 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2019 @ 95% confidenceImage of FAW
Impact of knowledge of what FAW does
Those who are confident they know what FAW does are significantly more positive (77%) about it
compared to those that are not confident at all (26%).
Don’t know Negative Positive
Total Adult Population 37% 10% 53%
Those who are confident they know
11% 12% 77%
what FAW does
Those who are not very confident they
26% 11% 63%
know what FAW does
Those who are not confident at all 9% 26%
they know what FAW does
66%
NA22: How do you rate the overall image of each organisation?
Base: All respondents 2022 (1000) Confident they know what FAW does (322) Not very confident they know what FAW does (276) Not at all confident they know what FAW does (402)
41 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.FAW Imagery
The image trait most associated with FAW in 2022 is modern (26%) followed by progressive (22%).
Positive perceptions of the FAW have remained level among the gen pop. Among those who are
confident they know what FAW does, we see significant improvement vs the adult population.
Among those who are confident
they know what FAW does
24%
Wales 2022 Modern 13%
26%
41%
Wales 2019
23%
European Benchmark Progressive 22% 32%
12%
18%
Trustworthy 20% 38%
10%
23%
Credible 20% 30%
12%
20%
Respectful 19% 29%
12%
18%
Commercial 17% 22%
24%
25%
Competent 16%
16%
23%
21%
Responsible 12%
15% 18%
8%
Transparent 10% 19%
7%
11%
Out of touch 9% 12%
17%
11%
Political 9% 13%
21%
10%
Slow to react 8%
20% 10%
NA3: Which of these words or phrases describe the following organisations?
Base: All respondents 2022 (1000) 2018 (800), Confident they know what FAW does (286) Benchmark
(52349) Represents a significant increase / decrease vs.
42 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2019 @ 95% confidenceDealings with the FAW
Around a quarter (23%) of respondents have had some dealings with the FAW, with nearly 4 in 5 (79%)
finding the overall experience positive
Dealings with football authorities in Wales Experience with those dealings
Yes - the Football Association
14% of W ales
Very negativ e Quite negative Neutral Quite positive Very positive
10% T2B (%)
Yes - the Football Association
ANY DEALINGS of W ales Trust
5%
23%
4% 17% 42% 37% 79%
Yes - the Football Association
of W ales Area Associations
European Benchmark:
14%
BASE: ALL RESPONDENTS BASE: THOSE WHO HAVE HAD DEALINGS WITH FOOTBALL AURTHORITIES
FAW1. Have you had any dealings with the following football authorities in Wales in the past few years?
FAW2. How would you rate your experience dealing with the football authorities in Wales?
Base: All respondents (1000), Those who have had dealings (228) Represents a significant increase / decrease vs.
43 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. European benchmark @ 95% confidenceReasons for poor opinion of FAW: Open question
Those who have a poor opinion
Over a quarter (26%) of those with a poor opinion of the FAW mention the football in general has
a bad name, including violence on and off the pitch and negative behaviour insinuated with fans.
Football has a bad name 26%
Don't know enough about the
15%
FAW
Not successful on the pitch 14%
This data is taken from an open-
Too money focused 12% ended question.
Bad governance 6% The verbatim comments (some of
which are shown on the next slide)
Lack of focus on Welsh football 5%
were manually coded into this list to
show the subjects that people
Lack of focus on youth / talked about in their responses
4%
grassroots
Poor role models 3%
Other 15%
NA6. And why do you have a poor opinion of FAW?
Base: Those who have a poor opinion of FAW 2022 (91)
44 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Reasons for poor opinion of FAW:
Those who have a poor opinion of FAW
#2 Don’t know enough about #3 Not successful on the
#1 Football has a bad name
the FAW pitch
Football generally has a bad It is not promoted enough Low quality football
name
Violence, abuse They need to work harder in promoting,
Issues with violence, marketing They never seem to win
and racism
racism and rowdy Not well anything
crowds advertised
Bad press I don’t know Don’t think they
enough about play football to a Not very good
Negative press them I don’t hear much high standard
Don’t like football or
about the team or
what it stands for
the organisation The organisation
does not do
How football effects I know nothing about them enough to Poor teams
our society in a improve the
negative way game
NA6. And why do you have a poor opinion of FAW?
Base: Those who have a poor opinion of FAW 2019 (91)
45 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Importance of factors vs. Success of FAW
Football fans
Areas for FAW to focus include developing youth and grassroots programmes, ensuring ticket prices are
affordable and organizing tournaments in Wales.
High Priority:
Maintain + improve performance
8.0 Lower Priority / Hygiene Factors:
Maintain Performance Successful
7.9 national team
performances
7.8 Ensuring equal opportunities
Mean Score out of 10
to play football for all
7.7 Infrastructure of
Training high stadiums and training
grounds
Success
quality coaches
7.6 Increasing engagement and
and referees
participation in women's
football
7.5
Developing youth and grassroots
The organisation of
7.4 tournaments in the country
programmes
7.3
Affordable tickets for national
team matches
7.2
Lower Priority: Improve performance High Priority: Focus Areas
7.1
7.7 7.8 7.9 8.0 8.1 8.2 8.3
Importance
NA9. How important are each of these factors in running a successful football federation? % rating each factor 10 out 10 for importance
NA10. How do you rate the success of the Wales Football Federation in each of the following?
Base: Football Fans 2022 (429-384)
46 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Important social issues for the FAW to address
Tackling obesity (54%) and supporting those with mental health problems (52%) are considered
the most important social issues for the FAW to work on to help society.
54% 52%
46%
44% 42%
22% 20% 20%
Tackling child obesity Supporting those with Supporting gen der Providing opportunities Encouraging social Supporting people in Promoting the benefits Red ucing its
issues men tal health prob lems equality for those with cohesion and integration public s ervices of multiculturalism environmental impact
disabilities
NAS1. Which three of the social issues listed below do you think are the most important for the Football Association of Wales to work on to be a force for good in society?
Base: All respondents (n=1000)
47 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.FAW and the development of women’s football
Only a third (35%) of respondents believe the FAW are doing a good job in the development to
women’s football, this score almost doubles for those who are confident in what the FAW does
(63%).
In relation to the development of women’s football, the FAW is doing…
Don’t Very poor job Poor job Averag e job Good job Very good job
know T2B (%) B2B (%)
Total Population 49% 2% 2% 12% 23% 12% 35% 4%
Football fans 32% 2%2% 13% 34% 17% 51% 4%
Those confident what 18% 2%4% 14% 39% 24% 63% 6%
the FAW does
FAW10. Which of the following best describes how you feel about the FAW's commitment to the development of women's football?
Base: All respondents: 2022 (1000), Football fans (466), Those confident what the FAW does (322)
48 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.FAW’s commitment to women’s football
Agree / Strongly Agree combined
64% of respondents believe girls should have the same opportunities as boys, whilst 60%
believe women should represent equal senior positions within the FAW. 56% of football fans
believe there should be more coverage of women’s football in the media
All respon dents Football fans
68%
64%
60%
56% 54% 56%
50% 49%
45%
38%
Girls should have the same training and Women should have equal representation FAW should have an equal focus on both There should be more coverag e of women's FAW focuses more on men´s football /
development opportunities as boys in senior positions within the FAW men's football and women's football football in the media men´s national teams
FAW11. How much do you agree or disagree with the following statements about the FAW's commitment to women's football
Base: All respondents (1000), Football fans (466)
49 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Quality of grassroots football facilities
Over half of current football players (54%) rate the quality of football facilities in the local area
positively, whilst this drops to less than half of parents (43%)
Don’t Very poor Poor Neutral Good Very good % Positive
know
Total Population 26% 3% 10% 26% 25% 10% 35%
Current football 5% 3% 11% 24% 35% 21% 54%
players
Parents of those aged 17% 3% 8% 29% 27% 16% 43%
6-17
FAW12. How would you rate the quality of the grassroots football facilities in your local area? For example, this could be local football pitches / leisure centres / recreational grounds
Base: All respondents (1000); Football Players (168); Parents of children aged 6-17 (296)
50 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Football and the Welsh language and culture
2 in 5 respondents agree that football is an integral part of the Welsh culture and language, this
rises to over half of football fans (53%).
Football is an integral part of the Welsh language and culture
1. Completely disag ree 2 3 4 5. Completely ag ree % T2B
All respondents 11% 11% 38% 24% 16% 40%
53%
Football fans 5% 6% 36% 30% 23%
FAW13. How much do you agree or disagree with the following statement about football in Wales? Football is an integral part of the Welsh language and culture
Base: All respondents (1000), Football fans (466)
51 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Usage of FAW’s Communication Channels
Football fans
4 in 10 (40%) use the FAW Facebook page for football news, whilst 29% use the YouTube channel these
are above the European benchmark (33% and 20%). However, just 14% use FAW’s website.
Wales 2022
Wales 2019
European Benchmark
No benchmark data
No benchmark data
40%
33% 32%
29% 29%
23%
20% 19%
14% 14% 14%
12% 12%
8% 7% 8%
4% 3% 4%
3%
FAW Facebook page FAW YouTube channel FAW Twitter account FAW website FAW TikTok FAW Instagram Email newsletters Mobile App
C6: Which of the National Association’s communication channels do you use for football news?
Base: Football Fans 2022 (466), Benchmark (21564) Represents a significant increase / decrease vs.
52 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. European benchmark @ 95% confidenceWhy not use FAW’s Communication Channels
Interested in national team but do not use FAW’s communication channels
The most common reason for not using FAW’s media channels is the fact that people get their content
elsewhere (46%). Nearly a quarter (24%) don’t use FAW’s media channels due to a lack of awareness.
Wales 2022
Wales 2019
European Benchmark
46% 46%
44%
28% 27%
24% 23% 24%
21%
10% 10%
8% 9%
6%
3%
I g et my f ootball content elsewhere I wasn't aware they had these The content is not relevant to me I find the content to be one-sided Other
communication channels
C6a: Where do you go to for news about the Wales National Men’s Football Team?
Base: Those interested in the men’s national team but don’t use FAW’s communication channels 2022 (158), Benchmark (15842) Represents a significant increase / decrease vs.
53 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. European benchmark @ 95% confidenceExecutive
summary
54 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.1 Page Summary
Football Interest Football (47%) #1 sport in Wales; above rugby union in 2nd (45%)
• Increase is driven by both males and females. In order to further increase football popularity among women, continue to push relevant initiatives (e.g. Be. Football mentoring programme)
• Highlight recent investments in facilities and infrastructure, this should reinforce positive sentiment towards football in Wales
Football Participation For adults, football is #3 (17%); For children, football is #1 and is stable since 2019 at 40%
• Competition of other sports (males) and lack of opportunity at school (females) are big barriers Continue to support programmes such as Huddle and small sided football
• 94% of parents are happy for their children to play football, but only 56% are aware of at least 1 of the child participation initiatives Continued publicity for relevant initiatives
• Focus on grassroots initiatives for older age groups to keep players from stopping / deciding to play other sports instead
Women’s Football Football (13%) is #5 women’s sport; Tennis (16%) is #1
• Address the lack of player knowledge by developing a promotional campaign championing players from the women’s national team
• Continue to push Be. Football mentoring programme to attract more women to the football community
• Consider organising an annual meeting about Women's Football with School Sports and Clubs
Domestic Football Cymru Premier interest down (17% vs. 21% in 2019); Genero Adran Premier interest up (from 11% to 15%)
• Awareness of the Cymru Premier (50%) has fallen vs. 2019 (65%) Campaign to further publicise the name change to be considered
• Interest amongst 18-24s has fallen away (23% to 16%) Ensure presence and continually develop content plans on the relevant digital platforms
• Match attendance is low and just 42% of fans are satisfied with their experience Review match day experience and consider undertaking fan consultation exercise
• Build on increased Genero Adran Premier interest by developing relationships between women’s football teams and local schools / higher education
International Football MNT interest has increased slightly (38% in 2019 to 40%) as has the WNT (from 19% to 21%)
• Capitalise on the increases in national team interest Continue with player focused comms strategy (documentaries/storytelling) with the aim of creating role models (for WNT & YNT)
• 30% of fans mention matches take place too far away Rotate the venue to help reach fans in other parts of the country
FAW Image Positive opinions of the FAW have continued to increase since 2016 (from 42% to 53%)
• Build on the goodwill towards the FAW by communicating the FAW’s role in the football ecosystem Emphasise FAW’s commitment to children’s both physical and mental health
• Publicise infrastructure investments (£1.3 million in 17 projects for pitches, changing rooms and pavilions)
• Continue to support social and gender equality in football Be. Football mentoring for her programme, and the referee development programme
55 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Notes on methodology
Methodology Rationale + Considerations
• The interviews were completed CAWI methodology
• The same questionnaire script as used in all UEFA GROW projects was used to ensure comparability to benchmark data
• Fieldwork took place between 4th April – 22nd April 2022
• Fieldwork and translation was carried out by Toluna – www.uk.toluna.com
Regions used in the research
• North Wales: 26% | Mid Wales: 11% | South East Wales: 34% | South West Wales: 29%
Quotas
• Using publicly available statistics, Nielsen develops a quota plan to ensure that the sample is representative of on age, gender and (where possible) region
• Fieldwork Quotas are reviewed daily so that interviewers know which demographics to target. Interviewers then go door-to-door until they find
respondents that match the requirements
• Interviews are uploaded to a server on a daily basis
• Key quota information is then reviewed by the fieldwork manager
• If necessary, each interviewer will receive a revised quota plan to ensure the study as a whole achieves a sample representative of the general population
Quality assurance
• All links are checked by our QA team
• After beginning fieldwork, full data checks are done on completion of c.10%
• Final data checks are also carried out when fieldwork closes
• We also check for non-sense verbatims and speedsters, any respondent entering non-sense responses i.e. ddfghldfkgld, is removed from the data
• The average length of interviews was 21 minutes
56 Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Copyright © 2022 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
You can also read
