EVOB: Futebol

O Brasil mudou. A paixão pelo futebol também.

Is soccer still the country's greatest passion?

Soccer h always been about emotion, belonging, and identity. Because it carries all of this meaning, it reveals dimensions that go beyond the field: media, consumption, behavior, technology, and community.

With more than 180 million fans and an industry worth R$8 billion a year, soccer reflects how Brazilians behave both on and off the field.

Fans do more than follow the game. They live their clubs, create rituals, interpret narratives, produce content, and turn their teams into an extension of their own identity.

Understanding soccer is understanding a part of Brazil.

Data that reveal the new behavior of Brazilian soccer fans.

The data that reveals the new behavior of Brazilian fans:

Approved the decentralization of broadcasts.Today, fans choose where and how they watch: free-to-air TV, streaming, YouTube, and live reactions.

58% of Brazilian fans prefer their club over the national team. Only 55% always watch Brazil’s national team matches.

Fans share memes, create their own content about their teams, and engage with official posts. Supporting a club is no longer just about watching.

76% believe sponsorships are essential. However, acceptance of betting companies fell from 66% to 59% in one year. Fans now judge every partnership.

This is not just a study about sports. It is a strategic lens for anyone who needs to understand Brazil in motion.

For those who make decisions every day in competitive and cultural markets that are increasingly shaped by behavior, media, and communities.

If you are a business leader or a professional in marketing, innovation, strategy, branding, media, or market intelligence, you will find here a study that can:

Understand new dynamics of belonging and identity.

Map digital journeys and consumption behaviors that are shaping the future of entertainment.

Show opportunities in underexplored markets within the football ecosystem.

Reveal opportunities in underexplored markets within the soccer ecosystem.

Anticipate cultural transformations that influence far beyond soccer.

Essential reading for those who want to stay one step ahead.

Agora é sua vez de enxergar o Brasil real

What once meant simply following matches has become a living ecosystem, where supporting a team means participating, commenting, creating, sharing, and connecting. Passion has gained new routines, new screens, and new rituals that influence consumption, reputation, and business decisions.

While many focus only on what happens on the pitch, those who follow the fan journey see opportunities in new engagement formats and in the behaviors shaping this universe.

This material shows exactly that: how Brazilians support their teams today, what has changed in fan behavior, and which paths point to the future of football as both a cultural territory and a market.

Register now and receive our study soon.

While it is being finalized, you will gain access to our latest release:Eu Vi o Brasil – What it’s like to live in Brazil’s mid-sized cities.

For questions, contact our team: contato@imoinsights.com