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8 Jun 2018


2018 FIFA World Cup to Attract 10.96 Million Viewers and Boost Consumer Product Sales by THB6.685 Billion (Current Issue No. 2914)


      The FIFA World Cup is one of the top sporting events that attracts a fair amount of Thai viewers. A survey conducted by KResearch recently on behavior of the Thai audience and their spending during the 2018 FIFA World Cup to be held in Russia, June 14-July 2018, shows that some 10.96  million Thai people intend to watch the competition this time around. That number of viewers is higher than the 2014 FIFA World Cup. This is thanks to the fact that all the 64 matches will be broadcast live via free digital TV channels and all of the teams that qualified for the finals in Russia have a large Thai fan base.

          The FIFA World Cup will definitely help spur extra cash flow within the economic system because some football fans will likely spend more during the competition, including travelling expenses to watch the competition at restaurants or venues holding live broadcasts. They will also spend more on F&B to eat while watching at home and jerseys of their favorite teams. Meanwhile, related businesses will likely seize this opportunity to step up their marketing campaigns to bolster sales, as well.

            During the competition, we at KResearch expect that spending on consumer products, including F&B, garments, sports equipment, souvenirs, and sweepstakes, will increase over the normal period by some THB6.685 billion, or 5 percent.