CANADIANS WOULD HAVE A BALL IF CANADA CO-HOSTED THE 2026 FIFA WORLD CUP

Toronto, ON, January 26, 2018 – If Canada co-hosted the 2026 FIFA World Cup, with matches played in Vancouver, Edmonton, Toronto, and Montreal, four-in-ten (43%) Canadians say they would be very (23%) or somewhat (20%) likely to watch games (on TV or online) or attend them in-person.

On April 10, 2017, the soccer federation presidents of Canada, Mexico, and the United States announced that they would submit a joint bid for the 2026 FIFA World Cup sporting event. If this joint bid is successful, it would be the first World Cup to be co-hosted by three countries.

Four-in-ten (42%) Canadians are very (22%) or somewhat (20%) likely to watch a Canada co-hosted 2026 World Cup on TV or online, and two-in-ten (21%) are very (8%) or somewhat (13%) likely to attend matches in-person.

  • Canadians who are the most likely to watch matches during a Canada co-hosted 2026 World Cup can be found in Ontario (54%), BC (46%), Alberta (42%), and Saskatchewan (39%). They are less likely to be found in Manitoba (34%), Atlantic Canada (29%), and Quebec (28%).
  • Canadians who are the most likely to attend matches during a Canada co-hosted 2026 World Cup can be found in Ontario (28%), BC (25%), and Alberta (22%). They are less likely to be found in Saskatchewan (16%), Quebec (13%), Manitoba (12%), and Atlantic Canada (8%).

These are the results from a new national survey conducted by Pollara Strategic Insights. The online survey was conducted from December 11 to 18, 2017 among a random sample of 1,207 adult Canadians.  As a guideline, a probability sample of this size carries a margin of error of ±2.8%, 19 times out of 20.  The margin of error is larger for sub-segments.

 

WORLD CUP 2018

Looking forward to a World Cup that is closer on the calendar, a third (34%) of Canadians say they are very (16%) or somewhat (17%) likely to watch games (on TV or online) or attend the FIFA World Cup being hosted by Russia in June and July of this year.

  • Notably, this projection is 9% lower than for a Canada co-hosted World Cup in 2026.

A third (33%) of Canadians are very (16%) or somewhat (17%) likely to watch the 2018 World Cup on TV or online, but just 4% are very (1%) or somewhat (2%) likely to attend matches in-person.

  • Canadians who are the most likely to watch 2018 World Cup matches can be found in Ontario (44%), BC (34%), and Alberta (32%). They are less likely to be found in Saskatchewan (29%), Manitoba (26%), Quebec (22%), and Atlantic Canada (17%).

 

To learn more, read our report.

 

Media Contact
Craig Worden
President
Pollara Strategic Insights
CraigWorden@pollara.com
Cell: 416-509-4596

ABOUT THE SURVEY

This study was conducted on an independent basis by Pollara Strategic Insights. The online survey was conducted among a random sampling of adult Canadians who are members of one of Canada’s largest, most reputable online research panels. Although demographic and regional quotas were employed to ensure reliable and comparable sub-segment analysis, the data was weighted by the most current gender, age, & region Census data, to ensure the sample reflects actual population of adult Canadians. Note: Discrepancies between totals are due to rounding.

 

ABOUT POLLARA STRATEGIC INSIGHTS

Founded in 1980, Pollara Strategic Insights is one of Canada’s premier full-service research firms – a collaborative team of senior research veterans who are passionate about conducting research through hands–on creativity and customized solutions. Taking full advantage of their comprehensive toolbox of industry-leading quantitative and qualitative methodologies and analytical techniques, Pollara provides research-based strategic advice to a wide array of clients across all sectors on a local, national, and global scale.