World United - 2018 FIFA World Cup Russia™ Responsible For 83% Increase In Football Fans Spending Quality Time With Family & Friends

Competition Fans Survey Football Soccer Hyundai World Cup Maroon 5 Hyundai Motor Company FIFA Three Little Birds Family Friends

Tuesday 10th July 2018

10 July 2018: A survey conducted by YouGov on behalf of long standing official partner of the 2018 FIFA World Cup Russia™, Hyundai, found that in today’s climate, where families spend less quality time together than ever before, the presence of the 2018 FIFA World Cup Russia™ is responsible for an 83% increase in football fans spending quality time watching matches with family and friends.  

In addition, 53% of non-football fans surveyed also spent an increased number of hours with their families watching the world’s largest sporting event. It seems that the 2018 FIFA World Cup Russia™ allows families and friends to put their football allegiances aside, forget their worries and unite to support their national team.  

This year, official partner of the 2018 FIFA World Cup Russia™, Hyundai, collaborated with US pop and rock sensation Maroon 5 by recording a special version of iconic feel good anthem – ‘Three Little Birds’ by Bob Marley & The Wailers to tell consumers that ‘Everything’s Gonna be Alright’.

Through the music, Hyundai want to unite football fans by spreading a message of joy and positivity that reflects its new brand messaging - ‘Hyundai exists to enhance everyday lives with quality time’ informing customers about using its smart technology to keep safe and worry free while on the roads.

The survey showed, 59% of those surveyed agree that new technology and in-car safety features allows them to worry less.  This was particularly true in Russia, where 71% of those surveyed agreed with this statement, along with 73% in Peru and 71% in Mexico. 

The survey, which was carried out in 12 countries around the world including South Korea, Australia, Mexico, Saudi Arabia and France, also revealed that 50% stated watching football games gave them the opportunity to forget their day-to-day worries, while 53% stated that watching football helps them to relax and 60% said they felt and increased sense of national pride.

60% of fans also said they carry out a special ritual when watching 2018 FIFA World Cup Russia™ matches, with 34% wear their team’s shirt or merchandise, while 16% have a special handshake or gesture.  56% celebrate a goal or win by screaming and shouting, while 37% jump in the air.  In Peru, football merchandise sales were through the roof with 70% of those watching the FIFA World Cup wearing their teams’ shirt or other badged items – double the average of the other countries surveyed.

The survey also found that the results varied from country to country with 89% of Egyptian and 80% of Saudi Arabian football fans sighting the 2018 FIFA World Cup Russia™ and their teams’ participation as an opportunity to spend more time with their family and friends.

In Australia 38% and in France 44% of football fans believe they spend most quality time with their families whilst watching important sporting events, such as the 2018 FIFA World Cup Russia™.  Whereas in Brazil more than half the population spent quality time with their families watching big sporting events.

The music video, part of the campaign reflecting Hyundai’s brand messaging - ‘Hyundai exists to enhance everyday lives with quality time’, showcases the lyrics and overall purpose of the ‘Three Little Birds’ song, which is to help keep people calm during the excitement of watching 2018 FIFA World Cup Russia™ games and encourage them to concentrate on the real joy of football. 

It also demonstrates how eco-friendly technology can ease the pressures of urban living. The message “Don't worry about a thing, cause every little thing is gonna be alright”, shows that although we might feel that the world is slow and sometimes regressing, humankind is advancing one step at a time. Digital technology connects everything in the world today, making it more convenient and eco-friendly, showing that we do not need to worry, because in the end every little thing is going to be alright.

The music video for Maroon 5’s version of ‘Three Little Birds’ was directed for Hyundai by Korean born creative genius and Grammy winner Joseph Kahn, responsible for Taylor Swifts critically acclaimed music videos ‘Bad Blood’ and ‘Look What You Made Me Do’.

Other: Watch the music video here -

Listen to the track here:

Note to Editors:

Survey Methodology: This survey has been conducted using an online interview method to panellists. 1,000 adults (18+) were interviewed, amongst 12 2018 FIFA World Cup Russia™ participating countries (Australia, South Korea, Russia, Mexico, Egypt, Saudi Arabia, Spain, France, Germany, Peru, Poland, Brazil.) The sample was selected and weighted to be nationally representative of the populations in each of those 12 countries. National representation is based on census data for age, gender and region.

YouGov: YouGov are the market leading independent global online consumer insights agency with owned consumer insights panels in 38 markets worldwide, reaching over 5.5 million panellists a year.


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