The document analyzes which national football teams Brazilians will support if Brazil loses or does not advance to the finals of the World Cup. According to a survey, 81.9% of Brazilians will continue supporting Brazil, while 4% would support Portugal, 2.9% Spain, and 2.5% Italy. Younger Brazilians are more likely to support Spain. The level of support for other teams is related to cultural and historical ties. Brazilians see their own team as passionate and exciting, while viewing European teams like France and Germany as more disciplined and analytical.

1. © TNS
Get to know where is the heart of the Brazilians and which National Football teams
they will support

2. © TNS

3. © TNS
Although the heart of Brazilians is with Brazil, 18% of them
consider that Brazil will lose. Young people are the segment
where a higher percentage criticize the performance of the
National Football team.
Cultural heritage is a factor. Brazilians prefer first Portugal and
then other European countries that colonized their territory.
The South of the country is also willing to support Argentina
and Uruguay, their closest neighbors.
The young (from 15 to 24 years old) are passionate about
Spain, unfortunately these expectations drowned by the
recent defeat and elimination of the former World champions.
They also cheer up for another countries and believe they have
also chances to win:
4%
Portugal
3%
Spain Italy
2%
Germany Argentina
1%
-1%
Uruguay England
France Japan Netherlands
Brazilian heart belongs to “la verdeamarela” but their cultural
heritage and proximity also influence their preference

4. © TNS

5. © TNS
We used ConversionModel, a TNS methodology to analyze the share of support of each national football team. This analysis allows us to say who will
the Brazilians support in the scenario they lose and don’t get to the finals. According to this model, 6 out of 10 Brazilians won’t support other teams.
If Brazil loses, from those who will support another team 4 out of 10 Brazilians will cheer Portugal, 3 out of 10 will cheer Spain and 3 out of 10 will
cheer Italy (before the elimination of these teams). The level of support is related to their cultural heritage. 13% of Brazilian population has a
Portuguese origin, 11% Italian, 6% Spaniard and 5% German. Click here to know more about ConversionModel
Brazil
81.9%
-1.5%
Portugal
3.5%
+0.3%
Spain
2.9%
+0.0%
Italy
2.5%
+0.4%
Germany
2.1%
+0.2%
Argentina
1.6%
+0.0%
Uruguay
0.9%
+0.2%
England
0.8%
+0.1%
Netherlands
0.4%
+0.1%
France
0.6%
-0.1%
Japan
0.5%
-0.0%
Brazil Share of support per country Projected share of support
SAMPLE SIZE: n. 968 [968 weighted] // CUSTOM FILTERS APPLIED: None
If Brazil loses, European countries have more chance to get
Brazilian fans

6. © TNS

7. © TNS
We know that Brazilians love football but we wanted to know
how deep in their hearts they will be able to support other
national football teams so we used NeedScope a tool of TNS to
better understand the emotive linkage of Brazilian fans and all
the teams.
Emotion is the underlying driver of all human behavior, it lies at
the heart of the consumer’s brand decision and is a core
component of any successful brand.
NeedScope is a methodology that goes deeper in the human
emotions to reveal what is below the rational and conscious to
get to the emotive needs.
According to this model exist 6 archetypes where we locate the
National Football teams.
Powerful
Dominant
CompetentConnective
Friendly
Exciting
PersonalityPersonalityPersonalityPersonality
Passionate and intense
Fearless, daring
FeelingFeelingFeelingFeeling
Different, standing apart
Courageous,
unstoppable
PersonalityPersonalityPersonalityPersonality
Ahead of the rest,
determined
Respected, distinguished
FeelingFeelingFeelingFeeling
Superior, dominant
Special, accomplished
PersonalityPersonalityPersonalityPersonality
Intelligent, analytical
Discerning, refined
FeelingFeelingFeelingFeeling
Knowledgeable, clever
Focused, serious
PersonalityPersonalityPersonalityPersonality
Sentimental, nostalgic
Dedicated, loyal
FeelingFeelingFeelingFeeling
Close, caring
Reassured, connected
PersonalityPersonalityPersonalityPersonality
Optimistic, positive
Sociable, popular
FeelingFeelingFeelingFeeling
Fitting in, belonging
Companionship,
togetherness
PersonalityPersonalityPersonalityPersonality
Carefree, fun-loving
Spontaneous, lively
FeelingFeelingFeelingFeeling
Upbeat, uplifted
Excited, elated
Click here to know more about NeedScope
Where does the Brazilian heart belong?

8. © TNS 8
While others, are sitting basically in the center of the map, lacking of a clear position
Powerful
Dominant
Competent
Connective
Friendly
Exciting
Some teams have a clear position in the mind of the Brazilians

9. © TNS
Brazil is positioned in the exciting and friendly segment. According
to the Brazilians the Personality of their National Football team is
excited, fun loving, passionate and intense. They sense that the
team show happiness, joyfulness, excitement and elation.
9
The Brazilian team is considered carefree and friendly

10. © TNS 10

11. © TNS 11
The Brazilians see the Mexicans as a team of sociable and popular people,
but also sentimental and protectors.
They consider both teams to have high quality players but they think that
the Mexicans distinguish themselves for having a well integrated team
with young and relaxed players.
Passionate and intense
Happy, joyful
Excited, elated
Play creatively
Best quality players
Star players to win
Togetherness, belonging
Sociable, popular
The team is well-integrated
Sentimental, protector
Have the youngest, relaxed
players
The team of Brazil was considered better prepared than the
Mexican team in the eyes of the Brazilians
is more while is more

12. © TNS 12
The Brazilians see Cameroon as a team of optimistic and positive
people with battlers and warriors players.
Both teams share a happy and joyful personality
Passionate and intense
Happy, joyful
Excited, elated
Play creatively
Best quality players
Star players to win
Optimistic and positive
Togetherness, belonging
Spontaneous, up beat
Strong under pressure
Battlers, warriors
Cameroon is seen as a team of battlers and warriors in the field
according to the Brazilians
is more while is more

13. © TNS 13
Some of the favorites to win the World
Cup: France, Netherlands, Germany,
Argentina and US have an opposite
personality to the Brazilian team. They
consider them to be more disciplined
and analytical.

14. © TNS 14
Brazilians perceived France as a team full of respected and admirable
players, with dedicated and loyal people. They sense they are focused and
serious.
The team is described as well integrated, with powerhouse on pitch and
technically disciplined
Passionate and intense
Happy, joyful
Excited, elated
Play creatively
Best quality players
Star players to win
Respected, admirable
Demanding
Dedicated, loyal
Focused, serious
Fit in, part of things
Special, fulfilled
Well-integrated
Powerhouse on the pitch
Technically disciplined
Brazil and France sit on the opposite site, while Brazil is more
friendly and carefree France is more competent
is more while is more

15. © TNS 15
Netherlands has an opposite positioning to Brazil. While Brazilians
are more creative the people from Netherlands is seen as technically
disciplined, quiet and connected.
Passionate and intense
Happy, joyful
Excited, elated
Play creatively
Best quality players
Star players to win
Ahead of the rest
Determined
Intelligent, analytical
Fearless, brave
Special, fulfilled
Quiet, connected
Disciplined.
Powerhouse on pitch
Strong under pressure
Well-integrated
Technically disciplined
According to the Brazilians Netherlands is ahead of the rest
is more while is more

16. © TNS 16
Passionate and intense
Happy, joyful
Excited, elated
Play creatively
Best quality players
Star players to win
Intelligent, analytical
Demanding, respected
Focused, serious
Superior, dominant
Wise, clever
Quiet, connected
Team has best form
Technically disciplined
Strongest defense
Well-integrated
Brazilians consider the German team intelligent and analytical
While Brazilians see their national team as passionate and intense,
they perceived Germans as more analytical, focused and serious.
Consider this team wise, superior and dominant and describe it as
technically disciplined and well integrated.
is more while is more

17. © TNS 17
Brazilians consider Argentina a team of fearless and brave players
who have a strong attack and score many goals.
Passionate and intense
Happy, joyful
Excited, elated
Play creatively
Best quality players
Star players to win
Fearless
Brave
Strongest attack
Score many goals
While the Brazilians are more friendly and carefree the
Argentinians are considered more assertive
is more while is more

18. © TNS 18
Brazilians consider United States as a team with intelligent and
analytical players with a superior performance and dominance on
the field.
Passionate and intense
Happy, joyful
Excited, elated
Play creatively
Best quality players
Star players to win
Demanding
Respected
Intelligent, analytical
Superior
Dominant
Fit in
Part of things, quiet
Connected, disciplined.
Commits less fouls
Youngest
Relaxed players
United States is considered to be a demanding and respected
team
is more while is more

19. © TNS
Recent events in the World Cup have shown that
nothing is certain and that when expectations
face reality, some predictions might come down.
One example is Spain. Supposed to be one of
the key leaders of this tournament, they were
eliminated after the second match.
Other examples are Italy, England and Japan
who were also very well positioned in the hearts
of the Brazilians but had a poor performance.
Brazil is facing a World Cup full of surprises, the
next match will be against Colombia (a country
that Brazilians didn’t consider as one that has
the ability to win) and this match will decide the
future of Brazil in this competition.
19
A World Cup full of surprises

20. © TNS 20
Where does the Brazilian heart belong?