75% of Brazilians plan to follow 2027 Women's World Cup at home

Three in four Brazilians — 75% of the population — intend to follow the 2027 Women's World Cup, which the country will host, according to a new survey shared first with Marketing Herald's newsroom circuit by OutField.

The number matters for brands already sizing up the tournament. And it comes with a second figure that points beyond the event itself: 53% of respondents said they will consume more women's football after the World Cup ends. In plain words, the audience expects to stay once the games are over.

Who ran the study, and how solid is it?

The data come from a previously unreleased preview of the second edition of the Brazilian Women's Football Report, conducted by research firm OutField with support from Guaraná Antarctica, a sponsor of the Brazilian women's national team.

OutField heard 1,500 Brazilians aged 18 to 65, drawn from every region of the country, between August 19 and August 26. The margin of error is 2.5 percentage points.

What does the consumption picture look like today?

The baseline is already real. According to the study, 29% of the population already consumes women's football a few times per week. That's a committed core audience, not a theoretical one — and it exists before a home World Cup has amplified anything.

Where is the untapped market?

The sharpest commercial signal sits in the stands. Nearly half of respondents — 47% — report they have never been to a stadium to watch a women's match, but would like to go. That's latent demand at scale: a large share of the country is one accessible ticket offer away from a first live experience.

For sponsors and rights holders, the pattern is consistent across every figure in the survey:

• 75% plan to follow the 2027 tournament on home soil.
• 53% expect to consume more women's football after it ends.
• 29% already consume the sport a few times per week.
• 47% have never attended a live women's match but want to.

Read together, the numbers describe an audience that is large, partly converted and partly waiting. The 47% who want to attend but haven't is the clearest gap between interest and action the study exposes.

What happens next?

The full second edition of the Brazilian Women's Football Report will land with more detail than this preview, and sponsors such as Guaraná Antarctica — already attached to the national team — have positioned themselves ahead of the curve. With the 2027 World Cup approaching and a majority of the population planning to watch, brands that move before the tournament starts will reach an audience that, by its own account, plans to keep watching long after the final whistle.