BWW Consumer Engagement, Part 1

Delivered May 9th, 2019. Contributors: Khen R., Francis, Rachael A., Lu J., Stephen O., Praise O., Darius G., Rosemary N. and

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Sports Enthusiasts Demographics, Mexico

American football is a growing sport in Mexico, and it is now the second most popular sport in Northern Mexico, with first being soccer. However, information about male sports enthusiasts in Mexico could not be found because the information is publicly unavailable. 
MethodologyWe started the search by looking for the demographics of male sports enthusiasts in Mexico. We visited local and international websites in Mexico. This includes the websites of Fox Sports, Skysports, Mexico Daily News, and others. From this search, we were able to find a study from Research Gate that tackled the gender differences of sports fans. However, the report could not be used because the study was not specific to male sports enthusiasts in Mexico. The study is also locked behind a paywall. We decided to alienate the various demographics and searched for them individually. We looked for the age, income, and education levels of male sports enthusiasts in Mexico, however, the search proved to be futile. 

We then looked into governmental entities that regulate sports activities in Mexico. We visited government bodies such as the Federation of Mexican Athletics Association (FMAA), the Mexican Cycling Federation, the Mexican Football Federation, the Mexican Ice Hockey Federation, Mexican Olympic Committee, and Mexican Rugby Federation. We looked into each of the federations to see if they contain statistics of their members and fans. However, many of the federations did not have a website, and even those who had (Mexico Ice Hockey Federation and Mexican Olympic Committee) did not have any statistics about its members or its fans. 

Lastly, we decided to look into popular sports in Mexico and the number of fans enjoying the sport. We were able to obtain one report titled, "7 of the Most Popular Sports in Mexico," which listed soccer, baseball, boxing, Lucha Libre, Taekwondo, bullfighting, and Charrería as the most popular sports in Mexico. However, none of them contained statistics about their fans. We were also able to locate the gender distribution for each sport and gender perceptions in Mexico. Additionally, we were able an article that talked about how women are breaking the gender barriers in sports in Mexico. However, information about male sports enthusiasts in Mexico could not be found. After this intensive search, we concluded that information about male sports enthusiasts could not be found because it is not available in the public domain.  
Helpful FindingsAmerican football is becoming a popular sport in Mexico. It is now the second most popular sport in Northern Mexico, with soccer being the first. The most popular sports in Mexico are soccer, baseball, boxing, Lucha Libre, Taekwondo, bullfighting, and Charreria.  Additionally, female soccer players are leading the way in breaking gender sports stereotypes. Moreover, they are now joining many sports that used to be dominated by men.  

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Sports Enthusiasts Demographics, Philippines

As of 2017, 57.1% of Sports and Outdoor segment users in the Philippines were male, and they are mostly located in Manila (3,716,781), Davao (467,971), Cebu City (273,031), and Zamboanga (268,724). From our calculations, 28.15% of the male sports enthusiasts are in the high-income group, 17.82% are in the middle-income group, and 11.13% are in the low-income group. Below is our methodology and a deep dive into our calculations that helped us to create a demographic profile of male sports enthusiasts in the Philippines.

METHODOLOGYTo create a demographic profile of male sports enthusiasts in the Philippines, we started our search by looking for pre-compiled data for the demographic profile of male sports enthusiasts from credible government and statistics sources such as the Philippine Statistics Authority for the Republic of the Philippines, NationMaster, Statista, Sports Stats and Info, Report Linker, Index Mundi among others. However, all of these sources yielded information that only focused on the general demographics of the country and not on the male sports enthusiasts. 

We, therefore, used statistics for the Sports and Outdoor Segment in the Philippines to define the share of male sports enthusiasts and used this information to triangulate the required demographics. 

ASSUMPTIONS
We have considered the number of users in the sports and outdoor segment as sports enthusiasts and that majority male gender watch male sports; hence, male sports enthusiasts are mainly male. From the sports and outdoor segment statistics, 57.1% of the users are male. According to the World Population Review, males in the Philippines are 50.28% of the population in 2019. We used these two vital statistics as the basis of our assumptions and calculations to create the demographic profile of male sports enthusiasts in the Philippines.

KEY FINDINGS AND CALCULATIONSThe Sports and Outdoor segment in the Philippines has approximately 8.2 million users, and the number is projected to reach 10.2 million users by 2023.


GENDER As of 2017, 57.1% of Sports and Outdoor segment users (sports enthusiasts in the Philippines) were male, and 47.9% were female. 

AGE
Male sports enthusiasts in the Philippines can be broken down by age as follows:
18 to 24 years: 10.52% 
25 to 34 years: 21.87% 
35 to 44 years: 15.87% 
45 to 54 years: 7.08% 
55 to 64 years: 1.77% 

Our calculations for the ages are as follows:

According to Statista, the Philippines Sports and Outdoor segment users are broken down according to age as follows : 18.42% are between 18 and 24, 38.3% are between 25 and 34, 27.8% are between 35 and 44 years, 12.4% are from ages 45 to 54, and 3.1% are between 55 and 64 years old. Since the age groups are for both male and female genders, we calculated the percentage of male enthusiasts for each age group as follows:

male sports enthusiasts by age= % of enthusiasts in each age group x share of male sports enthusiasts, i.e., 57.1% 

For 18-24 years olds= 57.1% x 18.42%= 10.52%
For 25-34 years old= 57.1% x 21.87%=21.87%. 

Our calculations for the ages are in this spreadsheet.


INCOME LEVEL
Male sports enthusiasts in the Philippines can be classified in terms of their income levels as follows:
 28.15% earn a high-income 
 17.82% are in the middle-income group
  11.13% are low income-earners.

Here are our calculations:
According to Statista, 49.3% of users are in the high-income group, 31.2% are in the middle-income group, and 19.5% are from the low-income group in the Sports & Outdoor segment. 
 Therefore, male sports enthusiasts by income level= income levels x share of male sports enthusiasts (57.1%) 

For high-income group: 49.3% x 57.1%= 28.15% 
For middle-income group: 31.2% x 57.1%= 17.82% 
For low-income group: 19.5% x 57.1%= 11.13%. Our calculations are in this spreadsheet.  

RACE
Male sports enthusiasts in the Philippines come from the following ethnic groups: 
Tagalog- 8.07% 
 Cebuano- 3.76% 
Ilocano- 2.58% 
Bisaya/Binisaya- 2.18% 
Hiligaynon Ilonggo- 2.15% 
Bikol- 1.72% 
Waray- 0.98% 
other- 7.26% 
  
As per the 2000 census, the ethnic groups that exist in the Philippines are Tagalog-28.1%, Cebuano-13.1%, Ilocano- 9%, Bisaya/Binisaya-7.6%, Hiligaynon Ilonggo-7.5%, Bikol-6%, Waray-3.4%, and other-25.3%. We calculated the percentage of males in each of these ethnic group as follows:
 Number of the male in these ethnic groups =50.28% (population were male) x each ethnic group =  
Tagalog-14% 
Cebuano-7% 
Ilocano- 5% 
Bisaya/Binisaya-4% 
Hiligaynon Ilonggo-4% 
Bikol-3% 
Waray-2% 
other-13%  
Therefore male sports enthusiasts by ethnic group= male in ethnic groups(calculated above) x share of male sports enthusiasts, i.e., 57.1%. For example, the share of male sports enthusiasts who are Tagalog= 14% x 57.1%= 8.07%. Calculations are in this spreadsheet.

RELIGION
The breakdown of male sports enthusiasts' religion in the Philippines is as follows:
 Catholic- 23.80% 
Muslim-1.44% 
Evangelical-0.80% 
Iglesia ni Kristo-0.66% 
other Christian-1.29% 
other religions-0.52% 
unspecified-0.17% 
 
As per the 2000 census, the following religions exist in the Philippines: Catholic (82.9%), Muslim (5%), Evangelical (2.8%), Iglesia ni Kristo (2.3%), other Christians (4.5%), other religions (1.8%), and unspecified (0.6%).
Hence, number of male in these religions =50.28% population were male x each religion = For example (Catholic=82.9% x 50.28%=41.68%. Other calculations are in this spreadsheet.
Catholic -41.68% 
Muslim -2.51% 
Evangelical -1.41% 
Iglesia ni Kristo -1.16% 
other Christian -2.26% 
other -0.91% 
unspecified -0.30% 
Therefore, male sports enthusiasts by religion= male in religions (calculated above) x share of male sports enthusiasts, i.e., 57.1%. The percentage of those that are Catholic was calculated as follows:41.68% x 57.1%=23.80%. Similarly, the percentages for other religions and denominations were calculated.

EMPLOYMENT
 42.88% of male sports enthusiasts in the Philippines participate in the Labor Force. In the Philippines, 75.1% of males participate in the Labor Force.
Hence, male enthusiasts that participate in the Labor Force= male participate in the Labor Force x share of male sports enthusiasts i.e. 57.1% = 75.1% x 57.1% =42.88%

LOCATION
Major cities with male sports enthusiasts by population includes Manila (3,716,781), Davao (467,971), Cebu City (273,031), and Zamboanga (268,724). 

Major cities by population in the Philippines are Manila- 12.946 million, Davao -1.63 million, Cebu City -951,000, and Zamboanga-936,000. Hence, number of male in these locations = 50.28% (male population) x each location)= Manila -6,509,249; Davao -819,564; Cebu City -478,163; and Zamboanga -470,621.
Therefore, male sports enthusiasts in these locations =male in each location (calculated above) x share of male sports enthusiasts i.e. 57.1% = Manila -3,716,781; Davao -467,971; Cebu City -273,031; and Zamboanga -268,724. Calculations are in this spreadsheet.


HOME OWNERSHIP:
Male sports enthusiasts in the Philippines occupied a total of 6.44 million housing units. According to the 2015 census, total occupied housing units occupied were 22.42 million.
Hence, number of male owners = 50.28% x total occupied houses =11,272,776.
Therefore, owners that are male sports enthusiasts= number of male owners (calculated above) x share of male sports enthusiasts i.e. 57.1% = 6,436,755. 


LEVEL OF EDUCATION
In the Philippines, 54.70% of male sports enthusiasts above the age 15 can read and write, and another 10.45% male sports enthusiasts have a college degree or higher. In the Philippines, 95.8% of males above the age of 15 can read and write, and of 18.3% males have college or a higher degree
Hence, male enthusiasts who can read and write= male who can read and write x share of male sports enthusiasts, i.e., 57.1%= 95.8% x 57.1% =54.70% 
Therefore, the share of male sports enthusiasts with a college degree or higher = male having college or a higher degree x share of male sports enthusiasts, i.e., 57.1%= 10.45%.

ADDITIONAL FINDINGS
Philippines regularly participate in sports as follows: 11.16% in running and jogging, 10.03% in Badminton, 7.91% in Basketball, 6.83% in Volleyball, 6.27% in cycling, 5.7% in swimming, 3.76% in table tennis, 3.71% in hiking, 2.63% in billiards/snooker/pool, 2.57% in bowling, 2.27% in martial arts, 2.23%in tennis, 2.1% in darts, 2.04% in boxing, 1.73% in fishing, 1.48% in football/soccer, 1.34%in track & field, 1.33% in baseball and 1.12%in motor sports.

The user penetration in the Sports and Outdoor segment is at 7.6% in 2019 and is expected to reach 8.9% by 2023. 

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Sports Enthusiasts Demographics, Saudi Arabia

The highest segment of male sports enthusiasts in Saudi Arabia are aged between 15 and 19 years old, accounting for 15.4%. Additionally, there are more Saudi males than non-Saudi males who engage in sports, at 28.30% and 16.12% respectively. The region with the highest distribution of males who practice sports in Saudi Arabia is the Makkah region at 17.72%. However, we could not find information on the demographics of male sports enthusiasts in Saudi Arabia based on their employment status, income level, children and home ownership statistics. Below is a methodology that we used in an attempt to find this information. 
METHODOLOGYOur first strategy was to check in government sources relating to the sports sector such as the General Sports Authority of Saudi Arabia. Most of the details on this resource were based on the spending habits of sports enthusiasts, the revenue of the industry, an overview of the sports industry, and the future plans and current status of the Saudi Arabian sports industry. However, there was no information relating to the demographics of male sports enthusiasts in Saudi Arabia. 

The second strategy was to check for statistical databases such as Statista and Government Statistics. This resource provided demographic data for location, race, educational level age, and marital status. However, there was no information on employment status, income level, children and home ownership. 

Our final strategy was to focus on news reports and media articles to check for demographic data on male sports enthusiasts in Saudi Arabia. Some of the sources we checked include Tamini, Saudi Embassy, and Arab News. Most of the information from these resources was on the growth of the sports industry, the current status of the industry and participation of females in sports in SA. In this case, we could not find any demographic data of male sports enthusiasts in Saudi Arabia. 
DEMOGRAPHICS OF MALE SPORTS ENTHUSIASTS IN SAUDI ARABIAAGE15-19 years old: 15.4% of males are engaged in sports.
20-24 years old: 13.81% of males are engaged in sports.
25-29 years old: 12.42% of males are engaged in sports.
65 years and older: 1.77% of males are engaged in sports 
RACESaudi males aged 15 years and above who practice sports: 28.30% 
Non-Saudi males aged 15 years and above who practice sports: 16.12%.
LOCATIONDistribution of Saudi males who practice sports based on region:
Makkah region: 17.72% 
Eastern region: 10.22% 
Riyadh: 10.04% 
LEVEL OF EDUCATIONEducational status of individuals engaging in sports:
Secondary or equivalent: 28.81% 
Graduates: 17.77% 
Intermediate education: 15.60% 
MARITAL STATUSThe marital status of male sports enthusiasts in Saudi Arabia:
Never married before: 39.78% 
Married: 38.68%
OVERVIEW OF SPORTS INDUSTRY IN SAUDI ARABIAThere was a 23% increase in the number of Saudis participating in sports in 2018. This has enabled the GSA to beat its interim Vision 2030 target of attaining a 20% sports participation by Saudis over 15 years old by 2020. 

The total number of users in the Sports and Outdoors segment in Saudi Arabia is expected to increase to 4.4 million by 2023, while the number of users in the Sports Events segment is expected to increase to 1.6 million by 2023.

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Sports Enthusiasts Demographics, India

When it comes to income brackets, 52% of male sports enthusiasts in India are low-income earners, 41% are medium-income earners, and 47% are high-income earners. Age brackets in India show that 53% of all males in India of ages 16-24 say to be very interested in sports, while only 31% of all males in India of ages 55-69 say to be very interested in sports.
Sports Enthusiasts Demographics in IndiaageAccording to Nielsen, the age brackets for sports enthusiasts in India are as follows:
 53% of all males in India of ages 16-24 say to be very interested in sports.
 43% of all males in India of ages 25-34 say to be very interested in sports.
 51% of all males in India of ages 35-44 say to be very interested in sports.
 33% of all males in India of ages 45-54 say to be very interested in sports.
 31% of all males in India of ages 55-69 say to be very interested in sports.
Income level 52% of male sports enthusiasts in India are low-income earners, 41% are medium income earners, and 47% are high-income earners. According to the World Bank, the classifications for income brackets globally are:
Low-income: less than $995 
Middle income: $996 — $12,055 
High-income	: over $12,055 
raceNone of the sports demographics reports in India specify the racial brackets in India. However, it is generally thought that over 90% of Indian. 
Employment 2% of all male sports enthusiasts in India are unemployed, and 5% are self-employed. 22% are students and 76% are working professionals.
Location According to Nielsen, the majority of India's male sports enthusiasts live in the countryside, with only 45% of the urban demographic.
Home ownershipThere is no data regarding home ownership statistics. However, Indian law requires à la carte channel purchases with 161 million households having cable or satellite television in order to be able to watch sports.
Children and family dataSome Indian sports leagues data show that in certain sports, the majority of viewership is not male but consists of mainly females and children. Pro Kabaddi League has 11% of viewership in children, while the Indian Super League's viewership is 57%, children and women.
Level of education 2% of all male sports enthusiasts in India have only a 10th Pass degree, and 3% have a 12th Pass degree. 43% are graduates, and 42% are post graduates. Finally, 10% have no education.

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Sports Enthusiasts Psychographics, Mexico

Mexican male sports enthusiasts primarily watch sports matches via television or access on-demand sports content via YouTube. These fans hold firm beliefs in the strength of their favorite Mexico football team. Moreover, they buy jerseys of a Liga MX's club at least once every two years. Research indicates that these fans prefer purchasing more generic jerseys (not team exclusive jerseys) due to growing interest in brands that appear at sports events. Further, the male sports enthusiasts in Mexico watch a match in a stadium at least once a year, and more likely, they will be doing so to support a particular football/soccer club because of family influence.
methodology
Our research team analyzed the psychographic profile of male sports enthusiasts in Mexico. Initially, we used queries focused on Mexico, but we could not find any desirable results. Therefore, our research team decided to use Google Translate to identify the needed information from Spanish sites then present the findings in English. Searches conducted focused on uncovering information about male sports enthusiasts or male sports fans in survey reports from established institutions.

We examined reports published by Kantar, Nielsen Mexico, and Consulta Mitofsky, which had more relevant and detailed data than the others specifically regarding the most favorite sports for Mexican male sports enthusiasts. Likewise, the report from Kantar only described the overview and strategic advice for marketing products to Mexican sports while the other from Nielsen Mexico solely focused on an overview of the American Football fans in Mexico (which is only the fifth most popular sports in Mexico).

Next, we focused on identifying information that specifically addresses these fans' psychographic profiles. In this regard, we focused on information about the fans' habits, hobbies, interests, spending habits, and values pulled from sites such as Informador, Merca20, and Eleconomista. These sources cited survey results from established research institutions; though, they did not include links to the original survey reports. Nevertheless, the sources included details about psychographic analyses of the Mexican men sports enthusiasts. Unfortunately, the sources mostly identified with football in Mexico; thus, we could not isolate the essential findings using this approach due to overlapping information. Therefore, we opted for another search approach to retrieve more information.

To uncover more findings, we expanded the scope of the research to include profiles from the wider Latin American region and the Mexican sports fans in general. Luckily, we found important data via ThinkWithGoogle, which featured a sports content accessibility report for the Latin America region. The report identified YouTube as the primary platform Mexican male sports enthusiasts use to access on-demand sports content. Considering that quite strong data points were still unavailable, we decided to focus more on football/soccer, which over 77% of Mexican men consider as their most favorite sport. It is also regarded as the most popular sport by more than 95% of Mexican respondents. We intended to use this reference as a proxy for the request considering the significance of football/soccer to the Mexican society.

We used queries that located information of football fans profile specific to the research criteria (habits, hobbies, interests, spending habits, and values). There were some reports from E-Consulta, Merca20, Eleconomista, Forbes Mexico, Revysta Pim, Deportes, Inc., and others. The research team only selected reports that mostly focused on male sports enthusiasts, yet we were only able to include the source from E-Consulta that included the Mexican male sports enthusiasts. Unluckily, we couldn't identify male football enthusiasts in a broader scope including Latin America or Mexican football fans in general.

Due to the lack of accurate and specific information on the subject, we decided to include more general data without considering gender. Taking into consideration that the majority of football fans in Mexico are men, we assumed that men fans mostly represent the public profile of Mexican football fans. Therefore, we included the findings that reflected spending habits and values for Mexican football fans in general. We also expanded this to the Latin America region and found the media consumption preference in general. We learned that almost all Latin American football fans watch football programs from the television (98 percent of football fans). From this, we established that television is the most preferred media used by Mexican football fans to watch football matches.

Our initial expectation was to search for profiles that were related to the public such as the most spender, most favorite places to watch sports, the activities' preference, and the likes. However, we could not find such data but managed to include findings that are relevant to the game such as jersey purchasing, stadium visits, etc. In our last findings, we specifically derived the general profile of male sports enthusiasts in Mexico from Mexican male data points while we included the profile of football fans to enrich the understanding of the psychographic profile of the sports enthusiasts in Mexico. Read on for our elaborate findings.
1. INTERESTS AND HOBBIESFootball/soccer is the most favorite sports in Mexico as voted by 55.7 percent of total respondents and 77.7 percent of total male respondents as per the report from Consulta Mitofsky. 
Another report from the CGE also reveals that 95.9 percent of respondents think that the most favorite sport in Mexico is football/soccer.
2. HABITSMale sports enthusiasts in Mexico usually use YouTube as the primary source of accessing on-demand sports content. A survey by ThinkWithGoogle revealed that 73% of Mexican men accessed YouTube at a certain point. Television is the primary media used to watch football programs in Mexico and other Latin America's countries. It is the chosen media by more than 98% of football fans in Latin America. About 70% of football/soccer fans in Mexico who watch live football matches also connect to a second screen.
3. SPENDING HABITSMajority of Liga MX followers will buy a club's jersey on many instances while 55% acquire it every two years or fewer. About 26% buy a club's jersey every year or every tournament according to the Capital Sports Team Soccer MX study. The brands that appear in sports events seem more attractive for the Mexican sports enthusiasts as 64% of sports fans nationwide prefer to consume such brands according to the survey of Nielsen Mexico. According to the Deportes, Inc. report, Mexican football fans don't get affected by the exclusive offers from official sports clubs/brands since 54.4% of sports consumers have not bought "Retro" edition, and 69.6% were not interested in limited editions offers. 
4. VALUESMajority of men in Mexico believe that the Mexican football/soccer is strong at any place and 58% of male respondents on the survey of Gabinete support this. About 62% of football enthusiasts claimed to have visited the football stadium of Liga MX's clubs at least once. Family tradition is the primary motive for supporting the Mexican football/soccer clubs as reported by 42% on the Deportes, Inc. survey, followed by personal interest at 26.6%.

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Sports Enthusiasts Psychographics, Philippines

Sports enthusiasts in the Philippines are interested in reading both international and local news, especially regarding the government and other political issues. They enjoy outdoor activities such as mountain climbing, hiking, and trekking, and they make use of Facebook, Twitter, and YouTube social media platforms. Their interests in local and international news support their love of travel and engagement in business ventures. They value family, and are fans of e-sports. This document contains screenshots of Filipino psychographic statistics obtained from SimilarWeb.

RESEARCH STRATEGYWe began our research by looking for survey reports, research papers, and studies that would provide information on the psychographics of male sports enthusiasts in the Philippines. We looked into the databases of research firms such as Nielsen, Ernst & Young, Forrester, Gartner, Deloitte, among others. However, we were unable to find studies that showed specific information for the sports audience in the Philippines. What we found were studies for other countries such as India, Brazil, the United States, and the United Kingdom. Nevertheless, one study revealed the beliefs of sports enthusiasts regarding sports participation in the Philippines academic setting.

Next, we looked for published articles regarding the sports audience in the Philippines from media sites such as ABS CBN, GMA News, PhilStar, Inquirer, among others. Here, we only found some articles that showed why Filipinos love basketball, boxing, and other popular sports in the Philippines. We then looked further into these articles to see if they provided links to research papers. However, there wasn't any.

Furthermore, we searched websites that provide statistical analysis like Statista, to see if they had any info on the psychographics of male sports enthusiasts in the Philippines. However, this strategy also failed to provide us with enough information. Through this search, we found data on the sports mostly participated in by the Filipinos.

We then tried to find information on the sports that had large audiences in the Philippines, and we found that basketball, boxing, e-sports, billiards, volleyball, and MMA, among others, belong to that category. Next, we looked for the top visited websites in the Philippines based on the sports mentioned through the SimilarWeb platform. After obtaining this information, we made sure that the websites' audience were almost if not all from the Philippines, then we checked the gender distribution of the visitors to make sure that men dominated it. After ensuring that Filipino men dominated the websites, we then checked the audience interests from another source and corroborated the data from both sites. We attached a document which contains all screenshots of the data obtained from SimilarWeb because some are not accessible.

Lastly, we looked through the Facebook pages of the institutions for the top sports in the Philippines such as PBA, MMA Philippines, among others. We then looked for their top male fans and went through their profiles to establish their interests. Here, we found posts that showed their lifestyles, interests, and signs of their values.

Sports Enthusiasts Psychographics: PhilippinesINTERESTS, HOBBIES, MEDIA
Based on data from SimilarWeb, male sports enthusiasts in the Philippines use Facebook, Twitter, and YouTube social media platforms. They are interested in online games, e-sports, and fantasy sports. Many of them also watch/show interest in porn videos and adult content. The profiles of top male fans of Facebook sports pages indicate that they like outdoor activities such as mountain climbing, hiking, and trekking.

LIFESTYLE
Most of the top fans of Facebook sports pages in the Philippines love to travel. Some of them do so locally, visiting islands and beaches, while others go international, mostly making trips to Asian countries and the US. They are also involved in business ventures.

VALUES AND BELIEFS
Fans of Facebook sports pages in the Philippines have strong family values and seem to maintain a very close relationship with their relatives, as can be seen in the way they post pictures of their families. Based on data from SimilarWeb, male sports enthusiasts in the Philippines like to read both international and local news, especially about the government. On Facebook, sports page fans in the Philippines post and share their thoughts on the government and other politically related topics. In the academic environment, Philippine sports enthusiasts stated that participation in sports could motivate student-athletes to achieve greatly, improve their grades, keep them determined, and establish a keen spirit of sportsmanship and teamwork.

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Sports Enthusiasts Psychographics, Vietnam

After conducting extensive research, we were unable to create a psychographic profile for male sports enthusiasts in Vietnam. However, we provided the popular sports that attract sports enthusiasts to be badminton, soccer, cycling, swimming, and fishing. This Google Doc shows a percentage breakdown of the games that the Vietnamese like to engage in. We have presented some useful findings below, as well as the research methods used to ascertain that the requested information is unavailable.
RESEARCH STRATEGYTo create an ideal psychographic of male sports enthusiasts in Vietnam, we first looked out for profiles of sports fans by identifying some popular sports in the country, as well as the famous clubs in those sports. Several sources suggested that football was a sport that attracted a large chunk of sports enthusiasts in Vietnam, and we identified Quang Nam FC, Than Quang Ninh, and Hanoi FC as the famous football clubs in the region. We then proceeded to look into the social media pages of these clubs, including their Facebook and Twitter pages, and found out their top fans and admins of related public groups (e.g., the group Tôi yêu Bóng Đá Hà Nội, which translates to I love Hanoi Football).

Although we were able to collate some male football enthusiasts, the available information on their Twitter or Facebook bios was not substantial enough to build a decent psychographic profile. However, we still searched further by looking through LinkedIn, which usually contains information about the interests, habits, etc., of people, but data on these enthusiasts were either unavailable or had multiple entries with the same name. These difficulties prevented the successful collation of a psychographic profile for male sports enthusiasts from the identified individuals.

Next, we looked at consumer reports on the sporting culture and audience participation in Vietnam from reputable global agencies like E&Y, McKinsey, Deloitte, Euromonitor, BCG, etc., as well as academic studies and survey reports on the topic from Academia.edu, ResearchGate, etc. To obtain quantitative information, we looked through the databases of sites like Statista, as well as local publications from Vietnam Investment Review, Tuoitrenews.vn, etc. However, these sources had information mostly on the type of sports games played in Vietnam, the size of the market (in terms of audience size and money) that the games attract, etc., with no further granular insights such as the nature of the audience.

From Euromonitor, we identified a paywalled resource; a global report which covered the food, drinks, sportswear, and merchandise associated with sports fans. 

As a last resort, we broadened the criteria to cover the male and female gender population of Vietnam and not only that of sports enthusiasts. This expansion revealed some psychographic insights that we provided in the useful findings section. However, they were not enough to extrapolate data for male sports enthusiasts.
USEFUL FINDINGS SPORTS POPULARITY IN VIETNAM
Different sports are popular among the Vietnamese at various levels, including football, volleyball, badminton, wrestling, bicycling, chess, dominoes, water sports, martial arts, rowing & canoeing, weightlifting, table tennis, and track et al. By participation, the top five sports in Vietnam as derived from a 2018 survey conducted by Cint include badminton (10.51%), football/soccer (10.4%), cycling (9.76%), swimming (8.77%), and fishing (6.96%). Foreign sports such as hockey, rugby, cricket, and climbing are also becoming popular in Vietnam. Sports enthusiasts are taking up these sports as they perceive them as opportunities to experience something new and something that is more fun. They also took up these sports, not as a competition, but more like a festival which they participate in out of love for them. However, gaining the support of a Vietnamese sports audience depends significantly on the nationality of the sportsperson. Noel Huynh Mai Huynh, one of Vietnam’s top-ranked female tennis players, was often booed and given bad write-ups in the press because she was not considered a true Vietnamese, as she was born in the U.S. territory of Guam and held dual citizenship in the United States and Vietnam. 

E-SPORTS IN VIETNAM
Vietnamese youths are showing an increased interest towards e-sports as well, as young people have begun creating gaming communities for their favorite games in schools and local internet cafes. 
In 2018, Vietnam had 15 million e-sport gamers, and that number is expected to reach 26 million players in 2019. By combining e-sports enthusiasts (viewers and players), the gaming community in Vietnam amounts to 32.8 million, which has led to the successful formation of gaming-focused startups like Garena, VTC, Appota, and SohaGame in the country. The target audience of the e-sports industry consists mainly of males (94%) and younger generations. 

FOOTBALL ENTHUSIASTS
The influence of sports is very high in Vietnam, as the number of users who expressed interest in sports content on the internet is three times more than other interests. Of all the sports, 83% of internet users expressed themselves as football fans among whom were crazy fans, while 64% were average level fans. Vietnamese football enthusiasts are interested in foreign teams with 36% of them in support of Germany for the 2018 World Cup and 26% supporting Brazil. They were especially emotional about their recent success in the world stage (Asian Football Championship runners-up). According to one supporter, Vuong Tuan, "it was like a dream." 

Vietnamese football enthusiasts often drink Bia Hoi, Vietnam’s famously cheap fresh-brewed lager to celebrate their team's success.  They viewed their Asian Football Championship (AFC) matches at coffee shops, bars, and cinema halls which offered special screenings of the game.

SPENDING HABITS
The Vietnamese spend predominantly on foreign travel, personal care, Japanese goods, smartphones, and insurance. (Source 14) The total consumer spending in Vietnam increased to 3,405,750.02 VND billion in 2017 from 3,086,297.83 VND billion in 2016. The 2017 expense was the all-time high between 1990 and 2017. As far as values in the society of Vietnam go, male dominance is prevalent. Men make the final decision on virtually all major issues. Consequently, it can be inferred that the spending patterns of the overall Vietnamese society are mainly reflective of its male population.

HOBBIES
After retiring from sports, Vietnamese athletes often take up different habits or hobbies. Le Duc Cong, an erstwhile famous Vietnamese judoka, picked up photography after retiring, and it is now a second career for him. 

FOOD
David Lloyd, a foreign national living in Hanoi since 2011, found the city encouraging and conducive for sports enthusiasts like him. One of the positives of Hanoi that attracted a sports enthusiast like Lloyd to the city of Hanoi was its food, which included bun rieu cua (Vietnamese field crab noodle soup), pho ga (chicken noodle soup), bun cha (grilled pork vermicelli), and pho cuon (beef summer roll). 

Part

of ten

Part

Sports Enthusiasts Psychographics, Saudi Arabia

Although we were unable to provide psychographics of male sports enthusiasts in Saudi Arabia, we have presented broader viewer psychographics of sports enthusiasts in the country. Three popular websites that sports enthusiasts in Saudi Arabia visit include Kooora, Sport KSA, and Alhilal. Visitors of these sites typically show interest in computer electronics, news and media, soccer, and investing among other things. Below we have provided an overview of our research strategy, any assumptions we have made, and the findings from our research.

METHODOLOGYWe began our research by exploring government statistic databases including the General Authority for Statistics in Saudi Arabia to locate psychographics on male sports enthusiasts in the country. Though we found a survey summary on the psychographics of male athletes in Saudi Arabia, information on sports enthusiasts was unavailable. Next, we searched for data on reports published by Saudi Arabian government authorities such as the General Sports Authority of Saudi Arabia. We wanted to locate industry and trend articles on male sports fans/viewers in the nation. However, we could only find information about a government program providing assistance with sports and facilities. There was no psychographic information presented. 

We then searched for psychographic data provided by social listing resources such as SimilarWeb, which is a useful tool in discovering psychographic information. First, we looked for the leading sports pages/sites in Saudi Arabia that are often visited by sports enthusiasts. Using this research strategy, we found the websites Kooora, SportsKSA, and Alhilal. Afterward, we looked for psychographic data on SimilarWeb and located some interests and habits of sports enthusiasts. However, the information did not particularly seem centered on male sports enthusiasts in the region.

Due to the limited availability of relevant information, we were unable to find data on the psychographics of male sports enthusiasts in Saudi Arabia specifically. Nonetheless, we presented general psychographic information on the group including their habits and interests, along with additional details. A probable reason for the lack of data is that no reports, studies, or publications discussing this topic are available.

HELPFUL FINDINGSHABITS In Saudi Arabia, around 93.22% of sports enthusiasts typically visit the Sports KSA website to search for sports-related articles and news. At least 12.02% watch sports on websites such as Kooora. More than half (68.26%) of sports enthusiasts in Saudi Arabia use the Alhilal website to browse for sports-related articles and news. 

INTERESTSSports enthusiasts in Saudi Arabia, such as the visitors of the Kooora website, have interests in adult content, news and media, arts and entertainment, and computer electronics and technology. Additionally, those who frequent the Alhilal site display a particular interest in soccer. Meanwhile, sports enthusiasts that visit the Sport KSA website have an interest in investing and soccer.

ADDITIONAL FINDINGSAbout 56.03% of Saudi Arabian sports enthusiasts that use the Kooora website engage in sports through YouTube, while 33.19% use Facebook. 

Sports enthusiasts who use the Alhilal website to search for sports-related articles and news engage in sports through Facebook (22.06%) and Twitter (61.84%).

Sports enthusiasts that utilize the Sport KSA site to browse for sports-related articles and news typically engage in sports through Twitter.

Part

of ten

Part

Sports Enthusiasts Psychographics, India

Cricket is the most popular sport watched by male Indians. Additionally, Kabaddi has received increased viewers throughout the years, making it the second most watched Indian sport. However, information regarding the hobbies, interests, spending habits and values of male sports enthusiasts in India could not be found.
MethodologyWe started the search by looking into surveys to find the interests, hobbies, and habits of sports fans in India. We visited websites such as Live Mint and others. From this search, we were able to find the interests of sports fans and their watching habits. However, we could not find any information regarding Indian male sports enthusiasts. We thought that the search would yield valuable information because sports surveys tend to report information regarding sports consumption and the demographics of its viewers, but this was not the case for Indian male sports enthusiasts. We also visited websites such as SMRI, Kreedon, and others to further our search. These sites are known to publish the latest news about Indian sports. However, no information could be found about the specific demographic. The only information we found was about the change in the sports industry in India and the growth of digital media as a medium for watching sports.

We decided to look into the popular sports in India, and from there we would look for the specific demographics who watch the sport. Ey.com published a report detailing the most popular sports in India to be cricket, Kabbadi, and football. Additionally, the publisher found that both the Indian Premier League (IPL) and the Indian Kabbadi League were the most popular sports league in India. We narrowed our search on information about these sports and the two leagues. We looked into posts and tweets made by sports enthusiasts in their social media profiles. We also analyzed their social media accounts to spot common traits or habits. This is to provide an overall psychographic of male sports enthusiasts in India. However, the search did not work because there was limited information regarding the specific demographic. We assumed that the search would work because the sports and the sports league were popular in India, so we also concluded that it would be popular among Indian males too.

We then decided to check the consumer reports on sporting culture and audience participation regarding male sports enthusiast in India. We visited sites such as McKinsey, Euromonitor, BCG, and others. We were able to find information regarding sports fandom and culture global viewing habits and consumption in Euromonitor, but the report was only accessible through a paywall. 

Lastly, we decided to broaden the search to all genders of sports enthusiasts. We looked into websites such as Nielsen, Iron Wood Sports, and others. This search provided some insights about the topic, but nothing specific to Indian male sports enthusiasts. We then concluded that information regarding the habits, hobbies, interests, spending habits and values of Indian male sports enthusiasts is not available because information about it is publicly unavailable. 
  
Psychographics of Indian Male Sports EnthusiastsIt was found that 62% to 68% of male Indians watch the Indian Premier League (IPL) for cricket, the Indian Super League (ISL) for football, and the Pro Kabbadi League for Kabbadi. They usually spend about 110 minutes watching IPL and about 26 minutes watching the Pro Kabbadi League. Additionally, a survey from the awareness and consumption of sports in India, where 61% of the participants were male Indians, found that 21% watch sports using their phones, 9% watch sports using their computer, and 3% watch sports using their tablets.

When it comes to awareness, the IPL has the highest recognition with 88% of male Indians aware of the league. This is followed by the Pro Kabbadi League (67%), then by the Hockey India League (46%), the ISL (35%), and the Premier Badminton League (27%). In addition to this, a Nielsen sports report found that the most watched sports league on television is the IPL and then followed by the Pro Kabbadi League. Moreover, in 2015, the sport Kabbadi received a 14% increased in interest, and this led to increased interest in the league by 33%. Cricket, on the other hand, is still the number one sport watched in India. It is popular with Indian male audiences that enjoy watching game highlights, scores, teams, and other online content.  The reason why so many male Indians enjoy the IPL and the Pro Kabbadi league is because of the format of the game.

Part

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Part

Sports Enthusiasts Demographics, Vietnam

We could not find information on the demographics of male sports enthusiasts in Vietnam based on their age, income level, race, employment, location, home ownership, children, and level of education. Below is a methodology that we used in an attempt to find this information. 
METHODOLOGY
Our first strategy was to check for pre-compiled information on the demographics of male sports enthusiasts in Vietnam. We found a source from study country.com, this source gave us information specific to the main sports played in the country and stated that young people were most enthusiastic when it came to sports. However, there was no information relating to the demographics of male sports enthusiasts in Vietnam. 

The second strategy was to check for statistical databases such as Statista and Government statistics for any information regarding age, income level, race, employment, location, home ownership, children, and level of education for male sports enthusiasts in Vietnam. Again this strategy did not produce any positive results.

Our final strategy was to focus on news reports and media articles to check for demographic data on male sports enthusiasts in Vietnam. Some sources we checked include factsanddetails, Expart.com, and Vietnam News. Most of the information from these resources was on the growth of the sports industry, the current status of the industry and participation of females in sports in Vietnam. In this case, we could not find any demographic data of male sports enthusiasts in Vietnam.
Key findingsVietnam is a country that loves sports and they are actively involved in sports. "Sports in this country were not well coordinated under the French regime, but sportsmen in the country took part in numerous sports events and competitions."

The top played sports in Vietnam include cycling, soccer, swimming, boxing, karate, tennis, aerobics and badminton. The most popular sport in the country is soccer. 

"The youth in the country are the majority of participants in these sports. Vietnam also has various sports clubs and training facilities that are used to train the upcoming sportsmen and sportswomen."

Vietnam carries a 4year multi-sport competition comprising participants everywhere in the country. It is called Vietnam National Games.

Sources

From Part 01

American Football grows in Mexico | Cronkite News

cronkitenews.azpbs.org

Publication Year: 2018

Quotes

"An ESPN report two years ago called American football the second most popular sport in northern Mexico, trailing only soccer, known as “fútbol” in Mexico. Other reports rank American football as the sixth most popular sport in the entire country. Mexico also has an extensive college football system with two major leagues and a young, six-team professional league called Liga de Fútbol Americano, or LFA. Four LFA teams are in the Mexico City area and the other two are near Monterrey, about 140 miles southwest of Laredo, Texas."

Sex differences in sport fan behavior and reasons for being a sport fan | Request PDF

researchgate.net

Publication Year: 2000

7 of the Most Popular Sports in Mexico

sportsaspire.com

Publication Year: 2018

In Mexico, female soccer players take centre stage to break gender stereotypes

unwomen.org

Publication Year: 2018

From Part 02

From Part 03

Bulletin of Household Sport Practice Survey - Saudi Arabia

stats.gov.sa

Publication Year: 2018

More and more Saudis embracing sports, exercise

saudigazette.com.sa

Publication Year: 2018

Sports & Outdoor - Saudi Arabia | Statista Market Forecast

statista.com

Publication Year: 2019

Sport Events - Saudi Arabia | Statista Market Forecast

statista.com

Publication Year: 2019

From Part 04

Digital Is the New Playground for Sports Fans in India - Think with Google

thinkwithgoogle.com

Publication Year: 2017

India constitutes 90 percent of one billion cricket fans: ICC research

economictimes.indiatimes.com

Publication Year: 2018

Indian Sports Viewership 2018 Report

kreedon.com

Publication Year: 2018

The business of sports

assets.kpmg

Publication Year: 2018

Nielsen World Sports Demographics

nielsensports.com

Publication Year: 2018

New country classifications by income level: 2018-2019

blogs.worldbank.org

Publication Year: 2018

The evolving landscape of sports in India

assets.kpmg

Publication Year: 2019

The Future of Sports

futureof.org

Publication Year: 2017

From Part 05

LA AFICIÓN AL FUTBOL SOCCER EN MÉXICO 2017

beisbolicos.com

Publication Year: 2017

Futbol, el verdadero deporte rey en México, revela encuesta | e-consulta.com 2019

e-consulta.com

Publication Year: 2017

Quotes

"Son más las mujeres (62 de cada ciento) las que hablan de que el futbol mexicano es tan fuerte como el de cualquier otro lugar, ya que con esta idea sólo comulgan 58 hombres. (ES) | There are more women (62 of each hundred) who say that Mexican soccer is as strong as any other place, since with this idea only 58 men share. (EN)"

¿Cómo viven el deporte los hombres y las mujeres en YouTube?

thinkwithgoogle.com

Publication Year: 2018

Quotes

"En México y en Colombia, el 73% de los hombres aseguran que YouTube es una de sus fuentes principales de contenido de deportes (ES) | In Mexico and Colombia, 73% of men say that YouTube is one of their main sources of sports content 1 (EN)"

Rusia 2018: ¿Cómo se informan del Mundial los latinoamericanos?

elcomercio.pe

Publication Year: 2018

Las OTT: el deporte, un nuevo mercado en México

eleconomista.com.mx

Publication Year: 2018

Quotes

"Hace tres años, 40% de los aficionados al futbol utilizaban una segunda pantalla en los partidos en vivo, pero actualmente el índice llega 70% de los fans los que prefieren interactuar en redes sociales, consumir estadísticas o análisis de los partidos. (ES) | Three years ago, 40% of soccer fans used a second screen in live matches, but currently the index reaches 70% of fans who prefer to interact in social networks, consume statistics or analysis of matches. (EN)"

Liga MX se posiciona en atención y consumo

eleconomista.com.mx

Publication Year: 2017

Quotes

"En México, 26% de los fans, es decir, casi tres de cada 10, compran la camiseta de su equipo cada año o cada torneo de acuerdo con el estudio Team Sports Futbol de Capital MX. Mientras que 55% la adquieren cada dos años o con menor frecuencia. (ES) | In Mexico, 26% of the fans, that is to say, almost three out of 10, buy their team's shirt every year or each tournament according to the Capital Sports Team Soccer MX study. While 55% acquire it every two years or less frequently. (EN)"

¿Los deportes generan fanáticos o clientes?

merca20.com

Publication Year: 2018

Quotes

"De acuerdo con un estudio realizado por Nielsen México, el 64 por ciento de los aficionados a los deportes a nivel nacional, ven más atractivas a las marcas que aparecen en estos eventos y tienen a preferirlas al momento de consumir (ES) | According to a study conducted by Nielsen Mexico, 64 percent of sports fans nationwide, they see more attractive brands that appear in these events and have to prefer them at the time of consumption. (EN)"

¿Cómo es la relación entre el futbol mexicano y su consumidor? - Deportes Inc

deportesinc.com

Publication Year: 2018

Quotes

"De los encuestados, el 41.8% indicó que el origen de su apoyo a cualquier equipo de futbol mexicano es por “Tradición familiar” ... (ES) | Of the respondents, 41.8% indicated that the origin of their support to any Mexican soccer team is "Family Tradition" .... (EN) El 54.4% de los consumidores no ha comprado los famosos productos “Retro” así como 69.6% que afirma que las “Ediciones limitadas” no es por lo que esperan gastar su dinero; en pocas palabras, son productos que simplemente generan, sí un impulso, pero no una decisión absoluta de compra. (ES) | 54.4% of consumers have not bought the famous "Retro" products, as well as 69.6% who say that "limited editions" is not what they expect to spend their money; in short, they are products that simply generate, yes an impulse, but not an absolute decision to purchase. (EN)"

From Part 06

Let’s Play - Top 10 Sports Filipinos Love - Pinoy Top Tens

topten.ph

Publication Year: 2017

Top sites ranking for Sports > Basketball in Philippines

similarweb.com

Publication Year: 2019

SimilarWeb.com - Competitive Intelligence Tool

account.similarweb.com

Publication Year: 2019

Academic Achievement as Influenced by Sports Participation in Selected Universities in the Philippines

researchgate.net

Publication Year: 2017

Quotes

"However, sports enthusiasts claimed that sports participation can motivate student-athletes to achieve harder, raise scholastic ambition, can keep them attending school, can improve students’ academic grades, develop awareness the benefits of good health, fitness and exercise, and understanding the spirit of team work, sportsmanship and camaraderie."

PBA

facebook.com

Publication Year: 2019

MMA Philippines

facebook.com

Publication Year: 2019

SimilarWeb Data

docs.google.com

Publication Year: 2019

From Part 07

Vietnam - Sports and recreation

britannica.com

Quotes

"Football (soccer) is exceedingly popular in Vietnam, and volleyball, badminton, wrestling, bicycling, chess, and dominoes are also widely enjoyed. Since 1952, the country has participated in the Olympic Games, with competitors in swimming and water sports, martial arts, rowing and canoeing, weightlifting, table tennis, and track. Tran Hieu Ngan won Vietnam’s first Olympic medal at the 2000 Summer Games (in women’s tae kwon do). "
"The Vietnamese game of sepak takraw is a volleyball-like sport played with a rattan ball, a net, and the feet; Vietnam’s women’s team has been a formidable competitor at the Asian Games and the Southeast Asian Games, as have the country’s entrants in men’s and women’s martial arts, including, wushu, karate, and tae kwon do. Billiards are also broadly popular in Vietnam, and the country’s top players compete internationally."

Vietnam What sports do you regularly participate in..PNG

drive.google.com

Vietnam - kinds of sports regularly participated 2018 | Statistic

statista.com

Publication Year: 2018

Quotes

"This statistic shows the results of a survey conducted by Cint on the kind of participated sports in Vietnam in 2018. During the survey, 10.4 percent of Vietnamese respondents stated they play soccer/football regularly."

E sports opportunities in Vietnam

vir.com.vn

Publication Year: 2019

Quotes

"In Vietnam, the youth soon caught on to competitive gaming with gusto and created gaming communities around their favourite games in schools or even local internet cafés. With Facebook and YouTube gaining ground in the country, the Vietnamese gaming communities have been growing faster and are becoming more connected."
"in 2018, Vietnam had 15 million e-sport gamers and the number is expected to reach 26 million players this year."
"E-sports enthusiast viewers and players make up a gaming community of over 32.8 million and are a major driving force behind the success of gaming-focused startups in Vietnam like Garena, VTC, Appota, and SohaGame. They have also helped to generate Vietnam’s first startup unicorn – Vinagame (VNG)."
"The major target audience of this industry is males (94 per cent of e-sports audience) and the younger generations."

Vietnam’s top-tier football league kicks off 2018 season with record audience - Tuoi Tre News

tuoitrenews.vn

Publication Year: 2018

Quotes

"Seas of fans that filled different stadiums across Vietnam stole the limelight of the opening round of the 2018 season of V-League 1, the country’s top-flight football competition, on the weekend."
"The impressive number of spectators was attributed to the fact that many members of the U23 team that finished second at the Asian championship in China in January are playing for their clubs at the V-League 1 this year."
"The top-flight 2018 V-League 1 consists of 14 clubs, running between March 10 and September 22, 2018. The defending champions are Quang Nam FC. After the first round, with four teams yet to play their tournament opener, Than Quang Ninh and Hanoi FC secure the first two spots with three points."

The rise of Vietnamese football: How the country’s soccer talents are succeeding on the world stage

esquiresg.com

Publication Year: 2018

Quotes

"Vietnam’s recent successes on the world stage are testament to an enlightened development programme that has produced a golden generation of young stars. “It’s like a dream,” cries supporter Vuong Tuan as he raises yet another glass of bia hoi, Vietnam’s famously cheap fresh-brewed lager, to toast the success of the nation’s under-23 football side with his friends."
"Observers praise the heightened skill, technique and strength that state-of-the-art academies such as HAGL-Arsenal JMG and PVF have bestowed on the Vietnamese side. Traditionally though, it has been a belief among many—even Vietnamese supporters—that the team is held back by the short stature of the players."
"The AFC Cup is generally not regarded as one of world football’s big-ticket events. And, as McIntyre points out, this year’s instalment was of even less significance as it was not in an Olympic cycle. What Vietnam’s success proved, however, was that its players can excel on the big stage against quality opposition. And that they have fervent support whose passion for their side is genuine and strong. At the rate the team is progressing, there will be plenty more glory to toast with bia hoi in future."

Google Translate

translate.google.com

Publication Year: 2018

Quotes

"In general, Vietnamese users keep track of sports information very popular. The number of users who expressed interest in sports content on the Internet is three times higher than the rest. Of the four respondents, only one stood outside the influence of sports. The sports that users love are relatively diverse from swimming, volleyball, ... to tennis. The most prominent among them is still football with about 85% of votes from users. Or it can be said that sports for Vietnamese people are football."
"Vietnamese football love has reached a relatively high level of passion. Of the 83% of users expressing themselves as football fans, there are cuồng crazy fans. They almost update every news related to players, tournaments ... favorite. Occupying a significant percentage, 64%, are the average level fans. This audience only read important and important information with a frequency not so frequent as a passionate fan group. The user group accounted for the remaining 6%, with a lower level of interest in football, for them sports information is a news update activity, not one of the main concerns."
"Most Vietnamese fans are mainly interested in heavyweight candidates for the championship. Leading the number of votes of users is the defending champion of Germany, 36%. During the past 4 years, this country's lineup has not been so volatile. Most of the German players are still the main members of the world top club. Brazil is in second place with 26%, which is a team that has a lot of affection for Vietnamese fans. "
"Possessing beautiful and skillful attacking kicks, they are expected to make impressive achievements at this year's World Cup. In third place with 23% of votes is Argentina team. Although he was almost eliminated in the group stage and had to rely on the big star of Messi to be able to attend the finals in Russia, many Vietnamese fans still think that they are a great deal to watch. The remaining three national teams have not much difference in the voting rate, averaging about 18%, including: Portugal (European Championship 2016), Spain and France."
"According to some of the above behaviors and habits, the brands need to pay attention to the following four factors if they want to take advantage of the 2018 World Cup event to reach the target customers: Flexible capture moments to share with users Create a playground, experience or discussion topic that catches the trend Pay attention to community connection Ensure the relevance of the brand and the content created"

Vietnamese athletes find joy in post-pro life - Tuoi Tre News

tuoitrenews.vn

Publication Year: 2019

Quotes

"After years spent overcoming injury and incidents on their road to athletic glory, these two former professional Vietnamese athletes – a judoka and a track-and-field runner – have managed to build fulfilling post-retirement lives for themselves."
"Le Duc Cong, a famous Vietnamese judoka who made a name for himself in the 1980s for his international success in the under-100kg category is no exception. The decades Cong spent cutting weight and following brutal practice regimens have left him with dozens of medals, but his success came at a steep cost: persistent spinal pain, blood infections, diabetes, osteoarthritis, and obesity."
"He is simply too unhealthy to be a coach, a P.E. teacher, or even a security guard. But for Cong, there is still a silver lining – enough free time to focus on photography, a hobby he has had since he was in his youth."
"He began investing in professional photography gear and, while bedridden after a surgery in 2011, began dedicating himself to perfecting his craft. “The doctor advised me to do some sort of physical activity, so I took my devices and went outside [to take photos] to practice and eliminate my boredom,” said Cong."
"Over time, Cong began to make more friends in the local photography community and believes he has found a second career for himself."

MEN, GENDER ROLES, THE ELDERLY AND FAMILIES IN VIETNAM

factsanddetails.com

Quotes

"Traditionally Vietnamese men have dominated the family, decided how money was spent, determined the size of a family and possessed property in their name. They have also traditionally men dominated public affairs, the professions and agriculture. "
"Gender roles in Vietnam are changing rapidly, though with different speeds in different social layers. Although men are still more visible in society, it is not necessarily a sign of their also having more power."

Foreign sports gain popularity in Vietnam - Tuoi Tre News

tuoitrenews.vn

Publication Year: 2018

Quotes

"Non-native sports such as hockey, rugby, cricket and climbing are becoming more and more popular in Vietnam thanks to the love of those sports by foreigners living in the country."
"The Vietnam Hockey Festival at the Thuan Dao Industrial Park in the southern province of Long An was held over two days in November 2017, and was a huge success."
"Among those taking part in the event, 400 people came from overseas destinations, ranging from Singapore, Malaysia and Brunei, to as far away as India, the Netherlands, Australia, and the United Arab Emirates. There were around 100 local Vietnamese players, which for a new sport is a considerable number, especially given its relatively high cost."
"Most of the Vietnamese players were young students who were excited to experience something new. “I started playing this a few months ago,” said Nguyen Ngoc Tien, a freshman at Ton Duc Thang University in Ho Chi Minh City. “I was impressed watching the previous competition and decided to try it.” “Then I was chosen to be in the university’s team. I used to play football, but it is hard to tell which one is more fun."
"We have competitions like this in the Netherlands,” said James Van Der Beek, a foreigner working in Ho Chi Minh City. “They are hosted according to the seasons and attract a lot of people. “It is not actually a competition, more like a festival, because we do not value the results. “People play because they love it."

SPORTS IN VIETNAM: OLYMPICS, VIETNAMESE MARTIAL ARTS AND THE NFL

factsanddetails.com

Quotes

"Noel Huynh Mai Huynh was Vietnam’s top-ranked female tennis player in the early 2000s. But when she played before home crowds she was often booed and given bad write ups in the press because she was not considered a true Vietnamese—she born in the U.S. territory of Guam and holds dual citizenship in United States and Vietnam—even though she lived most of here life in Vietnam and for a long time had never been to the U.S. mainland."

A sports enthusiast’s love affair with Hanoi

asianews.eu

Publication Year: 2018

Quotes

"Hanoi is also an ideal place for Lloyd to satisfy his passion for sports. “The capital is a relatively good place for someone who likes to ride and run. There are mountains and trails not far from the city and some great options for weekends away on the bike,” Lloyd says."
"According to him, the food is a major positive point of Hanoi. His favourites include bun rieu cua (Vietnamese field crab noodle soup), pho ga (chicken noodle soup), bun cha (grilled pork vermicelli),and pho cuon (beef summer roll). “I am also a huge fan of good com binh dan (commoner’s rice) for lunch,” Lloyd says."
"Besides the Vietnam Mountain Marathon, which is one of the largest ultra-running events in Asia and a landmark event in Southeast Asia, Lloyd is the founder of many other sports events, such as Vietnam Jungle Marathon (VJM) and Isla Climbing Challenge. “I founded VJM last year. My goal was to bring people to an extremely special area where few have either run or visited. We always aim to not only encourage people in Vietnam to run but also increase domestic sports tourism by attracting overseas participants."
"Lloyd also organised the Isla Climbing Challenge last year, which attracted over 100 cyclists and raised some US$13,000 for Newborns Vietnam, a British charity organisation that works to reduce infant mortality in Vietnam by providing specialist training to nurses and doctors as well as life-saving equipment."

Vietnam Consumer Spending | 2019 | Data | Chart | Calendar | Forecast | News

tradingeconomics.com

Publication Year: 2019

Quotes

"Consumer Spending in Vietnam increased to 3405750.02 VND Billion in 2017 from 3086297.83 VND Billion in 2016. Consumer Spending in Vietnam averaged 960546.08 VND Billion from 1990 until 2017, reaching an all time high of 3405750.02 VND Billion in 2017 and a record low of 37572 VND Billion in 1990."