World Cup Fever Drives Brazilian Consumers, Even With High Travel Costs in the U.S.

Image: Brazilians holding Brazilian flags

Even with the high cost of tickets, hotels, and transportation in the United States, Brazilian fans remain among the most excited and engaged supporters ahead of the World Cup. A new study shows that seven out of ten consumers in Brazil say they are strongly influenced by promotions tied to the tournament — and many are willing to stretch their budgets to be part of the celebration.

In Brazil, the World Cup is more than a sporting event. It’s a cultural moment that moves the entire country, and that passion shows up directly in consumer behavior. When the theme is World Cup, spending increases across several sectors — clothing, electronics, food and beverages, and even travel packages.

According to new research from QualiBest, more than 70% of Brazilians say they are influenced by World Cup‑related promotions, and an impressive 94% believe brands associated with the tournament gain a more positive image. For retailers, it’s the perfect environment: national pride, emotional connection, and a sense of collective excitement.

SOT – Roberta Fernandes, Commercial Executive
She explains that the identification with the national team and the emotional pull of soccer create ideal conditions for companies to launch themed campaigns. That enthusiasm is so strong that many fans are buying airline tickets — and in some cases taking on debt — to follow the Brazilian team in person in the United States.

Experts say the excitement doesn’t depend on the team’s performance on the field. Brazilians are the fans who respond the most to emotional campaigns, themed discounts, and that familiar feeling of “everyone together.” Psychologists explain that the World Cup activates feelings of joy, hope, and belonging — emotions that strongly influence purchasing decisions.

In a recent survey, 41% of Brazilians associate the tournament with fun, and 40% associate it with happiness, reinforcing how deeply the event resonates with the public.

SOT – Psychologist
Highlights that major sporting events create a shared emotional experience, which strengthens social bonds and encourages people to participate — whether by buying themed products, gathering with friends, or traveling to support the national team.