World Cup gains fans in emerging markets
The banks of empty seats at some World Cup games will have disappointed the international football authorities. But the sport is as popular as ever on television. And some of the most notable TV viewing figures are from Asia, Africa and Latin America.

In South Africa itself, according to FIFA, on Friday a record audience of more than 10m people watched the local team – nicknamed Bafana Bafana (the boys, the boys) – draw with Mexico, 39 per cent higher than last year’s highest audience for a sports event.

In Mexico, nearly 19 per cent of the population with access to television watched coverage of the opening game, with viewing numbers 15 per cent higher than for any of Mexico’s games in 2006. South Korea may have failed to wow spectators in Port Elizabeth, whose elegant new stadium looked to a third empty for Saturday’s game against Greece. However, 24 million people watched Chinese television’s coverage of the same match.
Football’s appeal in these populous countries will confirm their attractions for sponsors and can only increase the chances of future World Cups being held in the developing world. Brazil is already making preparations for the 2014 contest (it plans to build or renovate 12 new stadiums). And FIFA insiders say that the chances of Russia – another BRIC – staging the 2018 competition, which by FIFA convention is due to be held in Europe, are increasing at the possible expense of England.

Australia withdrew from the bidding for 2018 a few days ago, but has set its sights on 2022, arguing that its geographical locations and Asian connections make it a prime choice. Frank Lowy, chairman of Football Federation Australia, who is spearheading Australian efforts, stressed those factors when he told the FT that his country’s bid is on track for 2022.

“Where else would be better for football in 2022. We are sitting in the biggest growth part of the world. China and Indonesia are in our sphere. People complain about travelling time but we are a well equipped sport loving nation and two-thirds of the world’s population are in our time zone.”

http://blogs.ft.com/beyond-brics/2010/06/14/world-cup-gains-fans-in-emerging-markets/