A recent study at Hohenhiem University revealed German fans showed more willingness in 2018 to spend money supporting their national team than in previous World Cups. The study, conducted by the university's Institute of Sport and Society, found that Germans were willing to pay for a ticket to watch Germany play against Portugal or Spain - two teams they have never played before. Fans awareness of official FIFA sponsors, however, seems to have declined, with large corporations showcasing the ability to be associated with the World Cup through national teams and football accessories rather than directly with FIFA.
A recent study at Hohenhiem University revealed German fans showed more willingness in 2018 to spend money supporting their national team than in previous World Cups. Average spending on the team's merchandisealmost doubled since 2014, according to a survey of 1,000 people. Fans awareness of official FIFA sponsors, however, seems to have declined, with large corporations showcasing the ability to be associated with the World Cup through national teams and football accessories rather than directly with FIFA.