Football has overtaken rugby as Wales’ national sport, according to an independent audience research report.
A poll by Nielsen for UEFA has asked a representative sample in Wales in 2016, 2019 and 2022 which is their favourite sport. And, for the first time, football came out on top this year.
In 2016, rugby and football were even at 43% each, with rugby having a narrow 42% to 39% lead in 2019. But the poll for this year shows football opening up a 47% to 45% lead as the nation's favourite interest sport.
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The polling company noted that there had been a “significant increase” in interest in football in Wales since 2019. Interest numbers were in line with the European benchmark - largely concentrated among those aged 35 or younger - while adult participation levels sat above the average figure in Europe, having grown nine per cent in the last three years.
In fact, only general exercise and swimming remain more popular among adults, while football is still the most popular participation sport among children. Rugby as a participation sport found itself placed eighth among adults and seventh among children.
Interestingly, among those surveyed, rugby was viewed with more positivity. 85% felt positive about football compared to 95% about rugby, while 10% felt negative about football compared with only 4% about rugby.
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However, negativity about rugby had increased slightly from 2016 while negativity about football had almost halved from 18%, compared with 2019. That's unsurprising given the contrasting fortunes of the two sports in this country - with Welsh rugby in crisis and the football national team on the brink of a third major international tournament in six years.
The report also has advice for the Football Association of Wales so that they can further increase football’s popularity in Wales. “In order to further increase football popularity among women, continue to push relevant initiatives (e.g. Be. Football mentoring programme),” the report says.
“Highlight recent investments in facilities and infrastructure, [as] this should reinforce positive sentiment towards football in Wales. Capitalise on the increases in national team interest Continue with player-focused comms strategy (documentaries/storytelling) with the aim of creating role models."
Noel Mooney, FAW chief executive, said: “On the whole this report is very positive and I’m incredibly pleased to see that the game which we are entrusted to run is now the number one interest sport in the country.
“This independent report is testament to hard work of FAW employees, Area Associations, Leagues, Clubs and volunteers right across the country who raise awareness, interest and perceptions of our wonderful game.
“In conjunction with our strategic aims for Welsh football, this research provides us with insights on where we can continue to grow and what areas we need to focus on for improvement.”
1,000 respondents were interviewed by Nielsen between 4th April and 22nd April 2022.
