With the 2018 FIFA World Cup in Russia underway, millions of people are tuning in to watch their home team compete for the win. But since Brazil’s crippling defeat to Germany in the 2014 championship, the nation’s interest in the sport has dropped 12%. In a bid to rekindle their love of football, the Museu do Futebol is an immersive experience showcasing the nation’s historical and cultural relationship with the sport. We discover the insights behind the museum, and understand how by taking Brazilians through footballing history, the Museu do Futebol is rekindling Brazilians’ love for the mighty game.
Throughout the World Cup season of 2018, the Museu do Futebol is making its home in Rio de Janeiro after previously travelling around Brazil. The exhibition has eight rooms which illustrate the Brazilian roots of football through short video clips, photos, interviews with sporting heroes and interactive experiences, like table football games powered by the show’s sponsor, Motorola. "Football is a national passion and expression of our culture," says Bruno Couto, head of marketing at Motorola Mobility. "We believe that because it is democratic, it has the power to connect people. That is why we are very happy to be able to take this traveling exhibition to other places in Brazil."
Hardcore football fans have an insatiable hunger for a constant connection to the game – it’s why one stop shops for sporting content win big with fans. But Brazil’s relationship with football has been somewhat turbulent in recent years. In 2014, the nation suffered its worst ever defeat in the World Cup semi-finals against Germany at 7-1, which seems to have dented their love of the game. Research by Nielsen Sports found that in 2013, 72% of Brazilians said they were interested in football, compared to just 60% in 2018. In a bid to rekindle the nation’s passion for the sport, the museum says its immersive experience gives visitors a more tangible point of view on Brazil's historical impact on the sport.
Hannah Elderfield is a Senior Behavioural Analyst at Canvas8, which specialises in behavioural insights and consumer research. She has worked with global clients including Facebook, BelVita, Wagamama, the UK Government, the FCO and Superbrands. Outside of work, she loves indulging in bottomless brunches, watching trashy TV shows, and walking her golden retriever Baloo.
