New data from Brand Finance has revealed fans around the world are in favour of banning alcohol at sporting events.

Ahead of the FIFA World Cup, the brand valuation consultancy surveyed more than 14,000 sports fans across 14 markets on their attitudes to alcohol at sporting events.

China was the strongest supporter of alcohol prohibition with 74% of fans backing a ban at sporting events, followed by the UAE (71%) and India (70%). In Europe, support was high in Portugal (66%), Italy (65%), France (61%) and Spain (60%)

Even in the UK, long associated with the matchday pint, 52% supported a ban.

The Brand Finance data found similarly high sentiment in Australia, with 52% of those surveyed agreeing alcohol should be prohibited at sporting events to promote a safer and more family friendly environment.

The US and Japan were among the most relaxed markets – but even there 47% and 42% respectively backed prohibition.

For an industry making its biggest-ever bet on the tournament, the data raises a real question about how fan sentiment and  changing expectations will shape the commercial value of alcohol’s presence in sport.

Brand Finance Head of Sports Services Scott Moore said: “Fans aren’t turning teetotal, but the matchday environment is changing faster than most drinks brands’ strategies.

“Brand Finance data shows that, across several key markets, a majority of fans now support alcohol bans at sporting events, even in traditional strongholds such as the UK.

“However, support for restrictions doesn’t automatically translate into demand for alcohol-free alternatives and that’s where the commercial opportunity becomes more nuanced.

“The brands that succeed will be those that recognise the differences between markets. They’ll invest in premium no- and low-alcohol offerings where demand is already established, such as China, India and Spain, while building consumer interest in markets where that demand is still emerging.”

Ahead of the FIFA World Cup, Molson Coors launched Coors 0.0%, its first fully non-alcoholic beer under the flagship Coors brand, while Michelob ULTRA Zero launched a campaign featuring global football stars, including Lionel Messi, Ronaldo Nazário and Guillermo Ochoa.

In Australia, 33% of those surveyed by Brand Finance agreed that they like drinking non-alcoholic beer while watching sporting events.

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