Rugby World Cup Insights Japan 2019
| November 2019

Methodology of Data Collection

Total device IDs - 0
Matches - Data Collected From 12 stadiums and 16 Fanzones across Japan* *Data collected at stadiums during the matches and at fanzones when they were open to the public.
Stadium City Prefecture Fanzone 1 Fanzone 2 Fanzone 3
Kamaishi Recovery Memorial Stadium Kamaishi Iwate Kamaishi Civic Hall - -
Fukuoka Hakatanomori Fukuoka Fukuoka JR Hakata Station Square - -
Hanazono Rugby Stadium Higashi-Osaka Osaka Tenshiba, Tennoji Park Hanazono Chuo Kouen Baseball Stadium -
Kumagaya Rugby Stadium Kamaishi Saitama Community Space - -
Kobe Misaki Stadium Kobe Hyogo Meriken Park - -
Kumamoto Stadium Kumamoto Kumamoto Hanabata Square & Symbol Promenade - -
Oita Stadium Oita Oita Oita Ikoi no Michi Square - -
Sapporo Dome Sapporo Hokkaido Sapporo Odori Park Sapporo Station South Plaza -
City of Toyota Stadium Toyota Aichi Sky Hall Toyota - -
Tokyo Stadium Tokyo Tokyo Tokyo Sports Square Chofu Station Square Chofu City Green Hall
Shizuoka Stadium Ecopa Shizuoka Shizuoka Sumpu Castle Park Soramo Entetsu Hall
Yokohama International Stadium Yokohama Kanagawa Rinko Park - -

Methodology of Data Collection

Total device IDs - 0
Matches - Data Collected From 12 stadiums and 16 Fanzones across Japan* *Data collected at stadiums during the matches and at fanzones when they were open to the public.
Tournament Dates: 20th September (Fri) - 2nd November (Sat), 2019
Teams: 20 participating teams
Format: Total of 48 matches*
Pool stages: 4 pools of 5 teams, 40 pool matches in total.
Finals: Quarter-finals, Semi-finals, Bronze-final, Finals
* 2 matches cancelled due to typhoon
Match Venues: 12 venues across the whole of Japan
Opening Match: 20th September (Fri), 2019 Tokyo Stadium
Format: Total of 48 matches*
Finals: 2nd November (Sat), 2019 Yokohama Stadium, Kanagawa

Demographics of RWC Fans

Demography

Age Groups of Rugby Fans at RWC 2019

18-25 26-35 36-45 45+
22%
 
26%
 
26%
 
26%
 

Profile of Tourists at RWC

Gender

Male 53%,

Female 47%


55% of tourists were over the age of 36


The Asian rugby playing nations of China- Hong Kong, Singapore and surprisingly, mainland China (all who did not have teams in the tournament) were also a part of Top 8.

The top 8 countries where overseas fans came from included Tier 1 Rugby playing nations England, Scotland, Wales, Ireland, Australia and New Zealand were all represented in top 8. USA, though an emerging Rugby nation, also made it to the Top 8.


Rugby fans from Norway, Philippines, Portugal, Belgium, South Korea, UAE, South Africa, Russia, Vietnam, India, China- Taiwan and Brazil made it to the top 20 countries.

Age Groups of RWC Tourists

18-25 26-35 36-45 45+
23% 22% 28% 27%
Rank Country of Origin
1 Australia
2 UK
3 New Zealand
4 China- HKG
5 Singapore
6 USA
7 China
8 Ireland

Airports Preferred by the RWC Tourists

UK, Australia, Singapore New Zealand USA, Philippines China Thailand Netherlands Vietnam Malaysia, HK India
Tokyo Narita Tokyo Narita Tokyo Narita Osaka Kansai Tokyo Narita Tokyo Narita Tokyo Narita Tokyo Narita Tokyo Narita
Tokyo Haneda Tokyo Haneda Tokyo Haneda Tokyo Haneda Osaka Kansai Osaka Kansai Osaka Kansai Osaka Kansai Fukuoka
Osaka Kansai Osaka Kansai Osaka Kansai Tokyo Narita Tokyo Haneda Tokyo Haneda Nagoya Tokyo Haneda Tokyo Haneda
Sapporo Nagoya Nagoya Nagoya Nagoya Nagoya Tokyo Haneda Fukuoka Osaka Kansai
Fukuoka Airport Sapporo Fukuoka Fukuoka Sapporo Fukuoka Fukuoka Sapporo Sapporo
Tokyo Narita was the most popular international airport for RWC Tourists except for fans from China who chose Osaka Airport.
  • Tokyo Haneda and Osaka Airport were the second most popular airports for RWC tourists except for fans from India who chose Fukuoka Airport
  • RWC Tourists also seen at international airports in Sapporo and Nagoya

RWC Tourists visiting Hot Springs (Onsens)

Due to various stadiums/host cities being located near natural hot spring areas, it was expected that RWC tourists would visit these areas. Oita prefecture containing Beppu and Yufuin areas saw the majority of RWC tourists.
Majority of the RWC Tourists at Onsens (85%) were from Australia, UK and New Zealand. These were followed by rugby fans from Singapore, UAE and Hong Kong.
* Five popular hot spring areas around Japan were geofenced during the tournament to see which RWC fans went to visit these hot springs.
Hotspring % of total RWC onsen visitors
Beppu, Oita
Yufuin, Oita
Atami, Shizuoka
Hakone, Kanagawa
Arima, Kobe
Top 6 Rank RWC Tourists who visited
Onsens - Country of Origin
Australia
UK
New Zealand
Singapore
UAE
China - Hong Kong

Profile of Local Fans at RWC

Gender:
Male 55%, Female 45%,
with 51% over the age of 36
95% of local fans came from the top 20 (of 47) prefectures in Japan. 61% of the local fans came from the top 5 prefectures of Tokyo, Osaka, Kanagawa, Hyogo and Hokkaido, with 36% of fans coming from Tokyo and Osaka.

Age Groups of Local Fans

18-25 26-35 36-45 45+
22% 27% 25% 26%

Brand Preferences of Local Fans at RWC

Automotive Cafes Supermarket Local Sports Brand
1. Toyota
2. Volvo
1. Starbucks
2. Tully’s
1. Tokyu
2. AEON
1. Mizuno
2. Asics
Foreign Sports Brand Department Store Banking
1. Adidas
2. Canterbury
1. Takashimaya
2. Tokyu
1. MUFG Bank
2. MIZUHO Bank
Comparing Local & Tourist Rugby Fans at RWC 2019
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Comparing Audiences – Demographics

Gender Ratio similar across all views.
Higher ratio of female fans seen at RWC 2019 when compared to the global average of 2018 World Rugby
2018 World Rugby/Nielson
Sports Global Research
Global
Average
Male %
Female %

Comparing Audiences – Demographics

Age Group Ratios similar across all views. Over 50% of Rugby Fans at RWC 2019 were above 36 years.
2018 World Rugby/Nielson Sports
Global Research
The global average age of a
Rugby Fan is 36 years

Comparing Audiences:

Locals vs Tourists viewed by Stadiums, Fanzones, Selected Teams

In general, RWC Tourists did not visit fanzones with the exception of Sapporo Station South Plaza Fanzone where tourists made up 12% of the attendees.
Games played at Hanzono stadium and Kumagaya stadium had proportionally more locals than tourists (compared to the average for the tournament)
Stadiums Locals Tourists
Overall Stadiums
Tokyo Stadium
Kobe Stadium
Hanazono Stadium
Kumagaya Stadium
Fanzones Locals Tourists
Overall Fanzones
Sapporo Station South Plaza
Japan
New Zealand
England
USA
Australia
The audience at stadiums and fanzones were mostly separate with only 1.24% of the audience seen at both fanzones and stadiums.
The games played by the national teams of Japan, NZ and England games saw higher than average number of RWC tourists, while USA and Australia team games saw proportionally higher than average number of local fans.

Comparing Audiences – Hotel Preferences

Japanese chain hotels - APA, LiveMax, Sunroute and Super Hotels did well to attract both locals and RWC tourists

Top Hotel Chains where 32% of RWC Tourists stayed

APA Hotel Group
LiveMax Hotels and Resorts
Sunroute Hotel Chain
Super Hotel Chain
Tokyu Hotels
Daiwa Roynet Hotels

Top Hotel Chains where 23% of local fans stayed

APA Hotel Group
LiveMax Hotels and Resorts
Sunroute Hotel Chain
Super Hotel Chain
Tokyu Hotels
Daiwa Roynet Hotels

Comparing Audiences – Tokyo Sports Bars

Bars located in Shibuya and Shinjuku especially the 82 Ale House, Hub and Hobgoblin chains did well in attracting both local and tourists.

Top Sports Bars in Tokyo preferred by RWC Tourists

  1. Lads Garage Shinjuku
  2. 82 Ale House Akiba Tolim
  3. Dining & Bar Estadio Shibuya
  4. Hub Shibuya
  5. The Dubliners Cafe and Pub Shibuya
  6. Hobgoblin Shibuya
  7. FootNik Ebisu
  8. 82 Ale House Shinjuku Sanchome

Top Sports Bars in Tokyo preferred by Local Rugby Fans

  1. Hobgoblin Shibuya
  2. The Dubliners Cafe and Pub Shibuya
  3. Lads Garage Shinjuku
  4. 82 Ale House Shingawa
  5. 82 Ale House Akiba Tolim
  6. FootNik Ebisu
  7. 82 Ale House Shinjuku Sanchome
  8. The Aldgate Shibuya
*Within Central Tokyo, 40 selected sports bars were monitored on RWC match days.

RWC Japan - Data Comparison to other APAC Rugby Tournaments

Tournament
Name
Hong Kong
Sevens 2018
Singapore
Sevens 2018
Commonwealth Games Rugby
Sevens 2018 Australia
Rugby World Cup Sevens
2018 San Francisco
Rugby World Cup
2019 Japan
City Hong Kong Singapore Gold Coast San Francisco Across Japan
Country China Singapore Australia USA Japan
Stadium Name HK Stadium National Stadium Robina Stadium AT&T Park 12 Stadiums
Event Date 6-8 April 2018 28-29 April 2018 13-15 April 2018 20-22 July 2018 20 Sep – 2 Nov 2019
Tournament Days/Time 3 2 3 3 Over 43 days
Period of Data Research 14 days 14 days 14 days 14 days 10 Sep – 12 Nov 2019
Reported attendance 120,000 over 3 days 52,000 over 2 days 27500 (Day 3 only) 100,000 over 3 days 1,800,000 over 43 days
Unique IDs Collected during 13,031 13,577 7434 7048 137,210
As a % of reported attendance 10.9 26.1 27.4 7.0 7.6
Local IDs collected (%) 9513 (73%) 9097 (67%) 5130( 69%) 3631 (51.5%) 108,555 (68%)
Tourist IDs collected (%) 3520 (27%) 4480 (33%) 2304 (31%) 3417 (48.5%) 28,655 (32%)
APAC Rugby Data is available from the report "Keeping up with the rugby fans: Data-led insights on rugby fans in APAC – 2018 games"

RWC Japan - Data Comparison to other APAC Rugby Tournaments:
Home Locations of Tourists

Top 8 Tourist countries
(% of tourists seen at tournament)
Hong Kong
Sevens 2018
Singapore
Sevens 2018
Commonwealth Games Rugby
Sevens 2018 Australia
Rugby World Cup Sevens
2018 San Francisco
Rugby World Cup
2019 Japan
Country 1 Japan (13.7%) Indonesia (15.5%) New Zealand (19%) New Zealand (26%) Australia (33%)
Country 2 Thailand (11.2%) Malaysia (15.5%) USA (18%) Australia (15%) UK (28%)
Country 3 Singapore (9.6%) Philippines (11.2%) UK (12%) UK (11%) New Zealand (7.3%)
Country 4 Philippines (9.2%) India (9%) Japan (8%) Indonesia (8%) Hong Kong (5.6%)
Country 5 Australia (8.8%) Australia (7.6%) Malaysia (6%) Japan (7%) Singapore (4%)
Country 6 USA (8.8%) Vietnam (7.6%) India (5%) India (5%) USA (4%)
Country 7 UK (7.2%) Thailand (6.3%) China (4%) Philippines (5%) China (4%)
Country 8 Indonesia (5.8%) USA (5.2%) South Korea (4%) Singapore (4%) Ireland (1.1%)
APAC Rugby Data is available from the report "Keeping up with the rugby fans: Data-led insights on rugby fans in APAC – 2018 games"

RWC Japan - Data Comparison to other APAC Rugby Tournaments:
Gender

Gender
Breakdown
Hong Kong
Sevens 2018
Singapore
Sevens 2018
Commonwealth Games Rugby
Sevens 2018 Australia
Rugby World Cup Sevens
2018 San Francisco
Rugby World Cup
2019 Japan
Overall Male % 56% 55% 56% 59% 54%
Overall Female % 44% 45% 44% 41% 46%
Local Residents
Male % 56% 54% 53% 53% 55%
Female % 44% 46% 47% 47% 45%
Tourists
Male % 56% 56% 58% 65% 53%
Female % 44% 44% 42% 35% 47%
APAC Rugby Data is available from the report "Keeping up with the rugby fans: Data-led insights on rugby fans in APAC – 2018 games"

RWC Japan - Data Comparison to other APAC Rugby Tournaments:
Devise OS

Audience Device
Type Breakdown
Hong Kong
Sevens 2018
Singapore
Sevens 2018
Commonwealth Games Rugby
Sevens 2018 Australia
Rugby World Cup Sevens
2018 San Francisco
Rugby World Cup
2019 Japan
Local Residents
Android (%) 72% 69% 53% 44% 38%
iOS (%) 28% 31% 47% 56% 62%
Tourists
Android (%) 69% 62% 62% 63% 65%
iOS (%) 31% 38% 38% 37% 35%
APAC Rugby Data is available from the report "Keeping up with the rugby fans: Data-led insights on rugby fans in APAC – 2018 games"
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