When Romania plays, football belongs to everyone – Study by Publicis Sport & Entertainment Romania

Research by Data Intelligence and Publicis Sport & Entertainment Romania explores five ways Romanians engage with football – and what brings these audiences together.

For some Romanians, football is part of everyday life. They follow transfers, debate tactics and organize their weekends around matches. For others, it becomes relevant when the national team plays or when friends and family gather around a screen.

Together, these relationships give football a substantial presence in Romanian society. Research shows that 82% of Romanian adults follow football in some form, while 32% say they cannot imagine their lives without it.

For brands, understanding this audience starts with understanding the different roles football plays in people’s lives.

A broad audience with different motivations

The study identifies five ways Romanians engage with football, reflecting both its importance in their lives and the nature of their connection to the sport.

The Dedicated — 19% of Romanian adults. Football is part of their identity. They attend matches, wear their team’s colors and actively participate in fan communities. Supporting a team is a way of expressing who they are and where they belong.
The Purists — 15%. Their interest centres on the game itself. They follow competitions, study tactics and keep up with transfers and statistics. The quality and detail of what happens on the pitch matter most.
The Passionates — 26%. Football is one of their main hobbies. They regularly watch and discuss matches, and sometimes attend games at the stadium. It has a consistent place in their leisure time.
The Event-Drawn Supporters — 15%. Major occasions bring them into the audience. National team matches, the European Championship and the World Cup are opportunities to watch, often alongside friends.
The Casuals — 6%. Football appears occasionally in their lives. Major moments can attract their attention, even though following the sport is outside their usual routine.

These profiles suggest different opportunities for communication: informed analysis for those drawn to the game, ways to express belonging for dedicated supporters, and accessible shared experiences for people attracted by the occasion.

The national team brings these audiences together

The Romanian national team reaches three in four adults: 76% follow it in some way, including through match results, news or highlights. Meanwhile, 47% say they watch every national team match.

The social setting also matters. Some 55% say they watch Romania’s matches when people around them are watching.

Support has a visible and emotional dimension

Half of Romanian adults believe fans should wear or display the national team’s symbols on days when Romania plays. A third, 33%, regard the team as a symbol of national pride and identity.

Pride, joy, hope, unity and ambition are among the words Romanians spontaneously associate with the national team. These findings suggest that participation can extend beyond watching the match. Wearing the team’s colors, displaying a flag or joining a gathering can give people a way to express their connection.

Football offers brands both a regular audience and moments of much broader participation. Thirty per cent of Romanian adults keep up with football news almost every day, while national team matches bring together people whose interest varies considerably.

For some, the value lies in understanding the game more deeply. For others, it lies in expressing support or enjoying time together. The national team creates an occasion where all of these motivations can meet.

About the research

The analysis by Data Intelligence and Publicis Sport & Entertainment Romania draws on quantitative research conducted on a nationally representative sample of Romania’s adult population. Fieldwork took place from 11 to 16 June 2026.

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