South African supporters have been ranked fifth globally for the most colourful fan culture, according to a new international study on supporter reputation.
The World Cup Reputation Index, commissioned by British entrepreneur and football fan Sam Allcock, surveyed 5,200 United States adults across the 16 FIFA 2026 host cities. The study explored how visiting fans shape perceptions of their countries during major tournaments.
Conducted by Cherry Data Signals after the first round of matches, the research ranked South African fans fifth out of 45 non-host supporter cultures, with particular recognition for their rhythm, colour, and celebratory presence.
The report suggests that visiting supporters play a significant role in shaping how host communities view different nations. Overall, 73% of respondents said fan behaviour influences their perception of a country, while 75% believed well-behaved supporters improve a nation’s reputation abroad. A further 68% said positive interactions with visiting fans would increase their interest in travelling to that country.
The findings highlight the growing role of fan culture as a form of soft power, with supporters acting as informal ambassadors through their behaviour, music, humour and engagement with locals.
