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Few scholarly studies have attempted to explain the global appeal of the FIFA World Cup, one of the most popular sporting mega-events in the world. Based on an online survey and more than 50 qualitative interviews, this study shows that Hong Kong football fans followed the 2018 World Cup in three main ways. Some supported one of the 32 national teams that qualified for the finals; some were interested in the World Cup because of their favourite European clubs or favourite players; and some followed it because they perceived the World Cup to be a unique tournament deserving their attention. How Hong Kong football fans followed the 2018 World Cup can only be explained by taking account of their everyday exposure to European club football. Therefore, the findings contribute to the literature on cosmopolitanism and sports.

Watching the FIFA World Cup under cosmopolitanisation: how football fans in Hong Kong followed the 2018 World Cup