Top 10 European Nations with the Most Football Rivalry-Obsessed Fans

A new study reveals that Ireland has the highest search interest in major football rivalries. A new study conducted by iGaming specialist Martynas Norvilas  analysed monthly Google search volumes for terms related to Europe’s biggest football rivalries (like “Arsenal vs Tottenham,” “Atletico Madrid vs Real Madrid,” “Bayern Munich vs Borussia Dortmund,” “Benfica vs Porto,” and “Celtic vs Rangers”) across European countries. The search volumes were compared against 2025 population figures to identify which countries actively seek football rivalry updates.

Ireland ranks first with an average of 2,546 monthly searches per 100,000 residents. That’s 311.3% higher search interest than the European average of 619. The Emerald Isle, home to 5,308,039 residents, recorded 135,160 average monthly searches for football rivalry–related terms.

The United Kingdom ranks second, with an average of 2,430 monthly searches per 100,000 residents, a 292.6% increase above the European average of 619. With a population of 69,613,923, the UK recorded 1,691,850 average monthly searches.

Gibraltar places third, with an average of 2,293 monthly searches per 100,000 residents, 270.4% more than the European average of 619. Gibraltar, with 40,126 residents, reported 920 average monthly searches for keywords.

Looking at the study, Martynas Norvilas commented: 

“According to the study, European countries like Ireland, the United Kingdom, and Gibraltar are leading the charge in searches, showing how powerful football rivalries are across these nations.”

Fans in these countries are demonstrating remarkable intensity around the buildup, with everything from match results to team updates fueling their match-day hype. For marketers, media outlets, and sports brands, this is a clear opportunity to tailor content, timing, and engagement to match the heartbeat of the fan conversation.”

Malta ranks fourth, averaging 2,176 monthly searches per 100,000 residents, 251.5% more than the European average of 619. Malta, with 545,405 residents, reported 11,870 average monthly searches.

The Isle of Man ranks fifth, with an average of 1,605 monthly searches per 100,000 residents, 159.3% higher than the European average of 619. The Isle of Man, with 84,118 residents, reported 1,350 average monthly searches.

Luxembourg (6th) reported an average of 1,170 monthly searches per 100,000 residents, followed by Albania (7th) at 1,033, North Macedonia (8th) at 1,024, Andorra (9th) at 868, and Portugal (10th) at 797.

Table – https://drive.google.com/file/d/1PWzNSC_GLqj43yynVnfR75Ut7PYtlyWJ/view?usp=sharing

The study was conducted by Martynas Norvilas, an iGaming specialist and sports journalist with over 20 years of experience as a professional player and industry expert.