Brits set for spending spree as World Cup fever builds

The Fifa World Cup 2026 might still be nearly three months away but brands need to ensure they are match fit now, with two-thirds (69%) of fans planning purchases – from new TVs to outdoor equipment and home furnishings – before a ball has even been kicked.

That is according to The Match Ready: World Cup Audiences report from Publicis-owned data insight giant Epsilon, based on a survey of 1,000 consumers in the UK.

The study shines a light on the different motivations, interests and habits of a richly nuanced fanbase and reveals only half of the 34 million strong audience is made up of regular football league fans. Many only tune in during big events, driven by excitement, participation and social value.

While a minority (29%) do not expect to spend any differently in the build-up to the event, most will get into the spirit early. For many people, it puts them in a more social/hosting mindset, while others expect to spend more than normal or buy things they had not planned to.

This year’s event will be the largest ever, with an extra 16 teams competing in a record 104 matches, 40 more than the 2022 tournament. For the first time, mid‑game water breaks will create built‑in moments, and opportunities for brands and retailers, when viewers step away from the TV and onto their phones.

But it seems audience interest begins early, with 69% of respondents planning to improve their viewing experience by purchasing big-ticket items like TVs and projectors (18%), smartphones (17%) and outdoor accessories like firepits and BBQs (8%).

However, nearly three-quarters (71%) of fans admit they will not be focusing just on the game, but also messaging friends, checking stats, scrolling social feeds or spending money. Nearly one in five respondents (18%) say they will shop or browse online during live games.

There is also a “buzz” between fixtures, with fans taking in commentary, build-up and analysis across TV channels including the BBC and ITV (41%), sports channels like Sky and TNT Sports (32%), YouTube (27%) and official apps and websites including Fifa and league/club sites (22%).

The majority (71%) say their spending habits are likely to change, with an uplift in snacks and soft drinks for when they are watching on their own or hosting others, opening up unique opportunities for brands in high fat, sugar and salt (HFSS) categories.

Three in 10 football fans say they are likely to choose a brand that launches timely promotions during the World Cup, while a further two in 10 believe this influence extends beyond the tournament. Even among non-league fans, 37% say World Cup activity increases their likelihood of choosing a brand during the competition.

Epsilon director of platform solutions Esme Robinson said: “This is a once-every-four-years opportunity for brands and retailers to reach an audience that is both unusually large and unusually mixed, attracting an equal mix of men and women and across the generations. It’s a truly shared experience.

“But it’s crucial they grasp the nuances of individuals who are influenced differently and at different times. Treating a World Cup audience as a single group, or assuming it reflects the normal football fan base, risks overlooking the differences.

“By understanding who watches, how they watch, and how this shapes engagement and spending, marketers can plan with precision. For those that succeed, we see a clear opportunity to treat the world’s biggest sporting event not just as a one-off, but the start of lasting customer relationships.”

Picture credit: Givemesport.com