As UK football fans eagerly await this summer’s World Cup, preparation is underway with over two-thirds (69%) of fans already planning purchases, from new TVs to outdoor equipment and home furnishings. This is according to new research published by Epsilon, a global leader in technology, data and services, looking at people’s media and purchasing behaviour before, during and after the event.
Based on a survey of 1,000 consumers in the UK, the Match Ready: World Cup Audiences report shines a light on the different motivations, interests and habits of a richly nuanced fanbase. It reveals only 50% 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%) don’t 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 hadn’t 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.
Key report findings:
- Don’t wait for kick-off – 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%).
- Attention wavers as fans second screen – 71% of fans admit they won’t 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.
- The ongoing buzz between fixtures – Fans take 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%).
- Emotions drive opportunity for HFSS brands – 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.
- Influence beyond the World Cup – 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.
Responding to the findings, Esme Robinson, director, platform dolutions at Epsilon, 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.”
