Epsilon research flags World Cup football fans planning purchases to boost viewing experience
As UK football fans gear up for this summer’s World Cup, 69% of them are already planning purchases, from new TVs to outdoor equipment and home furnishings. That’s according to research published by Epsilon.
Based on a survey of 1,000 Brits, its 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.
86 days to go until #FIFAWorldCup 2026...
— FIFA World Cup (@FIFAWorldCup) March 17, 2026
The summer of '86 belonged to Diego Maradona. 🇦🇷👑 pic.twitter.com/rdR6mlFncf
Key findings:
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%).
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.
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%).
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 ten football fans say they are likely to choose a brand that launches timely promotions during the World Cup, while a further two in ten 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.
Esme Robinson, Director, Platform Solutions at Epsilon, says “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.”
2026 RTIH Innovation Awards
Hospitality and leisure will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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