2026 World Cup's new 22nd-minute water breaks could become key retail moment, Snapchat research
Three in four fans are likely to reach for their phone during scheduled breaks in play at this summer’s FIFA World Cup, according to research released by Snapchat. The findings reveal a major shift in how younger audiences experience live sport, with the “second screen” increasingly becoming central to fandom rather than simply a distraction from the match.
The research, conducted by OnePoll among 1,000 UK Gen Z ahead of the tournament, suggests modern fandom is increasingly built around participation, chat and shared reaction as much as passive viewing. Rather than watching matches in isolation, fans are simultaneously messaging friends, reacting in group chats and capturing emotional moments in real-time - creating new opportunities for brands.
The tournament’s scheduled 22nd-minute water breaks are expected to become a major new behavioural moment during live games, creating synchronised windows where millions of viewers are likely to turn to their phones at the same time. During natural breaks in play, 46% check their phones and 20% do so even while play is ongoing, while fans also check their phones almost ten times on average during games, but increasingly part of the match experience itself.
The findings show live sport is now a shared social experience for Gen Z, happening simultaneously both in person and digitally, with emotional moments increasingly unfolding across private conversations, group chats and shared reactions.
82% say who they watch major sporting events with is important to them, while 56% typically watch with friends or family at home and 41% in pubs or bars.
62% state that messaging apps help them feel more connected to fans during matches.
54% are likely to film themselves celebrating a goal to send to friends or family, while 72% would immediately message fellow fans after their team scores.
54% say their group chats will be “kicking off” during the World Cup, reinforcing the growing role messaging and private communication now play during live sporting events.
Fandom for Gen Z is becoming less about passive consumption and more about sharing, participation and connection. It is perhaps no surprise then that 53% say major sporting events strengthen friendships. Meanwhile, 69% said they would be interested in hearing from brands during breaks in play if the content was relevant to what they were watching, including food delivery, drinks, snacks and match-related content.
Emma Wakely, Head of Sports and Media at Snap Inc, says: “The World Cup has always been one of the biggest shared cultural moments in the world, but the way fans experience it has fundamentally evolved. What we’re seeing is the rise of participatory fandom. Fans aren’t simply sitting back and watching the match anymore; they’re messaging friends after goals, reacting together in group chats, filming celebrations and sharing the emotion of the moment in real-time. For Gen Z especially, the second screen is no longer secondary. Mobile has become part of the live sports experience itself; a place where fandom, conversation and connection happen simultaneously.”
“What’s particularly interesting about this year’s tournament is the scheduled 22nd-minute water breaks. They create a rare moment where millions of fans are likely to reach for their phones at exactly the same time. For brands, that creates a huge opportunity to show up in ways that feel relevant, additive and connected to the fan experience rather than interruptive.”
2026 RTIH Innovation Awards
Mobile retail 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.
