With the 2026 FIFA World Cup heading to the USA, Canada and Mexico – and matches airing up to eight hours behind UK time – British shoppers could be in for some late nights. Far from being a barrier, the time zone difference appears to be fuelling excitement.
Appeal beyond football fans
According to Savvy’s Shopper Panel, 58% of UK shoppers say they’re quite or highly likely to get involved in the tournament. This interest spans life stages and demographics, with highest intent among families – 72% of older families and 71% of young families plan to get involved, along with 69% of Gen Y/Z shoppers.
For many, this is the highlight of the sporting calendar. More than half (53%) of those planning to get involved say the World Cup is the most important international sporting event. While 47% don’t usually describe themselves as football fans, they’ll still tune in to watch their country play – highlighting the tournament’s ability to capture national attention well beyond football’s core audience.
Later kick-off times to drive social occasions
Even with late kick-off times, the appetite to watch remains high. Two-thirds of engaged shoppers (68%) say they usually watch at least some football during the World Cup. And for many, it’s a social occasion – 65% see it as a good excuse for a get-together, while 62% say football is more enjoyable when watched in a group.
This sets the scene for extended at-home occasions. Late-night matches will naturally lend themselves to afterwork gatherings, ‘big night in’ occasions and late-night viewing get-togethers – all of which create rich potential for beer, soft drinks and snacks, as well as categories like party food and pizzas.
The cultural backdrop of this World Cup adds an extra layer of inspiration. Hosted across three countries – each with distinct food cultures – the tournament opens up rich possibilities for themed menus, globally inspired flavours, and limited-edition NPD. From Mexican street food to Canadian BBQ or American diner-style themes, food and drink brands have an opportunity to lean into culturally relevant storytelling.
A spending opportunity for at-home and on-trade
While the pub plays a key role (27% expect to watch at least one match there), the majority of engagement will take place at home – 56% plan to watch from their own living room, and many will invite others over. Alongside drinks and snacks, expected behaviours include placing bets, following matches online or via mobile, and messaging friends about the tournament – reinforcing the always-on, multi-device nature of modern World Cup engagement.
Promotions tied to the event will need to tap into this mix of aspiration and playfulness. Top-end prizes such as TVs (70%) and trips to Canada (67%) rank highest for appeal, but practical offers like World Cup bundles and playful giveaways – from light-up cups to collectible cards – also show strong traction.
If you’re interested in the full results of our research or want to understand how Savvy helps brands take advantage of calendar and sporting event opportunities, please get in touch.
Media coverage:
Late Kick-Offs At World Cup Expected Drive At-Home Food And Drink Occasions
World Cup 2026 to bring UK consumers together at home and in pubs
World Cup to drive at-home food and drink occasions, research shows
The world is retail media’s oyster when it comes to World Cup ad opportunities
World Cup to drive at-home food and drink occasions as six in 10 plan to celebrate