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London, UK – 18 March 2026 – 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:
Responding to the findings, Esme Robinson, Director, Platform Solutions 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.”
Ends
*ONS figure UK total, 18+ = 33,7M (63%)
Methodology
The research was conducted by Censuswide, on behalf of Epsilon among a sample of 2000 nationally representative UK consumers, aged 18+ (from which 1000 World Cup followers were further surveyed). The data was collected between 16/01/26 - 21/01/26. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
About Epsilon
Epsilon is a global technology, data and services company that the world’s leading brands use to harmonize consumer engagement across their paid, owned and earned channels. The Epsilon PeopleCloud platform includes capabilities such as data, identity resolution, customer data platforms, clean rooms, digital media, retail media, site personalization, direct mail, loyalty, email marketing and measurement. By applying artificial intelligence against privacy-centric identity resolution–embedded in data-enriched analytic, marketing and media solutions and services—Epsilon allows marketers to bridge the divide between marketing and advertising technology, engaging consumers with 1 View, 1 Vision and 1 Voice. 1 View of their universe of potential buyers. 1 Vision for engaging each individual. 1 Voice to harmonize engagement across paid, owned and earned channels.
