Epsilon has published research suggesting the men's football World Cup this summer will drive a wave of consumer spending and second-screen activity in the UK, as viewers prepare for an expanded tournament and follow matches across multiple devices.
The study, based on a survey of 1,000 UK consumers who plan to follow the competition, found that 69% expect to make purchases in advance to improve their viewing experience. Planned buys include big-ticket items such as televisions and projectors, smartphones, and outdoor equipment for hosting.
The research comes as the tournament format changes. It will feature 104 matches and 16 more teams than the previous edition. The report also highlights mid-game water breaks as a new feature that could shape how viewers use their phones during live play.
Early spending
While 29% of respondents said they did not expect to change their spending in the run-up to the tournament, others reported a shift in behaviour. Epsilon linked this to a mix of social plans, hosting and a willingness to buy items that were not previously planned.
Among those expecting to buy items for viewing, 18% planned to purchase TVs or projectors, while 17% expected to buy smartphones. Outdoor accessories such as firepits and BBQs were cited by 8% of respondents.
The data also suggests the addressable audience extends beyond regular football followers. The report estimates a UK audience of 34 million and says only half are regular football league fans. It argues many are drawn in by the scale of the event, social interest and a broader sense of participation.
Second screens
The research points to widespread multi-tasking during matches, with 71% expecting to split their attention between the live game and other activities such as messaging friends, checking statistics and scrolling social feeds.
Shopping is part of this pattern. Nearly one in five respondents (18%) said they would shop or browse online during live games. That behaviour creates a distinct viewing dynamic compared with traditional peak-time television, where ad breaks and scheduled programming have historically shaped audience attention.
The report also outlines where fans expect to follow commentary and analysis between fixtures. TV channels including the BBC and ITV were used by 41% of respondents, while sports channels such as Sky and TNT Sports were cited by 32%. YouTube was mentioned by 27%, and 22% said they would use official apps and websites, including FIFA and league or club sites.
Food and drink
Changes in shopping baskets may also extend to grocery spending. The research found 71% said their spending habits were likely to change during the tournament, with higher demand for snacks and soft drinks when watching alone or hosting others.
The report frames this as a commercial opening for brands in categories that fall under high fat, sugar and salt definitions. The finding comes amid tighter rules and scrutiny around marketing for those products, particularly in digital channels where younger audiences may be present.
Promotions effect
Epsilon also measured the influence of tournament-timed promotions. Three in 10 football fans said they were likely to choose a brand that runs timely promotions during the World Cup, and a further two in 10 said the influence could extend beyond the tournament.
According to the study, the effect was not limited to committed football followers. Among non-league fans, 37% said World Cup activity increases their likelihood of choosing a brand during the competition.
Epsilon described the tournament as a rare mass-reach event, with an audience profile that differs from week-to-week football viewing.
"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," said Esme Robinson, Platform Solutions Director, Epsilon.
The research was conducted by Censuswide among a nationally representative sample of 2,000 UK consumers aged 18 and over. Of those, 1,000 who said they would follow the World Cup were surveyed in more detail.