Seven consumer trends that will shape the World Cup
Sports fans don’t just watch matches - they game, stream, scroll, and shop while they do it. Our consumer trends report highlights the biggest shifts in how audiences spend their time and money, and the wide-open goals brands should be putting away before someone else does.
Never miss a shot with GWI on your team
GWI gives you total audience clarity. Without it, you’re guessing - and guessing doesn’t win. Blow the whistle on campaigns that waste budget, miss key fanbases, and fail to prove ROI. We show you who matters, where they are, and what motivates them, so you can make confident moves that cut through and deliver.
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The GWI difference
We carry out 2M+ surveys every year to uncover what people think, feel, and do
Our research spans 50+ markets, giving you global reach with zero blind spots
We track 15K brands to reveal consumer choices, loyalties, and attitude shifts
Report
Meet the fans behind the fever
We’re not just looking at how fans watch the World Cup, we’re digging into how it makes them feel. Because behind every chant, scroll, or second screen moment is an emotion brands can tap into. Think co-viewing socializers who want to be part of the crowd, social-first fans who get their kicks online, or patriotic followers who see their team as part of their identity. We’ll reveal the emotional drivers behind the world’s biggest sporting event - and how they can fuel smarter, sharper brand strategies.
Billions will be watching. Make sure they’re watching you.
