Audience REPORT
Meet the fans: 6 audiences you should get to know
The 2026 FIFA World Cup is a big deal for a few reasons. First, soccer is by far the biggest sport in the world. Two thirds of the world’s population follow it. Second, the event has never been bigger (48 teams is a lot). Third, it’s being partly hosted in the biggest advertising market in the world. Forty cents of every ad dollar spent in the world is spent in America - and billions will be watching. It’s the biggest advertising event in a generation, and perfectly primed to change how people see brands. But how do you segment an audience so huge, for an event this epic?
The true fans
When it comes to the World Cup, there’s one audience you can’t afford to overlook: the true fans. Their passion doesn’t fade when the match ends — it levels up. Nearly 70% of these fans game multiple times a week, using platforms like EA Sports FC to keep living the game long after the final whistle. For them, gaming isn’t just entertainment; it’s connection. Almost half say it’s a great way to make friends, with many playing online with real-life teammates and new acquaintances alike. From consoles to accessories, they’re investing in the experience, carrying the energy of the World Cup into every match they play online.
What to know
Gaming is a social arena for true fans. They’re not just playing; they’re participating in a shared digital culture. 45% say gaming helps them socialize, 51% play battle royale games like Fortnite, and 32% dive into MOBAs like League of Legends. They also watch gaming streams and chat on Discord, creating spaces where football fandom thrives. For brands, the opportunity lies in blending the spirit of the World Cup with the excitement of in-game play through in-game add-ons, team-branded gear, and experiences that keep the competition alive.
The flag-flyers
For these fans, the World Cup isn’t just entertainment — it’s vindication. These faithful, flag-bearing fans live for the pride of seeing their nation recognized on the world stage, with 93% saying it matters deeply. Every goal carries meaning; every win, a shared identity. They’re purpose-driven supporters who celebrate their culture through what they buy. Aged 25–54, with higher incomes and a love for official merchandise, this audience turns the tournament into a personal milestone. For brands, the play is clear: deliver premium, exclusive moments that honor their loyalty and match the emotion of the occasion.
Market spotlight: USA
In the US, 40% of patriotic fans support more than one team — proof that loyalty can stretch across borders. Many have heritage connections or follow international leagues like the Premier League, making their fandom multicultural. This group celebrates both roots and representation, hosting separate watch parties and doubling down on merchandise. For marketers, that means twice the opportunity to engage — twice the pride to tap into. These fans aren’t choosing between teams; they’re celebrating every part of who they are.
The virtual crowd
Not all World Cup fans are gathered around screens. Some are out living it. These are your on-the-go fans a dynamic group who follow the action while staying in motion. Mostly in their mid-thirties with higher incomes, they’re 62% more likely to take multiple international trips each year and nearly twice as likely to travel for sport. They’re adventurous, social, and plugged in, catching up through highlight clips and commentary on the move. For brands, the play is reaching them in these moments through mobile-first, social-led experiences that keep pace with their lifestyle.
What to know
This group embodies energy, aspiration, and connection. Over a third describe themselves as adventurous, and they’re 13% more likely to travel for thrill or discovery. Even when moving, they stay online; they’re 20% more likely to find products through social media, 41% more likely to explore products they’ve seen advertised, 20% more likely to follow brands on social, and 45% more likely to share sports content than the average consumer. They also value quality, being 26% more likely to choose premium options. For marketers, the opportunity is clear: align with their lifestyle through content that’s fast, flexible, and inspiring — turning their journey into a brand experience worth following.
The reluctant fans
This audience isn’t drawn to the scoreboard, but to the stories behind it. Reluctant fans are 19% more likely to be interested in other cultures and 24% more likely to engage with foreign languages. Mostly Gen X (34%) and women (55%), they see global events like the World Cup as a stage for discovery - a reason to explore food, art, and shared traditions. They’re second-screen multitaskers who connect through social media, using highlights, commentary, and community to make the tournament part of their everyday lives. For brands, this audience turns the World Cup into a global cultural conversation.
What to know
They’re second-screen natives who are 13% more likely to use social media, 18% more likely to search for products to buy, and 18% more likely to look up information related to what they’re watching while viewing TV. For marketers, this means a world of opportunity to reach them in real-time, transforming their casual viewing into an interactive experience or shoppable moment. They’re also 14% more likely to use coupons and say social likes influence their online purchases, underscoring a desire for a good deal and product validation. During the World Cup, they’ll seek authenticity, inspiration, and practicality, not hype.
The lone purists
This audience doesn't need noise. Lone Purists watch for the game itself. They’re soccer's quiet, traditional, and incredibly dedicated devotees. 88% will watch matches live on TV, they’re 44% more likely than the average consumer to watch the World Cup at home, and 77% more likely to prefer watching alone so they can focus. They're not scrolling, multitasking, or looking for second-screen experiences. For them, the World Cup is about soccer full stop.
What to know
Even if they're focused on the game and not ads, they're an informed group. They have up to 38% higher awareness of World Cup sponsors like Bank of America, American Airlines, and Unilever. They can be found on traditional channels - 46% more likely to be heavy broadcast TV users, 31% more likely for radio. The brands that do break through earn lasting mindshare: 52% say they're loyal to the brands they like. During the World Cup, they'll tune in religiously, but on their terms: no fanfare, no fuss, just 90 minutes of the beautiful game. They value tradition in their football and their brands - reliable over flashy, substance over spectacle. For brands, this means earning respect through the game itself, not around it. For marketers looking to win this crowd over, subtle integration beats spectacle, and authenticity outshines interruption.
The soccer skeptics
It’s not just the folks who will be tuning into the World Cup you should have on your radar – it’s also the ones who won’t be tuning in. While billions will be watching, there’s another story unfolding across the globe, especially in North America and Australia. 11% of consumers, 23% in the US, and 15% in Canada and Australia, won’t be watching. They’re not anti-sport, soccer just doesn’t click with them. These fans are filling up NFL stadiums in the American autumn, tuning into MLB, staying up for the NBA and NHL finals, and making AFL (Australian Football League) and NRL (National Rugby League) appointment viewing.
What to know
They skew older and female, describing themselves as ‘traditional yet open-minded’, and they’re generally people who love routine. They’re big into sports (just not soccer). Over half them believe sports bring people from different backgrounds together. They buy merchandise at 6% above average, and sports-related series are among their top TV choices. The opportunity here isn’t in converting them to soccer fans, it’s in meeting them where they are and connecting with them there.
Turning insights into impact
Now that you know who’s watching and what drives them, here’s how to put those insights to work. Below are some practical ways brands can show up, stand out, and make the most of the World Cup.
Keep the game going beyond the pitch
Over 70% of true fans are gamers, which means they’re reliving that excitement online through platforms like EA Sports FC. Meet them where they play with smart tie-ins like in-game content, branded gear, or digital experiences that keep the spirit alive long after the final whistle.
Turn pride into something people can hold
Fans who wear their flag on their sleeve want more than just a team to cheer for. They want to show it off. Limited-edition merch or premium collectibles can align their sense of pride and belonging to their purchases.
Reach fans on the move
For some fans, the thrill of the game will be felt through watching highlights on their phones instead of live matches on TV. They’re sharing clips, following teams on social media, and catching up on-the-go. Create content that fits that lifestyle - short, fast, and built for mobile.
Don’t just talk to the hardcore fans
The World Cup isn’t only for the soccer-obsessed. Lots of people are here for the culture, the parties, and the sense of connection - so create content that celebrates just that. Think inclusive campaigns that bring everyone into the spirit, not just those who know every stat.
Billions will be watching. Make sure they’re watching you.
