REPORT
Meet the fans: 5 audiences you should get to know
Looking to get even closer to the 2026 World Cup fans? You’ve come to the right place. This report unveils the biggest insights into these crucial audiences – telling you who they are, what defines them, and how to reach them. Pulling from our September 2025 Zeitgeist research across 13 markets, we’ve honed in on the top things to know.
KEY INSIGHT 01
Gaming is a big interest
For passionate football fans, the World Cup doesn’t end when the whistle blows. Nearly 70% of these fans are avid gamers. So it’s up to brands to keep the tournament spirit alive in these online communities – from in-game content to team-branded accessories. Meet these fans where the competition thrives, both on the pitch, and in their consoles.
KEY INSIGHT 02
It’s not just about the sport
Flag flyers show layers of loyalty rooted in their heritage and identity. For them, the World Cup is an emotional investment giving way to key merchandising moments. From limited editions, premium collectibles, or national-themed experiences, these fans will want to commemorate the event and align their sense of pride and belonging to their purchases.
KEY INSIGHT 03
They’re not all loyal
to one team
In markets like the US, 40% of patriotic followers support more than one team. That’s double the chance to connect. Multi-nation watch parties and cross-cultural campaigns celebrating unity and pride will give brands the opportunity to speak to every side of fandom.
KEY INSIGHT 04
On-the-go fans are big sharers
Adventurous digital nomads will experience the World Cup through highlight reels on mobile rather than traditional broadcasts. These consumers are 20% more likely to follow brands on social, and 45% more likely to share sports content than the average consumer. For brands, location-based campaigns and travel touchpoints will resonate with these roadtrippers to turn catching up with the latest match into stand-out experiences that align to their on-the-go pace.
KEY INSIGHT 05
They’re not all die-hard fans
For some, the World Cup is more of a commemorative celebration than it being all about the game. These viewers are socially active and receptive to discovery-driven storytelling. There’s a big opportunity for brands to seek second-screen engagement and reach this audience in everyday moments others might overlook.
The true fans (and gamers)
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. Over 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. 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. 47% say gaming helps them socialize, 53% play battle royale games like Fortnite, and 32% dive into MOBAs like League of Legends. They also watch gaming streams and chat on online gaming communities, 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-flying fans
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.
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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.
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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 and 41% more likely to explore products they’ve seen advertised. 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.
Reluctant soccer fans are cultural explorers
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.
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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 alternative sports enthusiasts
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.
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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). Half of 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.
Billions will be watching. Make sure they’re watching you.
