"The 2026 FIFA World Cup is expected to attract substantial audiences, while late-night kick-offs will boost at-home viewing, giving retailers, takeaways and delivery platforms the opportunity to boost at-home consumption options."
Yogita Burke, Cross-category Research Analyst
This Report focuses on UK adults’ experience of and interest in major sporting events, whether through attendance in person, viewing on television or consumption of other media content.
Major events are defined as international competitions that rotate between venues, with hosting rights typically allocated through a bidding process, such as World Cups or European Championships. Major domestic events staged annually at the same venue (eg Grand National, F1 British Grand Prix etc) are excluded.
Experience of a major event through broadcast media may be live, in highlight form or on a time-shift/on-demand basis.
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