Since it began in 1930, the FIFA World Cup has caused the world to stand still in unison as consumers worldwide watch in anticipation and experience the magic of the competition.
While the 2022 FIFA World Cup raised eyebrows, it is now firmly etched in the history books and set astonishing viewership records, engaging a staggering 5 billion people,[1] which hammers home the sheer magnitude and influence it has on society and the opportunities at stake for brands and sponsors.
Anticipation has already started to build for the 2026 USA edition and brands are already planning ahead to understand how consumers old and new across the globe will be consuming and engaging the action.
Watching it Come Home, From Home!
Many think football and the pub go hand in hand, a lively atmosphere with a mass of like minded individuals all cheering on their team. Not Millennials. Data suggests that 68% of Millennials and Gen X are most likely to enjoy getting their football fix from the comfort of their own home, in contrast to Gen Z who are more socially charged and most likely to head over to a friend or family member’s house to watch in numbers.
Fast food brands and ordering platforms should be queuing up to get a slice of the action and tap into the older millennials looking to order in for half time. While many brands already do so during domestic football seasons, the FIFA World Cup presents the same opportunity but on a worldwide scale.
The Battle of Traditional vs New Media
Traditional forms of media i.e. television and newspapers once dominated the media landscape until the digital age revolutionised the way we consume everything from sports to news.
Other forms of media such as social and online platforms have paved the way for younger fans in particular to keep up with sport and access the latest news around the world.
It’s no surprise that this battle is raging on between older and younger fans with Gen Z leading the charge and playing into the rise of the digital age. Data has revealed that 16 – 24 year olds will be most likely to watch online clips of matches and highlights at the 2026 FIFA World Cup. From a brand perspective, it’s crucial to know your audience and speak their language. These habits convey a dual-screen culture where fans watching matches live may still consume online content. To be seen and heard, brands must therefore focus on producing shorter form content while leveraging real-time social engagement during the 2026 competition.
The Rise of Social First Fandom
Before the introduction of social media, many would watch football games and that would be that – not much thought until the next match. The introduction of social media has moulded modern fans into content cravers. Fans now have the whole world of sport available at the tip of their fingers whether it be highlights, training clips, or interviews, it’s all easily accessible and has led to deeper fan connections.
As a result, social media plays a decisive role in building narratives around teams, players, and ex professionals, and major tournaments like the FIFA World Cup are the perfect stage to watch the narratives unravel. Gen Z lead the way as over a quarter are following teams and players online and this only looks to continue into 2026 and beyond. On the other hand, millennials are more engaged with pundits and ex professionals, showing a strong inclination toward the digital consumption of expert commentary.
Countdown is On
The countdown will soon be on for the 2026 FIFA World Cup so it’s imperative for brands to be two steps ahead to maximise off the pitch performance. Next year’s tournament is set to be the biggest yet, hosted across three nations and featuring a record forty eight teams, offering unprecedented levels of brand exposure.
Looking at previous and current consumer habits, it’s clear to see that Gen Z and Millennials are the most sought after demographics that brands will be looking to engage for the duration of the upcoming tournament. From witty social campaigns to thought out advertising, it will be interesting to observe what brands are doing differently this time round.
If you want to talk about how we can bring your brand to life during the World Cup reach out at hello@hatch.group
[1] https://inside.fifa.com/tournament-organisation/world-cup-2022-in-numbers
