World Cup 2026 to bring UK consumers together at home and in pubs
New research suggests the 2026 World Cup will draw a broad audience this summer, with families and younger adults most engaged. For drinks brands, the tournament offers a mix of late-night home viewing and renewed social pull in pubs.
According to retail marketing agency Savvy, 58% of UK shoppers say they are likely to get involved in the World Cup this summer. Interest runs across life stages, with the strongest intent among families, as 72% of older families and 71% of young families plan to engage, alongside 69% of those aged 18 to 35.
For many shoppers, the tournament carries weight beyond the sport. More than half of those planning to watch 53% say it is the most important international sporting event. Almost half 47% do not usually describe themselves as football fans but still expect to tune in to watch their country play, as per Savvy’s findings.
Late nights at home and away
Time zones appear unlikely to dampen enthusiasm. Two-thirds of engaged shoppers 68% say they usually watch at least some football during the World Cup. The event is widely seen as social, with 65% viewing it as a good excuse for a get-together and 62% saying football is more enjoyable when watched in a group.
“The time zone difference sets the scene for extended at-home occasions,” said Alastair Lockhart, insight director at Savvy. “Late night matches will naturally lend themselves to after-work gatherings, big night in occasions and late night viewing get-togethers. These all create rich potential for beer soft drinks and snacks as well as categories like party food and pizzas.”
Home leads, but pubs still matter.
While 27% of shoppers expect to watch at least one match in the pub, the living room remains central. Savvy reports that 56% plan to watch at home often with friends invited over. Alongside drinks and snacks, the research points to behaviours such as placing bets following matches online and messaging friends during games.
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Evidence from recent tournaments shows how such occasions translate into sales. As reported by the drinks business, beer sales rose by an average of 13% on the days the England men’s team played during the 2024 Euros. Pub trade surged even further with venues in England serving 334% more pints than usual during the final when England lost to Spain.
Kantar also found that low and no alcohol beer jumped by 38% on matchdays, many of which fell on school nights. Fraser McKevitt head of retail and consumer insight at Kantar, said this spending helped lift overall take-home grocery sales by 2.2% in the four weeks to 7 July 2024, when the tournament took place.
Pubs as social anchors
Hospitality data underlines the pub’s role as a gathering place. Research from Access Hospitality covering around 2,400 venues shows that on average pubs pulled around 90% more pints on England matchdays, with sales up 98.7%. During the semi-final win against the Netherlands, sales increased by 147% with pints sold up 136%. The quarter final against Switzerland generated more than £1.6 million in pint sales compared with £1.1 million the previous Saturday.
Such figures sit against a fragile backdrop for the sector. As reported by the drinks business, polling by the British Beer and Pub Association found that 67% of people see pubs as vital in tackling loneliness. One in three said they or someone they know felt more isolated after losing a local pub. BBPA figures show eight pubs a week closed in the first half of 2025, with more than 2,000 shutting since 2020.
Brands lean into connection
Global brewers are framing fandom as a social good. As per Heineken, the company has launched Fans Have More Friends, a global sponsorship platform linking football, Formula 1 and music festivals. New research commissioned by Heineken shows that 75% of fans say fandom has helped them meet new people, while 59% say it has helped form close friendships.
A New York social experiment saw hundreds turn up to watch a Champions League match with a stranger after an open invitation to have a beer together. Speaking on the night, Joe, the fan at the centre of the event, said the experience showed how quickly shared passion connects people.
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