Football Research Reveals How Brits Plan to Experience WC26

With a projected global TV audience of 5.5 billion, WC26 is set to become one of the biggest moments in football history. As anticipation builds, new research commissioned by Elite Competitions reveals how Brits are planning to experience the tournament, highlighting a nation torn between creating the ultimate viewing experience at home and fulfilling dreams of witnessing major sporting moments live.

The study found that more than two-thirds of Brits (67%) expect to watch the majority of matches from home, with comfort, convenience and atmosphere shaping how fans plan to follow the action.

At the same time, the findings suggest football viewing is becoming increasingly experience-driven, with many supporters looking beyond simply watching matches and focusing on how they enjoy them.

Football Fans Are Investing in the Home Viewing Experience

According to the research, 41% of Brits are actively looking to recreate a true matchday atmosphere in their own homes during WC26.

Among those planning to watch from home, one in four (25%) say they intend to upgrade their viewing setup before the tournament begins. Planned improvements include larger television screens, enhanced sound systems, more comfortable seating and improved social hosting spaces.

The research also found that a third of respondents (33%) expect to spend more than £100 preparing for the tournament, underlining WC26's growing influence on home entertainment spending.

Creating a Matchday Atmosphere at Home

For many fans, the experience extends beyond what happens on the pitch.

Half of respondents (50%) say they plan to host friends or family during matches, while nearly half (47%) believe the atmosphere and shared experience of watching together is just as important as the result itself.

The findings suggest major football tournaments continue to serve as significant social occasions, bringing people together through shared moments and memorable experiences.

Research Highlights Demand for Live Sporting Experiences

While most fans expect to watch from home, the research also reveals a strong appetite for attending major sporting events in person.

Half of those surveyed (50%) said experiencing a major sporting event live remains a bucket-list ambition, whether that means travelling overseas for a tournament or attending a once-in-a-lifetime sporting occasion.

Although only 8% currently plan to travel to North America for WC26, the findings demonstrate the enduring appeal of live sport and the unique experiences associated with football's biggest stage.

Key Findings from the Research

• 67% plan to watch the majority of matches from home
• 50% plan to host friends or family during matches
• 40% say atmosphere is just as important as the football itself
• 50% would like to experience a major sporting event live as part of their bucket list
• 25% are upgrading their home viewing setup ahead of WC26

Elite Competitions on the Rise of Experience-Led Football Viewing

Alex Beckett, CEO and Founder of Elite Competitions, said:

"WC26 is one of those moments that goes beyond football – it's about how people experience it, whether that's at home with friends, creating an incredible atmosphere, or being there in person.

"What's really interesting is how people are investing in those experiences in different ways – upgrading their homes, planning social gatherings, or dreaming of being part of something bigger. That's what we see at Elite Competitions, and what we do is make those kinds of moments more accessible through the prizes we offer."

The research reflects a broader trend towards experience-led spending, with football fans increasingly focused on creating memorable moments around the sport they love, whether from the sofa, with family and friends, or from the stands themselves.