For decades, World Cup marketing in the UK has been built around packed pubs, fan zones and big communal moments. However, the reality of the 2026 tournament may look very different. With many matches kicking off late at night for UK audiences, consumers are increasingly choosing to experience the World Cup from home. While brands are preparing for a major retail opportunity, our latest research suggests the biggest commercial battleground won't be the pub. Instead, it could be the living room.

Spark Market Research surveyed UK consumers to understand how they plan to watch and engage with the tournament. The findings reveal a shift towards convenience-led viewing occasions that are changing where people spend, what they buy and how brands should think about activation.

When asked what they would do if England played a knockout match at 10pm on a Tuesday night, 80% said they would engage with the game in some form. However, the most common behaviour was watching at home alone, selected by 42% of respondents. A further 17% said they would host friends, meaning almost six in ten people would be watching from home. Only 9% said they would go to a pub.

The implications are significant. While the imagery of football culture is still dominated by crowded venues and public celebrations, the consumer reality is increasingly domestic. Watching from home offers greater comfort, affordability and flexibility, particularly when matches stretch late into the evening. Consumers are still willing to spend, but they are choosing to spend differently.

This creates a major opportunity for brands that can enhance the at-home viewing experience. Whether through food, drink, entertainment or convenience, the winners are likely to be those that help consumers create a better match-night occasion rather than simply focusing on out-of-home activations.

That opportunity becomes even clearer when looking at food and drink behaviour.

Among those watching matches at home with friends, ordering a takeaway or delivery is the most common choice, cited by 36% of respondents. Another 31% say they plan ahead, and stock up before the match. Together, these behaviours point to two distinct spending occasions: the planned pre-match shop and the last-minute convenience purchase.

Both are valuable, but they require different approaches. The pre-match mission rewards brands that can secure a place in consumers' planned baskets through promotions, visibility and occasion-based messaging. The convenience occasion rewards brands that can remove friction and meet immediate needs through delivery, partnerships and easy access.

The most interesting audience here is the 35-44 age group. They are significantly more likely than any other demographic to order takeaway while watching the tournament. This group appears to sit at the intersection of disposable income, social hosting and time pressure. They want to participate in the occasion, but convenience matters more than preparation. For food delivery platforms, restaurants and FMCG brands, this audience represents one of the clearest commercial opportunities of the World Cup.

Although, behaviour is only part of the story. The tournament will also be shaped by how consumers feel about England's chances.

Media narratives often suggest England fans are defined by pessimism after years of tournament disappointment. Our findings paint a more balanced picture. While caution remains, optimism is stronger than many might expect. 21% believe England can win the tournament outright, while a further 41% expect the team to reach at least the semi-finals. Overall, 62% expect England to make a meaningful run into the latter stages of the competition.

However, that optimism is far from evenly distributed.

Among 18-24-year-olds, more than a third believe England can win the World Cup and over 80% expect at least a semi-final appearance. Younger audiences have largely grown-up watching England become more competitive at major tournaments, giving them a different perspective from older generations.

By contrast, 35-44-year-olds are the most sceptical audience. Only one in ten believes England will win, while many expect another knockout-stage exit. Having lived through the disappointments of the late 1990s and 2000s, they appear more reluctant to fully buy into triumphalist narratives.

This presents an important challenge for marketers. Traditional football advertising often leans heavily on themes of destiny, glory and national confidence. Those messages may resonate with younger audiences, but they risk feeling disconnected from consumers whose relationship with England is shaped as much by disappointment as hope.

The strongest campaigns are therefore likely to recognise the emotional complexity of the audience. Rather than assuming all fans share the same mindset, brands should acknowledge the different ways people experience the tournament, both practically and emotionally.

The broader lesson from these insights is that World Cup engagement remains huge, but the audience is increasingly fragmented. Consumers are united by their interest in the tournament, yet divided by where they watch, how they spend and what they expect from England. For brands, success will come from recognising those differences. The biggest opportunity isn't simply to be present during the World Cup, instead, it's to understand that the tournament is no longer one shared experience.

This year, most important World Cup venue may not be the stadium or the pub. It may be the sofa.