Ahead of England’s first World Cup game, find out how news brands help advertisers connect with sports fans up and down the country
As the World Cup sweeps across screens, stadiums and living rooms, millions of fans aren’t just watching the game – they’re living it.
They wake up to it in headlines, talk about it over lunch, and relive every moment long after the final whistle. Because sport today isn’t just an event. It’s always on – shaping conversations, routines, and identity every day.
News brands sit at the heart of it – the place where fandom becomes part of everyday life, where moments become shared cultural experiences, and where brands can show up with meaning.
Across the UK, millions of sports fans turn to news every single day – over 15 million each month – creating one of the most powerful, consistent audiences available.
And these fans are more than spectators. They’re shoppers, hosts, travellers and enthusiasts, spending on everything from tech to experiences.
Around the World Cup, that behaviour amplifies – they buy food to share, drinks to enjoy together, and subscriptions to stay close to the action.
They watch in pubs, at home, or with friends – placing bets, celebrating wins, and turning matches into moments that matter.
For advertisers, the opportunity is clear. As the biggest-ever World Cup plays out, the majority of those planning to follow it are already engaged with news brands – a powerful, trusted environment where attention is high and context matters.
But only if brands show up. Ad blocking when it comes to sport means missing the moment. And missing the moment means missing the fans.
In 2026, the game isn’t just played on the pitch. It lives in news – where fans, culture and brands come together.
In the insight deck below, find out how news brands can help your campaign connect with sports fans:
