As football fans await this summer’s World Cup, 69% of UK shoppers are already planning purchases to improve their viewing experiences, from new TVs to outdoor equipment, according to new research from Epsilon.

This year’s event is set to be one of the largest with an extra 16 teams competing in a record 104 matches, 40 more than the 2022 tournament, and that is opening up pre-tournament spending opportunities.

Epsilon’s study of 1,000 UK consumers shows purchasing is expected to begin early, with a fifth (18%) planning to improve their viewing experience by purchasing big ticket items like TVs and projectors, smartphones (17%) and outdoor accessories like firepits and BBQs (8%). Meanwhile, seven in ten (71%) will make additional food and beverage purchases across snacks and soft drinks while watching games.

Second screening will play a big part in mobile use throughout the tournament, with 71% of fans not just focusing on the game, but also messaging friends, checking stats, scrolling social feeds or spending money. Nearly one in five respondents (18%) will shop or browse online during live matches.

“This is a once-every-four-years opportunity for brands and retailers to reach an audience that is both unusually large and unusually mixed,” said Esme Robinson, Director of Platform Solutions at Epsilon. “But it’s crucial they grasp the nuances of individuals who are influenced differently and at different times.”

“By understanding who watches, how they watch, and how this shapes engagement and spending, marketers can plan with precision,” she added.

Three in 10 football fans say they are likely to choose a brand that launches timely promotions during the World Cup, while even 37% of those who aren’t football fans say the tournament will increase their likelihood of choosing brands who run promotions during the competition.