Every four years, the soccer rearrange routines, schedules and even dynamics within the home. But towards 2026when the tournament will celebrate the longest edition in its history, 104 matches in 39 days, between 1:00 pm and 7:00 pm, the impact will be even greater, and it is already beginning to be felt in the pocket and in the priorities of millions of Mexican families.
According to a study carried out by Worldpanel by Numerator Through PanelVoice, its direct household survey tool, the World Cup is not only a sporting event: it is an engine of mass consumption that changes purchasing habits, increases spending and redefines what is bought, how and why.
“Passionate” households: driving force of spending towards 2026
The analysis reveals that 38% of Mexican households are passionate about soccer, and although they are a numerical minority, they concentrate 41% of total spending on mass consumption products (FMCG).
These homes:
- They spend 11% more per year than the national average.
- During the tournament, your average ticket rises up to 15%.
- Their growth in spending is double that of the rest of the households.
Even families with less interest, those classified as “eventual” or “disinterested”, increase their spending between 4% and 8% during the World Cup season, which confirms that soccer fever activates the entire market, regardless of the fans.
Consumption during the World Cup: more food, more screens, more experiences
Purchasing behavior undergoes clear changes as the games progress. Among the most relevant findings for brands and retail:
1. Consumption of food, beverages and delivery services is growing
Gatherings at home increase, which triggers purchases of snacks, soft drinks, beer, frozen foods, bakery, deli meats and home delivery.
2. Greater sensitivity to promotions
The consumer looks for combos, discounts and activations related to the Mexican National Team or favorite selections.
3. Boom in technology and home improvements
Interest in screens, speakers, routers, streaming services and products to optimize the space where games are watched is increasing.
4. Purchasing decisions become emotional
The social environment, family, friends, co-workers, directly influences what, when and how much is purchased.
Three types of viewers, three types of consumers
Worldpanel by Numerator identifies three profiles that will be key towards 2026:
Passionate: intense followers, plan their consumption, spend more and look for complete experiences.
Eventual: some parties follow; They respond well to promotions and impulse purchases.
Disinterested: Although they do not follow the tournament, they maintain activity in key categories, especially food and household essentials.
“The world soccer tournament is not only a sporting event, it is a mass consumption platform. With real and segmented data, brands can activate each type of household with precision and relevance,” said Francisco Luna, Country Manager of Worldpanel by Numerator Mexico.
A historical phenomenon: more games, more consumption, more opportunities
The 2026 World Cup comes at a key moment for the consumer economy:
- Times aligned with home shopping peaks (1–7 pm).
- Greater family coexistence, which multiplies collective spending.
- A consumer who combines digital habits, in-person purchases and searching for promotions in real time.
Data from previous tournaments shows that six out of ten Mexican households watched soccer in 2018, and 95% had some level of affinity with the sport. The effect is triggered when Mexico plays: 49% of households follow not only the National Team, but other international teams.
In 2026, with more venues, more teams and a longer calendar, the impact will be even greater.
How should brands prepare?
The study points out three strategic keys:
1. Get to know home
Identify consumption habits, schedules, favorite channels and media used.
2. Segment according to hobby level
Not everyone experiences football the same: campaigns must target each profile with differentiated messages.
3. Design strategies by category and region
Behavior varies between urban, rural and peri-urban areas; also between categories such as drinks, snacks, technology or delivery.
The World Cup as a mirror of Mexican consumption
For Fernando Girón, director of Advance Analytics at Worldpanel by Numerator, the analysis offers “a complete x-ray of the Mexican consumer during the 2026 tournament.”
The study allows us to know:
- How much do households spend?
- In what baskets and categories.
- And how their habits evolve as the tournament progresses.
Less than a year from the opening whistle, the 2026 Soccer World Cup is already stirring emotions, markets and purchase intentions. The brands that manage to understand this new consumption map: more emotional, more digital and more community-based, will be better positioned to capitalize on an event that, in Mexico, is experienced more at home than anywhere else.
