by Dana Lee on 18th Mar 2026 in Video Interviews

In this episode of A Coffee With... Andy Baker, head of strategy at Footballco, joins ExchangeWire's head of content, John Still, over a flat white to chat all things football and advertising.

Footballco owns a global portfolio of consumer brands like Goal, Mundial, and creator-led social brands. It serves the football fandom with a multi-platform approach across web, app, and social. Tune in as Andy and John discuss football opportunities for brands and the fragmentation of the sports experience – and share their predictions for the upcoming World Cup.

World Cup 2026: Fan Engagement

This World Cup presents a distinctive landscape for media consumption and brand engagement, driven by multi-platform viewing. A major research piece with 11,000 fans worldwide explored sentiment and nuances across demographics and geographies, informing planning and strategy for the tournament.

Time zone differences are also reshaping consumption habits. With many matches kicking off in the early morning for markets like the UK (eg. 2–3 a.m.), live viewing will drop for non-marquee games. Fans will catch up over breakfast via highlights, social media, group chats, and creator-led summaries. This shift creates new challenges and opportunities for creators and brands.

The Evolution of Football Consumption

Football consumption is increasingly fragmented. Many fans may feel a personal connection to individual players and follow the stories via them rather than watching live broadcasts. Younger fans in particular are moving away from full 90-minute matches, engaging instead through touchpoints like gaming and creator-led content, or through an entertainment, fashion, lifestyle, or cultural lens.

Today, the match sometimes becomes the secondary screen, with third and fourth screens also coming into the picture. A fan might play a video game with a live match on the side, a YouTube stream on another device, and Snapchat on their phone. This shift in behaviour requires brands to find different ways to meet audiences where they are.

Brand Opportunities & Authenticity

Opportunities extend beyond the 90 minutes. Key moments span far more than live matches. Any talking point can engage fans and invite brand participation, including player stories, debutant team narratives, or even geopolitical contexts. The expanded 48 teams and the razzle-dazzle of production for US-based matches will inject new layers and narratives into the upcoming tournament.

"I think 'moment' is interesting because a moment that creates that kind of ecosystem of content and opportunities for brands doesn't have to be a match, right? It can be any talking point, story, or opportunity for fans to come together and agree or disagree – or somewhere in between – on what's happening, and to celebrate that and take it off into a different space." —Andy Baker

While traditional sponsorships can provide huge value to through official match footage and highlights, younger audiences often value creator and media partnerships equally or more. Being a genuine part of the community and conversation matters more than simply running pre-roll ads. Success means participating authentically in the moments that define the tournament, both on and off the pitch.

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