Retailers looking to maximise the Gen Z sales opportunities offered by the FIFA World Cup should look to the tournament’s 22nd-minute water breaks, and build offerings around smartphone content, according to research by Snapchat.
The research – conducted by OnePoll among 1,000 Gen Z on behalf of Snapchat – challenges the traditional idea of sports viewing as a single-screen experience. Instead, it found that younger audiences experience live matches simultaneously across TV, mobile and group chats, with the “second screen” increasingly becoming central to fandom rather than simply a distraction from the match. Three in four fans (74%) are likely to reach for their phone during scheduled breaks in play at this summer’s FIFA World Cup.
Retail opportunity
The research highlighted a significant opportunity for retailers and brands during the 22nd-minute scheduled water breaks. More than two-thirds (69%) of Gen Z said they would be interested in hearing from brands during breaks in play if the content was relevant to what they were watching, including food delivery, drinks, snacks and match-related content. This creates a major new window of attention for marketers.
Aside from the scheduled water breaks, 20% of fans check their phones even while play is ongoing. Fans check their phones almost 10 times on average during games.
Evolution of fandom
Emma Wakely, head of sports and media at Snap Inc, said the research shows how the way fans experience live events has fundamentally evolved.“What we’re seeing is the rise of participatory fandom,” she said. “For Gen Z especially, the second screen is no longer secondary. Mobile has become part of the live sports experience itself; a place where fandom, conversation and connection happen simultaneously.
“What’s particularly interesting about this year’s tournament is the scheduled 22nd-minute water breaks. They create a rare moment where millions of fans are likely to reach for their phones at exactly the same time. For brands, that creates a huge opportunity to show up in ways that feel relevant, additive and connected to the fan experience rather than interruptive.”
For retailers, the next big match-day win may happen not on the pitch, but in the moments when millions of fans look down at their phones — all at once.
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