Why pre-game content now drives as much engagement as the match

For decades, the match itself was the focal point of sport. Broadcast schedules, punditry and live coverage shaped how fans engaged, with everything building towards the 90 minutes on the pitch. That moment still matters, particularly at scale, but the experience around it now looks different.

As the FIFA World Cup 2026 approaches, attention is forming earlier, often long before kick-off. Fans are arriving having already consumed predictions and debated line-ups, and so by the time the match begins, the narrative is already in motion.

Data reflects this shift. 90% of fans now consume sport content beyond watching live events, with younger audiences leading the change, according to an IBM study. The same report finds that mobile usage intensifies around matches, with 82% of fans using sports apps during events. Of those, 91% engage live, primarily for real-time commentary, stats and analysis.

Single-screen viewing is now a thing of the past, with the experience of sport becoming continuous rather than confined to the match itself. This has created a new entry point sitting before the whistle.

Pre-game is where fandom is built

Across the 37-day tournament, the moments before kick-off have become the space where fandom is expressed most freely. Rituals and humour surface here, often driven by fans rather than broadcasters. This matters for brands. Football fans are expressive, opinionated and culturally fluent, so content must be reactive and built to be shared.

Group chats fill with predictions and debate. Social feeds surface memes, commentary and reactions. Creators and publishers shape conversation in real time, building momentum that carries into the match. For many fans, this is where the experience begins.

Behavioural data from Jungle Creations’ audience insight work supports this, drawing on analysis of Sporf’s UK fanbase. Around 70% of its audience is active on social before, during and after matches, with UK fans twice as likely to engage with football content during live games, illustrating how engagement now spans a broader cycle.

Different platforms play distinct roles within that cycle. Short-form video drives anticipation and discovery, while longer-form content like podcasts shape opinion and expectation. Real-time platforms provide immediacy, allowing fans to react and connect beyond their immediate environment.

The real point is the behaviour a platform enables, with fans shaping the build-up and redefining what pre-game content can do.

Power is shifting beyond the broadcast

As pre-game engagement grows, so too does the number of voices shaping the narrative. Traditional broadcasters remain a central part of the 104 games, but no longer operate alone.

The second screen is now a constant presence. Fans move between live coverage and social platforms, engaging in parallel conversations that influence how the match is experienced. In many cases, these conversations move faster than the broadcast itself.

And so, as these conversations accelerate across platforms, the tone of engagement becomes just as important as the placement. Content that mirrors the energy of fandom, whether through humour, debate or real-time reaction, is far more likely to cut through than traditional brand messaging.

Why connection matters more than ever

For brands and rights holders, this shift creates opportunity and complexity. Sponsorship plays a role, but the focus is returning to fundamentals: understanding what fans need in the moment and responding in ways that feel relevant or entertaining.

There is also a clear commercial case for getting this right. Analysis from the Institute of Practitioners in Advertising and System1 suggests dull advertising can cost brands up to £10 million in additional media spend to achieve the same impact as more engaging work. In an environment shaped by humour, spontaneity and shared emotion, that inefficiency becomes more pronounced.

One common misconception is that talent alone drives engagement. Recognisable voices still matter, but it is the fan perspective that gives content its energy and meaning. Without fans, football as an experience does not exist in its current form.

Strategies built around participation tend to perform best. Fan reactions, community-driven content and real-world activations bring audiences into the experience, connecting physical moments with digital amplification.

In a tournament that may feel fragmented at times, there is also a role for brands to shape the tone. Adding lightness, solving frustrations or creating moments fans want to share can build genuine relevance.

In this environment, pre-game content becomes the space where connection is built, shaping how fans experience the match long before kick-off.

Brands that understand how fans behave in these moments, and reflect that energy in how they show up, are more likely to turn attention into something meaningful and lasting.

Caroline Fenner is executive director of publishing revenues at Jungle Creations