The World Cup 2026 Segmentation uses audience segments developed from GWI Zeitgeist, September 2025. These were built using a cluster analysis and then integrated into GWI Core using our proprietary modeling process.
Each segment is formed statistically, grouping respondents based on natural patterns in their behaviors, attitudes, and demographics rather than predefined criteria. The resulting framework consists of seven unique segments of likeminded internet users, each of which are described below.
This segmentation was first made available in Q3 2025 and was based on recontact respondents of the last 4 waves of GWI Core (Q3 2024, Q4 2024, Q1 2025 and Q2 2025). For this project, the segmentation is available across eight Core waves in total, from Q3 2024 to Q2 2026. At each release, it uses the most recent four Core waves to calibrate the segments and then projects them onto the next wave.
It is available in 11 markets: Australia, Brazil, Canada, France, Germany, Italy, Malaysia, Mexico, Philippines, Singapore, Spain, UK, and the US, markets that GWI Zeitgeist covers. You can learn more about GWI Zeitgeist here.
The World Cup 2026 Segmentation is compatible with questions from GWI Core and all of its add-on data sets. This provides the benefit of large Core sample sizes and unlocks extensive analytical possibilities, enabling users to profile and analyze each segment across the full breadth of GWI Core’s variables.
Segment profiles
True fans are the World Cup devotees whose passion doesn’t stop at the final whistle, it powers straight into gaming. Over 70% play multiple times a week, keeping the spirit of the tournament alive through EA Sports FC and beyond. For them, gaming is both competition and connection, a place to socialize, compete, and invest in their setups.
Flag flyers are the patriotic fans for whom the World Cup is more than
entertainment, it’s national pride on display. Their fandom is multicultural
and expansive, with 40% of US fans supporting more than one nation, often
tied to heritage, club loyalty, or admiration for world-class talent.
The virtual crowd are the on-the-go World Cup fans who live the
tournament differently. Always connected, they follow matches through
highlights, social updates, and brand storytelling rather than live
broadcasts.
Soccer sceptics are the devoted sports fans whose passion simply lies
beyond soccer. While the World Cup dominates headlines, this group is
tuned into their own seasons across the NFL, NBA, and more.
Reluctant fans are the culturally curious spectators who may not follow
every match but embrace the World Cup as a global celebration. Digitally
active and value-driven, they’re second-screen natives, more likely to
search, shop, and engage on social media while they watch.
Lone purists are the smallest segment of this study. Predominantly an
older group and male, they’ll be largely seen in Europe. These fans are very
excited for the World Cup, but will likely avoid larger social occasions to
watch the games, and prefer to spend their time alone.
Non-engagers are the group who do not have intentions to watch the
World Cup and who typically avoid sports altogether.