England progress in the World Cup – but their next game at 1am is a problem

Marketing expert Dr Shikhar Bhaskar explains why late games are having an impact on fans and advertisers alike
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England progress in the World Cup – but their next game at 1am is a problem

Marketing expert Dr Shikhar Bhaskar explains why late games are having an impact on fans and advertisers alike
The 2026 World Cup in the USA, Canada and Mexico is making headlines – not least for the dramatic results and England keeping us on the edge of our seats.
But England’s next match kicks off at 1am on Monday morning, and timings like this create a major viewing challenge for fans in the UK and Europe. 
With the need to stay awake, my research suggests that late-night viewers may not only struggle to fully enjoy the game, but may also be less able to remember the sponsors and advertising they see. 
As a Lecturer in Marketing, I’m fascinated by the fact that the World Cup is one of the biggest and most expensive stages on which to advertise, but it’s very difficult for brands to be seen, recognised and remembered.

Multiscreening and mental fatigue 

In today’s digital age, the simultaneous use of smartphones and television has become increasingly prevalent, and we refer to this behaviour as multiscreening.
My research focuses on mental fatigue, and how it interacts with multiscreening, where viewers watch TV while using a phone. We know watching the match is a shared experience, and fans may use their phone to keep in touch with people rather than being in the same room.
The research findings suggest that tired, multiscreening fans may still appear engaged with the match, but are less likely to remember sponsor brands. Brands could be paying millions to be visible, but people aren’t able to remember them due to being so tired and distracted. 
Woman on phone eating popcorn Getty Images
Woman on phone eating popcorn

Can we combat the impact of late nights?

A possible solution to have more impact with marketing is for companies is to target viewers with a mobile ad from a match sponsor at the same moment that sponsor appears on television. This synchronised advertising across TV and mobile can be more effective in improving recall. 
However, this comes with ethical concerns and an important caveat around the responsible targeting of audiences when they are tired. Privacy, impulse decision-making and gambling all come into the equation, which needs to be further explored. 
It’s a World Cup that – for all its drama – is likely being watched through late nights, second screens and tired minds. The match timings have implications for broadcasters, sponsors, advertisers, regulators and fans, and in the short term, the timings are a problem for viewers and brands here in the UK.

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