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Stop treating the World Cup like just another promotional moment
By Patrick Finlay2026-06-09T12:33:00
The World Cup is the biggest retail occasion of the year – so why are so many brands still thinking tactically, asks Patrick Finlay, MD at The Category Management Company
With the 2026 World Cup imminent, the grocery sector should be buzzing. On paper, the data looks staggering: up to 34 million Brits are expected to tune in and, crucially, 54% of UK adults plan to watch the drama unfold from the comfort of their own homes.
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