UK Fans Ready for 2026 World Cup: BTTS Bets Dominate as Late-Night Matches Loom

A new survey by Flashscore, conducted with TGM Research among 2,000 UK sports fans, reveals intense anticipation for the 2026 FIFA World Cup. The research highlights that 86.8% of male fans and 81.6% of female fans plan to follow the tournament “very” or “extremely” closely, underscoring the event’s massive appeal.

With time zone challenges pushing some England matches into late-night slots, younger fans show greater willingness to stay up. A striking 41.5% of 18–34-year-olds say they will “definitely” watch England’s late-night games live, compared to 35.0% of 35–54-year-olds and 30.1% of those aged 55+. This suggests a generational shift in viewing habits, with younger audiences embracing late-night fixtures.

When it comes to betting, the survey reveals a clear preference for in-game markets. 64% of UK users placed “Both Teams to Score” (BTTS) bets, while 59% wagered on “Over/Under” total goals. In contrast, only 49% opted for traditional 1X2 match outcome bets. This trend highlights the growing popularity of live betting and dynamic markets during major tournaments.

Martin Matejka, Marketing Director of Flashscore, commented on the findings: “The World Cup is one of the biggest events on the global sports calendar. Flashscore attracts highly engaged sports fans, and this audience closely overlaps with the betting market. Bettors need fast, reliable scores and statistics right at that moment, which is exactly what we deliver.”

He further emphasized the platform’s speed advantage, noting that 46% of Flashscore users—the highest share among key competitors—chose it for its rapid updates. “This combination makes Flashscore a natural partner for betting platforms looking to connect with an active audience,” Matejka added.

The survey results suggest that the 2026 World Cup will not only be a spectacle for football fans but also a major driver of betting activity, particularly in live and in-game markets. Operators leveraging real-time data and user-friendly platforms are likely to benefit from this surge in engagement.