An Ipsos survey has found that Indian football fans remain highly engaged with the FIFA World Cup 2026, with Argentina, England, France, and Spain emerging as the most-supported teams among urban Indians as the tournament reaches the quarter-final stage.
An Ipsos survey found that Argentina is the most-supported team among urban Indian football fans with 35% support, followed by Brazil (21%), England (13%), France and Germany (10% each), and Spain (5%).
The survey highlights the scale of football fandom in India, with the vast majority of respondents following the tournament in one form or another. More than half (56%) are closely following the World Cup, while 32% are watching matches occasionally. Another 6% plan to tune in mainly for the marquee clashes in the semi-finals and final.
Only 6% say they are not interested in the tournament. In effect, 94% of urban Indians are engaging with the Football World Cup 2026 to some extent, underlining the tournament’s ability to captivate audiences far beyond the sport’s traditional strongholds and cementing its status as a global cultural phenomenon.
The way fans are consuming World Cup content also reflects the evolving media landscape. Digital streaming has emerged as the preferred viewing platform, with 54% of respondents watching matches live on Zee5, which holds the exclusive digital broadcast rights for the Football World Cup 2026 in India.
Television continues to play a role, with 34% tuning into the Unite8 Sports network across its English and Hindi channels. Social media platforms such as YouTube and Instagram serve as another touchpoint, with 10% of fans relying on them to follow tournament developments, while 2% limit their consumption to match highlights. Together, these trends point to an increasingly fragmented yet highly engaged sports audience that moves seamlessly across screens and platforms.
For brands, the Football World Cup remains one of the environments for capturing consumer attention. The Ipsos survey shows that fans are highly receptive to brand messaging during the tournament, creating opportunities for visibility and engagement. Television advertisements continue to command the highest attention levels at 30%, followed by OTT advertising at 20%, demonstrating the growing importance of streaming platforms in media plans.
Advertising embedded within YouTube content attracts the attention of 15% of viewers, while 14% notice brand messaging through social media content created by brands, influencers and users. Sponsorships, including jersey branding and stadium-side advertising, are noticed by 12% of fans, while influencer and celebrity collaborations drive visibility among 9%.
The findings are based on an online survey conducted by Ipsos among 641 urban Indian adults aged 18 to 45 years. The sample comprised 50% men and 50% women.
Respondents were drawn from NCCS A households (80%) and NCCS B households (20%). In terms of age profile, 50% of respondents were aged 18-29 years, while the remaining 50% were aged 30-45 years. The study covered respondents across city tiers, including Metro markets (50%), Tier 1 cities (30%), and Tier 2 and Tier 3 cities.
Suresh Ramalingam, CEO, Ipsos India said, “The Football World Cup has evolved into far more than a sporting event for Indian audiences. It is a high-engagement media and cultural moment that brings together passion, entertainment and conversation at an unparalleled scale.
“Our findings show that fans are not only actively following the tournament but are also engaging with content across multiple platforms. For brands, this creates a unique opportunity to connect with consumers in an environment where attention levels are high, emotions run deep and recall is significantly amplified . With several high-profile teams still in contention and the tournament approaching its climax, fan interest and viewership are expected to reach new highs,” Ramalingam added.
