EE: Can Networks Keep Up With the FIFA World Cup?

The FIFA World Cup has always tested players and referees. This summer, it is also set to put telco networks under pressure.

With matches taking place across the US, Canada and Mexico, UK fans face a tournament filled with late-night and overnight kick-offs.

As viewing habits will shift to accommodate awkward time zones, new research from EE suggests connectivity could become just as important as the football itself.

More than 80% of fans say the tournament schedule will affect how many matches they watch live, with many planning to prioritise key fixtures or catch up later through highlights and streaming platforms.

That changing behaviour means more people are likely to rely on digital services, creating fresh demands on fixed and mobile networks.

The battle against delay

Despite the late nights, seeing the action unfold in real time is still non-negotiable for UK fans.

EE's research found that 93% consider it important for live matches to be shown with as little delay as possible.

The concern is not simply about picture quality either.

Nearly 80% of fans worry about experiencing the dreaded "roar before the score" – discovering a goal through social media or notifications before it appears on their own screen.

More than four in five respondents say they would be frustrated if a stream cut out during a crucial moment such as a goal, while almost a quarter say it would spoil the match completely.

Greg McCall, Chief Security and Networks Officer at BT, which operates the EE network, says: “This summer’s tournament is one of those rare moments that captures the imagination of football fans across the UK, bringing people together through a shared passion for the game.

“Whether fans are watching at home, with friends or in the pub, witnessing the action live matters enormously.

“EE’s research shows that even short delays or interruptions can frustrate fans and take away from those unforgettable moments – and missing a goal isn’t just annoying, for many it ruins the match.

“With millions prioritising the live moments and many fans switching between streams, clips, social feeds and group chats, seamless, reliable connectivity has never been more important.

“Our leading fixed and mobile networks help keep fans connected to the action and to each other.”

Fans ranked features such as no buffering, no delays and better picture quality well ahead of more advanced features like alternative camera angles and personalised content.

A new generation of viewers

The research also points to a growing divide between younger and older viewing habits.

While TV is the top destination for most football fans, only 30% of 18–24-year-olds expect to follow the tournament through traditional broadcast TV. Instead, many are turning to social platforms, with 43% planning to use social media for updates and match coverage.

The trend reflects a shift towards multi-platform consumption, where fans move between live streams, messaging apps, social feeds and short-form video content throughout a match.

That behaviour places additional importance on network performance. Around a third of fans regularly use a second screen while watching live sport and two-thirds say a reliable mobile or broadband connection will be extremely or very important to their tournament experience.

Watching from home

The timing of matches could reshape where fans choose to watch.

Major international tournaments have traditionally filled pubs and fan zones, but late-night kick-offs are expected to encourage more supporters to stay at home.

At the same time, more than three-quarters of fans say they will actively try to avoid discovering results before catching up on missed matches, whether by muting notifications, avoiding social media or staying away from their phones entirely.

For operators, that means ensuring connectivity is dependable across a range of viewing scenarios, from live streams on household broadband to match updates delivered over mobile networks.

The research arrives as EE continues to emphasise network performance as a competitive differentiator. The operator was the first provider in the UK to launch both 5G and Wi-Fi 7.

Alongside its role as lead partner of the Home Nations Football Associations, EE has also launched its Yes Boys campaign, which aims to tackle the impact of negative online influences on young boys and promote football as a positive force in building confidence, identity and resilience.