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Football is not just watched—it’s eaten, sipped, and celebrated.
As the world gears up for this summer’s major tournament, Stanley 1913 surveyed 2,500 football fans across the U.S., UK, Mexico, Brazil, and Germany to decode modern matchday culture. The biggest takeaway? Fans look to food and drink for comfort, connection, and a unique sense of control over the pitch.
Here’s how the beautiful game is served up around the world.
By The Numbers: The Power of the Ritual
For many fans, what’s in their cup dictates what happens on the field.
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48% say gameday food and drink is a non-negotiable part of their ritual.
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44% must have the exact same beverage, snack, or meal before or during every single match.
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39% rely on "emotional support drinkware"—holding onto a specific, lucky cup during high-suspense moments.
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38% are strictly superstitious: if they were drinking a specific beverage during a win, they feel compelled to drink it again next match.
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34% will only take their first sip at a highly specific time on the clock for good luck.
"It’s amazing to see how much power fans put into what’s in their cup, whether that’s sipping at the exact moment they feel a goal coming, or refusing to wash a lucky mug after a massive win. The Stanley 1913 brand loves being right there in the middle of it. We’re not just holding a drink; we're part of the pre-game hype, the high-stakes superstitions, and the memories fans are making around the world." — Kate Ridley, Chief Brand Officer, Stanley 1913
“One of the most fascinating aspects of sports fandom is how far people will go to feel a sense of control over something they can’t actually influence,” said Dr. Daniel Wann, on behalf of Stanley 1913. “This research shows fans turning everyday habits into surprisingly intense — and sometimes bizarre — superstitions and rituals, from drinking out of the same ‘lucky’ cup every match to timing their first sip for good luck or refusing to wash a winning glass. These behaviors may seem irrational, but they make the experience feel personal, participatory, and deeply meaningful. They help fans feel a sense of control over an uncontrollable event that they care about on a deep and profound level.”
Global Scouting Report: How Rituals Change by Region
Matchday looks completely different depending on where you are cheering from.
Brazil & Mexico: The High-Stakes Superstitions
Fans here are the most deeply invested in ritual. Celebrating a goal by immediately throwing back a favorite drink is a massive tradition in Brazil (73%) and Mexico (69%), compared to just 52% in the U.S. and 42% in the UK.
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The Matchday Essential: The Stacking Pint (built for high-energy, ice-cold goal celebrations).
UK & Germany: The Pre-Match Hosts
For European fans, matchday is a marathon, not a sprint. The ritual centers around the hours before kick-off, which are spent preparing food and hosting large groups. Germany scored the highest for community viewing and social gathering.
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The Matchday Essential: The Steel Cooler (the literal centerpiece for backyard viewings and tailgates).
United States: The Hydration Obsessed
Americans love to be hydrated, with nearly 60% of U.S. fans firmly believing that fan hydration during a tense match matters just as much as the players' conditioning on the pitch.
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The Matchday Essential: The Country Collection Quencher® ProTour (matching the hydration trend with tournament team colors).
Learn more about how Stanley 1913 is helping fans hydrate, caffeinate, and libate while cheering on favorite teams this summer.
About the survey: Results are based on an online survey commissioned by the Stanley 1913 brand and conducted by Prodege from May 18, 2026 to May 23, 2026, collecting opinions and behaviors related to watching this summer’s international football games. The survey was conducted among a demographically representative sample of 18+ year olds in US, UK, Mexico, Brazil, and Germany with a +/-4% margin of error at a 90% confidence level. Results are reported among respondents who said they plan to watch this summer’s football events. Any conclusions shared publicly using this data are the exclusive view of the Stanley 1913 brand and not the survey provider.
Press Contact: press@stanley1913.com
PMI WW Brands, LLC.
Under PMI WW Brands, LLC, Stanley 1913 – the global lifestyle brand synonymous with premium food and beverage innovation – creates high-quality products that fuel the human experience.
Stanley 1913: Built for Life®.
We have fueled the human experience since the iconic Stanley vacuum bottle revolutionized the way people enjoyed food and beverage. Today, our colorful and innovative Hydration products, including the beloved Quencher®, as well as our Cafe, Bar, Kitchen, and Hard and Soft Cooler offerings, go beyond function, elevating everyday moments with style and empowering active lifestyles. We're a community of creators, builders and inventors who believe in creating sustainable products for a better life and world that minimize our impact on the planet. Learn more at www.stanley1913.com.
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