What side are you on? It’s the question at the heart of Ozone’s World Cup 2026 campaign – and every advertiser needs an answer.
The biggest summer for brands is here…
Summer 2026 is shaping up to be a major moment for advertisers. The 2026 FIFA World Cup will see millions locked into every match moment, and is set to dominate headlines, living rooms and second screens across the UK and beyond.
But here’s the thing. Not everyone is watching.
While millions of fans will be planning their days around fixtures and living every match moment in real time, a huge portion of UK audiences will be doing something else entirely; travelling, socialising, shopping, and leaning into everything else the summer has to offer.
That’s why Ozone has launched What Side Are You On This Summer? – a campaign designed to reveal the need-to-know audience insights so you can show up in the moments that matter, on and off the pitch.
Meet the two sides…
On one side, you have The Football Faithful. Fully immersed in the tournament, second-screening matches, and surging in engagement around every kick-off. Our data shows a 50% increase in daily audiences during major tournaments, with overnight audiences for late kick-offs growing 14x.
On the other, The Football Free. 60% of Ozone’s UK audience aren’t engaged with football at all – but they’re highly active across 35+ non-sport categories that see increased engagement during major tournaments. From festival-goers to family travellers, this audience represents a huge and often untapped opportunity for brands.
Together, these two audiences represent the full picture of summer 2026 – and Ozone’s Audience Connection Platform is built to help you reach both.
Live in the Media Leader
We wanted to share these insights with the wider industry – so we decided to pose the question ourselves. For the first time ever, Ozone has launched a live display advertising campaign in The Media Leader, taking our message directly to the people making advertising decisions this summer.
Are you a Faithful or a Free? Whichever side your audience lands on, Ozone has the insights to help you reach them.
Bringing it to life at The Future of Brands
At the Future of Brands 2026, Ozone brought the campaign to life in person. Visitors to our stand got hands-on with an interactive game that put the question directly to them – Football Faithful or Football Free?
We got to see where the industry landed in real time. It sparked some brilliant conversations and proved that when it comes to summer 2026, everyone has an opinion.
Pick your side. Win the summer
Ready to find out which side your audience is on? Explore the full campaign, cast your vote in our interactive poll, and get in touch with the Ozone team to find out how we can power up your summer campaigns.
