Most adults plan to watch football matches this summer, yet nearly a third have not kicked a ball in six months or more, according to a new international survey commissioned by brewer Carlsberg.
The research, conducted by 3Gem in June 2026 with 10,000 respondents across the US, UK, Germany, India, and China, found that 73% of adults will follow a game this season while 31% have not played in at least half a year. Sixty percent say they miss playing, with lack of time cited by 44% as the main barrier, followed by not having a team (39%) and insufficient space (16%).
To encourage casual play, Carlsberg has installed 'Goal Posters' at Sutton Walk and Shoreditch Tunnels in London and Bridge Street in Manchester, turning urban walls into makeshift targets for passers-by.