Instant payments redefine fan engagement ahead of the 2026 World Cup

The 2026 FIFA World Cup will be the most digitally connected and commercially influential tournament ever staged. For the first time since 1994, the world’s biggest football event returns to North America, which has become one of the fastest-growing regulated sports-betting regions globally. And consumers are approaching this World Cup with very different expectations than any before it.

 

New research from Paysafe, the All the Ways Players Pay: World Cup 2026 Edition report, reveals that payments have moved from a back-office necessity to a frontline differentiator that influences how fans watch, bet, travel and play. The findings highlight a singular truth: in a competitive market where fans have increasing choice, the speed, security and localisation of payments will drive customer loyalty.

 

Match‑day excitement fuels betting growth

 

The World Cup has always attracted bettors beyond traditional core soccer fans. This year, participation is surging. According to the research, 60 per cent of consumers plan to bet online, including 19 per cent placing their first ever digital wager. In the United States, the proportion of new bettors rises to 29 per cent, reflecting the rapid expansion of regulated markets and the mainstream adoption of online sports betting.

 

Bettors are also demonstrating highly reactive behaviours: 64 per cent plan to place bets on the day of the match, or even during live play. The moment-driven nature of World Cup wagering places enormous pressure on operators to deliver real-time, frictionless payment experiences. A delayed payout or unavailable payment method is no longer a minor inconvenience and has instead become dealbreaker.

 

Payments now make – or break – the betting experience

 

The research shows that quick payouts are second only to brand trust when World Cup bettors choose a sportsbook. Players increasingly demand instant access to winnings, and 84 per cent report higher satisfaction when payouts are instantaneous. Meanwhile, 44 per cent have abandoned bets because their preferred payment method wasn’t offered.

 

This urgency heightens the risk of churn: 88 per cent of bettors say they would switch brands after a poor payment experience, rising to 93 per cent in the US and Ecuador. Operators who fail to offer fast, secure, and localised options risk losing customers at the most commercially significant moment in the tournament’s four-year cycle.

 

Preferences are also diversifying across markets:

• In Brazil, local instant payment platform Pix dominates at 48 per cent
• In Peru, digital wallets such as PagoEfectivo lead at 36 per cent
• In North America, card use remains strong but alternative options such as Venmo in the US and Interac e-Transfer in Canada are increasingly essential

Across many markets, e-cash solutions remain popular, offering privacy and security for players who prefer not to share financial details online.

 

In this landscape, operators must deliver comprehensive and localised payment portfolios to meet rising expectations.

 

Fans are travelling and paying differently

 

While most fans will watch from home, 11 per cent plan to attend matches in person, with numbers much higher in US host states such as New York (32 per cent) and Florida (26 per cent). Credit cards remain the dominant travel payment method globally, yet demand for digital wallets (31 per cent), local payment methods (25 per cent) and e-cash (22 per cent) underscores a shift toward flexibility and security.

 

For merchants across hospitality, ticketing and travel, the takeaway is clear: friction in payment flows risks eroding the economic upside of World Cup tourism.

 

Digital entertainment spikes alongside the tournament

 

The World Cup’s influence extends beyond stadiums and sportsbooks. Videogaming engagement is set to increase significantly, with 58 per cent planning to play soccer-themed games and 56 per cent expecting to spend more on downloadable content. Younger audiences, particularly those aged 25 to 34, are the most likely to increase in-game purchases.

 

Here again, payment choice is pivotal. Gamers expect instant, secure and low-friction experiences, driving rising adoption of digital wallets and alternative payment methods across global markets.

 

Winning loyalty through payments

 

Across all channels – betting, travel, gaming, and digital entertainment – the message from fans is consistent. They want seamless, secure, localised payments that enhance their experience. In an environment shaped by matchday momentum and real-time digital engagement, operators who prioritise payment innovation will convert excitement into sustainable loyalty.

 

As the tournament approaches, the opportunity is clear: the right payment strategy can help operators and merchants turn the world’s biggest sporting event into a long-lasting competitive advantage.

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