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London Named the Most 'World Cup-Mad' City in the UK

A Free Bets survey of 2,000 adults found 80% of Londoners are watching or planning to watch, the highest share in the UK.

  • Londoners top the newly released World Cup Fandom Index commissioned by The Freebets, emerging as the UK's most engaged football fans.
  • The Freebets research, conducted via OnePoll, surveyed 2,000 adults to measure regional engagement levels throughout the summer tournament.
  • While 80 per cent of Londoners plan to watch games, Bristol residents showed the least interest, with only 58 per cent tuning in.
  • Nearly one in five Brits have considered skipping work to watch matches, and 36 per cent of Londoners said they would cry if their country was knocked out.
  • Dominic Celica, representative of The Freebets, said "Football fever doesn't hit the same everywhere," citing London's rich football heritage as driving its ranking.
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London named the most 'World Cup-mad' city in the UK

London has been named the most World Cup-mad city in the UK, followed closely by Liverpool.

·Sheffield, United Kingdom
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Daily Mirror broke the news in London, United Kingdom on Sunday, July 5, 2026.
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