More than half of consumers who are following this year’s global soccer tournament plan on enjoying watching games from the comfort of their home, and 22% plan on attending or hosting watch-party events with friends and family. Major sporting events like this do more than unite fans — they create powerful opportunities for the home products industry. These cultural moments drive demand for shared experiences, with consumers increasingly choosing to bring the celebration home.

Nearly 20% of consumers following this year’s soccer tournament indicated they were interested in attending the event in person, but the tickets were too expensive. At-home entertaining has become both a social preference and a cost-conscious alternative to going out. However, during the first five months of 2026, consumer demand for housewares products was down 11% compared to last year, and grill accessory unit sales are down nearly 17%. The energy surrounding these big sporting events has the potential to activate new interest and demand across many home product categories, if consumers are presented with the right message.

Hosting watch parties allows consumers to personalize their experience while creating meaningful connections — turning everyday products into essential tools for memorable moments. Team-branded beverageware and glassware tap into fan identity, while grilling tools, serveware, and food storage support the full arc of entertaining — from preparation to presentation to post-event cleanup. Products that blend functionality with emotional resonance — helping consumers celebrate and connect — stand out most.

Timing further amplifies the opportunity. Positioned alongside the lead-up to summer, these events encourage consumers to invest in products they’ll use repeatedly throughout the season. From serving drinks and meals to preserving leftovers, shoppers are looking for versatile solutions that extend well beyond a single match.

This is an important moment for the home-products industry — one that can be the difference between a path toward renewed growth and one of continued challenge. For brands, the strategy is clear: Align with cultural moments, emphasize versatility, and speak to the emotional value of connection. Those that market their products as enablers of experience — not just utility — will be best positioned to capture both immediate demand and lasting loyalty.