The 2026 World Cup in the USA, Canada and Mexico is making headlines - not least for the dramatic results and England keeping us on the edge of our seats.
But England's next match kicks off at 1am on Monday morning, and timings like this create a major viewing challenge for fans in the UK and Europe.
With the need to stay awake, my research suggests that late-night viewers may not only struggle to fully enjoy the game, but may also be less able to remember the sponsors and advertising they see.
As a Lecturer in Marketing, I'm fascinated by the fact that the World Cup is one of the biggest and most expensive stages on which to advertise, but it's very difficult for brands to be seen, recognised and remembered.
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