Kenco steps up for World Cup late nights

European football fans are preparing for the most sleep-deprived month in sporting history. The published match schedule reveals that the expanded 104-match tournament schedule will force millions of fans into late-nights or early-mornings.

In response, Kenco has stepped up to become the ‘Official Sponsor of Staying Awake’, launching a dedicated campaign to support the true heroes of the tournament: the sleep-deprived fans keeping the passion alive in the dead of night.

Rather than admitting defeat to sleep, fans are preparing to wear their tiredness as a badge of honour. The timings, along with the rarity of the event and national-team gravity will drive millions to embrace late nights with coffee, group chats, and morning-after bragging rights to get through the workday.

“Supporters are the lifeblood of football, but this year, they are being asked to pull double shifts,” said Corrine Chant, marketing director for JDE Peet’s UK. “When your national team is playing a crucial match at midnight, going to bed is simply not an option. That’s why Kenco is proud to celebrate fans and the moments that bring them together this summer. We aren’t here to support matches or players on the pitch; we are supporting the fans on the sofa, ensuring they have the energy to shout at the TV at 1:00 AM and still make it to work the next day.”