England Expects: Bet St George World Cup Study Assesses Mood of the Nation

Bet St George, the betting brand built on English sporting identity, has released new research showing that four in ten England fans believe the Three Lions will win the 2026 FIFA World Cup. 

With the tournament kicking off on Thursday, these findings arrive at the peak of what is shaping up to be one of the most commercially important periods for sports betting in years. They also point to a level of fan conviction that goes well beyond casual tournament optimism.

England supporters are heading into the tournament with high expectations. According to Bet St George's research, 40% of fans expect the Three Lions to lift the trophy in North America this summer.

The survey of 1,000 England sports fans was conducted between 15 and 18 May 2026. Among 25- to 34-year-olds, belief in an England win rises to 67%, making them the most confident age group in the country.

That belief extends beyond the pitch. Nearly three-quarters of fans (72%) agree that the England team brings the nation together.

For some supporters, the emotional connection runs even deeper. More than a quarter (26%) place a Three Lions World Cup win in their top three most important life events, ahead of passing a driving test and graduating from university. For men, the figure rises to 31%.

Andre Au, Marketing Director at Bet St George, said: “England has one of the most passionate sporting audiences in the world, but for a long time, it was the only nation in the UK without a sportsbook built around its own identity.

“We created Bet St George because supporting England is different. World Cup fever hits massively once the squad is announced. For England, it is the expectation. It's all about the previous hurt, penalty shoot-outs, the build-up, the predictions, and the debates with your mates. The whole nation feels that this tournament might finally be the one.”

Launched in March 2026, Bet St George has positioned itself around the idea that identity-led operators can build deeper fan loyalty than platforms built for every market rather than this one. With English teams, talent and events placed at the front of the experience, and football and horse racing central to its proposition, the brand's model is now being tested at the biggest moment in the football calendar.

Scotland fans backing … England?

Perhaps the most counterintuitive finding comes from north of the border. England sports fans living in Scotland back England to win the World Cup more confidently than fans in Yorkshire, the North West and the South East, with 77% believing the Three Lions will lift the trophy this summer.

The sense of connection was even stronger among that same group. A total of 96% agreed that the England team brings the nation together, making it the strongest response recorded across any region surveyed. The national average was 72%. For a brand built around English sporting identity, that cross-border enthusiasm highlights the strength of major tournament engagement.

England fans may share the same hopes, but confidence levels look very different across the country. Greater London is leading the optimism, with 53% of supporters backing England to win the World Cup and 36% placing a tournament victory among their most important life events.

Yorkshire and the Humber takes a more cautious view. Just 31% believe England will win the World Cup, while only 19% rank lifting the trophy among their top life moments.

Understanding those regional differences in fan sentiment is central to how Bet St George approaches its markets.

The research also asked fans what they consider England's greatest export. Football came first at 24%, ahead of music at 19% and the Royal Family at 19%.

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