Data: Football fans turn to dating apps during hydration breaks
July 13, 2026



Analysis of anonymised and aggregated O2 network data has revealed that activity across Tinder, Hinge, Bumble and Grindr consistently spikes whenever referees pause play for hydration breaks during FIFA World Cup 2026 matches, before dropping again as soon as the football gets back underway.

During England’s victory over Mexico on July 6th, dating app traffic was up 15 per cent during the first hydration break and almost 46 per cent during the second. Tinder users also appeared eager to make the most of the pause, with traffic increasing by 55 per cent during the first break in play.


It wasn’t just the hydration breaks that drove dating app activity. Half-time saw one of the biggest spikes of the match, with dating app traffic rising by 116 per cent. Activity surged across Tinder (+48 per cent), Hinge (+48 per cent), Bumble (+59 per cent) and Grindr (+12 per cent), before another spike followed the final whistle as fans returned to their phones.

The pattern has been seen throughout recent England games. Against DR Congo, Tinder traffic increased by 19 per cent, Hinge by 20 per cent and Match by 69 per cent during the hydration break, after app activity had fallen sharply at kick-off. England’s matches against Croatia and Ghana showed similar trends, with dating app use dipping during the biggest moments of play before climbing again when the action slowed.

Virgin Media O2 consumer research reinforces how football is showing up in modern dating culture, suggesting fans aren’t just checking dating apps during breaks in play – they’re using the tournament as a conversation starter. Some 72 per cent of singles say the tournament has given them something fun and topical to talk about on dating apps, with more than a third of singles (34 per cent) crediting football chat with helping them break the ice with a new match.

Those conversations are proving worthwhile too, with 32 per cent saying football chat has led to more conversations on dating apps overall, and 11 per cent saying it has helped them arrange a date. More than half (54 per cent) say they’d suggest watching the England game with a new match if asked on a first date that clashes with an England game.

But despite the extra swiping, football still comes first for fans. Across every England match analysed, dating app activity dropped at kick-off and during the biggest moments of play, suggesting supporters quickly swapped searching for a match for watching one.

Jeanie York, Chief Technology Officer at Virgin Media O2, commented: “Our network data shows just how closely mobile behaviour now follows the rhythm of live sport. Whether it’s grabbing a drink, replying to messages or catching up on dating apps, fans areclearly making the most of pauses in play before putting their phones down again as soon as the action resumes.”