There’s something about a major sporting event that changes how people want to watch – it’s not just about tuning in; it’s about creating a real-life experience. Bigger gatherings with friends, more social viewing, and ultimately, a desire for something that feels like a step up from everyday TV.
The World Cup Effect
Whilst regular sports viewing is an every-day pleasure for millions of people, according to Omdia’s latest global TV market forecast*, annual TV shipments are expected to exceed 210 million units in 2026, with growth directly linked to promotional activity around the FIFA World Cup. The report highlights that the tournament is acting as a key demand driver, particularly in Europe, where TV shipments are forecast to grow year-on-year as fans upgrade their home viewing setups ahead of the event.
This is helped by the fact that large-format TVs have become far more accessible – with screen sizes of 100-inch displays and larger now within reach for a much wider audience. But the conversation is also starting to shift. Size still matters, but it’s no longer the only objective – it’s about how the viewing experience feels from a whole environment.
Home Cinema Has Moved On
This is where projection has started to re-enter the discussion in a more meaningful way. Rather than being thought of purely for dark room cinema, the latest generation of projectors offer something fundamentally different from what people used to think of “watching the match down the pub!”. The ability to scale image sizes far beyond what most fixed panels can deliver remains and creates a level of immersion that’s particularly well suited to live sport, but now you have a transformation in brightness levels.
Take the latest generation of laser projectors, like the new models from Epson and Optoma. We’re now seeing brightness levels of up to 10,000 lumens, alongside 4K resolution and support for high-frame rate content, which means they’re just as comfortable handling fast-paced sport as they are showing films.
What that translates to in real terms is flexibility. These projectors aren’t limited to blacked-out cinema rooms anymore – they’re designed to perform in brighter, multi-use living spaces, delivering the largest-scale images that can stretch well beyond what most, even the largest TVs can offer. In fact, some of these systems are comfortable producing images of at least 4m or 5m wide, which really puts into perspective what ‘going big’ can mean! But of course, the other benefit on a more modest 3 or 4m wide screen is the HDR capability for specular highlights.
A Different Type of Opportunity
Projectors also naturally invite a bit more conversation during the sales and design process. Whether it’s room layout, lighting, screen size, or placement, there’s a level of advice involved that adds value and helps move the discussion away from pure price vs size comparison.
And then there’s the seasonal angle. Summer tournaments naturally encourage more social viewing, with doors open, people moving between spaces, and in some cases, setups extending outdoors. Projection systems – particularly the less expensive portable or flexible solutions – are well suited to these environments, making it easier to create large-scale viewing experiences without the constraints of a fixed location or screen.
Of course, none of this replaces the role of TVs, which remain the backbone of most installations and will always provide the best image in truly bright environments, especially where black levels are concerned. But projectors are no longer the niche option they once were and for applications such as live sport and gaming, they now offer a compelling alternative for customers looking to go beyond the standard TV upgrade.
Ultimately, events like the World Cup don’t just drive sales, they change expectations. Customers aren’t simply looking to watch the game – they want to feel part of it. For those conversations, thinking beyond the traditional screen often creates the most interesting opportunities.
Speak to our sales team today to access limited‑time offers as the summer of sport approaches.
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