‘Thirsty’ England fans flock to dating apps during hydration breaks, O2 network data reveals

• O2 network data reveals dating app activity surges as England fans use pauses in play to check Tinder, Hinge, Bumble and Grindr
• “You up?” – Dating app traffic increased by almost 46% during the second hydration break, and 116% at half-time, during England’s victory over Mexico
• More than a third (34%) of singles say football chat has helped them break the ice with a new online interest
• The Three Lions still win fans’ hearts, with dating app use dropping at kick-off and during the biggest moments of all England games analysed

Analysis of anonymised and aggregated O2 network data reveals that activity across Tinder, Hinge, Bumble and Grindr consistently spikes whenever referees pause play for hydration breaks at this year’s tournament, before dropping again as soon as the football gets back underway.

During England’s victory over Mexico, dating app traffic was up 15% during the first hydration break and almost 46% during the second. Tinder users also appeared particularly keen to make the most of the pause, with traffic increasing by 55% 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%. Activity surged across Tinder (+48%), Hinge (+48%), Bumble (+59%) and Grindr (+12%), 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%, Hinge by 20% and Match by 69% 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.

New 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. 72% 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%) crediting football chat with helping them break the ice with a new match.

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

ENDS

About O2’s Network data:

Virgin Media O2 analysed anonymised and aggregated mobile network data from dating apps, including Tinder, Hinge, Bumble, Grindr and Match, across the England Men’s Football team’s recent matches against Croatia (17 June), Ghana, DR Congo (1 July) and Mexico (3 July).

About the consumer polling: 

Strand Partners’ specialist research team conducted a nationally representative online survey of 2,155 UK adults between 08/07/2026 – 09/07/2026. These data tables show results from a sub-sample of 106 adults who are single, use dating apps, and have watched at least one England match during the 2026 FIFA World Cup. The survey was representative by age, gender and NUTS 1 region. Strand Partners is a member of the British Polling Council and abides by its rules.