ANALYSIS: TV AND AUDIO Home Entertainment
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Football is coming home
A summer of sport, led by the FIFA World Cup 2026, seems set to bring fresh impetus to the AV market. Steve May looks at what makes the latest screens match fit…
W
hen boots meet ball for the first time in Mexico City’s Estadio Azteca, this June, the eyes of the world will be watching what looks certain
to be a thrilling World Cup. But for the trade, kick-off happens months
earlier, when retailers have a welcome opportunity to turn this sporting fixture into meaningful business on the shop floor. For fans, the World Cup provides the ideal excuse to retire an ageing flatscreen and invest in something that does justice to the occasion - the beautiful game deserves a beautiful screen, after all.
Footie fanatics want immersion, clarity and confidence that they won’t miss a crucial pass, dodgy tackle or decisive goal. For retailers, the right recommendation, made at the right moment, can be the difference between a routine sale and a match-winning assist. Few sports test the mettle of flatscreen more
LG OLED65C55LA 65-Inch OLEDevo AI 4K UHD Smart TV
than the national game. Football is predicated on fast motion, vibrant colour, often dramatic contrast and fine detail. Punchy brightness for daytime viewing, clean motion handling to keep players razor sharp, and enough processing intelligence to stop grass turning into a glassy emerald smear, are all key ingredients. This is where sporty image presets come into their own. They typically boost brightness and contrast, enhance edge definition and apply motion smoothing. Their aim isn’t cinematic accuracy but visibility. The idea is to make kits pop, keep the ball easy to track, and ensure action remains clear.
However, there can be a world of difference between Sports modes on mid and upper models compared to budget offerings, which can look oversaturated and garish.
A game of two halves Audio presents another selling opportunity. When it comes to recreating the ambiance of match day - with all its requisite crowd noise, whistles, commentary and celebrations - soundbars can elevate a casual viewing session into something more like a live experience at home. Customers replacing a TV for the World Cup may well be open to suggestions that complete the experience rather than merely improve it. Screen size is another key factor. What once felt extravagant is now routine. For many buyers, 55- and 65-inch screens are already the new normal, with 75 inches and above increasingly popular for sports-led purchases. The World Cup is a licence to talk confidently about “bringing football home on the biggest possible screen”, especially when the brief is shared viewing with friends and family. Inevitably, AI is going to be part of the conversation in 2026. Samsung’s incoming Vision AI Companion (or
VAC) a new feature making its debut on screens in 2026, looks to be an exciting prospect when it comes to sports on TV.
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