• More than a third (34%) of football fans regularly watch games alone

• Fans have urged fellow supporters to reach out and open up to each other

• More than half (55%) see football as a way of breaking the ice and giving them something to talk about straightaway

• Former Watford and Birmingham City striker Troy Deeney has also highlighted the importance of having a strong support network and tools to help you through difficult times

Fans have revealed that watching football with friends can act as a catalyst to open up about many of life’s struggles, from family issues to concerns over the high cost of living and energy bills.

More than a third (34%) of fans usually watch football alone, according to research by Smart Energy GB.

However, the poll of 2,000 fans also revealed that four in five (79%) find it easy to bond with someone over a shared love of the game, while the same proportion (78%) say the sense of community they feel from supporting their club is invaluable.

As a result, supporters are encouraging each other to reach out and talk things through with the people in their lives.

Two supporters and friends have shared their experiences of why it’s important to talk about your problems and find techniques and tools that could help.

Liverpool fan Ant Richards, 61, has found his support network to be a great help while he manages a medical condition. He said: “Watching football with my friends gives us the opportunity to talk about things outside of the sport. All of us have been through tough times in life and football gives us a great reason to talk things through and open up.

“Having the match on at the same time really helps and it’s a distraction while you talk things through. Bottling things up can create more stress while opening up can act as an escape valve to help find solutions.”

Arsenal fan Antonio Murolo, 44, added: “I always prefer watching football with my close friends as I feel more confident when I’m with them. Football is my main hobby and watching it really helps my mental health.

“I love going in person to the stadium, even if I’m anxious about talking to strangers. From watching football over the years I’ve learnt that everyone’s got something in common.

“Opening up to my friends has helped me through the tough times and has really boosted my confidence.”

Their advice comes a day after Blue Monday, when Brits are encouraged to talk about their feelings and connect with others to help them get through the cold, gloomy days in January. It’s also a time when many are worrying about their energy use. Half (52%) of Brits say, for example, they are worried about paying their energy bills.*

More than half of supporters (55%) see the sport as a way of breaking the ice and giving them something to talk about straightaway, and 85% believe that football can stir up emotions like nothing else can.

Ant added: “Since opening up to my support network, they’ve been amazing in giving me advice on how to manage my condition. We’re always giving each other practical advice we can then take home to our partners and families. If I’m going through anything at all, the first thing I do now is speak to my friends and see if they’ve got any tips.

“In recent years we’ve even been going over the cost of living and seeing if we can try and save each other money here and there. Whatever the issue, it’s crucial for people to be able to talk about it.”

Smart Energy GB has also teamed up with former Watford and Birmingham City striker Troy Deeney to highlight the importance of having a ‘squad’ or support group of people, as well as tools that help those running a household during difficult times.

He said: “Throughout my time in football I’ve been surrounded by a squad on and off the pitch and having that support network around helped me navigate the highs and lows of life.

“Just like my old managers had a squad of players they trusted, it’s vital that fans can rely on people they trust to have their back, as well as having the best tools to help them feel in control.

“If you’re struggling with bills, a smart meter could help you. My nan recently had one installed, and it’s great for us, as part of her squad, to know that she is getting accurate energy bills and a better understanding of what she’s spending.”

Smart meters are installed at no additional cost and can help people track their energy use using the smart meter display.

The display shows how much energy is being used in near-real time and what it costs, which can help people to find small ways to reduce their energy use, and their bills.

Of the two thirds (68%) of football fans with a smart meter installed, 71% have found it useful in helping manage their money.

Other data has shown that smart meter owners who say that they’ve saved money since getting one, estimate it has lowered their energy costs by £176 a year on average.**

Research also shows that more than 8 in 10 people (85%) are happy with their smart meter.***

If people are struggling with their energy bills, it’s also important that they reach out and let their energy supplier know as they may be able to help.

Research was carried out by OnePoll for Smart Energy GB and surveyed 2,000 UK football fans between 05.08.25 and 12.08.25

*DESNZ Public Attitudes Tracker: Energy bills and tariffs, Spring 2025, UK

**Smart meter owners were polled as part of a poll conducted by Censuswide from 31.03.2025 – 01.04.2025

***Independent research for Smart Energy GB was conducted by Yonder Consulting (Nov 2025), which shows that more than 8 in 10 people (85%) are happy with their smart meter

Smart Energy GB media contacts

Toby.Emes@smartenergygb.org, 07525 121 497

Josh.Prentice@smartenergygb.org, 07706 295 038

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