The Rise Of The Winter Watch Party: How This Year’s World Cup Is Changing South Africa’s Coffee Ritual
This winter, South African living rooms are becoming the country’s newest football stadiums.
As football fans gather around their televisions night after night, a new matchday tradition is taking shape. Blankets are replacing grandstands, coffee tables are doubling as snack stations, WhatsApp groups are lighting up with every goal and a fresh pot of coffee is becoming just as important as knowing who scored the winner.
The shift reflects the unique timing of this year’s FIFA World Cup. Unlike previous tournaments enjoyed in warmer weather, this edition has coincided with South Africa’s winter, naturally encouraging supporters to swap outdoor gatherings for cosy evenings at home with family and friends.
It’s also changing what’s on the menu.
While cold drinks have long been associated with watching sport, winter football is creating space for something different. Coffee is becoming the beverage that carries fans from the pre-match build-up through halftime discussions and into the post-match analysis, making it a huge part of the football experience.
“Every FIFA World Cup creates traditions that fans remember long after the final whistle,” says Domaine Rautenbach, Senior Brand Manager at Jacobs. “This year, we’re seeing South Africans embrace the tournament in ways that reflect the season we’re in. Football is bringing people together indoors and coffee has naturally become part of those moments because it offers warmth, comfort and an opportunity to connect.”
Whether it’s brewing a rich Jacobs Origins blend before an evening fixture, reaching for Jacobs 3-in-1 Intense ahead of a late-night kick-off or enjoying a Hot or Iced Latte while discussing the biggest moments of the match, coffee is becoming woven into football’s newest rituals.
More importantly, it’s changing what the matchday experience looks like. Today’s football fans aren’t only following the action on the pitch; they’re creating traditions around it. Prediction games, shared meals, halftime debates and post-match conversations are turning every fixture into an occasion, regardless of where the game is being played.
As the tournament continues, one trend is becoming increasingly clear: football season is no longer just about the ninety minutes between kick-off and the final whistle. It’s about the moments shared around the game and this winter, coffee is proving to be the drink bringing those moments to life.
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