The last World Cup held in Brazil engaged record numbers on social media. This was replicated during the Rio Olympics, touted as the most consumed Olympic Games in history. The FIFA World Cup is only a few months away and whilst football fans are some of the most fervent and passionate individuals, there are some engagement hurdles that the tournament is facing. Internationally, Russia’s 11 different time zones means 40% of the world’s population will be asleep when the matches are being played. Locally, telco Optus has the streaming rights for the Cup, with only one match per day available on SBS.