World Cup games expected to boost hospitality spending this summer

The World Cup kicks off on the 11th of June, presenting a golden opportunity for hospitality businesses to capitalise on the biggest global sporting event of them all. 

With the final match still two months away and more than 100 games scheduled to be played before then, experts predict that the hype will see hospitality spending surge drastically, as fans begin booking venues early.

Late-night trading is also set to play a bigger role than usual, with extended hours expected to help venues make the most of peak demand around key fixtures and keep the atmosphere going well after full-time.

Hospitality spend set to surge ahead of World Cup Final

Economic troubles and the cost of living crisis show no signs of keeping football fans away from the pub this summer, as new booking and spending data suggest strong demand heading into the 2026 World Cup.

According to data published by The Spirits Business, World Cup games are predicted to boost spending by over 150% compared to the UEFA European Football Championship in 2024, when England reached the final before narrowly losing to Spain in Beroin. 

Venue bookings are already 52% higher than they were ahead of Euro 2024, during which London bars saw a £30m boost in a single day. 

Pubs have also been given the green light to stay open later to account for the late kick-offs, with the UK Government confirming in mid-April that it will extend licensing hours for venues in England and Wales. 

Under these plans, businesses will be allowed to remain open until 1am for knock-out matches beginning between 5pm and 9pm, while fixtures kicking off between 9pm and 10pm could see trading extended until 2am. Group stage games are not covered by the licensing extension. 

Why football is crucial for hospitality

Earlier this month, it was reported that around two pubs closed a day in the first quarter of 2026, equating to 161 businesses closing their doors across England, Scotland and Wales. Increased labour costs, rising business rates, and changing consumer habits have all been cited as key pressures behind the closures.

Despite ongoing pressures across the sector, football continues to provide a reliable boost to local economies on matchdays.

Football fans make up a large part of the customer base, as even regular matchdays are found to generate £2.3bn for local economies. 

Specifically, spending within hospitality venues 1km of football stadiums increases by an average of 4.1% on matchdays compared to non-matchdays. Venues outside the stadium account for a significant share of this spending, with fans reporting an average pre-match spend of £19.10 during Premier League games and £18.80 for BWSL fixtures.

How your business can win during this year’s World Cup

As we mentioned earlier on in this article, while the government has extended licensing hours for knockout games that kick off at 9pm and 10pm, this extension does not apply to group stage games or games that kick off later than 10pm throughout the tournament. If your premises are to stay open later for games not covered by the government’s extension, you will need to apply for a Temporary Event Notice (TEN).

During these busy World Cup trading hours, venues will need to balance opportunity with operational pressures. The first thing businesses should think about is how to properly handle extended hours without overextending staff or compromising on service quality.

Pubs should also consider their profit margins and whether late-night trading is financially viable, particularly given the increase in the National Minimum Wage (NMW) and increased spending on stock, supplier restocking, waste, and discretionary purchases.

“For operators, the priority is maintaining clear visibility over performance during peak trading periods.” Hugh Acland, Chief Commercial Officer at Capital On Tap, advises. 

“Businesses should track whether extended hours are genuinely margin-accretive once all variable costs are included, ensuring decisions are based on profitability rather than revenue alone.”

In terms of attracting customers, creating a good in-viewing experience is key to encouraging repeat visits, especially given that 66% of football fans say they’d visit their local pub more often if they improved on this.

Lee Langley, Hospitality Area Manager at Just Pubs, comments that a strong match-day experience comes from “high footfall and multiple screens showing the action”. His venue experiences “a noticeable amount of trade building before kick-off, particularly as the food offering encourages customers to come in earlier and settle in for the game”.

On the topic of food offerings, Food Alert’s Ben Cummings suggests “reducing [your] menu during peak times and focusing on items that are quicker and easier to serve can also support smoother operations.” 

“Allergen information should always be available in writing, particularly in louder environments, where verbal communication with customers can be more difficult”, he adds. 

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Planet of the Grapes founder Matt Harris has over 25 years of experience in hospitality. Read his bi-monthly column for Startups now.

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