How Can My Pub Benefit from the 2026 World Cup?

The 2026 World Cup is the biggest opportunity for pubs, bars, and venues across the UK to increase footfall and drive sales. Running from 11 June to 19 July 2026, the tournament features 48 teams, 12 groups, and 104 matches. The venues that prepare early will see bigger groups, repeat visits, and higher drink sales.

Fans will be looking for pubs showing live sport, and those that plan ahead will benefit most. From group stage matches in Mexico City to knockout stage fixtures in Los Angeles, this is your chance to turn the World Cup into revenue.

The Three Mores: How the World Cup Can Boost Your Pub

When it comes to growing sales, the World Cup impacts at least one of The Three Mores:

More People

Attracting larger groups to your venue

More Often

Increasing repeat visits during the tournament

Spending More

Encouraging longer stays and premium choices

More People: Attract Bigger Groups

Big matches bring bigger crowds. Planning for key fixtures ensures your pub is the first choice for fans.

📊75% of live sport viewers socialise with larger groups, boosting footfall on matchdays

📈Footfall can grow by up to 40% on key fixtures from group stages all the way to the final

⏱Fans arrive early and leave later, increasing dwell time and spend

By creating a lively matchday atmosphere and highlighting your World Cup schedule, you can turn every game into a reason for fans to visit.

More Often: Encourage Repeat Visits

The 2026 World Cup has more matches than ever before, giving fans reasons to come back week after week.

📊83% of live sport viewers visit pubs at least once a month

⚽50% more matches than the last World Cup

📅Scotland vs Haiti (Sat 14 June, 2am UK), England vs Croatia (Wed 17 June, 9pm UK), Scotland vs Morocco (Thu 19 June, 11pm UK), England vs Ghana (Tue 23 June, 9pm UK), Scotland vs Brazil (Tue 24 June, 11pm UK), England vs Panama (Sat 27 June, 10pm UK)

Planning ahead lets your pub capture multiple visits, maximising revenue across the full tournament.

Spending More: Longer Visits and Premium Choices

Live sport keeps fans in venues longer, which increases spend per customer.

⏱9 in 10 visitors stay longer when a game is on

🍺During UEFA Euro 2024, world lager sales grew +150% on matchdays as fans traded up to premium drinks

Bar staff serving drinks to customers in a Heineken pub

How Kick-Off Times Can Work in Your Favour

Even early or late UK kick-off times can drive sales:

📈During the 2014 World Cup, drinks sales in pubs increased 10.9% despite unfavourable kick-off times

🕐Fans arrive early and stay late, extending visits from pre-match drinks to post-match celebrations

🌙Some pubs may stay open until 2 a.m. for the 2026 World Cup, capturing late-night demand

Time of day consumers go out to watch live sport

How soon before a sports fixture do you typically arrive at a pub/bar?

Bar chart showing how soon before a sports fixture fans arrive at a pub

Best Drinks to Serve During World Cup Matches

Fans' drink choices often exceed the GB average, especially during live sport occasions:

Category	Live Sport Fan	vs GB Average
Beer	66%	+15pp
Spirits	45%	+8pp
Cider	34%	+4pp
No/Low Alcohol	21%	+4pp
Cocktails	41%	+5pp
Wine	46%	-3pp

During Euro 2024, cider saw the greatest uplift on England matchdays, helped by summer weather, but beer remains the leading drink for live sport fans. This is further reinforced by World Lager performance, which saw a +150% uplift on UEFA Euro 2024 matchdays, highlighting the continued trade-up to premium drinks during live sport occasions.

Make Your Pub the Go-To Venue

Few events deliver all Three Mores in such a short period. Start planning now to make your pub the go-to destination for 2026 World Cup matches.

📣 Promote key fixtures online, in-venue, and on social media

🍺 Stock the right drinks for fans and offer bucket deals

🏟 Create an atmosphere that makes every match memorable

👥 Ensure staffing and table service can handle increased footfall

Make your venue a World Cup destination.

Fill out the form and one of our sales team will be in touch to help you prepare your venue for the biggest World Cup in history.

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Sources: Heineken UK On-Trade Insights 2026; CGA OPUS June 2025, Sample size 1,268; PubTrack H1 2025, Sample Size GB 2,710; CGA by Nielsen Coffer Peach Tracker; CGA OPUS 2025; Euros and Sunshine Heat Up Drinks Sales 14%, Oxford Market Watch, July 2024; CGA Managed EPOS Data to 14/07/2025; CGA OPUS June 2025. Fixture times are UK local time and subject to change.