Who Are the Customers Coming to Your Pub on World Cup 2026 Match Days?

The 2026 World Cup will bring fans flooding into pubs, bars, and venues across the UK. But who exactly are these customers, and what are they looking for? Understanding your audience is key to increasing pub footfall, boosting dwell time, and maximising matchday sales.

Live sport fans are a higher-value audience that spends more and visits pubs and bars more often than the average GB consumer.

Understanding the Live Sport Fan Audience

Compared with the average UK consumer, live sport fans in pubs show higher engagement and spending:

	Live Sport Fan	GB Average
Female	34%	50%
Male	66%	50%
Household income	£55,932	£47,950
Drinking out weekly	57%	38%
Eating out weekly	58%	44%
Monthly spend eating & drinking out	£154	£188

Live sport fans tend to be male, higher-earning, and regular visitors, making them a valuable target audience for pubs during World Cup match days.

What Fans Want From a Pub on Match Days

Fans don't just come for the football, they come for the social experience. The atmosphere and social element are crucial for driving repeat visits and higher spending.

Top factors influencing pub choice for live sport fans:

46%

Atmosphere

81% prefer a lively, energetic environment

44%

Value for Money

A key driver of venue choice

41%

Convenience

Location and ease of access matters

38%

Quality of Drinks

A wide range drives premium spend

Creating a pub that feels lively, social, and welcoming, with a good range of drinks and easy access for fans, is key to maximising matchday revenue.

Fans celebrating a goal in a pub watching football on a screen

Matchday is a Game of Three Halves

The 2026 World Cup is not just about the 90 minutes on the pitch. Matchday sales happen Before, During, and After the game, and understanding this can help pubs increase sales dramatically. Check out the below insights from Euro 2024 Final.

Before the Match

Sales ramp up to +550% pre-game as fans arrive early to secure a seat and soak up the atmosphere, no matter what time the match starts. Pre-match drinks and food are especially popular during big games.

During the Match

Footfall peaks at kick-off, with sales surging +960% as fans rush to get a drink and enjoy the fixture. Efficient service and stocking the right drinks are critical to capturing this revenue.

After the Match

Many fans stay for post-match celebrations, with sales increasing +1000% at 10pm, keeping the social atmosphere alive despite the result.

During Euro 2024, pubs sold an extra two kegs on average during key matchdays, showing that catering across all three halves is essential for maximising matchday revenue.

How Pubs Can Maximise Their World Cup Audience

📣 Promote match fixtures and opening times in-venue, online, and on social media

🍺 Stock the right drinks and food for pre-match, during, and post-match periods

🏟 Create a lively, social atmosphere to meet fan expectations

👥 Plan staffing and table service so fans don't miss any action

Key Takeaway: By understanding live sport fans, their spending habits, and their matchday behaviour, pubs can turn the 2026 World Cup into a significant revenue opportunity.

Make your venue a World Cup destination.

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Sources: Heineken UK On-Trade Insights 2026; Star Pubs JAT Data; Oxford Market Watch, July 2024; CGA by Nielsen IQ OPUS, June 2025, Sample Size: Live Sport: 1,260, Avg. GB: 5,000; CGA OPUS June 2025. Fixture times are UK local time and subject to change.