World Cup to boost UK on-trade by 150%
New data from Access Hospitality and DesignMyNight predicts that spend across the Fifa World Cup 2026 will be up by more than 150% compared with Euro 2024.
Bookings in UK venues are already 52% higher than they were ahead of the Euros, which were the most recent major football tournament. During the competition, London bars experienced a £30 million (US$38m) boost in one day.
Fifa World Cup games are on track to generate 23% more bookings than Euro 2024 did in total, based on how venues have historically converted early bookings into final numbers.
Analysis of historical venue data also shows that the 2026 games are set to drive triple the total bookings compared with the 2022 World Cup.
Martin Verdon-Roe, general manager at Access Hospitality, said: “A survey conducted by DesignMyNight during the 2022 Fifa World Cup found that atmosphere was the top priority for 51% of fans when choosing a venue, with TV location (30%) and screen size (13%) also playing important roles.
“To ensure your guests have a top-notch experience throughout the tournament, consider upgrading your amenities, such as investing in larger screens, improving your sound system or repositioning TVs and seats to maximise visibility and offer clear sightlines to the screens.”
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