Winning during the World Cup 2026

Not just a “sports event” but an eight‑week revenue engine you can utilise to boost your summer.

The World Cup is landing in North America and that’s brilliant news for our trade. With evening kick‑offs, extended late‑night licences and fans already booking in record numbers, this tournament is shaping up to be the biggest hospitality opportunity of the decade.

Across the UK, pubs and bars are gearing up for a surge in footfall, longer dwell times and a huge appetite for great drinks, great food and great atmosphere. If you’re ready to lean in, the rewards will be massive.

Late‑night kick-offs = longer trading, bigger wins. North American time zones mean matches fall right into prime social hours. Add extended licensing until 1–2am for home‑nation knockouts, and you’ve got a golden window to boost sales. Think premium table packages, sharing serves, pitchers, and celebratory cocktails that keep the energy high long after the final whistle.

Make your venue The place to watch, this is the moment to dial up the atmosphere. Big screens. Big sound. Big energy. Create viewing zones, outdoor spaces and fan‑friendly layouts that make every seat feel like the best seat in the house.

Match‑day menus that move fast. Speed and shareability win on match nights. Think handhelds, loaded fries, wings, sliders, pre‑batched cocktails and premium upgrades. And don’t forget no/low options, demand is rising fast, and fans want choice.

Celebrate every nation. The World Cup isn’t just about England. London and major cities see huge uplift from international fans so lean into it. Run themed nights, partner with supporter groups, and make your venue a home for every flag.

🍋 No/Low Must‑Have

Peroni Nastro Azzurro 0.0% Flavours

Bright, refreshing and instantly recognisable with flavour variants that bring colour, energy and summer vibes to your menu. A premium no/low option that feels fun, celebratory and inclusive, ideal for mixed groups and long evenings.

Lucky Saint Unfiltered Lager 0.5%

The category leader for a reason. Lucky Saint delivers premium flavour with no compromise, keeping guests in‑venue longer especially during late‑night fixtures. A must‑stock for any serious World Cup line‑up.