The biggest football tournament on the planet is here, and for pubs, bars, the World Cup despite some challenging kick off times presents an opportunity to attract customers, create unforgettable experiences and drive sales throughout the competition.
With matches taking place across a number of weeks and fans gathering to support their own or favourite nations, embracing the excitement of the tournament can lead to increased footfall, longer dwell times and higher food and drink spend. The key is creating an atmosphere that makes supporters choose your venue over watching at home.
Why the World Cup Matters for Hospitality
Few sporting events unite people quite like the World Cup. Whether it’s die-hard football fans, casual viewers, families or groups of friends, major international tournaments bring customers together and encourage social occasions centred around live sport.
Planning ahead and creating memorable experiences often lead to the biggest rewards.
Creating the Ultimate Matchday Atmosphere
Atmosphere is everything during a World Cup.
Customers want more than just a television showing the game. They want the excitement of watching alongside fellow supporters, celebrating goals together and soaking up the energy that only a busy venue can provide.
The aim is to make the key fixtures feel like an event.
Matchday Food and Drink Specials
The World Cup is the perfect opportunity to introduce team-inspired food and drinks inspired by participating nations. Think Mexican street food, Brazilian-inspired cocktails, Scottish comfort food or South African braai-inspired sharing platters.
Sharing Platters
Groups watching football together are good news and far more likely to purchase sharing options. Loaded fries, wings, nachos and mixed platters are all proven crowd-pleasers.
Bucket Deals and Pitchers
Are you offering beer buckets, cocktail pitchers or group drinks packages to increase spend while still giving customers value for money.
Goal-Time Promotions
Have you considered giving customers that little extra when the action hots up. Team shots when a particular country scores or special offers if a match goes to penalties along with half-time food specials are all winners for everyone.
Make The Key Matches an Event
While the headline fixtures will naturally attract crowds, there is an opportunity to drive trade throughout the tournament.
How about Promoting weekend viewing parties, key knockout games and then the quarter-finals and semi-finals and of course the final.
Creating dedicated events around key matches will hopefully generate advance bookings and increased foofall.
Engage Fans Beyond the Match
Football supporters love to get involved. Interactive activities can help build excitement before and after games while encouraging customers to stay longer. Are you running score prediction competitions, sweepstakes, Fantasy Football Challenges or Social Media Competitions. Encouraging customers to share photos from your venue, tagging your social channels and using tournament-themed hashtags can significantly increase online visibility during major sporting events.
Promote Early and Often
Customers need to know which games you’re showing using every available channel. Publishing fixture schedules well in advance and regularly remind customers of upcoming matches can make the difference between a busy venue and a packed one.
The Final Whistle
The World Cup offers far more than ninety minutes of football. It is a chance to create experiences, bring communities together and generate valuable trade throughout the tournament.
By combining great viewing experiences, engaging promotions, themed food and drink offers, and strong marketing, pubs and bars can turn football fever into a winning summer of hospitality.
When the world’s eyes are on the beautiful game, make sure your venue is ready to be part of the action.ready to be part of the action.