There will be a significant time difference as many matches will kick off in the UK between 5pm and 9pm, which works well for after work and dinner customers, although several high-profile games may start as late as 2am, which presents an opportunity to extend trading hours.

“For pubs and bars, this is a prime opportunity to apply for Temporary Event Notices to extend licensing hours, while also making sure you have the correct licences to show the games,” says Jane Pendlebury, CEO of HOSPA (Hospitality Professionals Association). “Establishments can benefit from a late kick off by “creating a night-owl atmosphere with late-night snack menus. This can turn a quiet Tuesday into a bumper session, while hotels can consider match-and-stay packages for guests who would rather book a room than navigate a long journey home after a 1am finish,” she says.

At the end of the match, to further extend trading hours, operators could consider hiring a local DJ for the night to keep the momentum going.

The World Cup 2026 Inspiartion

“With 48 nations participating, you have a global array of culinary inspiration to draw from,” enthuses Jane. “Instead of a generic menu, you might introduce a World Cup small plates selection featuring typical foods from the host countries.” Dishes could include tacos, shakshuka, loaded sliders, match-day burgers, lobster rolls, or poutine (fries, cheese and gravy).

Drinks menus can be equally creative with themed cocktails and promotions. For example, American cocktails such as the Manhattan, The Caesar from Canada or the classic Margarita from Mexico.

When building your offering, think about promotional mechanics such as World Cup table and viewing packages that include food and drink for groups or a room-and-screening pass at partner venues for hotels. Jane also suggests offering 2-for-1 deals for a short window after a high-scoring game, or providing free side dishes every time a home nation player finds the back of the net. “It is also worth considering the drowning-sorrows market by offering a commiseration discount to keep people in their seats even after a tough result,” she says.

Antony Woodcock, Comments:

Antony Woodcock, owner of Parliament House Hotel, Edinburgh, and managing director of Gig, recommends supporting teams with temporary staff. “These unusual trading hours may be harder to staff with permanent employees, so operators may need a helping hand with temporary staff,” he says. “Temporary workers are particularly valuable here, allowing operators to cover early starts, late finishes or short peak periods without committing to long-term rota changes. You can either build a pool of local workers yourself, or use an agency to help you manage this.”

“It is also worth considering the drowning-sorrows market by offering a commiseration discount to keep people in their seats”

More than just Football this Summer

Other sporting events to capitalise on include:

  • Glasgow Commonwealth Games – Thursday July 23rd to Sunday August 2nd
  • Wimbledon Tennis – Monday June 29th to Sunday July 12th
  • Cricket – Women’s T20 World Cup in England – Friday June 12th to Sunday July 5th
  • Golf – The Open Championships at Royal Birkdale, Southport – Thursday July 16th to Sunday July 19th