The 2026 FIFA World Cup is officially here, and it is set to be the biggest tournament yet. For UK hospitality venues, this summer represents a massive opportunity to fill seats and increase business revenue, whilst creating an unforgettable atmosphere for customers.
While planning weeks or months in advance is ideal, many landlords and venue managers are making last minute plans as the tournament kicks off. From adding screens, to taking over car parks, expanding beer gardens, and setting up temporary spaces, they are looking for ways to meet the extra demand from fans eager to catch the footballing action.
For those pulling together events and fan zones at the eleventh hour, we’ve taken a look at exactly how venues can benefit from the World Cup, the essential legal rules to be aware of, and how to host a safe and successful event.
Jump to:
- Why Host a World Cup Event in Your Venue?
- Solicitor advice for your event
- 7 Tips for Hosting a Successful World Cup Event
Why Host a World Cup Event in Your Venue?
Major football tournaments historically increase UK hospitality business revenue, with one report estimating a 40% increase in footfall at UK pubs and venues on specific match days.
According to a 2026 World Cup Spending Report, by Voucher Codes, UK football fans are forecast to spend a staggering £898 million in hospitality venues over the course of the tournament. This is estimated at a 46% increase compared to the 2024 Euros and double the hospitality spend of the 2022 World Cup.
There are several ways that hospitality venues can benefit from hosting a World Cup viewing event, including:
1. Increased revenue driven by drinks sales
It is mostly drinks sales that drive an uplift in hospitality revenue during tournaments like the FIFA World Cup, with fans showing up and drinking for more than just the 90 minute match. They arrive hours early to secure the best view of the screen and often stay after the final whistle to celebrate or commiserate. This extended stay drives up the average spend per head, keeping the tills full.
2. Increased footfall and new customers
Sports fans who are not regular pub goers, will often want to get out to experience the World Cup atmosphere, rather than staying home. This provides a great opportunity to reach new customers who might not have been in your venue before. Watching football is often a social event too, where people gather at the pub with friends, so one loyal customer might invite 5 friends, increasing your customer base and revenue.
3. Extended opening hours create a bigger window for sales
For some games, venues can open for extended hours, meaning that you will have longer to make sales. Many of the tournament’s matches start late, so think about how you can get fans spending earlier too. From time sensitive drinks deals and packages, to discounts on food in the hours before the match starts.
Thinking About a Last Minute Event?
If you are thinking about pulling together a last-minute event, there are certain laws you need to follow. Whilst a new licensing order officially came into force at the start of the tournament, there can be confusion for venues around how this is applied.
With the tournament hosted across the US, Canada, and Mexico, time-zone differences mean that many games will kick off late in the evening or into the night here in the UK. This could see hospitality venues face immediate legal risks if they misunderstand the new law.
We spoke to expert, Julie Gowland, Partner, Head of Licensing at Birketts LLP who said,
“The Licensing Act 2003 (FIFA World Cup Licensing Hours) Order 2026 extends opening hours for licensed premises in England and Wales during key stages of the 2026 FIFA Men’s World Cup.
“The Order, made on 12 May 2026, came into force on 8 June 2026 and will permits pubs, bars, clubs and other ontrade premises already licensed for onsales of alcohol to stay open later on the days of specified knockout stage matches – the round of 32, round of 16, quarterfinals, semifinals and the final but only when England or Scotland are playing. Where this applies, operators will not need to submit a Temporary Event Notice (TEN) to benefit from the extended hours.
“The Order does not apply to group stage fixtures and does not extend permissions for regulated entertainment or late night refreshment beyond what a premises is already licensed to provide.”
“Another frequent mistake is operating outside of licence permissions, even where temporary extensions are in place. I have seen businesses assume that because it is a “one-off” event there is greater flexibility, but that is rarely the case. Licensing conditions still apply in full, and any variation or extension must be strictly adhered to.”
“Businesses should also avoid assuming they can submit TEN applications at the last minute. There are strict notice periods and limits on how many TENs can be used each year, and late applications can be refused or deemed invalid, especially if objections are made.”
Top Tips for Hosting a Successful World Cup Event
Alongside the legalities, venues need to physically prepare their space. Last-minute events shouldn’t look last-minute. By ensuring the environment is safe and secure, venues can give fans the peace of mind they need to focus on having fun.
To help, we’ve pulled together some top tips for UK hospitality venues on how to throw a successful event.
1. Crowd control and safety: Use temporary barriers to create event boundaries, manage queues, and keep drinking zones safely separated from roads or restricted areas.
2. High impact branding: Transform ugly metal fencing into a vibrant, stadium-like fan zone by wrapping them in custom-printed fence and barrier covers. Providing additional advertising space for future games, or even other local businesses.
3. Clear event signage: Ensure smooth crowd flow and regulatory compliance by displaying clear directional signs for bars, toilets, and emergency exit paths. Even small venues can benefit from this.
4. Weather-proofing: Think about shelters like gazebos, canopies and umbrellas, to help block the wind and rain if your event is outside, keeping fans more comfortable and immersed in the atmosphere regardless of the weather.
5. Pre-event compliance: Before kickoff, verify that your licensing (such as a TEN) is approved, commercial broadcasting systems are tested, and adequate, regulated security staff are booked in.
6. Risk assessment updates: Update your risk assessment documents, specifically for the event. You may have made changes to your venue, have larger or more alcohol-fuelled crowds than usual, or a slightly different demographic. Plans need to be updated accordingly.
7. Consider noise management: Late night matches could lead to higher noise levels into the night, which could annoy the neighbours. Put noise mitigation strategies in place for tech and audio, crowd noise and consider noise levels after the event as fans leave your venue.
The 2026 World Cup is a massive revenue driver, and there is still time to pull off a spectacular last-minute event if you act very fast on licensing and logistics. Or if the 2026 tournament is too soon, save this list for the EURO 28 tournament.
Contact the team at Monster Mesh today to take advantage of our free design service and fast UK delivery on World Cup branding, crowd barrier covers, and custom banners.