Data from Access Hospitality reveals that UK bookings have already begun to surge ahead of the 2026 FIFA World Cup.
They are currently tracking 52% higher than those for the 2024 UEFA European Football Championship, the last major football tournament.
The tournament is on track to generate 23% more bookings than Euro 2024 did, based on how venues have historically converted early bookings into final numbers.
The findings suggest that pubs, bars and hospitality venues across the UK are preparing for one of the biggest sporting spending booms in recent years.
Martin Verdon-Roe, general manager at Access Hospitality, has shared three top tips to help venues maximise revenue.
- Prepare for the unexpected
Dive into your hospitality venue’s EPoS system data to review sales trends from previous sporting events, identifying your best-sellers, like beer, burgers, pizzas, or chips. Use data insights to build a stockpile of fan favourites, ensuring you won’t run out mid-match, and don’t forget to plan for less obvious items, such as extra napkins, glasses, or backup kegs, to handle the crowd.” - Create a winning matchday atmosphere
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. - Streamline service to handle the rush
Review your staff rota well in advance, and then check to see whether you have gaps that need to be filled by employees from other, perhaps less busy, venues, or agency workers. On a matchday, prep your team well in advance by holding a staff briefing to ensure everyone’s clear on their roles, special offers, upselling strategies, and how to handle a busy floor. If you’re accepting pre-bookings and pre-orders, this way gives you more certainty about how many people are going to show up and reduces the burden on your kitchen and waiting staff. But since not everyone likes to book in advance, allocate some seats for walk-ins.
