FIFA World Cup 2026™, the 23rd edition of the tournament, is the largest yet, with 48 teams competing, 104 matches taking place, and 6 million tickets sold. Four years ago, the 2022 tournament drew 5 billion viewers globally, while 1.5 billion tuned in for the final. While 42% of global adults plan to follow this year’s tournament, the cultural and economic impacts on foodservice and hospitality rare beginning to be revealed – from host cities in Mexico, the US, and Canada and further afield – unveiling some interesting statistics.
In May and early June, football governing body FIFA faced claims of inflated ticket demand, prompting further investigation, while many Los Angeles hotels among others reported lower-than-expected bookings. Hospitality leaders have revealed that the expected economic windfall is falling short, according to The New York Times. Toronto and Miami are reporting fewer hotel bookings than last year, while international travel is down, with fewer EU flights to the host nations.
Kansas City, however, has seen hotel bookings up 32% and rental revenue doubling. The hotel industry is hoping for a late surge as teams progress into the next stages and momentum for the tournament grows.
Attendees at games in Tampa have also complained about “scandalous” prices: $18 for premium beer and $16.75 for domestic beer. Those measures are even using US pint measures at 473ml, compared to the standard 568ml served up in UK pubs.
Despite awkward game timings, England fans continue to boost the sector back home. During England’s opening game against Croatia last week, UK bar transactions rose 213% and revenue by 119%, while London bar activity spiked 131%. The UK hospitality sector expects a 42% sales increase during the tournament’s group stage, as UK pub bookings soared 300% for England’s first game. Opinium estimates 29% of UK adults will watch the games in pubs, adding £600 million to the economy. The British Beer and Pub Association predicted five million extra pints sold for England’s first match alone.
Drinking operators dry
Host cities are also reaping the benefits of far-traveling fans. Data from the Oxford Partnership showed 12 million extra pints sold during the Scotland vs. Haiti game. The presence of 20,000 Scottish fans in Boston reportedly caused a beer shortage, leading city pubs to run out. Noelle Somers of Hennessy’s Bar in Boston said trade after Scotland vs. Haiti tripled takings over what they usually make for St Patrick’s Day.
She told The Boston Globe: “We’ve been here for over 30 years, and we’ve never seen anything like it.”
Brewing company Sam Adams also saw its Boston taproom beer supplies suffer, as demand for its Boston lager was four times higher than during a holiday period. Over in Dallas, hundreds of England fans drank over 5,000 beers before the opener, defying police requests to disperse.
Mexico City’s government said it is considering measures to limit alcohol sales in public spaces, after more than 700,000 people gathered downtown to celebrate Mexico’s victory over South Korea, advancing them to the knockout stage of the tournament, Reuters reported.
And yet, some fun realizations, highlighted by Ari Cantor, president at Insinger Machine Co, show that the World Cup has turned the US into quite the showcase of its food culture for international fans. Visitors are struck by free public restrooms, water and condiments, unlimited refills, ice in drinks, ever-present air conditioning, huge parking lots, drive-thrus, oversized grocery stores, and diverse dining.
“Welcome to ‘The New World,’ FIFA fans – enjoy your stay and the complimentary ice machines in every hotel,” joked Cantor on LinkedIn earlier this week.
A mixed bag of figures behind the hospitality sales, it seems, and the jury is still out on how total sales and viewing numbers will compare to other FIFA World Cup tournaments in several weeks’ time.
Lauren Hurrell
