Game On: How Hospitality Can Win at the World Cup

Exclusive research from Zonal and NIQ, powered by CGA intelligence, explores how consumers are planning to engage with hospitality during the 2026 World Cup and how operators can make the most of it.

With 9.3 million British adult consumers planning to watch at least one World Cup game in a pub or bar, the tournament represents a significant opportunity for hospitality this summer. But the late kick-offs, the rising cost of going out and the comfort of home viewing mean that persuading consumers to choose to visit a venue over their sofa is far from straightforward.

For almost a quarter of consumers, watching in a hospitality venue is the next best thing to being in the stadium. With this in mind, what would make the customers more likely to visit a venue? And how can technology give operators a competitive edge on matchdays?

This exclusive research, produced in partnership with NIQ, surveyed 5,000 British consumers to find out.