When the whistle blows for the Football World cup, fans flock to the pub and hospitality venues to watch.  

Taking place from June 11 to July 19 across the United States, Mexico and Canada, the FIFA World Cup often sees a short, intense surge in demand across pubs and hospitality venues.   

During the 2024 Euros tournament, the hospitality industry in England saw an increase of 124% in demand for pints. [1] 

But the venues that win aren’t just busy, they’re strategically prepared. 

The key? Investment in their business ahead of the rush to turn that demand into higher spend, longer dwell time, and repeat visits. 

The question is: are you ready to do the same?

For many venues, events like the World Cup represents an opportunity for increased footfall. However, under preparation can lead to:

• Missed upsell opportunities
• Shorter customer visits
• Operational bottlenecks (slow service, stockouts)
• One-off visits instead of repeat customers

In other words: you’re busy, but not optimised. And the biggest constraint?

Not having the capital to prepare before the demand hits.

The real opportunity to maximise revenue isn’t just during the match, but before and after. Stretching out customer visits can mean higher spends – especially in group settings.

• Extend opening hours for key fixtures
• Offer pre-booked tables for big games
• Introduce early-bird offers before kick-off
• Keep customers longer with post-match deals

These are proven ways to increase spend, but they often require additional staff, more inventory, and longer operating hours upfront.

Without the ability to invest early, many venues simply can’t execute.

82% of fans would rather miss a drink order over a goal. [2]

Making it easier to spend more is a simple way of increasing revenue per customer.

• Introduce match-day bundles (e.g. beer + burger combos)
• Offer group deals (pitchers, sharing platters)
• Limited-time themed menus or drinks
• Premium seating packages (best screens, table service)
• Introduce faster payment methods to reduce friction (QR ordering, tabs)

Incremental access to flexible capital can ensure your business has the right inventory, menu flexibility and setup to support these higher value opportunities.

The viewing experience alone can change how long people stay, and how much they spend while they’re there.

With 41% of customers prioritising atmosphere when they book, and 64% saying a poor view would ruin their experience,2 this is where the gap between venues really shows.

Check:

• Can people see and hear the game properly?
• Does it feel like an occasion or just background TV?
• Is there any atmosphere beyond what’s happening on screen?

Think big screens or outdoor viewing setups, themed décor and proper sound systems.

For many venues, these upgrades can require upfront investment, and over a high-demand period like the World Cup, can pay back quickly.

The World Cup isn’t a single night; it’s weeks of opportunity – and beyond.

Loyal customers spend up to 67% more than new ones. [3]

Use the tournament demand to capture attention and turn them into a long-term customer.

• Give patrons a reason to return with loyalty incentives
• “Follow your team here” campaigns
• Capture emails or phone numbers via bookings

By focusing on the customer, not just match-day revenue, you can turn a single day’s revenue into long-term customers.

Sales can see increases of up to 33% during major England matches. [4]

Ensure you’re prepared to capitalise on this increased demand, rather than being held back by weak operations.

• Streamline menus for speed and consistency
• Plan stock carefully (beer, food, glassware)
• Bring in temporary staff where needed
• If service slows down, spend per head drops - simple as that.

The challenge is that many of these improvements need to happen before revenue comes in.

Whether you need to hire ahead of time, increase stock orders, or invest in better systems – the earlier you’re sorted, the better.

The opportunity is clear. 

The World Cup can bring one of the clearest short-term revenue spikes in hospitality, but it can be easy to under prepare and under deliver on. 

With 1 in 4 hospitality businesses holding no cash reserves - and nearly a third having less than three months’ worth [5] - many find themselves unable to invest ahead of peak trading periods. 

Capitalising on high-demand periods often comes down to being able to invest before the rush hits, instead of during it. 

That’s where flexible funding options can help businesses act earlier, rather than reacting too late.  

With flexible funding from Liberis:  

• Apply in minutes with a seamless application process 
• Funds available in as little as 24 hours [6]  
• Payments in line with your sales [7] 

It’s funding built for businesses like yours.  

Ask yourself: Are you filling seats, or are you maximising every customer who walks through the door? 

The venues that get it right won’t just have a busy few weeks, they’ll turn one tournament into months of growth. 

Sources:

[1] Euro 2024: It's coming home for England's hospitality industry

[2] World Cup 2026: Own the World Cup Buzz

[3] Understanding the drivers of customer loyalty in hospitality

[4] What the last World Cup did for UK pubs (and what 2026 could mean for your business)

[5] Quarter of hospitality has run out of money, as VAT cut tops priority asks

[6] Globally, 70% of merchants were funded within 1 working day from approval in 2025. Regional performance may vary.

[7] You will be expected to operate your business so that Liberis receives a monthly minimum amount of up to 3% of the receivables purchased.

[8] Liberis may pay commission to partners for referring customers.