Pubs braced for World Cup spending boost

as Gen Z set to lead matchday charge, according to new Dojo data

Pubs and bars are set for a World Cup trading boost this summer, with Gen Z and Millennials the most likely generations to watch matches at the pub, new research commissioned by Dojo reveals.

The Opinium survey of 2,000 UK adults found that over three in five (63%) people across the UK are planning to watch the World Cup this summer. Gen Z and Millennials are set to be the most engaged audiences, with 74% and 73% respectively planning to tune in, compared with 59% of Gen X and 50% of Baby Boomers.

For hospitality businesses, the research points to a major opportunity to bring in both regular football fans and more casual tournament watchers. Among those expecting to watch the World Cup, more than a quarter (26%) plan to watch at least some matches in a pub or bar, rising to 37% of Gen Z and 31% of Millennials. Fans in the North West are also more likely than the UK average to head to the pub for matches, with one in three (33%) planning to do so.

The findings suggest that the tournament could drive higher spend for venues that can handle match-day demand. Pub-goers expect to spend £30 on average per pub visit during the World Cup, rising to £36 among Millennials and £39.50 among Londoners. Nearly one in four (23%) say they expect to spend more in the pub during a World Cup match than they would for a regular football match.

The need for speed-y service

However, Dojo’s research also suggests that pubs and bars have a limited window to turn packed venues into sales. The average World Cup watcher says they would wait 12 minutes for a drink during a match before giving up, with Baby Boomers the least patient at under nine minutes. One in six UK adults (16%) would give up after five minutes or less, while only 5% would be prepared to wait more than half an hour.

The biggest pull for watching the World Cup in a pub is atmosphere, cited by one in three UK adults. Big screens, drinks offers and food offers also rank highly, while fast payments and service were identified as a factor that would make people more likely to watch a match in the pub.

World Cup fever could also hit the workplace

If England or Scotland were to win the World Cup, one in three working adults (34%) planning to watch the tournament say they would consider calling in sick the next day, including around one in seven (14%) who say they definitely would.

Charlie Ashworth, Head of Data and Insights at Dojo, said: “The World Cup is one of the biggest moments in the sporting calendar, and this research shows it’s set to be a valuable trading opportunity for pubs and bars across the UK.

“Fans are clearly ready to spend more for the big games, especially younger customers who are actively choosing the pub for the atmosphere and shared experience. But just as one second can change a match, every delay at the bar can cost businesses momentum. Fast, reliable payments and connected tools can help pubs keep queues moving, reduce friction for staff and customers, and make the most of every match-day rush.”