The latest GO Technology report showed 34% of consumers planning to tune into the tournament expect to watch from their local venue, more than twice the proportion planning to travel to other venues at 17%.
Trading opportunity
In total, 9.3m British consumers are expected to watch at least one game in a pub, bar or restaurant this summer.
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The findings come as pubs prepare for a major summer trading opportunity, with earlier Zonal data showing bookings for England’s first World Cup 2026 match were up 184% compared with a typical trading day.
The new report, based on a survey of more than 5,000 consumers, suggested watching sport in hospitality venues is becoming a more inclusive occasion.
Among those planning to watch the World Cup in hospitality, 79% of men and 77% of women said they planned to watch the final in a venue.
When asked about the appeal of watching the tournament in a pub or bar, half of consumers cited the social experience, while 46% said the atmosphere was better than at home.
A further 38% said they wanted to buy drinks while watching a game, while 24% said watching in a venue was the next best thing to being in a stadium.
Seamless experience
The report also highlighted the role of technology in helping operators convert demand during busy match days.
Among those planning to watch the World Cup in a venue, 32% said being able to book a table in advance would encourage them to visit or improve the experience, while 31% cited the ability to order food and drink to the table. 22% said access to loyalty schemes would encourage them to visit or improve the occasion.
Zonal CCO Tim Chapman said: “Major sporting tournaments like the World Cup are a huge opportunity for hospitality operators.
“Our survey shows that people want to make the most of the atmosphere and food and drink on offer, not stand in queues waiting for tables or hanging around the bar waiting to be served.
“Whether it’s securing a table before arrival or ordering food and drink direct to their tables so they don’t miss out on any of the action, operators with robust tech systems can deliver a seamless experience World Cup watchers expect.”
Karl Chessell, director, hospitality operators and food, EMEA, NIQ, said World Cups could be “bonanzas” for hospitality operators and drinks suppliers.
He added: “Businesses need to know exactly who is going out and what they want. But above all it’s vital to understand why people swap the sofa for pubs and bars.
“Hospitality provides a unique way to experience big occasions with others, and the challenge is to show people that this is where the best memories of landmark events like the World Cup can be made.”
