The percentage of Brits is 62% and this figure rises to 71% among 25 to 34-year-olds, according to research from Sky Business.
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Additionally, 76% of hospitality decision makers said the importance of connectivity has increased since previous World Cups while almost one in three (29%) football fans say a reliable WiFi connection is an important factor for venues to get right when showing live games during the World Cup – ranking above air conditioning (19%).
Customers are expected to spend an average of £52 per game at a hospitality venue when they come to watch a match and it’s clear operators who get the experience right stand to benefit significantly from one of the biggest sporting events of the decade.
Biggest nightmare
The research reveals the importance of WiFi helps guests engage with the World Cup and of those who plan to connect to a venue’s WiFi, 38% will use it to chat to friends and family about the game, 33% will be checking social media to follow live reactions and 30% will be looking up match information such as line-ups and statistics.
Previous Sky research showed 60% of fans expect to hear commentary when watching live sport in pubs and bars but the latest data shows how critical connectivity is with 13% of fans saying a WiFi outage would be their biggest nightmare – more than double the 5% who chose losing sound.
Kate Davidson, who took the reins of the Old Ivy House in London with her partner in September 2022, said: “The World Cup is one of the biggest opportunities of the year for a pub like ours. Everyone’s welcome, everyone’s united, and that atmosphere is what hospitality is all about. To make the most of it, every part of your operation has to be ready.
Backbone of business
“Customer behaviour has shifted dramatically, very few people carry cash anymore, which means your connectivity isn’t just a nice-to-have, it’s the backbone of your business. If it goes down, everything goes down with it.
“We made the decision to keep our staff systems and customer WiFi completely separate, so our payment infrastructure is always protected. It’s not the most visible investment, but on a sold-out England match night, it’s one that matters.”
Sky Business managing director Damian Saunders added: “Delivering stand-out sporting experiences is central to what we do and our Sky Business customers are at the heart of bringing those moments to life.
“The World Cup is a huge moment for hospitality, it’s a time to draw in the crowds and turn every match into an enjoyable, shared experience. Our research shows that strong, reliable WiFi is now essential not just for businesses, but for fans too, powering how supporters connect, share and celebrate the moments that matter most, together.”
