Football World Cup 2026: the AFH marketing activation lineup

Following on from our articles on World Cup activations in retail, part 1 and part 2, and as the FIFA Football World Cup approaches, we’ve collected the best-in-class away from home World Cup activations in the UK.

While consumers continue to face tightening household budgets, with 34% expecting to be financially worse off in the year ahead, the World Cup presents an opportunity for many to relax and celebrate with friends and family.

Our ShopperVista research shows that 44% of consumers plan to follow the World Cup, rising to 59%, including those who will follow depending on their team’s performance. This is 2% higher than the November 2022 World Cup.

Away from home

In line with wider cost-saving behaviours, 81% of consumers plan to watch some World Cup matches at home. Almost half agree that later match times will affect how they celebrate, suggesting that many will prioritise affordability and convenience.

Nonetheless, 35% of World Cup followers, particularly younger, more affluent groups, plan to celebrate at pubs, bars, outdoor viewing areas and restaurants. Many will likely switch between the two, choosing out of home occasions for key matches, such as home-nation games, weekend fixtures and finals.

Pubs, bars and outdoor viewing areas

Pubs, bars and outdoor viewing areas allow consumers to experience live sporting events together, sharing in the anticipation, celebration and community of supporting a national team.

To attract consumers, operators are showcasing desirable shared experiences, encouraging bookings through matchday packages, and creating ways for fans to get involved before, during and after the match.

Social media and pregame anticipation

With more than half of 18-34-year-olds planning to watch games out of home, Instagram and TikTok are key to building awareness, win bookings and drive footfall.

Activations build to adapt to the final score

Effective online activations are important for building awareness and bookings, especially in the run-up to home nation matches. However, 38% of consumers say they will only watch matches involving the team they support.

It’s unclear how well the home nation teams will do; Scotland has never won a Football World Cup, and England’s last victory was 60 years ago. As a result, operator activations must flex to walk-in consumers as the tournament unfolds.

Restaurants

World Cup supporters are also planning dining out occasions, with 19% saying they plan to visit a restaurant to watch the games. With later matches and rising alcohol moderation, some consumers may be looking for a more relaxed celebration.

Meeting demand for more relaxed food-led occasions

This challenges operators to balance their normal service with World Cup activations and promotions. Pizza Pilgrim’s is tackling this by screening games at only a handful of restaurants and partnering with pubs and bars showing the match to offer pizza delivery.

This approach serves fans looking for a relaxed experience and, at the same time, extends capacity beyond the restaurant itself. By partnering with Beavertown, Pizza Pilgrim’s also caters to those looking to stop or cut back on their drinking by offering a free pint of non-alcoholic beer with every ticket.

Higher celebratory spending

While poor performance may dampen engagement, excitement surrounding the World Cup is likely to grow if the home nations progress. 39% (up from 24% in 2022) of consumers agree they will spend more if their team does well. As a result, operators have an opportunity to tap into higher celebratory spending.

The Cinnamon Kitchen at Battersea, London, is doing this by giving consumers the chance to win 25% off the drinks bill if they guess the winning team and 50% off if they guess the correct score before kick-off. The restaurant is open during England’s first match, encouraging spending on drinks as supporters anticipate a win for their team.

Off-pitch opportunities

As mentioned, almost 60% of consumers plan to follow the World Cup. Although only 35% plan to watch games out of home, operators can tap into the excitement surrounding the tournament with relevant and timely activations and promotions.

With almost a third of World Cup followers planning to buy more food and drink from delivery aggregators, like Deliveroo and Just Eat, operators that can stand out on these platforms can meet demand for convenient pre- and mid-game orders.

As an official FIFA World Cup 2026 supporter, Deliveroo is encouraging consumers to sign up to its paid delivery service with the chance to win game tickets. Locking users in with free delivery fees can lower the perceived cost and encourage more repeat orders.

KFC’s delivery deal also offers a recent example of how operators can reach fans watching games at home. Its email sent on the day of the UEFA Champions League final offered an affordable and convenient way to order in before the game.

After the final whistle

Despite ongoing financial pressures tightening household budgets, the World Cup presents an opportunity for away from home operators to build awareness, drive footfall and win spend. Operators and suppliers must design activations that are relevant at kick-off, half-time and the final whistle. These should speak to a younger, more affluent audience, flex to the final score, and include those planning for a relaxed celebration.

While the World Cup may be well underway, the biggest opportunity may come after the final whistle. IGD has an extensive range of insights and experts ready to support you deliver stronger, more confident event-led away from home and retail strategies and tactics. Contact our consulting team today and ask how we can help you to maximise your next key selling moment.