World Cup hospitality sales to be down by 10% against 2018

Sales in UK hospitality venues during the 2022 FIFA World Cup are expected to be down by £44m compared to 2018, a new report from VoucherCodes has found.  

The 2022 World Cup Spending Report forecast that pubs, bars, and restaurants are set to make £395m in sales throughout the tournament, 10% less than the last World Cup (£439m).   

With the competition being held during winter for the first time ever, its data showed the colder weather combined with the current cost-of-living crisis may have a “big impact” on hospitality sales as consumers “look for cheaper ways to celebrate throughout the tournament”.  

In total, £287m is expected to be spent on drinks and £117m on food at venues around the country, with the group stage predicted to be the highest earner for bars, pubs, and restaurants. This stage of the competition is expected to generate £205.2m in sales, while smaller sums are expected to be spent across the round of 16 (£95m), quarter-finals (£51.5m), semi-finals (£27.7m) and the final match (£15.9m). 

Maureen McDonagh, managing director at VoucherCodes.co.uk, said: “After a difficult year for hospitality, it’s clear from our report that the ongoing cost-of-living crisis is going to have a huge impact on hospitality spend across the 2022 World Cup.  

“The colder weather and darker nights, coupled with rising living costs, and high bar prices means consumers are less likely to want to go out to enjoy the tournament, and this is evident in our forecasts.”  

She added: “However, with 20 million people still set to brave the cold weather to soak up the atmosphere in pubs and other venues, there are ways pub, bar and restaurant owners can take advantage of this greatly anticipated tournament and entice customers into their venues. 

“Giving customers value for money has never been more important, so offering discounts on food or drink during matches will allow hospitality venues to capitalise on the excitement around the World Cup.”