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Will Local Bars Score Big During the 2026 FIFA World Cup?

As anticipation builds for the 2026 FIFA World Cup—a historic event co-hosted by Canada, the U.S., and Mexico—many Canadian fans are making plans to watch matches. Yet, instead of flocking to corporate stadiums or nationwide chains, a growing number are choosing independent bars. A recent survey reveals that 22% of Canadians will gather at local spots to catch the games, compared to just 2% opting for large venues.

The Spending Game: Big Hopes, Small Profits

Fans are ready to open their wallets, with the average viewer expecting to spend $52 per game on food and drinks. For a packed house of 40 people, that’s over $2,000 in a single night—a tempting sum for struggling small businesses. Yet, despite this surge in potential earnings, most owners aren’t banking on a windfall.

A separate poll found that 58% of small business owners don’t expect the World Cup to boost their income at all. Only 37% dare to hope for increased sales. The issue isn’t just optimism—it’s soaring costs. Rising fuel prices, electricity bills, and wages are squeezing margins, while inflated supply prices make it harder to invest in promotions or hire extra staff.

Who Spends More? The Generational Divide

Spending habits tell a story of their own. Younger fans tend to spend less per visit, but older demographics—particularly Gen X and Baby Boomers—are willing to splurge. Still, local bars are the clear winners here: nearly 60% of diners say they’ll prioritize independent spots for summer meals, even if it means paying a premium.

Yet, price remains the top concern for customers. While loyalty matters, many are drawn to deals over long-term commitment. This poses a challenge for small businesses, who can’t compete with the deep pockets of national chains.

The Corporate Advantage: Why Big Chains Win

Large chains hold the upper hand in ways small owners can’t:

• Bulk purchasing drives down costs.
• Nationwide advertising ensures visibility.
• Easier access to loans provides financial flexibility.

Local bars, on the other hand, often:

• Pay retail prices for supplies.
• Market themselves locally, one post at a time.
• Avoid high-interest loans, limiting growth.

Despite the World Cup looming, most small venues have done little to prepare—only 14% have stocked extra supplies or promoted games online.

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The Gamble: More Bodies, Uncertain Payoff

Even if a bar adds 20 extra fans per game, the profit isn’t guaranteed. Additional costs—staffing, extended hours, supplies—quickly eat into earnings. If crowds don’t materialize, owners face losses.

Many have already cut expenses elsewhere just to stay afloat. A majority believe Canada’s economy is weak and worsening, leaving little room for risk. For small businesses, the World Cup is a high-stakes gamble—one that could leave them in the red if expectations don’t match reality.

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The Bottom Line: Who Really Wins?

The tournament promises to funnel hundreds of millions in government spending just to host matches. Fans roar in excitement, but the real beneficiaries may be FIFA and corporate sponsors—not the local bars hustling to keep up.

For now, the question remains: Will the World Cup be a game-changer for small businesses, or just another uneven playing field?