Score! Bringing in Global Soccer Tournament Traffic to Your Operation
Promotions, Partnerships and Off‑Premise Plays That Drive Revenue
This summer, North America is set to host the largest global soccer tournament in four years. More than just a sporting event, this cultural moment offers a major promotional opportunity for operators looking to host events during this worldwide celebration.
With 104 matches over the span of 39 days, the tournament creates a chance for more than just a one-off event. This occasion has the potential to create an increase in group dining, watch party traffic, catering bundles and extra attention that can score big results for businesses who kick it into high gear and meet this monumental sports moment.
All types of operations can capitalize off these events. Hotels, stadiums and airports will see increased traffic, especially in cities hosting matches or locations with major soccer teams. But you don’t have to be in a host city to win. Major sporting events drive nationwide excitement that fuels menu inspiration, traffic and demand across all markets. By focusing on food trends guests crave, any operation can turn the buzz into real results.
Promote It. Staff It. Sell it.
Now that you understand how this major tournament can affect your operation, let’s shift into marketing ideas that help drive traffic.
Start with the Opportunity
Preparing for an event of this magnitude doesn’t require a complicated or expensive marketing plan. It’s about being visible and relevant—an easy choice as the go-to spot when fans decide where to watch matches and where to order food from.
Before you start planning, a reminder: this is a tournament with more than 100 matches, not just one single event. Think of this as an entire window of opportunity to capture first-time guests, increase diner frequency and be able to cultivate loyalty over the space of several weeks.
Another important thing to note before executing your gameplan: big tournaments like this are heavily trademarked. Before you use official terms, logos or team branding on your ads, menus or promotional materials, double-check what is allowed. When in doubt, stick with verbiage that is safe to use but still gets the messaging across, like promotions for the “global soccer tournament.”
More Games = More Fans = More Planning Opportunities
One of the strongest opportunities during the tournament is to position your operation as a go-to watch spot for different customers. Some of these key segments to plan for include:
- Soccer Fans
- General Sports Fans
- Families Wanting to Watch Matches
- Corporate Groups Looking to Host Watching Events
- Community and Youth Sports Organizations
Targeting different segments starts with creating a clear reason as to why each specific group should choose you as their go-to watch spot. This could mean guaranteed screens and sound-on matches for fans who want to catch all the action, reservation-only seating for large groups, or themed experiences that offer something unique.
Building Loyalty with Community Partnerships
Local partnerships are a wonderful opportunity to turn one-time visitors into repeat traffic. Targeting local clubs, including youth leagues, is a natural fit that brings in players and their families before or after games. Working with local sports organizations to host fundraiser nights also drive group dining and highlight your operation as part of your community, not just a place to eat. Community sells—people like giving back and supporting something local, and likely will spend more at your establishment when they do so.
Watch Party Campaigns Fill Seats
The key to hosting successful watch parties is consistency. Branding yourself as a “watch spot” for the tournament signals your establishment is THE place to be. If guests know exactly what to expect, they are more likely to plan ahead, invite friends, attend and make future visits.
Once you have a captive audience, protect your profitability. You don’t want to sell only one round of drinks and an appetizer, then lose that table for three hours. Use planned touchpoints like pre-game, halftime and during commercials to check on guests and suggest another round, shareables or dessert.
Potential High Impact Promotions
❯❯ Pre-Match Specials: Offering “Happy Hour” kickoff deals before matches start helps draw in guests early, while also easing up any potential rushes, helping to keep smooth kitchen ticket times.
❯❯ Halftime Deals: Halftime gives guests the opportunity to head home, so interaction during this time is critical. Halftime is also a predictable window for your team to reset, run drinks and prep for the second half without disrupting the viewing experience.
❯❯ Schedule Upsells: Pick two upsells your team will use at every match—one drink, one food—and practice wording and selling during pre-shift.
Don’t forget online reservation tools that can make planning for promotions and events fast and easy for you and your customers. Reservations are a great tool to help forecast demand, pace seating for your team and help you schedule labor with more confidence, so you aren’t left in a crunch on game day.
A Social Media Built for a Championship
Social media is often the first place fans look when deciding where to go for a major event. These platforms also let potential patrons share your content for even more reach. One easy social media win: link up with local fan groups, clubs and recreational soccer leagues. Tag them on posts, invite them to your events and give them a reason to make your place their home base during the tournament. It’s free to do this and brings built-in community into your establishment.
Here are some other ways to stay top-of-mind when it comes to social media.
❯❯ Build Social Excitement: Start posting now with a countdown to match day to spark anticipation. When the countdown hits zero, remind fans why your spot is the place to watch—multiple TVs, a standout beverage selection, and crave-worthy shareables—so you can capture them right as they’re deciding where to go, or plant the idea for the next match.
❯❯ Targeted Ad Support: With flexible budget options, targeted ads can help ensure your message reaches the right audience. Use geographic and interest-based targeting for local soccer fans, local businesses or even expats from the countries playing in each match. If you’ve never tried this type of targeting, it might be a great time to do so. You can often get help with execution from your marketing partner, POS provider or a local agency.
Limited-Time Offers That Help Increase Check Averages
LTOs are a great way to drive sales and repeat visits. And beverages are one of the easiest ways to do this. Offering stadium-style drinks taps into the game-day mindset, while cocktails and mocktails inspired by the countries playing during each match adds fun to a menu.
Group-focused promotions, like deals on buckets, pitchers or flights, naturally encourage sharing and upsells. For these types of specials, souvenir glasses are another option for upsells and repeat visits, available to order from US Foods Direct with 7-to-10-day shipping. Even if a glass costs you $7 to $8, you can often sell it for around $15 with the first fill, then charge normal draft pricing for refills during matches. Guests get a fun keepsake, and you increase the odds they’ll stay for the full match—and come back for the next one…or three.
These types of promotions don’t need to be complex—get creative, but keep it simple for staff to execute. The goal is to make ordering easy, social and aligned with the moment.
Catering and Off-Premise Opportunities You Shouldn’t Miss
Marketing and sales doesn’t stop at the dining room. Many fans will host watch parties at home, at the office or at community spaces—all chances for strong catering opportunities. Themed game day platters, tailgate-style packages and targeted watch party catering allows operators to capitalize on demand, even when guests aren’t on-site.
Offering set options, planned pick-up times, order-ahead incentives and easy online ordering help turn catering into a real revenue boost without putting extra strain on staff during the match window. Don’t forget: schedule pick-up and delivery times around each match start time to protect your service speed and labor.
Bring it All Together: A Game-Winning Goal
Knowing your key audiences, having a food and beverage strategy in place, and preparing high-impact promotions and catering opportunities allows you to promote in a smart and focused way. By preparing beforehand, you’re putting your operation front and center during a major event, helping to turn tournament excitement into measurable results and crushing your goooooals!