FIFA World Cup 'opportunity to increase footfall and profit'

28-Jun-2022 - Last updated on 28-Jun-2022 at 12:00 GMT

Fantastic opportunity: DesignMyNight claims to have already taken a record number of bookings to watch the men’s FIFA World Cup

Booking platform DesignMyNight has claimed to have taken a record number of bookings to watch the men’s FIFA World Cup with more than 10,000 recorded searches, up 30% in the past month, for ‘hospitality venues hosting World Cup screenings’ five months ahead of the first match.

A consumer survey conducted by DesignMyNight also showed more than three quarters (76%) of participants planned to book to the watch the World Cup in a hospitality venue this year, particularly in London, Birmingham, and Manchester, with 15% prepared to book food and drink packages in advance of sporting events.

DesignMyNight booking partner Tom Saunders said “We are seeing incredibly high levels of engagement on DesignMyNight and the Bedford [pub] in Balham, London has already sold nearly a fifth (18%) of its capacity through the site for the men’s World Cup, which starts on 21st November.

“Whereas supporters can usually watch the games live at outdoor fan zones, the timing of this year’s World Cup means more people will be looking for an indoor venue, so demand is certain to grow as the tournament gets nearer.

Fantastic opportunity

“Operators have a fantastic opportunity to increase footfall, spend and profit from this year’s World Cup”

“As the average size of a table booking for the Euro’s in 2021 was 7.8 people, we recommend venues put time aside now to plan their World Cup activation.”

Furthermore, the platform’s survey also revealed 51% of those surveyed stated the atmosphere was the most important factor in selecting where to book, so much so 57% said they would continue watching World Cup matches in pubs, bars, and restaurants, even if their team was knocked out if the atmosphere was right.

The year’s FIFA World Cup, which takes place quadrennially, has been scheduled to take place in Qatar from Monday 21 November to Sunday 18 December.

Celebrate in harmony

Three Cheers Pub Co, which runs the Bedford in Balham, co-owner and founder Tom Peake said: “We have an army of loyal football fans at the Bedford, so we knew we had to be well prepared when it came to the World Cup.

“We were also very aware it [would be] Christmas party season and wanted both groups of revellers to celebrate in harmony.

“As such, we created a variety of ticket options to suit each kind of spectator. From those who like to plan, including ordering food and drink, to those who love a seat in our epic Club Room with its unrivalled atmosphere, to those who just want to turn up on the day.

“It has worked incredibly well so far. Fingers crossed our home nations' teams do just as well.”