The World Cup is only a few weeks away and is expected to deliver a significant boost to retailers, pubs, bars and hospitality operators across the UK.
Recent consumer research conducted by The Trade Desk found that 60% of Brits plan to follow the tournament. Of those, 57% will purchase food or drink for matches, 53% will stock up on alcohol, and 22% expect to spend more on supermarket shopping than usual. The opportunity extends beyond England's fixtures too, with 77% of fans saying they will continue following the tournament even if England are knocked out.
For businesses, convenience stores, supermarkets, hospitality venues and betting shops, this means increased footfall, higher transaction volumes and greater spending. However, alongside the commercial opportunity comes increased responsibility.
Major sporting events create unique operating environments. Venues become busier, alcohol consumption increases, emotions run higher and staff are often required to make difficult decisions in fast-paced situations.
While many businesses focus on stock levels and staffing rotas, compliance and customer welfare should be equally high on the preparation checklist. One area that deserves particular attention is customer safety.
Data highlighted by the Crown Prosecution Service (CPS) has shown a concerning correlation between major football tournaments and domestic abuse incidents. During the 2022 World Cup, incidents increased by 26% when England played and by 38% when England lost. Reports also remained elevated the following day, increasing by 11% regardless of the result.
While the vast majority of fans enjoy matches responsibly, these figures serve as an important reminder that major sporting events can increase vulnerability and risk for some individuals.
For venues operating customer welfare initiatives or safety schemes, now is the time to ensure employees know exactly how those procedures work and feel confident putting them into practice. Policies alone are not enough.
Staff should understand:
Managers should also feel confident supporting colleagues, challenging customers where necessary and consistently enforcing business policies, even during peak trading periods.
The World Cup is not the time to discover gaps in staff knowledge. A pre-tournament refresher on age-restricted sales, customer welfare procedures, intoxication policies, gambling compliance and conflict management can help ensure teams are equipped to handle the pressures that come with major sporting events.
The commercial opportunity is clear, but so is the need for preparation.
Businesses that invest in training and compliance ahead of the tournament will be better positioned to protect customers, support staff, demonstrate due diligence and maintain standards when venues are at their busiest.
Because success during the World Cup isn't just about maximising sales, it's about ensuring customers can enjoy the tournament safely and responsibly.