Every four years, the FIFA World Cup delivers more than unforgettable goals and dramatic upsets, it sparks a global economic boom. While players compete for football's biggest prize, businesses across the world enjoy one of their busiest trading periods of the year.
From packed sports bars to soaring merchandise sales, the tournament transforms consumer spending habits and creates opportunities for businesses of all sizes.
Here's a look at the biggest winners off the pitch.
Sports Bars and Restaurants
If there was one industry that scored big during the World Cup, it was hospitality.
Sports bars, pubs and restaurants became gathering spots for fans eager to watch matches together. Venues that installed large screens, offered match-day specials or stayed open late often reported a significant increase in customers.
Groups of friends ordered food, drinks and snacks throughout the matches, making every game a revenue opportunity.
For many establishments, weekends during the tournament felt like public holidays, with every seat occupied well before kick-off.
Food Delivery Services
Not everyone wanted to leave home to catch the action.
Instead, millions of fans turned to food delivery apps to order pizza, burgers, chicken, nyama choma, fries and drinks without missing a minute of the game.
Peak order times often coincided with kick-off, halftime and full-time, creating one of the busiest periods for delivery riders and restaurants.
The convenience of ordering while watching football made food delivery one of the tournament's biggest beneficiaries.
Supermarkets
Shopping carts looked very different during the World Cup.
Instead of weekly groceries alone, customers stocked up on crisps, soft drinks, beer, barbecue supplies, frozen snacks and ready-to-eat meals.
Many supermarkets introduced football-themed promotions, discounts and bundle offers to encourage larger purchases.
Families preparing to host watch parties often spent much more than they would during a normal shopping trip.
Jersey and Sportswear Retailers
Nothing says World Cup like wearing your team's colours.
Official jerseys, replica shirts, scarves, caps and football boots flew off shelves as fans rushed to support their favourite nations.
Even countries that were not participating experienced increased sales, as supporters chose teams based on favourite players or long-standing loyalties.
For sports retailers, the tournament became one of the year's most profitable seasons.
Betting Companies
The World Cup is one of the busiest events on the global sports betting calendar.
Fans placed wagers on match results, goal scorers, corners, yellow cards and even penalty shootouts.
The excitement of knockout football, where every match carries enormous stakes, often leads to increased betting activity.
While many people enjoy betting responsibly for entertainment, experts continue to encourage fans to gamble within their means and avoid chasing losses.
Streaming Platforms and Broadcasters
Television networks and streaming platforms also emerged as major winners.
Record audiences tuned in throughout the tournament, boosting advertising revenue and attracting new subscribers.
Brands competed fiercely for commercial airtime, knowing millions of viewers would be watching every match.
For broadcasters, the World Cup represented one of the most valuable advertising opportunities in global sport.
Hotels and Tourism Businesses
Host cities experienced a tourism boom throughout the tournament.
Hotels welcomed international visitors, while airlines, taxis, tour operators and local attractions benefited from increased demand.
Restaurants, souvenir shops and entertainment venues also enjoyed higher customer numbers thanks to travelling supporters.
For many businesses in host cities, the World Cup became a once-in-a-generation economic opportunity.
Local Vendors
Not every business needed a massive budget to benefit.
Street vendors selling flags, jerseys, whistles, snacks and face paint often found eager customers near fan parks, stadiums and busy streets.
Entrepreneurs also sold football-themed decorations, cakes, customised T-shirts and accessories through social media.
The tournament created opportunities for small businesses to generate significant seasonal income.
Content Creators and Influencers
The digital economy also scored big.
Sports influencers, YouTubers, podcasters and content creators attracted millions of views through match previews, reactions, predictions and post-match analysis.
Brands partnered with creators to promote products ranging from beverages and betting platforms to smartphones and sportswear.
For many creators, the World Cup became their highest-earning period of the year.
The Real Winner? Businesses That Created an Experience
The businesses that made the most money weren't always the biggest ones.
They were the ones that understood what fans wanted.
Whether it was creating a lively viewing atmosphere, offering convenient delivery, running football-themed promotions or simply giving supporters a place to celebrate together, these businesses turned football fever into customer loyalty.
As the World Cup comes to an end, many will notice sales returning to normal.
But the lessons remain.
Major sporting events aren't just about the game, they're about creating memorable experiences. And for businesses that get it right, the final whistle can leave behind much more than memories; it can leave behind lasting growth.
