Summer 2026 presents a rare opportunity for UK hospitality businesses. The FIFA World Cup returns to a traditional summer schedule, supported by a packed calendar of major sporting events that will keep customers looking for places to watch together. For pubs, bars, restaurants and hotels, this is a fantastic opportunity – but only if you have the right screens, in the right places.
With matches taking place across North America, many games will kick off in the UK during the evening. That timing matters. Customers can head out after work, settle in for the match and stay longer, creating extended trading windows that are difficult to replicate at other times. For operators planning ahead, the right screen setup and viewing experience could turn this summer into one of the strongest trading periods in recent years.
Why screens matter more than ever
Watching sport at home has never been easier, which means venues need to offer something better than a sofa and a takeaway. Atmosphere is the difference, and screens are central to creating it. Customers choose venues where they can see the action clearly, hear the commentary and feel part of a shared experience.
A well-planned viewing setup can influence how long customers stay and how much they spend. If guests struggle to see the match, crowd into one corner or miss key moments because of poor sound, they are less likely to return. Good visibility and audio, on the other hand, encourage people to keep coming back.
Start with the viewing experience
Before thinking about technology or budget, consider sightlines. Customers should be able to see at least one screen from most seating areas. In many venues, several medium-sized screens positioned strategically work better than one oversized television.
Key considerations include:
- Avoid placing screens too high or directly opposite strong lighting
- Ensure standing areas still have clear visibility
- Test viewing angles during busy periods
The goal is simple: no customer should feel they chose the wrong seat.
Projectors and creating occasion
Projectors remain popular for major tournaments because they create a genuine event atmosphere. A dedicated viewing zone with a large projected image can transform an ordinary evening into a big-match experience.
The late UK kick-off times for the 2026 World Cup make projectors particularly attractive. Reduced daylight improves picture quality, especially outdoors or in semi-covered areas. Many venues use projectors alongside traditional screens, increasing capacity and giving customers a choice.
Unlocking outdoor space
Beer gardens and terraces can become major revenue drivers during international tournaments. Outdoor viewing encourages larger groups, attracts passing trade and increases overall capacity without changing indoor layouts.
Options include weatherproof outdoor televisions, inflatable projector screens or temporary hire setups designed specifically for hospitality environments. Hiring equipment can be a practical way to test demand, while purchasing may make sense for venues planning to show sport regularly throughout the year.
Your outdoor screen strategy needs to be part of a bigger plan that includes warmth and shelter. Simple additions – extra seating, blankets or sheltered areas – can attract people outside and encourage them to stay longer.
Sound matters as much as picture
Operators often focus heavily on screen quality while overlooking audio. Clear commentary is essential to atmosphere. When customers can hear key moments build, reactions become shared experiences.
Consider:
- Speaker coverage across viewing areas
- The impact of late-night matches on neighbours
- Restrictions as part of your planning or alcohol licence
Hire or buy? Planning ahead
Demand for hospitality-grade screens typically rises sharply before major tournaments. Waiting too long can mean limited availability or higher rental costs. Planning early allows operators to compare options and spread costs sensibly.
Hiring may suit venues testing outdoor viewing or temporary expansions. Buying can offer stronger long-term value, particularly with a busy sporting calendar extending beyond the World Cup. Wimbledon, cricket internationals, the Commonwealth Games and domestic football all provide ongoing opportunities to use upgraded setups.
Understanding commercial broadcast licences
One of the most important steps when showing live sport is ensuring the correct licensing is in place. Even though World Cup matches will be broadcast on free-to-air channels such as BBC and ITV, venues cannot simply use a domestic television subscription.
Hospitality businesses typically require:
- A valid TV Licence covering commercial premises
- A commercial broadcast agreement or hospitality TV subscription that permits public viewing
- Compliance with copyright and public performance rules
Operators should check their current agreements well before the tournament begins to avoid disruption during key fixtures.
Find out which TV licence you need here.
Hotels may need an additional licence from the Audiovisual Licensing Alliance.
Turning matches into revenue
Screens alone do not guarantee success. They work best as part of a broader viewing experience. Venues that succeed during major tournaments often combine strong marketing, efficient service and comfortable viewing environments.
Simple actions can make a difference:
- Let customers know that they’ll have a good view of the game
- Promote the match experience across social media and outside signage
- Encourage early arrival with pre-match offers
- Consider booking for prime seats as part of match-day meal packages
Looking beyond the World Cup
While the FIFA World Cup will dominate attention, it is only part of a wider summer of viewing opportunities. Tennis, cricket, rugby, and more will continue to draw audiences. Investing in better viewing infrastructure now allows venues to capitalise repeatedly rather than treating the tournament as a one-off event.
Many operators find that improved screens and sound systems benefit everyday trade too, supporting quiz nights, live music, private events and regular football fixtures long after the summer ends.
A moment worth seizing
With a full summer of sport ahead, now may be the right time to review whether your current setup is ready. Investing in screens, whether through hire or purchase, could help you capture demand this tournament—and continue benefiting long after the final whistle.
And there’s so much more to hospitality success this summer! Capify’s Summer of Sport Playbook is free and has all the information you need to seize the opportunity. There’s information on World Cup schedules, new licensing rules, systems and seating, plus handling the rush and making the most of outdoor areas. Download it now.
Check your eligibility for funding to strengthen cash flow
