As the 2026 World Cup approaches, bars across Spain are gearing up for what could be a lucrative tournament, despite lingering shifts in consumer behaviour since the pandemic. A recent study by LaLiga indicates that more than half of Spanish football fans intend to watch matches in bars, making Spaniards the most likely Europeans to follow the tournament outside their homes. Yet on the ground, many establishment owners are tempering their expectations, particularly for the early group-stage games.
Santi Vidal, owner of El Cuadro in the Madrid neighbourhood of Carabanchel, told RTVE that he does not anticipate a rush for the opening matches. “People prefer to watch them at home. We are only expecting big crowds as La Roja progresses through the tournament,” he said. For Spain’s first match against Cape Verde, his bar has made no special preparations. Vidal points to the pandemic as a turning point: “Before coronavirus, a football night was absolute madness. After COVID-19, a lot of people prefer to take it easy and get together with friends at home.”
Data from consultancy Numerator’s Worldpanel confirms this shift: two out of three fans will watch from their living rooms, spending 6% more on take-home food and drink. The Glovo report goes further, stating that 80% of Spaniards prefer to stay in, with pizza and burgers being the most ordered items during matches. This trend is echoed by the industry association Hostelería de España, which estimates that bars could see takings rise by 25% to 30% on match days with favourable kick-off times. If Spain reaches the final, the aggregate benefit for the sector could exceed €130 million, with average spending per customer rising by around 11%, estimated at between €13 and €18 per person per match.
Adapting to New Realities
To lure customers back, many bars are revamping their offerings. Julocho García, who bought the beach bar El Amarillo in Cabañas, La Coruña, last year, is temporarily swapping his usual fresh-produce menu for sandwiches, nachos, burgers, and empanadas. “We know people want nibbles and fast food while they watch the matches,” he explained. At El Portón in Villarrubia de los Ojos (Ciudad Real), Jacob Medina has had extra staff on standby for weeks. “If Spain goes deep into the knockout stages, the bar is 50% fuller, or even 70% busier than usual,” he told TVE.
Brands and distributors are also stepping up. Medina noted that his usual supplier has provided decorations, bunting, face paints, scratchcards with prize draws, and merchandising items. The bar itself is raffling an official Spain scarf among customers. Medina also highlighted an often-overlooked factor: the Moroccan national team. “In Villarrubia there is a large migrant population from that country. They live the World Cup very intensely and they know Morocco has a real chance, so I expect to see the bar full as well if Mohamed Ouahbi’s side goes far.”
The time difference with the United States, Canada, and Mexico is another key consideration. Matches against Cape Verde and Saudi Arabia kick off at 19:00 local time in Houston, Texas, while Spain-Uruguay on 27 June starts at 18:00 in Guadalajara, Mexico. For Vidal in Madrid, the early evening schedule works against bars: “With temperatures of 40ºC, people are not going to leave home to go to the bar.” In contrast, García sees an advantage for his beach bar on the Galician coast: “People go for a dip in the late afternoon and then come to watch the match. When the game ends, it is the perfect time for dinner.” He is even considering opening for early-morning matches if there is demand.
The broader hospitality sector is watching closely, as the World Cup offers a potential boost after years of pandemic disruption. However, the shift towards home viewing and the impact of time zones mean that bars must innovate to capture the football audience. For now, the sector remains cautiously optimistic, with many hoping that Spain’s performance will drive crowds through their doors.
