Marketing

World Cup proves a big score for NYC restaurants

The soccer tournament provided a sales lift for 75% of the city's restaurants and bars, according to the New York City Hospitality Alliance.
The World Cup left NYC restaurants winners. / Photo: Shutterstock

Three out of four restaurants and bars in New York City enjoyed an upswing in revenues during U.S. TV broadcasts of the FIFA World Cup soccer tournament, with 55% saying the spike was particularly steep during the U.S. team’s games, according to a new survey.

The canvass of 106 eating and drinking places by the New York City Hospitality Alliance, a trade group for nighttime hospitality venues, also found that the experience has left Big Apple establishments excited about the 2026 World Cup. The global tournament is scheduled to be held that year in North America, with some matches slated for the New York City area.

Ninety percent of the respondents said they expect that the United States’ turn to host to have a “positive impact.”

The 2022 tournament was held in venues throughout Qatar.

“After years of sacrifice and tough times, the FIFA World Cup was a needed jolt of energy for the city’s restaurants and bars,” Andrew Rigie, executive director of the Alliance, said in a prepared statement. “It was beautiful and exciting to watch.”

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