The World Cup isn’t just another sporting event. It’s one of the few moments where casual fans, die-hard supporters, and social groups are all looking for the same thing at the same time: a great place to watch the game.
For pubs, that’s a huge commercial opportunity.
And it’s not just individuals heading out, it’s groups making decisions together.
63% of people who watch the World Cup do so in groups of 3 or more.
That means customers aren’t just choosing a pub - they’re choosing the place for their group.
But here’s the reality: the venues that win aren’t just the ones showing the matches - they’re the ones fans can actually find.
During a major tournament, behaviour shifts. Planning becomes more intentional. People don’t just “end up” in a pub - fans actively search, compare, and choose where to watch.
That means:
If your pub is visible across those touchpoints, you’re in the running.
If it’s not, you’re invisible, even if you’re showing every game.
Let’s be clear about the difference:
This isn’t about whether you’re showing the games.
It’s about whether fans know you are.
To win, you need to think like a fan. And fans don’t rely on just one channel. They move between multiple, often in the same decision journey.
1. Online search: the starting point for intent
When someone decides they want to watch a match, their first move is search.
That might be Google, or increasingly, AI tools like ChatGPT or Claude - where people ask direct questions like:
“Where to watch World Cup near me”
“Best pubs showing football tonight”
This is high-intent behaviour. They’re not browsing, they’re deciding.
And the venues that appear here are the ones that turn that intent into real customers through the door.
If your pub isn’t showing up with clear, accurate information, those customers will simply choose somewhere else.
Search is changing, but the behaviour is the same
Whether it’s traditional search or AI tools, the pattern is consistent: people want quick, trusted answers on where to go.
That means visibility now depends on being part of the platforms and systems that power those answers - not just having a website.
2. Social Media: discovery and validation
Social platforms are where fans:
And atmosphere really matters here.
In fact, atmosphere is 10x more important than food and drink when choosing where to watch sport.
That’s why social plays such a big role, it helps customers see what your venue feels like before they commit.
Different audiences behave differently:
If you’re not posting fixtures or promoting matchdays, you’re not in the conversation.
3. Your pub website: the final decision-maker
Before committing, most fans will check your website.
They’re looking for:
Around 80% of customers check a venue’s website before deciding where to go.
At this stage, they’re not browsing, they’re confirming.
If your fixtures aren’t clear or up to date, that uncertainty is often enough to send them elsewhere.
Your website isn’t just informational - it’s where decisions get locked in.
4. In-venue screens & POS: capturing the next visit
Not every decision is made in advance.
Fans already in your venue will:
Posters, screens, and table talkers turn:
Without this, you’re missing the easiest wins.
5. Email marketing: activating your existing audience
Your database is your most valuable audience, people who already know and like your venue.
Email allows you to:
Different demographics engage differently:
Email drives consistency, especially across midweek and lower-profile games.
Fans don’t all behave the same way.
Most use a combination of all of the above.
When we asked fans how they find places to watch sport, there wasn’t a clear winner.
Search, social, websites, and platforms like FANZO all came out at roughly the same level, around 35% each.
There isn’t one channel that drives decisions - customers use a mix.
Which means:
If you’re only showing up in one place, you’re only reaching part of your audience.
The venues that see the biggest results during the World Cup are the ones that:
Running a pub during the World Cup is already full-on.
Managing:
…on top of everything else?
It’s not realistic for most operators.
And that’s exactly why many venues don’t fully capitalise on the opportunity.
This is where FANZO Venues comes in.
FANZO Venues is built specifically around how fans find places to watch sport and it takes care of the heavy lifting for you.
Once set up, it:
You get the benefits of a full World Cup marketing plan, without the workload.
The World Cup will bring millions of fans looking for somewhere to watch.
The question is simple: Will they find your pub, or someone else’s?
The venues that win won’t just be showing the games. They’ll be the ones that made sure fans knew exactly where to go.
And with the right tools in place, that doesn’t have to mean more work, just smarter visibility.
Get in touch with Max today:
0434 723 621
