CHICAGO, July 23, 2026 — Spain’s national soccer team wasn’t the only party to score gold during this year’s FIFA World Cup tournament. According to a survey of restaurants and bars in New York City, two-thirds (63%) of the establishments that aired the games saw a sales surge during the 39-day contest.
The added business didn’t come as a windfall. Forty-nine percent of the respondents said they invested in new TVs to sweeten their appeal to soccer fans, and 54% indicated that they held watch parties to draw more traffic.
To handle the surge, 46% said they added staff or shifts.
The survey was conducted by the New York City Hospitality Alliance, a trade group representing eating, drinking and entertainment establishments in the Big Apple.
New York was one of 16 North American cities that hosted games during the 2026 tournament, which featured the national squads of 48 nations.
Spain’s team won the contest in a much-watched match with the team from Argentina, the previous winner of the World Cup. The global tournament is held every four years. The U.S. had not been one of the host nations since 1994.
As Managing Editor for IFMA The Food Away from Home Association, Romeo is responsible for generating the group's news and feature content. He brings more than 40 years of experience in covering restaurants to the position.