Local Small Businesses in World Cup Host Cities Enjoy Strong Summer Sales
This summer turned out to be a good one for small and medium-sized businesses (SMBs) located in cities that hosted World Cup matches. A recent survey found that 43% of these businesses reported higher sales compared to an average summer. In contrast, only 10% of SMBs in these areas experienced a dip in sales. For businesses situated in cities that did not host any matches, the numbers were less favorable—only 33% reported increased sales, while 15% noted a decline. About half of the businesses in both categories said their summer sales were on par with what they typically saw.
Sales Growth Limited to Host Cities
The increase in sales was primarily limited to those businesses located in the areas hosting the event; nearby areas did not see the same benefits. For example, while 43% of SMBs in host cities reported stronger sales, only 28% from areas within a 50-mile radius saw an uptick. This implies that businesses right within the host city boundaries were about 1.5 times more likely to report better summer sales than those just outside. Beyond that, in locations 50 miles away from any host city, the sales figures returned to more typical levels.
The boost in sales was also reflected in foot traffic. About 34% of SMBs in the host cities noticed more customers visiting their stores than usual, compared to only 29% for businesses outside these areas—a five percentage point difference that likely contributed to additional sales.
It’s important to note that while the data shows a correlation between the World Cup and increased sales in host cities, it does not prove that the event was solely responsible for this growth. During the same time period, sales for small businesses nationwide were relatively flat or slightly declining, according to data from the National Federation of Independent Business.
Other Factors Drive Sales Growth
Interestingly, businesses in host cities did not attribute all their success to being part of the World Cup. About 85% of SMBs from both host and non-host areas believed other factors significantly influenced their sales. These included effective marketing strategies, product adjustments, attracting repeat customers, and word-of-mouth recommendations.
Furthermore, nearly 60% of host city SMBs updated their online presence or engaged in targeted social media advertising to attract visitors, which was slightly higher than the 51% seen in non-host locations. However, businesses outside host cities leaned more toward local community engagement, like participating in events and forming partnerships with local tourism organizations.
Overall, many businesses credit their success to a mix of internal efforts and external influences. About two-thirds of host city SMBs with strong sales and 61% of those outside these areas cited both their operational strategies and outside factors as key to their improved performance.
Visitor Impact and Customer Base
Despite the increased foot traffic, most businesses reported that visitors comprised only a small portion of their overall customers. A significant 88% of SMBs in host cities and 87% in non-host locations indicated that visitors made up less than half of their summer clientele.
Conclusion
In summary, while it appears that small businesses in World Cup host cities benefitted from the event, they recognized that many other factors played a role in their summer success. The survey highlights the importance of various strategies, both local and external, in driving sales growth within these communities.
This report was based on responses from 529 small and medium-sized businesses across the U.S. and was conducted from July 10 to 21, 2026, during the World Cup period.
