Brazil's evening kickoff times favor those planning to watch away from home
Brazil's group-stage matches at the 2026 World Cup should be a boost for bars and restaurants across the country. With games scheduled for the evening and on strategic days of the week, the tournament creates favorable conditions for anyone who prefers to watch away from home, surrounded by fans and good company.
According to the schedule released by FIFA, Brazil's first match will be on Saturday, June 13, at 7 p.m. The second is on a Friday at 10 p.m., and the third on Wednesday, June 24, again at 7 p.m. The combination of evening kickoffs and weekdays close to the weekend tends to encourage get-togethers among friends, coworkers and families at bars and restaurants.
2022 World Cup results reinforce the positive outlook
The sector's expectations rest on recent results. During the 2022 World Cup, the first week of matches was quite favorable for the out-of-home dining segment. According to Abrasel, revenue at bars and restaurants grew around 30% compared with a normal week.
According to the association, that performance was driven by higher spending during the Brazilian national team's match times and also by bookings from companies, which used the games as team-building occasions.
Venues get ready to turn matches into an experience
For business owners in the sector, the World Cup remains one of the main traffic drivers for bars and restaurants. In Recife, Tony Sousa, owner of Cia do Chopp, says that showing Brazil's matches is part of the venue's planning.
“In Brazil, a soccer match, especially when it involves the Brazilian national team at a World Cup, is a moment of celebration, of coming together and of shared emotion. Watching Brazil play is something that calls for company, a full table, conversation and cheering”, he says.
He says the venue prepares specific initiatives for match days, which can include themed décor, big screens for broadcasts and one-off promotions. “The World Cup lets you invest in creating experiences, such as fan packages, set menus and activations that turn every match into an event inside the bar”, he says.
A festive, social mood should drive spending during the tournament
In Belo Horizonte, the picture is similar. Fernando Junior, owner of Porcão, also plans to broadcast every Brazilian national team match during the 2026 World Cup.
“We're going to put together a complete experience, with high-definition big screens, themed décor and special promotions. The idea is to create a space where friends, families and coworkers can get together to watch the games”, he explains.
For him, the World Cup reinforces the collective character of soccer in Brazil. “Watching the game in a group is far more exciting. With every match the festive mood builds, and that shows up in the venue's traffic”, he says.
With matches scheduled at times considered favorable, the 2026 World Cup is likely to repeat a pattern already seen in previous editions: bars and restaurants are cementing their place as meeting points for anyone looking to experience soccer collectively. For the sector, the tournament is not just a sporting event but a concrete opportunity to grow traffic and strengthen the relationship with customers.
