TL;DR
Restaurant chains are launching promotions to capture the spending potential of the FIFA Men's World Cup, with estimated consumer spending reaching $7.5 billion. Deutsch Bank predicts an upside for brands with exposure to host cities, sports viewing occasions, and delivery.
- Marketing & Branding - Quick Service - Fast Casual A look at restaurant chains’ World Cup promotions Consumer spending related to watching this year’s tournament is expected to reach $7.5 billion, and restaurants are expected to be a major beneficiary. []( Alicia Kelso, Executive Editor,Nation's Restaurant News June 9, 2026 15 Slides Start slideshow LinkedinFacebookTwitterRedditEmail The FIFA Men’s World Cup kicks off next week with matches in the United States, Mexico and Canada from June 11 through July 19. This is the first time the world’s most-watched sporting event will take place on U.S. soil since 1994 and, unsurprisingly, brands are going all out to capture the massive spending potential tied to the tournament. It is estimated that total consumer spending related to watching this year’s tournament will reach $7.5 billion. This opportunity extends to restaurant brands. A research note from Deutsch Bank this week identifies the restaurant industry as one of the biggest beneficiaries of the event, predicting an upside for brands with “significant exposure to host cities, sports viewing occasions and delivery.” Unsurprisingly, restaurant chains across segments are vying to be top of mind. Here’s a look at some FIFA Men’s World Cup promotions from some of the largest restaurant chains. Related: Panera taps viral power of Therapuss star Jake Shane Start slideshow LinkedinFacebookTwitterRedditEmail About the Author []( Alicia Kelso Executive Editor, Nation's Restaurant News Alicia Kelso is the executive editor of Nation's Restaurant News. She began covering the restaurant industry in 2010 for QSRweb.com, FastCasual.com, and PizzaMarketplace.com. When her son was born, she left the industry to pursue a role in higher education, but swiftly returned after realizing how much she missed the space. In filling that void, Alicia added a contributor role at Restaurant Dive and a senior contributor role at Forbes. Her work has appeared in publications around the world, including Forbes Asia, NPR, Bloomberg, The Seattle Times, Crain's Chicago, Good Morning America, and Franchise Asia Magazine. Alicia holds a degree in journalism from Bowling Green State University, where she competed on the women's swim team. In addition to cheering for the BGSU Falcons, Alicia is a rabid Michigan fan and will talk about college football with anyone willing to engage. She lives in Louisville, Kentucky, with her wife and son. Follow her on TikTok @aliciakelso See more from Alicia Kelso Subscribe Nation's Restaurant News Newsletters Get the latest breaking news in the industry, analysis, research, recipes, consumer trends, the latest products and more. 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This story was originally published by Alicia Kelso in Nation's Restaurant News on June 9, 2026. Burnaze summarizes and links to the original reporting.
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