For the millions of fans heading to pubs and bars to watch the World Cup this summer, staying connected is now as central to the experience as the match itself. New research from Sky Business finds that nearly two in three (62%) fans attending a venue plan to connect to WiFi, and for 25 to 34-year olds, the figure rises to 71%, where being connected is a defining part of how they share and experience the game.
With fans expecting to spend an average of £52 per game at a hospitality venue, operators who get the experience right stand to benefit significantly from one of the biggest sporting events of the decade.
Connectivity at the heart of the fan experience
The research reveals just how central WiFi has become to the way fans engage with the World Cup. Of those who plan to connect to a venue’s WiFi, 38% will use it to chat to friends and family about the game, 33% will be checking social media to follow live reactions, and 30% will be looking up match information such as line-ups and statistics.
Nearly 1 in 3 (29%) fans say a reliable WiFi connection is an important factor for venues to get right when showing live games during the World Cup, ranking it above air conditioning (19%). And for hospitality decision makers, the message is clear: 76% say the importance of connectivity at their venue has increased since previous World Cups.
Previous Sky research shows 60% of fans expect to hear commentary when watching live sport in pubs and bars, but this latest data underlines just how critical connectivity is, with 13% of fans saying a WiFi outage would be their biggest nightmare, more than double the 5% who chose losing sound.
Kate Davidson, who co-owns The Old Ivy House in London, knows first-hand the difference strong connectivity makes on a match night. Taking over the pub with her business partner in September 2022, their vision was for a venue they’d actually want to go to; football on the screens, live music, and a tandoor oven in the kitchen. This summer, connectivity is front of mind:
“The World Cup is one of the biggest opportunities of the year for a pub like ours. Everyone’s welcome, everyone’s united, and that atmosphere is what hospitality is all about. To make the most of it, every part of your operation has to be ready.
“Customer behaviour has shifted dramatically, very few people carry cash anymore, which means your connectivity isn’t just a nice-to-have, it’s the backbone of your business. If it goes down, everything goes down with it.
“We made the decision to keep our staff systems and customer WiFi completely separate, so our payment infrastructure is always protected. It’s not the most visible investment, but on a sold-out England match night, it’s one that matters.”
Damian Saunders, Managing Director at Sky Business, commented: “At Sky, delivering standout sporting experiences is central to what we do, and our Sky Business customers are at the heart of bringing those moments to life. The World Cup is a huge moment for hospitality, it’s a time to draw in the crowds and turn every match into an enjoyable, shared experience. Our research shows that strong, reliable WiFi is now essential not just for businesses, but for fans too, powering how supporters connect, share and celebrate the moments that matter most, together.”
About the research: Sky Business commissioned two surveys: a poll of 500 hospitality decision-makers working for a company that owns / leases and operates in a venue and a survey of 2,000 nationally representative UK adults. Both surveys were conducted in June 2026.
Survey A methodology: The research was conducted by Censuswide, among a sample of 500 hospitality decision makers working for a company that owns / leases and operates in a venue. The data was collected between 04.06.2026 – 08.06.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. Censuswide adheres to the MRS Code of Conduct and ESOMAR principles.
Survey B methodology: The research was conducted by Censuswide, among a sample of 2,000 nationally representative adults. The data was collected between 04.06.2026 – 08.06.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. Censuswide adheres to the MRS Code of Conduct and ESOMAR principles.
