Spent in the host cities in-person during the tournament.
Fan moments that moved the dollar
01
Hydration breaks change the game
Fans booed these breaks in game one, but back in the UK the first hydration break drove 10% more bar spend than half time in the semi final between England v Argentina, making them both literally and figuratively a big commercial moment.
1ST HYDRATION BREAK BAR SPEND LIFT
Made with ai
Made with ai
02
Haaland goes shopping in Dallas
Norway's star striker went home with a $750 taxidermy raccoon from a Dallas Western store, becoming one of many tournament tourists to fall for the flavours of Texas. It immortalized the store and the city that hosted 8 games and was indicative of the fun tourists had shopping in town.
Tourist spend in Dallas
03
Vancouver beats Toronto where it counts: at the bar
Canada’s first foray as hosts told an interesting story on and off the field. Vancouver, home to two Canada matches, saw local football fans drive a 21% jump in bar and restaurant spend, alongside a 39% surge in tourist spend. Toronto, hosting just one Canada game, could only watch as its own dining boost stayed comparatively modest.
Local F&B spend in Vancouver
04
Mexico City wins the hearts of the world
With the newly reopened Azteca long considered one of the toughest venues in world football, it lived up to its reputation again, hosting Mexico's group-stage run, England's tense last-16 visit, and a string of matches that spilled out from the stadium and straight into the streets. Hundreds of thousands of fans gathered across Mexico City to celebrate, turning the city itself into the tournament's most electric fan zone.
Tourist spend in Mexico City
The tale of the final
The game watched by the world
vs
Hydration break 2
68min
Netherlands bar spend
Sector winners
The real winners of tournament tourism in US
These are the category winners on the Adyen platform in the US alone, and the fans that drove the biggest uplift from pre-tournament revenue baseline.
top spenders
Tournament top spenders in US
Some fans came for a match, others for the whole tournament. But when it came to spending in the US, a handful of nationalities left everyone else behind by their average transaction value (ATV).
Local average: $29
1
Switzerland
2
Norway
$47
3
Japan
$46
4
united kingdom
$39
5
Australia
$37
Local average: $126
1
Qatar
2
Türkiye
$193
3
Saudi Arabia
$189
4
Paraguay
$188
5
BraZil
$173
Local average: $1,381
1
Japan
2
Qatar
$3,409
3
Uzbekistan
$3,266
4
Ghana
$3,240
5
Morocco
$3,006
Top games by fan spend
The bigger the stakes the bigger the spend? We measured all 104 games by uplift across tournament-related industries and found that games involving South American teams drove the highest fan spend.
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