Article
From kickoff to checkout: How businesses can prepare for major sporting events
Keeping the retail ball rolling on and off the pitch.
This article kicks off our “Road to 2026” series, exploring how global businesses and hospitality providers can prepare for next summer’s international soccer tournament in North America. Each piece in this series will unpack a new aspect of how Unified Payments, local payments, and real‑time insights can help businesses make the most of the world’s biggest stages for sport and shopping alike.
“Now that the tournament draw is complete, the countdown begins. The first half of 2026 represents a crucial window for brands to get game‑ready, from enhancing checkout experiences to managing unprecedented transaction volumes. In fact, Adyen’s 2025 Retail Index shows that 33% of businesses are working to optimize payment costs, signaling that payments are increasingly seen as a revenue engine, not just a cost center. The opportunity is immense: a record surge of traveling fans, spending power, and cross‑border payments is on the horizon.
The businesses who’ll win off the pitch are the ones preparing now, turning high‑volume moments into long‑term loyalty and growth.
Here’s your four‑pillar guide built on Adyen’s data from the 2024 Summer of Sports, to help your business hit peak performance for the tournament ahead.
Adyen Summer of Sports 2024 insight
During the opening ceremony of the games in France, Adyen processed over 50,000 transactions per minute, with noticeable spikes in online retail and food delivery. It’s proof that major events can push systems, and opportunities, to new limits. Businesses that had scalable infrastructure and flexible payment setups were the ones that capitalized the most.
Offer the payment methods fans want
When fans travel, they bring their payment preferences with them. From WeChat Pay and Alipay in China, to Giropay and Sofort in Germany, and Pix in Brazil, local payment methods are often favored over international cards.
According to Adyen’s Retail Index, 51% of consumers abandon a purchase if their preferred method isn’t available. During France’s 2024 Summer of Sports, international shoppers accounted for 35% of all transactions, with US visitors contributing 22% of that spend.
The lesson is clear: offering local methods globally makes every checkout feel familiar, reducing friction and boosting conversions.
We were able to add on new payment vendors quite easily – WeChat Pay, Alipay, Apple Pay Express Checkout – which had a significant impact on our business in terms of being able to offer new opportunities for our customers to transact with us.
Noel David
General Manager of Finance, True Alliance
Dynamic Currency Conversion: A home advantage for every fan
For international fans, clarity matters as much as convenience. During past events, shoppers from over 150 countries purchased across stadiums and retail venues, often in unfamiliar currencies. With Adyen’s dynamic currency conversion solution, businesses can let fans pay in their home currency, instantly eliminating confusion and fostering trust at checkout.
You gain a transparent experience for fans and streamlined reconciliation in your reporting. It’s convenience that builds confidence.
Mobile terminals: Keep momentum on your side
In high‑energy environments, every second counts. Tap to Pay, through contactless cards, Apple Pay, or Google Pay, lets fans make purchases in moments.
Mobile POS devices cut queues, increase throughput, and let staff serve directly in the crowd. Faster payments mean more fan engagement, higher concession revenue, and fewer moments of downtime. In the stadiums of 2026, every transaction will count, literally.
Beyond the stadium: Create lasting loyalty
Sports fandom doesn’t end when the game does. With Adyen’s single financial technology platform, businesses can unite every channel and geography, from online stores and concessions to in‑app sales and loyalty programs, in one connected system.
That means a single integration for global payment methods, DCC, digital donations, and an omnichannel shopper view that helps brands understand and act on fan behavior in real time.
By building Unified Payments into your business strategy you turn fleeting moments of excitement into meaningful, measurable loyalty.
The kickoff to something bigger
From host cities to global marketplaces, sporting events will define the retail landscape of 2026. Adyen’s role, and this soccer series, is to help you stay ahead of every payment, every region, and every fan expectation.
Next in this series, we’ll explore travel and hospitality readiness, and how seamless checkouts, smarter terminals, and global scalability can make every guest feel like they’re home, no matter which team they cheer for.