With an eye on the World Cup, bars hope for the team to win to earn money: 'Games yield up to 90% more'

Fans gather in Manaus for the match between Brazil and Scotland in the World Cup, on June 24, 2026.
Reuters
Meeting point for Brazilian fans during the World Cup, bars also have reasons to closely follow the team's campaign.
Brazil's first knockout challenge will be this Monday (29), at 2pm, against the Japan team. Whoever wins advances to the round of 16. Whoever loses says goodbye to the World Cup.
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For bar owners, who expect full houses during the games, the classification means more than celebration: it also represents a boost in revenue.
"If Brazil reaches the final, it will certainly be very positive for the sector", says businessman Juarez Alves, founder and owner of Bar do Juarez, which has six units in the capital of São Paulo. "It's good not only for business, but also because we support the team."
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Brazil's debut, played on a Saturday, did little to change the movement in the chain of bars in Juarez. The next two group stage games, however, exceeded expectations.
In the businessman's view, matches on weekdays generate a greater impact than those played on weekends.
"In Wednesday's game [against Scotland], revenue was 50% higher than that recorded on a normal day", he says. "All our units were full."
What matters is Brazil's game
The World Cup has, in total, 104 matches. The Brazilian team, if it reaches the final, will compete in eight. These are precisely the crucial dates for the establishments.
Marco Antonio Moreschi Rossi, one of the owners of noPorto Gastrobar, in the south of São Paulo, states that the games of other teams had little relevance to the movement.
"We only had a specific demand for the game between Colombia and Portugal, played on Saturday (27), when a group of 15 Colombians reserved space to watch the match with us", he says.
At noPorto, the scene has been similar to that of Bar do Juarez: the team's debut registered low attendance, but attendance and revenue grew from the second match onwards.
"Friday was very good for us. Revenue increased by 80% compared to a normal day. In Wednesday's game, against Scotland, the increase was 90%", says Marco Antonio.
If Brazil's matches determine earnings, the further the team gets, the higher revenue tends to be, regardless of the other games. selections.
The businessman estimates that, if the team competes in the World Cup final, additional revenue could reach R$80,000 this month during the World Cup. The value is equivalent to around 60% of the establishment's monthly revenue, which normally varies between R$140,000 and R$160,000.
noPorto Gastrobar almost doubled revenue during the match between Brazil and Scotland.
Disclosure/noPorto Gastrobar
Selection helps, but World Cup average is not that high
The optimistic scenario can vary from bar to bar. Before the start of the World Cup, a survey by the Brazilian Association of Bars and Restaurants (Abrasel) indicated that the majority of establishments expected to increase revenue by up to 20% with the competition.
The percentage is within the estimates of the Juarez bar chain. Despite the spike in the national team's game days, the businessman projects that, in the balance of the month, the World Cup will increase revenue by between 10% and 20% in relation to a common period.
"There are two main effects: on one day, you bomb, with the public consuming more. The next day, there is a 'hangover effect', which reduces movement", explains Juarez.
The businessman remembers that other events, such as sector fairs and business congresses, tend to attract public with more often at the bar. "There are often five days in a row with people from outside the city. This is very good for traffic," he says.
At noPorto Gastrobar, where projections are more optimistic, the World Cup has served as an opportunity to strengthen the business, explains Marco Antonio.
"Many old customers end up returning. Furthermore, there are many people who come from outside the neighborhood. It's an opportunity for them to get to know our project, our business model", he says.
Bar do Juarez unit in Brooklin, in the south zone of São Paulo.
Disclosure/Giuliano Agnelli
Consumer behavior
G1 showed, before the team's debut, that sales in popular stores in São Paulo soared after the announcement of Neymar's call-up for the World Cup. According to Marco Antonio, the same thing happened at the bar.
"See you announcement, nothing moved. Afterwards, we started to see a lot of people interested in watching the games with us. That was the trigger", he says.
Not surprisingly, establishments have invested in big screens, themed drinks and attractions to keep the public going beyond game time. In the case of noPorto, DJs and live music were hired.
According to the owner, however, the result of the investment was a little frustrating: eight out of every 10 fans who made reservations arrived 15 or 20 minutes before the games and left as soon as they ended.
"On the other hand, the average ticket was quite high", he explains. In other words, while consumers were in the space, consumption was above average, which guaranteed good results.
Opportunities for the sector
The executive president of Abrasel, Paulo Solmucci, highlights that the World Cup represents more opportunities for the sector, especially at a time when many establishments are still going through financial recovery.
"Dates and events of great mobilization help to strengthen companies' cash flow, increase the flow of customers and improve the performance of a sector which still faces margin and debt challenges", he says.

Source: G1