Square Data Shows Local Business Boost During Soccer’s Biggest Moment

How the tournament is driving revenue increases and changing customer behaviors at bars and restaurants across the US

As the world’s largest soccer tournament unfolds across North American soil, Square tracked how it has created distinct economic patterns for local businesses across major cities.

Through its sales data, Square captured how businesses served fans and capitalized on increased foot traffic during the group stage matches.

Bars & Breweries Cash In on Fan Demand
Square data shows 8% increase in revenue at bars and breweries during the tournament’s group stage versus baseline periods. These sellers also saw notable increases during late night hours, with a 20.2% increase in transactions during 10pm-1am periods.

Host cities felt this impact more acutely, with bars and breweries in many match markets seeing larger lifts compared to the national average. The areas that saw the biggest lift in transaction volume over the group stages include Boston (28%), Philadelphia (23%), Seattle (21.8%), and New York/New Jersey (18.5%).

How Fans Were Spending

Inside bars and breweries, category and item-level data reveal how consumers were actually spending:

• Food orders overall were up 13.6%, with burgers (11.6%) a fan favorite. Ranch dressing also emerged as a standout, up 11.5%
• Non-alcoholic and mocktail options rose 11.8%, outpacing the lift beer saw at 8.8%
• Soda was another popular beverage option, rising by 11.1%

Beyond the bar, other Food & Beverage categories also saw modest lifts, with transactions at full-service restaurants (FSRs) up 3.5% and quick-service restaurants up 3.1%. The average tip percentage at bars and breweries across the group stage matches was 16.7% and 14.8% for FSRs.

“The world’s biggest football tournament coming to North America is more than a global sporting event, it’s a meaningful economic moment for local businesses,” said Alex Fisher, Global Head of Revenue at Block. “With millions of sellers operating in neighborhoods across the US, Square has a unique view into how spending shifts during moments like this. The data shows the impact extends well beyond the host cities, creating real economic opportunity for businesses across the country.”

About the data

All data presented are unaudited and subject to adjustment.

Square analyzed millions of transactions across seller industries in the U.S. in 2026 from June 11 to June 27.

Square merchant transaction data includes all posted and pending credit card and debit card transactions processed through Square point-of-sale systems. This data does not represent overall Square GPV.

About Square

Square helps businesses turn transactions into connections and businesses into neighborhood favorites.

In 2009, Square started with a simple invention — the first mobile card reader, which changed how the entire financial system thinks about small businesses. Square has since grown into a global business platform helping millions of sellers of all sizes participate and thrive in their communities.

Whether independently run or a global chain, Square understands that sellers succeed when they have the freedom to focus on the experiences that keep customers coming back. From point of sale and payments to online commerce, staff management, cash flow tools, and more, Square brings together the tools sellers need to run and grow on one intelligent platform. For more information, visit squareup.com.