Opinions expressed by Entrepreneur contributors are their own. The FIFA World Cup 2026 was an enormous moment for small businesses connected to sports and live events, including stadium vendors, sports bars, jersey shops, parking operators and hospitality businesses near arenas. Sales jumped 4.1% in June for small and midsize businesses (SMBs) in host cities, compared to just 1.8% for comparable cities that didn’t host matches, driven in large part by a 16.7% spike in spending from non-local visitors. The NFL season brings another huge opportunity for small businesses, provided SMBs apply the operational and technological lessons learned from the World Cup. How fans engage with sports has changed dramatically.
Today’s fans don’t just watch; they also browse, stream, share and purchase in real time, both in-stadium and from their couch. Direct social media links drive instant impulse buys. Mobile apps handle food and merch orders without the wait in line. Digital drops and inventory alerts create urgency.
The commerce surface has expanded, and for small businesses willing to meet fans where they are, so has the opportunity. Small businesses in FIFA World Cup 2026 host cities saw a substantial increase in sales, but those sales didn’t come without challenges. Handling surges of online volume and foot traffic was a test of preparedness, especially of one’s connectivity resilience. Nearly 500 terabytes of data moved across all World Cup hosting stadiums throughout the tournament.
That’s the equivalent of streaming HD video continuously for more than 30 years. While network providers, venue operators and local governments started planning years in advance to upgrade infrastructure for the World Cup, small businesses discovered they too had to beef up their own networks and connectivity solutions. The ones that did were ready when it counted. The small businesses that succeeded during the World Cup are heading into the NFL season with a smarter playbook, one that hinges on effective use of technology to capitalize on spikes in foot traffic and online visitors.
Those same tools and strategies can carry them through the NFL season and sustain the momentum the World Cup created. AI-powered point-of-sale (POS) systems can alleviate the pressure of sales rushes, using pattern recognition and predictive analytics to anticipate spikes in demand, optimize supply chains and keep inventory levels in check so small businesses don’t fall short when it matters most. Smart POS systems also automate administrative tasks and enhance product look-ups, freeing owners and staff to focus on the customer in front of them. Beyond the register, contactless and mobile payment options keep the line moving – because with fans on the go and every second of game-day momentum counting, the last thing a small business needs is a bottleneck at checkout. The World Cup also proved that the opportunity isn’t limited to whoever walks through the door.
With 20 billion video views across platforms, fans were watching — and shopping — from everywhere. A well-built digital storefront or digital platform that loads fast, handles traffic spikes and integrates with social commerce channels lets sports-adjacent SMBs tap into that remote fan base, turning a local business into one with national reach. Anwar Dougsiyeh, founder of Lotus Rosery, an events and brand experience company in Atlanta, experienced this firsthand while coordinating a large-scale World Cup watch party and festival that welcomed more than 20,000 guests. Using AI to audit his festival’s digital customer journey, he discovered that visitors were dropping off before completing their RSVPs simply because the button wasn’t prominent enough. One design tweak later, RSVPs increased by 70% — a reminder that a great digital presence isn’t just about getting people to show up; it’s about making it easy for them to say yes when they do. An uptick in foot traffic and transactions is great for business, but it also attracts unwanted attention.
The volume of financial activity that comes with large-scale sporting events makes SMBs a target for hackers and scammers, and most small businesses can’t afford dedicated IT or cybersecurity staff to fight back. Fortunately, artificial intelligence (AI) has lowered the barrier to entry for cybersecurity solutions that can automatically flag anomalies and identify fraudulent activity, giving SMBs an always-on line of defense. Small businesses have more opportunities than they’ve ever had. They can even compete with larger competitors in ways that weren’t possible just a few years ago. Technology has evened the playing field and lowered the barrier to entry.
For small businesses, that also means having the right tech stack is no longer a luxury. It’s a necessity. Mario Jaramillo, founder of The Robot Agency, a creative and experiential agency based in Houston, used the World Cup as an opportunity to show what a small agency could do when backed with the right technology. When a World Cup contract came his way with a razor-thin turnaround, his team used digital research, rapid prototyping and AI-assisted ideation to go from concept to visual prototype in just a few days – work that would have taken weeks through a traditional creative workflow.
This allowed Mario’s agency to present something the clients could see, react to, and ultimately experience, rather than asking them to imagine it. It’s a mindset shift as much as a technological one, and it starts with having the right stack in place to move fast when the moment demands it. Think of it like a sports franchise: the best roster in the league underperforms without a strong coaching staff, a solid game plan and the infrastructure to execute. For small businesses, connectivity is that infrastructure. It’s what allows every other tool — AI, mobile payments, digital storefronts, cybersecurity — to perform when the pressure is on.
Build that foundation right, and the rest of the playbook follows. The FIFA World Cup 2026 was an enormous moment for small businesses connected to sports and live events, including stadium vendors, sports bars, jersey shops, parking operators and hospitality businesses near arenas. Sales jumped 4.1% in June for small and midsize businesses (SMBs) in host cities, compared to just 1.8% for comparable cities that didn’t host matches, driven in large part by a 16.7% spike in spending from non-local visitors. The NFL season brings another huge opportunity for small businesses, provided SMBs apply the operational and technological lessons learned from the World Cup. How fans engage with sports has changed dramatically.
Today’s fans don’t just watch; they also browse, stream, share and purchase in real time, both in-stadium and from their couch. Direct social media links drive instant impulse buys. Mobile apps handle food and merch orders without the wait in line. Digital drops and inventory alerts create urgency.
The commerce surface has expanded, and for small businesses willing to meet fans where they are, so has the opportunity. Small businesses in FIFA World Cup 2026 host cities saw a substantial increase in sales, but those sales didn’t come without challenges. Handling surges of online volume and foot traffic was a test of preparedness, especially of one’s connectivity resilience. Nearly 500 terabytes of data moved across all World Cup hosting stadiums throughout the tournament.
That’s the equivalent of streaming HD video continuously for more than 30 years.
