Scottish firms turning World Cup fever into lasting profit
Businesses must build on the opportunities presenting themselves as the tournament progresses, writes Martyn Kendrick
While Scotland’s World Cup journey may have come to an end, the tournament continues to capture the attention of fans across the country. For Scottish businesses, however, this is more than a sporting moment, it is a rare commercial opportunity.
The potential prize is significant. Scotland’s economy is forecast to see a £200 million boost to the hospitality and leisure sector as fans gather to watch matches at their local pub. The Scottish Beer and Pub Association has previously estimated that group stage games alone could generate up to £7m for pubs. Early morning matches have already contributed to a 15 per cent jump in electricity demand, underlining the scale of public engagement.
These figures are not abstract projections, they represent genuine patterns of consumer behaviour, spending and demand. The question for Scottish businesses is whether they are ready to turn that short-term excitement into longer-term growth.
Encouragingly, many businesses appear to be prepared for opportunity. Bank of Scotland’s latest Business Barometer shows that 42 per cent of Scottish businesses were investing in new technology such as AI and automation, 39 per cent were evolving their products and services and 31 per cent expected to increase staffing levels.
That kind of investment matters. The businesses most likely to benefit from the World Cup are those that approach the opportunity strategically – understanding their market, anticipating customer behaviour, and preparing their operations to respond effectively.
Edinburgh-based Vault City Brewing is a strong example of that approach in action. The brewery has launched 'Blue Brew: World Cup 2026 Edition', a caffeinated sour beer inspired by Scotland's iconic soft drink. This is not simply a tournament-themed rebrand, it represents a considered response. Vault City has recognised that unusual kick-off times create different consumption habits and has developed a product that speaks directly to that moment. It also taps into Scottish identity and gives customers something distinctive that could outlast the tournament itself.
That is where the real opportunity lies, using World Cup momentum not only to drive immediate sales, but to introduce new products, attract new customers and strengthen brand loyalty.
For other Scottish SMEs, similar opportunities exist across sectors. Hospitality businesses might consider extending opening hours, enhancing payment systems to accommodate rapid transactions and training staff to manage increased footfall. Retailers can develop themed product ranges and targeted promotions. Transport and leisure operators can anticipate increased demand and plan capacity accordingly.
Successful execution requires careful planning. Businesses should conduct honest assessments of their current operations by identifying bottlenecks, ensuring adequate staffing and investing in customer experience enhancements.
When businesses are ready, customers will spend quickly. That means offering contactless and mobile payments and enhancing the customer experience. ‘Phygital’ solutions – blending physical service with digital tools – are becoming essential, particularly in hospitality. Lloyds Accept gives businesses access to flexible payment tools, including Tap to Pay on smartphones, payment links and modern terminal devices, helping them take payments wherever they trade. Understanding customer spending habits in advance is also key; payment data can help businesses tailor offers and refine marketing to maximise the opportunity.
For many, that preparation will require investment. Additional working capital may be needed to fund stock, upgrade technology or bring in temporary staff. Short-term facilities such as business overdrafts can help manage cashflow and meet spikes in demand without straining operations.
In 2026, Bank of Scotland will make over £2.5 billion in new finance available to businesses across Scotland, supporting investment in innovation, expansion and technologies like AI.
The World Cup offers the chance not just to benefit from a few busy matchdays, but to build stronger customer relationships, test new ideas and invest for the future.
Those that prepare now will be best placed to ensure the benefits last well beyond the final whistle.
Martyn Kendrick, Regional Director for Scotland, Bank of Scotland