ETM Group’s premium sports bar collection, SPORT London, has reported record trading during the FIFA World Cup 2026.
Sales across the six-week tournament rose by 72.4% compared with the same period last year.
England fixtures delivered the strongest performance across the portfolio, with like-for-like sales increasing by 170% on match days as fans filled SPORT London’s six venues throughout the tournament.
The World Cup capped a strong start to the year for the business.
Year-to-date sales are up 24.1% for the 21 weeks to 19 July.
The tournament accelerated momentum after the portfolio had already recorded growth of 7.6% before the competition began.
Colin Sadler, Managing Director of SPORT London, said: “This has been the best tournament in Sport London’s history, by some distance.
“We were already trading well ahead of last year before the World Cup even started, but once the tournament kicked off, sales really took off.
“We’ve welcomed more fans through our doors than ever before, and the atmosphere across all the venues has been incredible from the group stages right through to the final.
“To outperform last year so significantly is a huge credit to our teams and shows just how much people want to come together to watch the biggest sporting moments.”
Across the six-week FIFA World Cup period, sales increased by 72.4% across the SPORT London portfolio compared with the equivalent period last year.
Like-for-like sales increased by 170% on England match days.
Year-to-date sales rose by 24.1% for the 21 weeks to 19 July, following growth of 7.6% before the tournament began.
Sadler added: “What makes us special is that it wasn’t just about the big England games.
“We welcomed fans from across the world supporting their own teams, which demonstrates that we’re the perfect choice no matter what the match.
“That’s the atmosphere we want to be known for: not a bar that only comes alive when England play, but one that’s the destination for football viewing, full stop.”
SPORT London is home to a collection of sports-viewing pubs in the capital, including Greenwood in Victoria and Redwood in London Bridge.
The venues show live sport in UHD on giant screens with immersive sound, alongside pints and a fresh food menu.
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