Are you ready for the Women’s Football World Cup?

Here are some top tips for bringing in customers for this year's tournament (20 July-20 August), plus some ideas for attracting tennis fans for Wimbledon

Since the Lionesses’ victory in Euro 2022, women’s football is going from strength to strength and is looking like being a big draw this summer.

An IPSOS survey found that 44% of the British public – and 64% of self-identified football fans – are more interested in watching women’s football following the Women’s Euros.

Young women, in particular, are watching more female football. According to Sky data, 40% of new viewers of the Women’s Super League are under 35 this season, compared to the 27% season average in 2021/22.

Stock a varied bar

It’s likely more women will attend these games but that doesn’t mean it’s all about gin and wine, said beer expert and Bar & Kitchen contributor Annabel Smith, before the last Women’s World Cup. She advised offering customers beer samples before they buy. So by all means, stock up on your best-selling spirits and wines, but don’t presume that’s all women will drink.

Woman in background with three pints in foreground

Three women laughing in a pub with drinks

Tricky timings

The match timings may be difficult to navigate as the World Cup is in Australia and New Zealand. England’s games will be in the morning. If your licence allows, could you open earlier? If the Lionesses progress far, it would be a lucrative morning! Ensure your coffee and soft drink menu is top class. Alternatively, show the games later in the day.

Ballsy brunch

With the games being played in the morning, it’s a good opportunity to showcase an impressive brunch menu. Pancake stacks and fry-ups are always popular. Or put on a breakfast mac and cheese – let customers choose their toppings from bacon, sausage chunks and mushrooms.

Frying pan with cooked English breakfast

Targeted promotion

Tell local women’s football clubs you’re showing the games. Tag them in social media posts, email or direct mail them. They could be key in spreading the word about the games. You could give them group drink deals as an incentive to visit.

Ace Wimbledon

TENNIS PARTY If you have TV screens, why not arrange a themed party for Wimbledon? Give customers a bundle offer of strawberries and cream with a glass of fizz. Play a game of tennis lingo bingo (find free printable cards online) to create a fun atmosphere.

AT-HOME FUN Cafes can take pre-orders for takeaway Wimbledon picnic boxes. Scones, jam and cream, a punnet of strawberries, smoked salmon and cream cheese sandwiches with some cans of quality lemonade makes a desirable deal.