England’s first World Cup match against Croatia tonight will test nerves on the pitch, but it could also provide an early stress test for hospitality WiFi networks.
According to new research from Sky Business, nearly two-thirds of fans watching games in pubs and bars this summer plan to connect to venue WiFi, making connectivity a critical part of the fan experience.
The survey, conducted by Censuswide, found that 62% of fans attending hospitality venues during the tournament intend to connect to venue WiFi, rising to 71% among 25- to 34-year-olds.
As supporters settle in to watch England’s World Cup opener, many will be keeping one eye on the action and the other on their smartphones.
For operators hoping to score big during one of the largest sporting events on the calendar, ensuring networks remain match-fit could be just as important as securing a prime viewing spot for customers.
The research suggests connectivity is now firmly in the starting XI of customer expectations. Among fans planning to use venue WiFi, 38% said they would use it to message friends and family during matches, while 33% expect to scroll social media for live reactions. Another 30% plan to check team news, line-ups, statistics, and other match information online.
The findings reflect the rise of the “second-screen supporter”, where the action no longer stops at the television screen. Instead, fans are constantly passing between live broadcasts, social platforms, messaging apps, and sports data services.
Nearly one-third (29%) of respondents said reliable WiFi is an important factor for venues to get right when showing World Cup matches, putting connectivity ahead of air conditioning, which was selected by 19%.
Hospitality decision-makers appear to have received the message loud and clear. More than three-quarters (76%) said connectivity has become more important since previous World Cups, as digital services increasingly become the backbone of venue operations.
The pressure extends beyond customer expectations. Modern hospitality businesses rely on internet connectivity for everything from contactless payments and booking systems to staff communications and operational management. A network outage during a busy match could quickly turn from a minor inconvenience into an own goal.
Kate Davidson, co-owner of The Old Ivy House in London, said connectivity has become central to delivering a successful matchday experience.
“The World Cup is one of the biggest opportunities of the year for a pub like ours,” she said. “Everyone’s welcome, everyone’s united, and that atmosphere is what hospitality is all about.
“Customer behaviour has shifted dramatically. Very few people carry cash anymore, which means your connectivity isn’t just a nice-to-have, it’s the backbone of your business. If it goes down, everything goes down with it.”
Davidson said the venue has separated customer WiFi from operational systems, including payment infrastructure, helping ensure critical services remain in play even when demand reaches extra-time levels.
The survey also suggests that losing connectivity now ranks among supporters’ biggest fears during live matches. Some 13% said a WiFi outage would be their worst matchday nightmare, compared with just 5% who cited losing audio commentary.
That finding underlines how dramatically fan expectations have evolved. While previous generations may have worried about a blocked view of the screen, today’s supporters are equally concerned about buffering, dead spots, and overloaded networks.
Damian Saunders, Managing Director at Sky Business, said reliable connectivity is becoming a crucial part of how fans experience live sport.
“The World Cup is a huge moment for hospitality. Our research shows that strong, reliable WiFi is now essential not just for businesses, but for fans too, powering how supporters connect, share and celebrate the moments that matter most together.”
With fans expected to spend an average of £52 per game at hospitality venues, operators have plenty to play for. As England’s World Cup campaign gets under way tonight, venue owners will be hoping their networks can avoid any connectivity red cards, keep traffic flowing through midfield, and deliver a winning performance of their own.
Because in 2026, the battle for supporters’ attention is no longer confined to the pitch. It is also being fought across routers, access points, and WiFi networks up and down the country.
