ETM Group’s premium sports bar collection, SPORT London, has reported record trading during the FIFA World Cup 2026, with sales rising 72.4% across the six-week tournament compared with the same period last year.

SPORT London saw England fixtures deliver the strongest performance, with like-for-like sales increasing by 170% on match days as fans filled its six London 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 until July 19th), with the tournament accelerating 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.”

Tournament performance

• Sales up 72.4% across the SPORT London portfolio during the six-week FIFA World Cup period (for the 6 weeks until July 19th) versus the equivalent period last year.
• Like-for-like sales up 170% on England match days.
• Year-to-date sales up 24.1% (for the 21 weeks until July 19th), following growth of 7.6% before the tournament began.

“What makes us special is that it wasn’t just about the big England games,” Sadler continued. “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 some of the city’s top sports-viewing pubs, including the iconic Greenwood in Victoria and Redwood in London Bridge, where fans can enjoy every match in UHD on giant screens with immersive sound, expertly poured pints, and a fresh food menu.