Advice
This World Cup feels different than the last time the U.S. hosted it. That is because it is different.
Back in 1994, the tournament drew record-breaking crowds and helped prove that Americans would show up for world-class soccer. The event set a World Cup attendance record with more than 3.58 million total fans and an average attendance of 68,991 per match.
But if you are a small business owner in Indiana, that history only gets you so far. Because there is limited local World Cup business data to rely on, you will need to look at comparable sports events to estimate traffic, staffing, and inventory needs.
What’s changed and what you can assume
Soccer is far more established in the U.S. now than it was in 1994. Participation has grown nationally over time, and Indiana has its own soccer infrastructure that makes local interest more plausible than it might have been a generation ago. Indiana University men’s soccer is one of the sport’s powerhouse programs, with eight national championships. Indy Eleven’s youth ecosystem now reaches more than 18,000 players across more than 20 communities, and IHSAA soccer participation hit record levels in both 2024 and 2025.
That matters. It means you should not assume local interest will be low just because you are not in a host city.
At the same time, it would be a mistake to expect every match to bring a rush. Soccer isn’t the dominant sport here and the business environment has changed significantly since 1994. Spending patterns, labor constraints, and operating costs are all different now. There may be more local interest this time, but not the kind of historical data that allows for precise planning.
Start with analogous events
Since you do not have reliable local World Cup traffic data, build your plan around events that create similar customer behavior.
That might be college football Saturdays, March basketball weekends, NFL or NBA playoff games, or Olympic events when the U.S. has a team or athlete people are following. Those events are not perfect matches for the World Cup, but they can still show you something useful: how your customers behave when a high-interest sports moment creates a reason to gather, celebrate, or stop in before or after the action.
Look at what happened on those days. When did traffic rise? Did customers come in before the game, during breaks, or after it ended? What sold well? Where did things slow down? Those answers are more useful than broad national predictions because they are based on how your business actually operates in your market.
Stock for likely behavior
When a big event is coming, it is easy to swing too far in one direction or the other. Some businesses stock up on everything and hope for the best. Others play it so safe that they risk running short on the items people actually want.
Neither approach works very well.
A better plan is to stock for likely behavior. Do not build your inventory plan around the biggest crowd you can imagine. Build it around what your customers usually do when they gather, celebrate, or make quick stops around a major sports event.
Start with what usually moves first
Start with the patterns you already know.
On busy sports days, what tends to sell first? Is it grab-and-go food? Beer, soft drinks, and bottled water? Easy takeout orders? Snacks? Convenience items? A few reliable bestsellers people can order quickly without a lot of thought?
That is where your planning should begin.
The point is not to guess what a World Cup crowd should buy in theory. The point is to look at what your customers usually buy when they are heading to a game watch, making a quick stop, or feeding a small group.
Think about speed, and let customers know
If you run a restaurant, food business, or retail shop, this is a good time to think about what you can serve or sell well when traffic picks up.
That may mean leaning into a few specials, bundles, or featured items that are easier on the business and easier for customers to say yes to. Maybe it is a watch-party carryout special, a limited game-day combo, or a few featured grab-and-go items that help move people through faster. The point is not just to cut complexity. It is to create offers that are good for the customer and manageable for your team.
That is a win on both sides. You simplify the operation, and you give people a clearer reason to stop in.
Then tell them about it.
A few minutes spent updating social media, your Google Business Profile, your website, or even in-store signage can go a long way. If you are offering game-day specials, adjusted hours, or easy pickup options, make that visible before the rush starts. Clear communication helps drive traffic, sets expectations, and makes the day run more smoothly for everyone.
Stock in layers, not all at once
If your market is only likely to see a real bump around a handful of matches, you probably do not need to stock like the entire tournament will feel like a holiday weekend.
That is where businesses can get themselves into trouble. They buy too much too early, tie up cash in inventory, and then watch some of it sit there.
A smarter approach is to prepare in layers.
Start with the items you feel most confident about. Build in enough depth to handle a reasonable increase in traffic. Then think through how quickly you could restock if demand turns out to be stronger than expected. That gives you more flexibility and lowers the risk of overcommitting.
Don’t let optimism do the ordering
A lot of business owners have had that moment where they think, “This could be huge,” and suddenly the supply order starts growing faster than it should.
It is easy to do, especially when there is real excitement around an event. But this is one of those moments when a little restraint can save you money and stress.
You do not need to be ready for every possible version of game-day demand. You just need to be ready for the version that is most likely in your market, with your customers, in your business.
Expect to learn as the tournament goes on
This is one of the biggest advantages of a long event like the World Cup. You do not need to get everything right before the first match.
Once one of the bigger games passes, take a few minutes and look back. What sold well? What did not? When did traffic really pick up? Did staffing match the flow? Were you overprepared, underprepared, or close? That quick review gives you something more valuable than a guess before the next key match.
And in a market like ours, where the soccer audience is real but the direct World Cup business data is thin, those small lessons matter a lot.
A Game Plan for Smarter Ordering
When direct World Cup data is limited, smart ordering matters even more. Use the best comparison points you have, stock for likely behavior, and let early matches help you fine-tune the next round of decisions. That gives your business a better chance to meet demand without overcommitting inventory, labor, or cash.
Like in soccer, success comes down to a solid game plan, reading the field, and striking at the right moment. You may not control every play, but be prepared and you’ll be the one celebrating at the final whistle.