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Hospitality venues hope for World Cup boost

Shariqua AhmedPeterborough
News imageTipsy Cow Members of the public standing by the bar, watching football on large TVs.Tipsy Cow
Tipsy Cow in Peterborough can accommodate up to 200 fans and will show matches until midnight

Hospitality venues in a city have said they hope screening matches from the 2026 men's World Cup will "bring people together" and boost business.

The tournament, which kicked off on Thursday, is being held across the US, Mexico and Canada and has 48 teams competing.

In Peterborough, cafes and bars are expecting increased footfall, with many screening all the England matches and group-stage games.

"We want both new and familiar faces to come," said Andy Campbell, the manager of the Willow Cafe in Central Park, which is hosting a fan zone in its garden with a capacity of 1,200 people.

"We want people from all backgrounds to come together as one community."

News imageGetty Images A Photo of the FIFA World Cup 2026 logo in white letters which features a gold soccer trophy with emerald green accents near the bottom against a blue flag backdrop and a baby blue sky. Getty Images
The World Cup is being held between 11 June and 19 July

Following concerns from residents about noise and anti-social behaviour, Peterborough City Council said Willow Cafe could only screen England matches in its fan zone.

Campbell said the venue would also show the Wimbledon finals and host other community events throughout the summer, including a K-pop-themed party.

He described the ticketed fan zone as "family-friendly", and said it had invested "heavily" in a noise management plan.

Ten security guards would be on site and any anti-social behaviour would be dealt with immediately, he said.

News imageAndy Campbell A green field with some English flags on a pole. Some fencing can be seen in the background. Andy Campbell
Andy Campbell said the team at The Willow Cafe had been working since January to get the fan zone going

Ortongate Sports Bar in Orton Goldhay is also looking forward to welcoming "new and regular customers" to watch the World Cup, while Charters Bar off London Road will be hosting World Cup parties for customers.

Tipsy Cow, which opened in Cowgate three months ago, has also been screening major sporting events, including the Champions League final.

Owner Will Blower said he hoped the World Cup would provide an additional "boost" to the new business.

"With matches being played later at night, people may prefer somewhere like this rather than being outside," he added.

"We've had a strong start, and sport always does well for us. We're excited to welcome people."

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