Minnesota’s Twin Cities bars are betting on World Cup crowds after a difficult winter

A summer bet after a hard winter

World Cup month has arrived at a sensitive moment for Twin Cities bars. After a winter slump tied to Operation Metro Surge, owners are looking at soccer crowds as a chance to rebuild traffic.

Axios reported that Black Hart of Saint Paul was down 20% over the winter, while local restaurateurs are preparing for fans who want to watch together. For bars, strong group-stage matchups can mean fuller tables, repeat visits, and a timely boost in cash flow.

The tournament is unusually long

The 2026 World Cup runs from June 11 to July 19, with 48 teams playing 104 matches. That expanded format gives Twin Cities venues more match days than past tournaments.

Not every game will create a rush, but volume matters. A bar that catches lunch crowds, after-work groups, and weekend fans can build several sales peaks from one sports event.

Minnesota watches from afar

Minnesota is not one of the official World Cup host markets. The tournament is being played across the United States, Canada, and Mexico, but Twin Cities businesses are trying to turn TV viewing into a local event.

That makes bars and breweries the city’s unofficial stadiums. Axios reported that dozens of local restaurateurs are hoping passionate supporters and casual viewers choose public watch parties over the couch.

Black Hart planned for a year

The Black Hart of Saint Paul has been preparing for this moment for about a year. Axios reported that the soccer bar secured a temporary giant screen for its patio and built giveaways to keep customers coming back.

Its World Cup passport costs $15 and gives customers drink discounts, some cover-charge perks, and stamp entries for prize drawings. That turns a single match visit into a reason to return.

Little-known fact: The 2026 World Cup became the first men’s World Cup held across three host countries after the United Bid won 67% of FIFA Congress votes in 2018.

Downtown gets a fan zone

Minnesota United’s Soccer Celebration is bringing World Cup viewing to Peavey Plaza and Nicollet Mall, next to Brit’s Pub. The event includes big-screen matches, food and beverage options, guest appearances, and a live DJ.

The event is free, but attendees still need to claim tickets through SeatGeek. Minnesota United warns that capacity is limited and entry is first-come, first-served, so a ticket does not guarantee admission once the space fills.

La Doña courts global fans

La Doña Cervecería in Minneapolis is also leaning into the tournament. CBS Minnesota reported that the brewery planned to show every World Cup match and drew hundreds of Mexico fans for the opening game.

That matters because World Cup crowds often gather around national identity, not just team standings. A Latino-inspired brewpub can become a natural meeting place when Mexico, Latin American teams, or North American matchups are on screen.

Little-known fact: Mexico City’s Estadio Azteca became the first venue to host matches in three different men’s World Cups, after 1970, 1986, and 2026.

Winter losses were not small

The World Cup push comes after real damage in local food and drink. Axios reported that St. Paul bar and restaurant sales were down 4.9% year over year in February, based on state data.

Axios reported that a city-commissioned analysis estimated about $82 million in Minneapolis restaurant revenue losses during Operation Metro Surge. That makes World Cup crowds less of a bonus and more of a short-term recovery chance.

Customer traffic fell sharply

City and local reports described broad disruption for Minneapolis businesses during Operation Metro Surge, with many restaurants and customer-facing businesses reporting lower traffic, weaker sales, staffing challenges, or reduced hours.

Local business surveys and reporting pointed to sharp pressure on restaurants, cafes, and other customer-facing businesses, especially in areas that rely heavily on steady foot traffic.

Hospitality lost its spillover

The winter impact reached beyond restaurants. Hotels and other hospitality providers reported 13,500 canceled room nights, $4.7 million in lost hotel revenue, and more than $700,000 in lost wages, according to local reporting.

Those hotel losses matter for nearby bars because visitors often spend on meals, drinks, and live entertainment. When room nights disappear, the loss travels through downtown businesses that depend on foot traffic.

Soccer demand is growing

Bars are betting on a sport with a larger U.S. audience than it had decades ago. Nielsen reported that 37% of the general population expected their interest in soccer to increase over the next 18 months.

The same Nielsen data found that 67% of U.S. World Cup fans planned to watch full games. Even among the general population, 30% planned to watch full matches, which gives local venues a bigger pool of possible customers.

Fans need places to gather

The watch-party map is spread across both cities. KSTP listed Twin Cities businesses airing all 104 matches with food and drink specials, including Brit’s Pub, La Doña, Tom’s Watch Bar, Alary’s, Black Hart, and El Burrito Mercado.

That spread matters because it gives fans choices by neighborhood, team, and atmosphere. It also keeps the economic upside from concentrating in only one downtown venue.

Match times create repeat windows

The schedule gives bars several chances to draw crowds in one day. For example, the June 20 Soccer Celebration schedule listed Netherlands vs. Sweden at noon, Germany vs. Côte d’Ivoire at 3 p.m., and Ecuador vs. Curaçao at 7 p.m.

That kind of staggered schedule is useful for restaurants and bars. It can create lunch traffic, early evening groups, and late-night crowds without waiting for a single weekend match.

Could World Cup crowds turn U.S. host cities into summer business winners? Take a closer look at how packed matches, visitor spending, and fan events could boost local economies.

The upside has limits

This is still a bet, not a guaranteed rescue. Minnesota is not hosting World Cup matches, and even downtown’s free Soccer Celebration warns that ticket holders may be turned away if the space reaches capacity.

Bars also depend on match timing, team popularity, weather, staffing, and whether casual fans stay interested after the group stage. That is why screens, specials, passports, and public fan zones are being used to turn interest into repeat visits.

Could New York’s World Cup hotel surge fall short of expectations? Take a closer look at how slower early bookings, high room rates, and traveler hesitation could reshape the city’s summer tourism outlook.

Would you watch World Cup matches at a local bar, or do you prefer watching big games at home? Share your thoughts in the comments.

This slideshow was made with AI assistance and human editing.

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