How Toronto Restaurants and Bars Can Prepare for the 2026 World Cup
Between June 11 and July 19, 2026, Toronto will host six matches at Exhibition Place. Canada opens the tournament on June 12 at 3 p.m. The city will be flooded with international visitors, diaspora communities, and locals looking for somewhere to catch the match with a cold drink and good food.
If you run a restaurant or bar in Toronto, this is the biggest walk-in traffic opportunity in a generation — but only if you prepare for it. This is the playbook you can hand to your general manager and start executing today.
Know the Toronto Match Schedule
Every operational decision — staffing, inventory, specials — flows from the match calendar. Here are the six confirmed Toronto fixtures:
| Date | Match | Kick-off (ET) |
|---|---|---|
| June 12 | Canada vs. TBD | 3:00 p.m. |
| June 17 | Ghana vs. Panama | 7:00 p.m. |
| June 20 | Germany vs. Côte d'Ivoire | 4:00 p.m. |
| June 23 | Croatia vs. Panama | 7:00 p.m. |
| June 26 | Senegal vs. TBD | 3:00 p.m. |
| July 2 | Round of 32 | 7:00 p.m. |
The 3 p.m. matches mean afternoon crowds on weekdays. The 7 p.m. matches will drive dinner and late-night volume. Plan your staffing and prep around both windows.
Screening Matches — What You Can and Cannot Do
Good news first: you can show matches on your existing screens without a special licence, as long as you meet three conditions — your venue holds fewer than 1,000 people, you charge no entry fee, and no commercial sponsors are involved in the screening. That covers the vast majority of Toronto bars and restaurants.
What you cannot do is use “FIFA,” “World Cup,” official logos, the mascot, or the trophy image in your own marketing materials. Use “the tournament,” “soccer,” “the beautiful game,” or “the big match” instead. The approved community hashtags #FWC26 and #WeAreToronto are safe to use on social media. For a full breakdown of the brand rules and controlled areas, read our full FIFA compliance guide.
Staff Up Early
Start recruiting now — by mid-May, every hospitality venue in the city will be competing for the same servers and kitchen staff.
Double your floor staff on Canada match days. Triple if you are within walking distance of Exhibition Place.
Brief your team on the schedule. A server who knows Germany plays at 4 p.m. on June 20 can upsell appetizers to the crowd arriving at 3:15.
Cross-train kitchen and bar. When a goal goes in, everyone orders at once.
Build Match Day Menus by Nation
The tournament brings fans from specific countries on specific dates. Use that. A Ghanaian jollof rice special on June 17 or a German sausage board on June 20 is not a gimmick — it is hospitality.
| Match Date | Nations | Menu Ideas |
|---|---|---|
| June 12 | Canada | Poutine, Caesar cocktails, butter tarts |
| June 17 | Ghana, Panama | Jollof rice, plantain, ceviche, empanadas |
| June 20 | Germany, Côte d'Ivoire | Bratwurst board, pretzels, attiéké, alloco |
| June 23 | Croatia, Panama | Cevapi, burek, empanadas, tres leches |
| June 26 | Senegal | Thieboudienne, mafé, bissap drink |
One or two themed specials per match day, clearly marked on a chalkboard, are enough. Photograph them well for social media.
Optimize Your Viewing Setup
Fans choose where to watch based on screen visibility, atmosphere, and sound.
Screen audit. Walk your floor during daylight hours. If your TVs wash out from window glare, invest in blackout curtains or reposition screens now.
Sound check. If your space cannot handle full-venue audio, designate a “match section” with dedicated speakers.
Patio permits. If you plan to put screens on a patio, check your amplified sound permit with the City of Toronto now. Processing times will slow as June approaches.
Update Your Google Business Profile
This is the single most overlooked tactic. Thousands of international visitors will search “soccer bar near me” or “restaurant near Exhibition Place” on their phones. Make sure your listing is ready.
Add match day hours if you are opening early or staying open late.
Post Google updates each match week with your specials and viewing setup.
Add relevant attributes like “outdoor seating,” “sports,” and “live events.”
Upload fresh photos of your screens, patio setup, and featured dishes.
At 852 Tangram, we have seen local businesses double their profile views in a single week just by keeping their Google listing current during major events. Do not underestimate this.
Plan Your Social Media Content Now
You will be too busy during match days to think about content. Batch-produce assets in advance: pre-match posts announcing specials (use generic soccer imagery, not official branding), match day stories with 15-second crowd clips, and post-match recaps with atmosphere shots and best-sellers. Use #FWC26 and #WeAreToronto alongside your own venue tags.
Maximize Walk-in Traffic
Match days will bring foot traffic that your reservation system is not designed for. Hold 30–40% of capacity for walk-ins — visitors arriving by streetcar from Exhibition Place will not have booked ahead. Set up a host stand outside if you have the space. Pre-batch cocktails and pitchers, because speed of service is everything when 200 people want a drink before kick-off.
One more thing: if your venue is within the 2-kilometre controlled area around Exhibition Place or the 100-metre zone around the Fort York Fan Festival site, new external signage referencing the tournament may be restricted. Existing signage is fine. Focus your marketing on social media and your Google listing instead.
Six matches. Five weeks. The restaurants and bars that start preparing now will capture the bulk of the opportunity. The ones that wait until June will be scrambling.
If you want help building a compliant marketing plan or producing match day content in advance, get in touch or email askme@852tangram.org.
Frequently Asked Questions
Do I need a licence to show tournament matches in my restaurant or bar?
No, as long as your venue holds fewer than 1,000 people, you charge no entry fee, and no commercial sponsors are involved. Your existing TV setup is sufficient under the public exhibition guidelines.
Can I use “World Cup” or “FIFA” in my social media posts or menus?
You cannot use “FIFA,” “World Cup,” official logos, the mascot, or the trophy image in your marketing. Use “the tournament,” “soccer,” or “the beautiful game” instead. The hashtags #FWC26 and #WeAreToronto are approved for community use.
What should I do if my venue is inside the 2-kilometre controlled area?
Existing signage can remain, but new promotional materials referencing the tournament may be restricted. Focus match day marketing on social media, Google Business Profile updates, and interior signage.
How early should I start hiring extra staff for match days?
Start now. By mid-May, every hospitality venue in the GTA will be hiring for the same period. Aim to have your tournament roster locked in by the end of May.
852 Tangram is a Toronto-based bilingual creative agency at 330 Richmond St W, helping local businesses show up with clarity and confidence.