South African consumer spending surged across several categories during the 2026 FIFA World Cup, according to new analysis from Visa Consulting & Analytics, Bizcommunity reports.
Spending at sports and recreation venues jumped 72 percent during the tournament’s opening weekend, from 12 to 16 June, compared to the average of the previous three weekends, while spending on ticketing and live screenings rose 76 percent between 25 and 27 June, in the buildup to South Africa’s round of 32 clash with Canada.
Dining spending followed a similar pattern. Restaurant dine-in spending climbed 76 percent on the night of Bafana Bafana’s match against Canada compared to a typical Sunday evening over the prior month.
Across the final group stage period, dine-in spending also rose in major cities, up 30 percent in Johannesburg, 20 percent in both Pretoria and Durban, and 10 percent in Cape Town.
Streaming and merchandise spending told a similar story. Cable TV and streaming subscriptions increased 29 percent during the final group stage and opening round of 32 fixtures, while in-store spending on sports merchandise rose 16 percent over the same period compared to the equivalent weekend in May.
Sandy Samaan, head of Visa Consulting and Analytics for Sub-Saharan Africa, said major sporting events like the World Cup create a ripple effect well beyond the pitch, driving meaningful economic activity for local businesses through increased consumer engagement and digital payments.
Photo: REUTERS/Eloisa Sanchez
