World Cup 2026: Which UK regions performed best for event ticket sales?

The FIFA 2026 World Cup sure had its highs and lows. Some felt more than others – we’re looking at you, Argentina. 

While none of the home nations made it to the final this time around, the tournament, watched by an estimated 1.5 billion worldwide, provided event organisers with a chance to capitalise on big-match energy by running screening events and fan zones, generating seriously strong ticket sales.

Across 700 World Cup-related events listed on Skiddle, a whopping £120,597 was reported in revenue, marking one of the most profitable football tournaments for those who use our platform.

Here’s a deep dive into what else the data tells us about the 2026 World Cup, with some insight that organisers can take into the next major sporting moment.

London set the pace – but demand was nationwide

London generated 39.5% of all reported revenue, with 63,670 tickets sold across the tournament period. It was the biggest regional market by a distance.

But it wasn’t a one-city story. The North West, West Midlands and Scotland all delivered substantial sales, proving there was appetite for the World Cup experience right across the UK.

Revenue by region:

• London – £47,606
• North West – £18,050 
• West Midlands – £17,257
• Scotland – £12,509 
• East Midlands – £9,893
  

This is especially important for event organisers. This data proves that you don’t need a London postcode to create demand around a headline sporting fixture. What you need is a great reason to get fans of the sofa. Whether that be the right venue, the right atmosphere, a clear ticket offer or all three.

Knockout rounds were where the real action happened

Predicting demand can be one of the trickiest parts of putting on an event, especially a screening of a sporting event. Add a tournament schedule – and the unpredictable progress of a home nation – and the challenge gets even bigger.

But data can provide us with useful clues. 

The group stages ended on Sunday 28th June, leading straight into the knockout rounds beginning the very same day. Over the 3 weeks that followed, £69,307 or 57% of the total ticket revenue, was generated.

To put it simply, and somewhat unsurprisingly, the closer the tournament got to the business end, the more fans wanted in.

That makes knockout rounds a key opportunity for organisers. If you are planning around future tournaments, build in flexibility where you can. Have follow-up dates ready, make it easy to add capacity and keep your marketing ready to move when the story on the pitch heats up.

Similarly, get creative when persuading fans out to earlier games. Is there room in your budget to offer cheaper tickets? Could you offer an Early Bird scheme or bring in a partner to offer freebies for the first few through the doors? Make it hard for potential customers to say no.

England fixtures drew the biggest crowds

The best-selling event of the tournament was – you guessed it – England vs Argentina. One London-based event in particular sold 1,546 tickets, generating £3,751 in reported revenue.

England’s fixtures dominated the top performers, but Scotland’s also featured prominently – a strong reminder that local relevance counts. Lean into the teams, the rivalries and the football culture your audience cares about. Make your event more than just a game on a screen. Create an occasion that makes people want to come together. And if you’ve got content from previous tournaments, put it to use! Promote that FOMO!

Your playbook for the next big sporting moment

The World Cup may be over, but there are plenty more opportunities on the horizon. We’re only 2 years out from UEFA EURO 2028, which takes place right here in the UK!

You’re going to want to be prepared for that one, so here’s how to make the most of it:

Create an experience, not just a screening

Think about food and drink offers, DJs, competitions or pre-match entertainment – Fan-zone production can make the difference between a casual watch and a must-attend event.

Plan for late-stage demand

The biggest sales surge came during the knockout rounds of this year’s World Cup. Keep dates, capacity and campaigns flexible so you can react quickly.

Make the ticket proposition obvious

Be clear about what is included, who it is for and why they should book now.

Use local insight

Tap into local fan culture and find where football fans hang out both online and in the real world. Make your event feel personal.

Get your event live early

The key to good sales – give yourself time to build momentum, collect interest and turn those last-minute “where are we watching?” searches into ticket sales.

Utilise Skiddle’s suite of free marketing tools

Use Remind Me to capture fan interest, create an Event Brand to collect your events in one place, and offer unique discounts tailored to your needs.

Planning your next fan zone or sports-led event? List it on Skiddle and benefit from an engaged audience looking to support their teams and favourite names in competitions to come.