A recent survey conducted by the market research institute Yougov for the “Handelsblatt” indicates that the German economy is unlikely to see significant benefits from the 2026 Football World Cup. According to the findings, 71 percent of Germans do not plan to make any extra purchases related to the event, while 2 percent were unable to answer.
Of the 27 percent who anticipate increased consumption during the tournament, the most desired categories include snacks, barbecue supplies, and alcoholic beverages. Conversely, very little expenditure is planned for travel, sporting goods, or larger public viewing events.
Sascha Schmidt, Director of the Center for Sports and Management at the WHU Otto Beisheim School of Management, described the potential World Cup effect as “damped.” He reasons that due to time difference and the nature of late-night kick-off times, the tournament is predicted to have less widespread impact in Germany compared to an event held in Europe. Schmidt anticipates that the WC will register more as a mood boost than as a genuine surge in economic growth.
He stresses that the success of the German national team is the most critical economic indicator. The further Germany advances in the competition, the steeper the expected rises in television ratings, jersey sales, and restaurant revenue.
The survey included 2,017 respondents and was carried out between June 1st and June 3rd, 2026.
