Kuala lumpur: Football fever during the FIFA World Cup 2026 could inject between RM1.2 billion and RM2.1 billion into Malaysia's food and beverage (FandB) industry as fans flock to 'mamak' outlets, cafes, and restaurants to catch live matches, according to an economist.
According to BERNAMA News Agency, Professor Emeritus Dr Barjoyai Bardai of the Malaysia University of Science and Technology (MUST) said the World Cup acts as a high-frequency economic stimulus that temporarily shifts consumer spending patterns and boosts business activity across several sectors. He noted that the FIFA World Cup generates meaningful but temporary economic activity in Malaysia, stimulating consumption rather than investment, with benefits concentrated in specific sectors, especially the FandB, retail, and media sectors.
Describing the tournament as a series of 'mini-consumption festivals' around match days, Barjoyai highlighted that businesses attracting crowds and creating a communal viewing experience stand to benefit the most. Malaysia's FandB industry, valued at about RM10 billion to RM12 billion monthly, could record an average revenue uplift of around 12 percent under a base-case scenario, generating an additional RM1.2 billion to RM1.4 billion during the tournament period. Under a high-engagement scenario characterized by strong viewership and effective marketing initiatives, the average uplift could rise to 18 percent, translating into an additional RM1.8 billion to RM2.1 billion in revenue.
The gains are expected to be concentrated in the late-night economy between 9 pm and 3 am, driven primarily by higher customer traffic rather than price increases. About 40 percent of the additional spending stems from late-night dining, followed by group gatherings at 30 percent, food delivery demand at 20 percent, and event-based promotions at 10 percent, according to the economist.
Barjoyai stated that 'mamak' eateries and casual dining operators could potentially record revenue growth of between 15 and 30 percent during the tournament due to increased late-night patronage and group dining activities, while food delivery platforms could see growth of between 15 and 35 percent, driven by stay-at-home viewing habits. Quick-service restaurants (QSRs) and fast-food operators may record revenue gains of between 10 and 20 percent on the back of stronger delivery demand, while cafes are expected to register more modest growth of between five and 15 percent as they are generally less match-centric than other FandB segments.
Despite the tournament being hosted by Canada, Mexico, and the United States, football's popularity in Malaysia is expected to drive strong viewership and consumer spending throughout the month-long competition. In Rawang, Selangor, BCH Cafe is among the casual dining outlets anticipating increased patronage during the tournament period. Owner Azlan Mat shared that previous World Cups had consistently translated into higher footfall and spending at his outlet, which screens matches on a big screen to attract football fans.
Customers usually come in groups and stay for the entire match, ordering food and beverages several times throughout the game, resulting in higher spending per table than on a normal day. Without disclosing actual revenue figures, Azlan estimated that the cafe's revenue could rise by around 10 to 15 percent during the World Cup period, driven by increased customer traffic and longer operating hours. He noted that the World Cup is more than just football for them, becoming a business opportunity that allows cafes to attract new customers and generate additional income over several weeks.
The 23rd edition of the FIFA World Cup, being held from June 11 to July 19, 2026, features an expanded field of 48 teams, up from 32 in previous editions.