The World Cup takes place in stadiums, but much of its commercial value is created through the way people watch matches at home.
Snap and Domino’s Pizza Group show two different ways businesses can benefit from this change in consumer behaviour. Snap sold advertisers access to supporters scrolling between matches, while Domino’s sold viewers dinner.
World Cup spending lifts Snap revenue
Snap’s second-quarter revenue rose 19% to $1.6 billion, beating expectations only three weeks into the tournament.
World Cup-linked spending contributed to the increase, alongside stronger demand from large North American advertisers.
“World Cup-related spending contributed during the quarter, alongside continued strength among small- and medium-sized businesses,” chief executive Evan Spiegel said.
The figures present a more complicated picture beneath the headline growth.
Advertising revenue increased at a slower rate of 9% to $1.28 billion, with much of the remaining growth coming from Snapchat+ subscriptions.
Daily active users also declined during the quarter in Snap’s two most valuable markets, North America and Europe.
The tournament shifted advertiser spending without increasing the underlying audience. This suggests brands spent more to reach existing users during a major sporting event.
Domino’s serves football viewers at home
Domino’s followed a more familiar approach in the UK and Ireland.
The business drew on demand for its pizza and new Chick ‘N’ Dip range during the tournament. Value promotions helped maintain orders while household budgets remained tight.
Its first-half results are due shortly and will show how much of this demand reached the bottom line.
Domino’s did not need to convince consumers that pizza suits an evening of football. Its task was to make ordering simple and maintain enough delivery capacity to meet demand.
Preparation shaped the opportunity
Football alone did not produce these outcomes.
Snap has spent several quarters improving its advertising products, while Domino’s has invested in menu development and faster service.
The tournament gave both businesses a chance to apply systems and products they had already developed.
Businesses that respond to a major event with generic messaging often struggle to achieve the same return as those whose products already fit the way people experience it.
Snap did not need broadcast rights. It needed to help advertisers reach users who were already discussing the tournament on its platform.
Businesses should serve the occasion
The commercial opportunity extends beyond official sponsors.
Restaurants, retailers and digital platforms can respond to changes in customers’ routines, provided they remain within clear legal boundaries.
Businesses without sponsorship rights cannot imply an official relationship with FIFA or use protected tournament branding. The opportunity comes from serving the occasion rather than claiming ownership of it.
What the World Cup means for South African businesses
South Africa’s viewing pattern included prime evening slots for some matches and early-morning kick-offs for others.
This created a more limited but still relevant opportunity for businesses able to anticipate demand around specific fixtures.
The World Cup’s commercial value is not shared evenly, and placing a football in an advert does not guarantee results.
Snap and Domino’s benefited because the tournament increased behaviours their businesses were already prepared to serve. Before the next major event, businesses should assess what their customers will be doing and whether their products and systems are ready to meet the demand.
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