The World Cup Is Coming: Canadian Small Business Owners’ Window To Cash In Is Closing Fast

By Kekeletso Nkele, small.news Assistant

(small.news) — With the world’s largest sporting event landing in North America in just a few weeks, your business faces a unique, time-sensitive opportunity: Prepare now to capture the incoming crowds and revenue, reports BusinessWire.

New research from VistaPrint, surveying 334 small business decision-makers in Toronto and Vancouver, found that nearly two-thirds — 64% — expect a positive impact from the FIFA World Cup. But not all of them feel ready to capitalize on it.

The gap between expectations and preparation is the story—and for small business owners, it is an urgent one.

The Revenue Opportunity Is Real

The 2026 World Cup is projected to generate over $80 billion in global economic output, driven by an estimated 6.5 million visitors across the United States, Canada, and Mexico.

At the street level, the numbers are just as compelling. More than half of the businesses surveyed — 56%— expect a meaningful increase in customer foot traffic during the tournament. Of those, four in ten anticipate revenue gains of 20% or more. Nearly half of the businesses surveyed said the tournament will be “very” or “extremely” important for attracting new customers.

That is not a minor bump. For a small business, a 20% revenue gain in a single month can fund equipment, cover rent arrears, or give you the breathing room to hire.

The Preparedness Gap That Could Cost You

Here is where the survey findings get uncomfortable. While 69% of small businesses with 10 or more employees say they feel ready to capitalize on the opportunity, only 37% of solo operators say the same.

The divide is not just about confidence — it shows up in concrete operational decisions. Businesses with more than 10 staff are far more likely to be adjusting their staffing levels ahead of the tournament, with 51% planning to do so, compared with just 12% of businesses with 1 to 9 employees.

In plain terms, smaller businesses are gearing up. Many sole traders and micro-businesses are not.

‘Small Doesn’t Mean Disadvantaged’

VistaPrint’s North America marketing director, Erin Shea, pushed back on the idea that small operators cannot compete. “Small businesses might feel like they can’t compete with the big players, but that’s not the case,” Shea said. “During major events like this, it’s the small, thoughtful details that create a memorable customer experience.”

With over a million people projected to visit Canada alone for the tournament, she added, businesses have a genuine opportunity to reach entirely new audiences and raise the bar on how they present themselves.

This moment isn’t just for chains or franchises—it’s for any business ready to act now.

The Clock Is the Problem

This will be the largest global sporting event to take place in Canada since 2010 — and it will bring a meaningful surge in demand that will require businesses to be ready not just to attract customers, but to convert that interest into actual revenue.

With matches in Toronto and Vancouver running from mid-June through to the final on July 19, the preparation window is shrinking fast. Marketing materials, staffing rosters, extended hours, and promotional offers all take time to put in place — and time is the one thing in short supply.

For businesses in host cities, resources including readiness playbooks, operational checklists, and training support are available through local chambers of commerce and organizing committees — but accessing them requires acting now, not in June.

Your biggest opportunity of the year won’t wait. Seize it before it’s gone.