Crucial Quote
“Having seen the success of watch parties in Vegas, lots of destinations will try to copy that to a smaller degree for the future, because it’s been a winner,” Alan Fyall, associate dean at the University of Central Florida’s Rosen College of Hospitality Management, told Forbes. “Las Vegas has turned this into a really attractive business proposition that’s integral to how the destination is developing for the future.”
The World Cup Watch Party Capital Of The World
Las Vegas’ destination marketing organization saw an opportunity in fans who didn’t have or even want a game ticket. “There’s obviously a much bigger market for folks who want to come for a watch party than there are seats in a venue,” Hill told Forbes. “Some people want to travel around to the different stadia and watch the games and some want to stay where the teams are staying, but there are others who just want to have a really nice holiday, sit in the sun, bet on their teams, and watch loads of games in one environment—because it’s much cheaper to stay in one place,” Fyall told Forbes. For each of the World Cup’s 104 games, promotions are plentiful up and down the Strip. As July temperatures soar above 100 degrees, nine Caesars-owned properties are hosting daily “Soccer on the Strip” watch parties in the air-conditioned comfort of restaurants, cigar bars and amphitheater-style sportsbooks. MGM Resorts International offers watch parties at its BetMGM sportsbooks, including the Bellagio’s COMO Poolside Cafe & Bar and Luxor’s Public House.At the Mandalay Bay Resort & Casino, the Tailgate Beach Club offers poolside viewing on a 145-foot LED screen.
What We Don’t Know
What the true economic impact of the World Cup will be for Las Vegas, since summer visitor data is not yet available. “We’ll have a better picture as we get to August,” Hill told Forbes. “If there’s a drop in visitors in August compared to June and July, that may well be the best indication of how much impact the World Cup had on the summer months.”
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Las Vegas’ Evolution From Gaming To Sports Events
Las Vegas’ transition from a gaming-centered destination to a global sports hub began in the mid-2010s. Gaming revenue growth had flattened compared with earlier decades, with regional casinos across the U.S. eroding Las Vegas’ monopoly on gambling. The biggest blow was the Supreme Court’s overturning of the federal ban on sports betting. The subsequent rapid rise of online and mobile sports betting meant the decades-old “come to Vegas to gamble” model was no longer sustainable. In response, Las Vegas has repositioned itself around live, large-scale, experience-driven sports and entertainment events. The pivot began with major infrastructure and franchise investments such as the T-Mobile Arena, whose opening in 2016 gave Las Vegas a modern venue capable of hosting premier sporting events and concerts. The next year saw the arrival of the NHL’s Vegas Golden Knights and approval of the NFL’s Raiders relocation from Oakland, California, anchored by the development of Allegiant Stadium, which opened in 2020. With these foundational pieces in place, Las Vegas began aggressively bidding for “tentpole” global events, including the Super Bowl, which was awarded in 2018 for the 2024 game, and Formula 1, which launched its Las Vegas Grand Prix in 2023. These marquee events helped the city make the shift from hosting occasional sports spectacles to becoming a recurring, globally recognized sports destination. “This is where Vegas has played its cards well,” Fyall said. “The infrastructure has been built for both short- and long-term sports tourists.”
Further Reading
European Visitors To U.S. Dropped 7% In May—As Tourism Industry Seeks World Cup Turnaround (Forbes)
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Savvy Brands Are Turning The 2026 World Cup Into A Road-Trip Odyssey (Forbes)