KUALA LUMPUR: Football fever during the Fifa World Cup 2026 could inject between RM1.2bil and RM2.1bil into Malaysia’s food and beverage (F&B) industry, as fans flock to mamak outlets, cafes and restaurants to catch live matches, according to an economist.
Professor Emeritus Dr Barjoyai Bardai of the Malaysia University of Science and Technology said the World Cup acts as a high-frequency economic stimulus that temporarily shifts consumer spending patterns and boosts business activity across several sectors.
“The Fifa World Cup does generate meaningful, but temporary, economic activity in Malaysia. It stimulates consumption rather than investment, with benefits concentrated in specific sectors, especially the F&B, retail and media sectors,” he told Bernama.
Describing the tournament as a series of “mini-consumption festivals” around match days, Barjoyai said businesses that can attract crowds and create a communal viewing experience stand to benefit the most.
Malaysia’s F&B industry, valued at about RM10bil to RM12bil monthly, could record an average revenue uplift of around 12% under a base-case scenario, generating an additional RM1.2bil to RM1.4bil during the tournament period.
Under a high-engagement scenario characterised by strong viewership and effective marketing initiatives, the average uplift could rise to 18%, translating into an additional RM1.8bil to RM2.1bil in revenue.
The gains are expected to be concentrated in the late-night economy between 9pm and 3am, driven primarily by higher customer traffic rather than price increases.
“About 40% of the additional spending stems from late-night dining, followed by group gatherings at 30%, food delivery demand at 20% and event-based promotions at 10%,” the economist said.
Barjoyai said mamak eateries and casual dining operators could potentially record revenue growth of between 15% and 30% during the tournament due to increased late-night patronage and group dining activities.
Food delivery platforms, meanwhile, could see growth of between 15% and 35%, driven by stay-at-home viewing habits.
He added that quick-service restaurants and fast-food operators may record revenue gains of between 10% and 20%.
