Mr Chawapoj says international sports events typically drive a 15% increase in TV sales compared with ordinary periods.
The 2026 Fifa World Cup is expected to energise the restaurant industry during the low season and lift sales for TV manufacturers and distributors.The matches are scheduled from the late night until the late morning Bangkok time, from June 11 to July 19.
Chanon Koetcharoen, president of the Restaurant Association, anticipates customer behaviour during the tournament will fall into two categories: those who enjoy watching matches at public venues and those who opt to view them at home.
The first group should help to boost sales at casual dining restaurants, pubs and sports bars. Establishments recognised for offering game screenings on TVs or projectors, or those with event-themed décor are likely to attract more customers, he said.
During major matches, some of these venues could be fully booked.
