Early-morning World Cup matches set to boost breakfast economy in Türkiye
The early kick-off times of Türkiye’s matches at the 2026 FIFA World Cup are expected to create an unusual surge in economic activity across the country, prompting cafés, restaurants, bakeries and municipalities to adjust their schedules to accommodate football fans gathering before dawn.
With the tournament being hosted in the United States, the time difference means that Türkiye’s group stage matches will be played in the early morning hours local time. The national team is scheduled to face Australia at 7 a.m. on June 14, Paraguay at 6 a.m. on June 20 and hosts the United States at 5 a.m. on June 26.
The unusually early match times are expected to create new business opportunities, particularly for food and hospitality providers. Many cafés and restaurants are preparing special breakfast menus and promotions, while some venues that normally open later in the morning plan to welcome customers as early as 5 a.m.
Several municipalities are also preparing public viewing events in city squares, where giant screens will be installed for supporters. Local authorities are considering offering complimentary tea and soup to spectators gathering before sunrise.
