Brewers eye bumper sales as World Cup kicks off - Businessday NG

Nigeria’s beer makers are preparing for what could become the biggest consumer spending event of the year as the 2026 FIFA World Cup kicks off.

Although Nigeria failed to qualify for the tournament, major football competitions have historically triggered significant increases in beer consumption as fans gather in homes and viewing centres to watch matches.

For brewers, the World Cup is more than a sporting spectacle—it is a commercial opportunity capable of driving sales growth, expanding market share, and strengthening brand loyalty.

In Nigeria, where football remains the country’s most-followed sport, industry operators expect a surge in demand for alcoholic and non-alcoholic beverages during the month-long tournament.

“Beer consumption is likely to increase,” said Samuel Oyekanmi, chief research officer of Abuja-headquartered consultancy Norrenberger.