The 100-Day Kick Off: Hospitality’s World Cup Playbook

We’re inside the final 100 days. The countdown is on.

The venues that win the World Cup don’t scramble in added  time, they plan early. In this masterclass, hospitality operators and marketing specialists share a practical, pitch-ready blueprint to help you drive footfall, increase spend per head and build loyalty that lasts long after the final.

In this session, we break down how to turn 39 days of football into measurable growth, not just a busy few Saturdays.

⚽ Watch the Webinar ⚽

What you'll learn:

• How to define your venue’s World Cup USP
• How to grade fixtures and plan operationally
• How to secure high-value bookings 6–8 weeks out
• How to build and segment your CRM by supported team
• How to drive prepaid revenue through ticketing and experiences
• How to configure booking systems for maximum conversion
• How to turn matchday guests into repeat customers

‍

Speakers & Key Sections ⚽

‍
00:00:00 – Kickoff: Amy Mellors (Head of Sales, Airship & Toggle)

00:03:47 – Tactical Analysis: Operational Tips
‍Alan Armstrong (Marketing Director, Spaceman Marketing)
Licensing, atmosphere, game grading, the “hat-trick” for sales growth and the 30–10–3 promotion model.

00:25:48 – The Home Ground: Website Basics & Fixtures
Pete Starr (Global Head of Comms, Fanzo)
Why 80% of customers check your website first and how early bookings drive disproportionate revenue.

00:36:18 – The Playmaker: CRM Top Tips
Ronnie Joyce (CRM, Loyalty & Retention Consultant)
Lead generation, segmentation, and converting curiosity into long-term loyalty.

00:53:18 – The Merch Stand: Toggle Gift Cards & Gifting
Amy Mellors (Head of Sales, Airship & Toggle)
Gift cards, sweepstakes, ticketed entry and upsell opportunities.

01:06:58 – The Scouting Network: Beyond the England Games and Engaging Local Community Groups
Dan Dear (Strategic Digital & Growth Marketer)
Unlocking international communities and maximising the full 48-team opportunity.

01:20:38 – The Scoreboard: Driving Sales
Rosie Lewis-Marsh (Sales & Marketing Consultant)
Auto-confirm, table configuration, ticketing strategy and post-match loyalty.

01:31:11 – The Fan Zone: Gamification Ideas
Alan Armstrong
Driving engagement, second visits and campaign momentum.
‍
⚽ Download the full deck here.
‍

Supporting Resources from our Airship & Toggle Academy

‍To help you implement the strategies covered, we’ve pulled together the most relevant support guides below.
‍

Airship
Form Builder - For creating Groups to segment
Form Builder Tips
Segmenting your audiences - To send emails to supporting teams!
How to Create an email template - For finessing your emails ahead of time
Managing Templates - So you can relinquish the content to your teams

Toggle
Create a Toggle Ticket - For your event!
Using POS Mode - To Redeem tickets as well as on your POS
How to find your POS MODE PIN - For Set up
How to redeem on POS MODE - for redeeming tickets
Create an Experience - For the Family Meal

‍

The venues that win the World Cup don’t wait for fixtures to trend, they plan early, build demand and secure revenue before the first whistle blows. 🏆

If you’d like support shaping your World Cup strategy using Airship and Toggle, speak to our team, and let’s make this your most profitable tournament yet!