Several Milwaukee bars and restaurants have benefited from hosting watch parties during World Cup 2026, attracting large crowds and increased foot traffic. The World Cup final match featuring Spain vs. Argentina is set for Sunday afternoon.
Nomad World Pub on Brady Street in Milwaukee is one of the most popular local destinations for international soccer fans and has hosted several events at its outdoor Fan Zone pub and patio. Every match has been shown live on the bar’s indoor TV screens and on the jumbotron outside. Nomad has street taco selections and nationality-themed food options at matches, along with match-day drink specials and tournament promotions. For morning and early-afternoon matches, Nomad has coffee bar selections.
According to Lyft Ridership Data, Nomad World Pub is among the top ten destinations that Lyft drivers have frequented during World Cup watch party times. The Brady Street bar is representing Milwaukee, and some other cities featured in the top ten include Minneapolis, Denver, Boston and St. Louis.
Nomad’s watch parties have been building to a Brady Street block party for the July 19 for the World Cup Final. The all-day event will feature a viewing of the game, live entertainment and food/drink specials.
Potawatomi Sportsbook has also hosted World Cup events featuring match viewing, drink specials, match-day activations and sports betting.
The Sportsbook was busiest for the USA and Mexico matches, with Mexico’s crowd having the most energy, according to Sarah Neubauer, Potawatomi’s community engagement manager.
“It’s been enjoyable to see the fun environment that soccer has created for the Sportsbook. Another part of the excitement that we have here is fans being able to place bets on the World Cup for the first time ever since the Sportsbook has been opened,” Neubauer said. “Seeing the fans show up for something more than their local home team, but for their home countries and their culture has been awesome to see.”
Another Milwaukee business that has received increased foot traffic from the World Cup is Highbury Pub on South Kinnickinnic Avenue in the Bay View neighborhood.
The Highbury Pub is a sports bar that caters specifically to soccer fans all year round. Alongside having a beer selection, it often serves coffee, sausages and bagels.
In Wauwatosa, Leff’s Lucky Town has seen an increase in foot traffic during typical downtimes, as well as an overall increase in business, during World Cup matches.
Sadie Keelan, general manager of Leff’s Lucky Town, says that customers are choosing the business because of its classic local sports bar atmosphere. Keelan has been with Leff’s Lucky Town for nine years, and she thinks there is an even higher interest in the World Cup this year because the United States is hosting it.
“I think there are people who come here that have never been here,” Keelan said. “It just reestablishes our place as the go-to sports bar in the Wauwatosa area.”
The World Cup has brought more activity to Leff’s Lucky Town than a normal Tuesday or Wednesday at 2 p.m., just past the lunch rush.
“We always have the sound on (for the World Cup matches), promoting it. I think it’s just a good spot to watch it. You can’t look anywhere within the bar and not have a view of the screen,” Keelan said.
Other Milwaukee-area businesses that have held World Cup watch parties this year include Red Lion Pub, Three Lions Pub, Champion’s Pub, Tom’s Watch Bar, Moran’s Pub and more.
