
Jens Block, Hotel Director, Ibis Styles Tübingen
From a professional perspective, how do you view the 2026 FIFA World Cup: as a revenue opportunity or with caution?
The kick-off times are the decisive factor from my point of view. With the German group-stage matches at 7 p.m. and 10 p.m., we were still lucky. Matches at three or four in the morning are of course much more difficult for the hospitality industry. So we expect less revenue than at the last European Championships or World Cups.
As a hotel with a sports bar, however, we have an advantage. Our overnight guests do not have to leave the building in the evening if they want to watch a match in company. In addition, we have an international clientele. At a World Cup, there are therefore almost always guests who are interested in a particular match, even if it may not be the centre of attention from a German perspective.
How does the World Cup work for you organisationally?
Our sports bar opens at 3 p.m. Normally we are open until around midnight, sometimes until 1 a.m. Inside we have around 120 seats, outside on the terrace about 50. There are two televisions out there, but they have to be taken down when it rains. Guests then continue watching inside.
We will show the 10 p.m. matches, but we will not broadcast games during the night-time hours. Showing repeats the next day is not an option for us either, because the results are long since known through the media and social media anyway.
We will decorate the area to match the World Cup, with flags of the participating nations, a match schedule and a small special menu. In culinary terms, we are taking some inspiration from the host country, the USA — for example with barbecue dishes, pulled beef burgers, spare ribs, pitchers and loaded nachos.
During football matches, is the hotel bar filled more with hotel guests or with external visitors?
I would say about 20 per cent hotel guests and 80 per cent external guests. We are only a five-minute walk from the city centre, and Tübingen is a university town. Apart from us, there are only a few small sports bars. During the Bundesliga or the Champions League, the place is therefore often full of outside guests.
However, I do not expect the bar to be fundamentally busier during the World Cup than usual. There will be several outdoor public viewings in Tübingen. In good weather, many people will probably prefer to go there. If it rains, we naturally have an advantage.
What role do costs, licences and stocking play in your planning?
We are in a good position with the broadcasting rights, because we already have a Sky sports bar licence. Magenta does not offer a classic business solution, but it cooperates with Sky. As a result, showing the World Cup matches is included for us.
We are not planning anything out of the ordinary when it comes to stocking up. We generally have enough goods in the building and are supplied once a week by good regional suppliers. The base stock is usually sufficient for our operation.
Are smaller formats like a sports bar perhaps more attractive at this World Cup than classic public viewing?
That depends on your perspective. Of course, the atmosphere at a large public viewing with 5,000 people is something else again. That has its own appeal. At the same time, such a format is considerably more complex and more weather-dependent. From around 300 participants, additional issues such as licence fees, security and organisation also come into play.
With us, it is more relaxed. Guests come in, can watch football, eat and drink something, and the effort is easy for us to gauge. It also suits me personally very well, because I am a fan myself. When help is needed, I stand behind the bar myself. Then I enjoy talking football with the guests and watching the match on the side.
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