Summer 2026 presents a significant opportunity for businesses of all sizes. The World Cup begins on 11 June and runs for 39 consecutive days, with over 40 nations competing — including Scotland. It will dominate headlines, social media and consumer attention for weeks, influencing how people spend, plan and engage with businesses.Blending insight with straightforward, actionable ideas, the session will help businesses understand where the opportunities lie — and how to approach them in a way that fits their time, budget and capacity.
For SMEs, this is not about football knowledge or large marketing budgets. It is about recognising a sustained period of increased attention — and using it to remain visible, relevant and competitive.
This 90-minute webinar is designed to help businesses cut through the noise and focus on what is realistic and achievable. The session will provide practical guidance on:
- Preparing early and building momentum ahead of the tournament
- Staying visible during a fast-moving, high-attention period
- Creating relevant content without needing to centre everything around football
- Making better use of social media and short-form content
- Turning increased attention into enquiries, bookings and sales
- Putting in place a simple before–during–after plan
The focus throughout will be on clear, commercially grounded actions that can be implemented immediately — whether you are a sole trader or a growing SME with limited time and resource.