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Abrasel guides entrepreneurs on what can and cannot be charged during the broadcast of matches in bars and restaurants
The upcoming 2026 World Cup is expected to increase traffic in bars and restaurants across Brazil, but it has also raised an important alert for entrepreneurs in the sector. The Brazilian Association of Bars and Restaurants, Abrasel, recently reinforced that establishments cannot charge entrance fees, specific charges, or extra amounts for customers to watch the tournament matches. The guidance appears in a booklet released by the entity in partnership with Maricato Legal Consultancy, created to help entrepreneurs take advantage of the commercial potential of the competition without running legal risks. This move shows that the broadcast of the games should serve as an attraction for the public without generating additional charges directly linked to the sporting event.
Abrasel alert targets undue charges during games
The recommendation reinforces that bars and restaurants can broadcast the matches, provided they respect clear rules of charging and communication with customers. After all, the presence of the games can increase the consumption of food and drinks, making the World Cup a relevant commercial opportunity for the sector. Furthermore, the booklet advises that the broadcast cannot be treated as a paid spectacle separately. Therefore, the establishment should not charge an entrance fee, specific charge, or any additional amount related solely to the broadcast of the matches.
What can be charged during the broadcasts
During the games, bars and restaurants are still authorized to charge only for the products and services actually consumed by customers, such as food and drinks. The minimum consumption can also be required, provided the information is clearly and promptly communicated to the public. The 10% service charge remains optional, following the rules normally applied in the out-of-home food sector. This set of guidelines aims to avoid doubts in service and reduce the risk of charges considered irregular.
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Prohibited charges require attention from entrepreneurs
The charge of artistic cover during broadcasts should also not be applied, according to Abrasel’s guidance. This is because football matches do not qualify as cultural or live musical performances. Many establishments tend to create special actions on days of high traffic, but the entity warns that values directly linked to the games can cause problems. Thus, tickets, extra fees, and charges associated with the World Cup broadcast should be excluded from the commercial strategy.
Use of official brands also has restrictions
Another point of attention involves broadcasting rights and the use of brands related to the tournament. According to Abrasel, bars and restaurants cannot use logos, official symbols, visual identity, or the official name of the competition in promotional campaigns without authorization from the organizers. The use of these elements requires specific clearance or an official sponsorship link. This restriction is in place to avoid improper association with the 2026 World Cup brand and to protect establishments from possible sanctions.
Broadcasting must follow commercial rules
The matches should only be broadcast through open TV channels or subscription TV packages contracted for commercial use. The guide’s orientation indicates that business owners need to verify if the service used allows transmission in a collective environment. This caution becomes even more important during periods of high demand for bars and restaurants. Correctly broadcasting the games helps the establishment attract customers but also requires attention to contracts and commercial use rules.
World Cup can increase traffic, but requires caution
The 2026 World Cup is expected to create an important opportunity for bars and restaurants, especially on game days with great popular appeal. However, this potential needs to be explored with planning, clear information to the consumer, and respect for charging rules. Abrasel recommends that business owners consult the guide and seek guidance before promoting themed actions during the tournament. This way, establishments can take advantage of the increased audience without turning the broadcast into improper charges.
The future of broadcasts in bars and restaurants
The display of major sporting events continues to be a strong strategy to boost bars and restaurants, but formalizing the rules should gain even more relevance. Entrepreneurs who organize communication, respect pricing limits, and avoid the misuse of official brands will have more security to operate during the competition. Meanwhile, consumers also gain more clarity about their rights during the games.
Will bars and restaurants be able to turn the World Cup into an opportunity without exceeding legal limits?
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