Why Smart Employers Are Embracing the World Cup Instead of Fighting It

By George Waggott, George Waggott Law

Every major sporting event raises the same concern among employers: will productivity suffer?

The 2026 FIFA World Cup, hosted across North America, has been no exception. Millions of employees have been following matches during the workday, checking scores on their phones, discussing results with colleagues, and adjusting their schedules around key games. While some estimates suggest the tournament costs businesses billions in lost productivity, a growing number of employers are taking a different approach. Rather than attempting to suppress employee interest, they are using the event as an opportunity to strengthen workplace culture, increase engagement, and build connections among employees.

Several large organizations have introduced temporary workplace flexibility during the tournament. Financial institutions in host cities have reportedly expanded remote work options on high-traffic match days to help employees avoid lengthy commutes. Other employers have organized office viewing events, social gatherings, or team celebrations around significant matches.

One notable Canadian example is Clio, the legal technology company headquartered in British Columbia. Rather than viewing the World Cup as a workplace distraction, Clio has incorporated tournament watch parties and themed employee events into its workplace experience across its Canadian offices. According to the company's leadership, the result has been increased voluntary attendance in the office, stronger collaboration, and improved employee morale.

This reflects an important shift in how many organizations are thinking about productivity.

Historically, productivity was often measured by time spent at a desk or visible activity throughout the workday. Increasingly, employers recognize that employee energy, engagement, and collaboration are equally important contributors to sustained performance. Short breaks that allow employees to socialize, celebrate shared interests, and recharge may ultimately support higher-quality work than attempting to maximize uninterrupted desk time.

For Canadian employers, there are several practical lessons.

First, acknowledge major cultural moments rather than pretending they do not exist. Employees are likely to follow events like the World Cup regardless of workplace policies. Providing reasonable flexibility often produces better outcomes than rigid enforcement.

Second, use shared experiences to reinforce organizational culture. Team viewing events, informal gatherings, or even friendly prediction contests can create opportunities for employees from different departments to interact in ways that rarely occur during normal workdays. These connections often improve collaboration long after the tournament has ended.

Third, trust employees to manage their responsibilities. Most professional employees understand that business priorities continue during major sporting events. Offering flexibility while maintaining clear performance expectations demonstrates confidence in employees and reinforces an accountability-based culture rather than one focused solely on attendance.

Of course, employers should still ensure that customer service, operational requirements, and health and safety obligations remain fully supported. Flexibility should be implemented thoughtfully and consistently, avoiding perceptions of unfair treatment between employees whose roles may permit schedule adjustments and those whose operational responsibilities require on-site coverage.

The World Cup also serves as a reminder that employee engagement is often built through relatively small gestures. Creating opportunities for employees to connect around shared interests can strengthen workplace relationships, support wellbeing, and reinforce a positive organizational culture.

As organizations continue to compete for talent in a challenging labour market, employers that recognize these moments as opportunities (as opposed to distractions) which may ultimately gain a competitive advantage. The lesson is straightforward: sometimes investing 20 minutes in employee connection can deliver far greater returns than insisting every minute be spent behind a desk to the exclusion of the outside world.