El Paso venues prepare for 2026 FIFA World Cup watch parties
From night swim events to limited-edition merchandise, El Paso establishments are aligning promotions with key fixtures involving Mexico and the United States.
El Paso venues are mobilising to host watch parties for the 2026 FIFA World Cup, capitalising on the city’s proximity to the Mexican border and its significant Mexican-American demographic. As the tournament expands to 48 teams across North America, local businesses are offering specialised food and drink promotions for the opening match between Mexico and South Africa on 11 June, followed by the United States versus Paraguay on 12 June.
The Elmont Swim Club is introducing a distinct viewing format with its first-ever Night Swim Viewing Party on 12 June. Beverage Director Philip Pedregon described the event as an effort to create an energetic atmosphere where patrons can cool off while celebrating major moments. The event runs from 5 pm to 10 pm, featuring discounted admission, tastings from Michelob Ultra, Stella Artois, and NÜTRL, and live broadcasts by Suavecita FM before the US match kicks off at 7 pm.
Downtown El Paso’s hospitality sector is also adjusting its operations to accommodate the influx of viewers. The Dome Bar at the Paso del Norte Hotel will screen matches at 1 pm on 11 June, 7 pm on 12 June, and 1 pm on 19 June. Coinciding with the tournament opener, Sunú, a new Mexican restaurant at 610 N. Mesa St., is holding its grand opening at 11 am on 11 June, utilising its wall-mounted televisions to broadcast the Mexico versus South Africa fixture.
Retail and dining establishments are leveraging the event for promotional activity. Tin Man locations across Texas are releasing limited-edition pint glasses dedicated to Mexico on 11 June and the USA on 12 June. Meanwhile, Hooters locations in Texas are offering daily deals on items such as steamed shrimp, crab legs, and draft beers, with prices ranging from $5 to $19.99 depending on the item.
Additional venues are targeting specific national teams and match times. The District at 1160 Airway Blvd is hosting watch parties at 1 pm and 7 pm on 12 June, offering specials on Tecate, Modelo, and Hornitos. A Touch of Germany at 1550 Hawkins Blvd will screen Germany versus Curaçao on 14 June, serving Leberkäse for $11.99. On the same day as the US match, the Plaza Hotel Pioneer Park’s rooftop bar, La Perla, will serve tacos and margaritas during the 7 pm CT kickoff, while St. Augustine Pizza Pub at 1691 N. Zaragoza Road begins screenings at 1 pm on 11 June.
The 2026 FIFA World Cup marks the first tournament to feature a half-time show in the final, curated by Coldplay’s Chris Martin. The official opening ceremony and match are scheduled for 11 June at the renovated Estadio Azteca in Mexico City, which will host five matches during the expanded tournament spanning Mexico, the United States, and Canada.
