Employers test World Cup watch parties as a workplace perk

Some employers are turning World Cup viewing into an office event rather than treating it only as lost work time, Fortune reported. The approach comes as a Reuters-cited survey estimated that workers watching matches during the tournament could cost employers $17 billion in productivity.

Fortune reported that the tournament was midway through its run to mid-July, with international teams entering the knockout stage and employees in North American cities following scores during work hours. Some companies have responded with flexible work rules, office screenings and campaigns built around match viewing.

Flexible work and viewing events

The Financial Times reported that Goldman Sachs, Citibank and JPMorgan Chase temporarily allowed employees to work from home on match days, as World Cup traffic affected commutes in North American host cities. Fortune also reported that Heineken introduced a Fan Volunteer program that encourages employees to use volunteer time off to support local communities while gathering for games during work hours.

Stella Artois, a tournament sponsor, launched a “Work From Bar” campaign, according to Fortune and Anheuser-Busch. The campaign covered $100,000 worth of Stella Artois beverages for professionals watching games at local pubs during the workday, Fortune reported.

Other employers have brought the tournament into the office. The Korea Times reported that fashion retailer E-Land World hosted a viewing party for the South Korea vs. Czech Republic match at its Seoul headquarters earlier this month.

Clio says office crowds are rising on match days

Canadian legal technology company Clio has made World Cup watch parties part of its summer office routine, Fortune reported. The company has streamed FIFA matches in Canadian offices including Barnaby, Calgary, Toronto and Vancouver since the tournament began last month, according to Fortune.

Marina Harris, Clio’s chief people officer, told Fortune the company saw the tournament as a chance to build connection rather than as a distraction. Harris said Clio expected people to come into the office for the games and wanted that time to be a positive experience.

Fortune reported that Clio has also relaxed its hybrid work model during the tournament. Even with that flexibility, Clio employees have been coming into the office more often on game days, rather than saving those days for remote work, the company told Fortune.

Clio has added events around the screenings, according to Fortune. The company held an office mixer with World Cup decorations, games and snacks, and plans a tournament-themed summer social in Toronto next month.

Company plans to measure engagement

Clio says its World Cup plan is already improving morale and drawing employees together, Fortune reported. Harris told Fortune she does not judge productivity by time at a keyboard and sees short breaks with colleagues as a way for employees to return to work with more energy.

Fortune reported that Clio plans to review employee engagement after the tournament ends in July. The company’s bet, according to Harris, is that a brief break for a match can support better work when employees return to their laptops.

This story draws on original reporting from Fortune.