Compete and connect: TOCA Social combines a soccer sports bar with immersive games

Soccer meets social entertainment in a hospitality concept that rethinks how people experience the world's most popular sport. TOCA Social, which launched at London's O2 Arena in 2021 and opened a second location in Birmingham this summer, combines interactive games with a bar and restaurant.

The concept's centerpiece? Private gaming booths equipped with professional-grade ball-tracking technology, where groups of friends can compete in fast and immersive soccer games. Think karaoke for those who'd rather kick a ball than hit a high note.

Backed by a recent USD 100 million funding round, TOCA Social is now preparing to bring its formula to the US in partnership with Major League Soccer. Its first American outpost will open in Dallas in 2025, ahead of the 2026 World Cup. Meanwhile, in Europe, the company inked a deal with Unibail-Rodamco-Westfield to open two new TOCA Socials in 2025: one in Westfield London and another in La Défense, Paris.

A few key drivers:
⚽️ Less drawn to traditional bars than previous generations, Gen Z is seeking alternative reasons and spaces to hang out with friends
⚽️ Competitive socializing is on a roll, spreading from the UK to the rest of the world. TOCA Social taps into that demand while leveraging soccer's built-in fan base
⚽️ With alcohol sales trending down, game-centric venues can make up for lost revenue by catering to families during the day