Zurich kicks off flexible cover for licensed trade during World Cup

As venues gear up for a busy tournament and look to extend trading time, Zurich wants to make sure businesses are match fit. Some e trade policies include a condition that they do not open past 1am more than three times per week. However, extended hours during the competition will now be covered. This gives customers the chance to make the most of matchdays provided the right licensing permissions are in place, local authority rules are followed, and all other policy terms continue to be met.

The decision is aimed at helping our customers benefit from one of the biggest trading periods of the year, while ensuring risk is managed effectively.

Zurich is also urging brokers to remind clients not to cut corners and that a strong defence is just as important as a good attack. With increased footfall expected, businesses should review staffing and security levels, manage capacity carefully, and ensure fire exits and emergency access routes remain clear - especially where temporary screens or outdoor setups are in play.

Nikki Lidster, Head of SME at Zurich, comments:

“Major events like the World Cup are a fantastic opportunity for licensed trade businesses to drive footfall. It’s important that we adapt and adjust our approach to support them, offering the flexibility they need to take advantage of these moments, while still managing risk effectively to avoid penalties.

“At Zurich, we’re committed to helping brokers and their clients stay match-fit with clear, practical guidance so they can trade with confidence, remain compliant, and keep customers safe during the busiest fixtures. This is all without risking a red card from a compliance or safety perspective.”

The announcement is another example of Zurich supporting businesses, ensuring cover remains relevant and responsive as trading conditions evolve. This means our customers can keep their eye on the ball and focus on delivering a winning customer experience.