Key facts
- Pub landlords are seeing a sales boost from England's World Cup run.
- The British Oak pub expects sales to treble for the semi-final against Argentina.
- UK Hospitality estimates 5.5 million extra pints were sold during the group stages.
- Despite some positive impacts, some pub owners are still struggling and planning to leave the business.
- The 8pm kick-off time for the semi-final is expected to significantly increase customer numbers.
The UK's struggling pub sector is receiving a significant boost from England's performance in the World Cup, with landlords reporting increased sales and anticipating a surge in customers for the semi-final clash against Argentina.
Lisa Mayall, manager of The British Oak in Kingswinford, expressed jubilation after England's 2-1 victory over Norway, noting a substantial increase in takings. She anticipates sales could treble for the semi-final, especially given the historical rivalry with Argentina. The late kick-off times have been a challenge, but the 8pm start for the semi-final will allow the pub to utilize its outdoor screen, effectively doubling its capacity to accommodate an estimated 400 customers.
Allen Simpson, chief executive of UK Hospitality, stated that the World Cup has already had a major impact, with an estimated 5.5 million extra pints sold during the group stages alone, contributing to a 10% sales increase. He highlighted the importance of the 8pm kick-off for maximizing revenue and expressed hope for government support, such as a VAT cut, to help pubs combat rising costs and tax increases, noting that two pubs are currently closing daily.
However, not all pubs are benefiting equally. Steve Hopkins, owner of the Shovel Inn in Stourbridge, who was born in the same town as Jude Bellingham, is leaving the business after the tournament. He has observed poor turnout compared to previous World Cups, attributing it to people staying home more since Covid-19. Hopkins is hoping for a strong performance on Wednesday, but anticipates only modest takings.
In contrast, Sam Hale, manager of The Bell pub in Brierley Hill, is more optimistic. Despite not being a dedicated sports venue, he has seen good turnouts for matches, particularly due to Bellingham's local connection. Hale expects a considerably busier Wednesday night than usual, with the atmosphere expected to be lively.