Key facts
- Pubs experienced a £150 million increase in sales and sold 30 million extra pints during the World Cup.
- Sales on the day of England's game against Mexico nearly doubled compared to pre-tournament levels.
- Overall tournament sales for pubs were 16% higher than normal.
- A £100 million aid package, including a 20% business rates cut, was announced for pubs.
- Restaurants saw sales decline by 0.7% year on year in June.
Pubs in the UK experienced a significant boost in sales and customer traffic during the recent World Cup, with figures suggesting an additional £150 million in revenue and 30 million extra pints sold. This uplift, driven by extended opening hours and England's progression to the semi-finals, appears to be the strongest football-related sales increase in recent years, surpassing previous tournaments like Euro 2024.
Data from payment systems provider Epos Now indicated that sales nearly doubled on the day of England's early morning game against Mexico, as pubs were permitted to open through the night. Three other games saw a two-thirds increase in transactions. By comparison, only two games in Qatar 2022 and Euro 2024 resulted in more than a 50% increase in transactions.
Another payments provider, Dojo, reported that overall sales for the tournament were 16% higher than normal, with the World Cup-related boost being 9% greater than that seen during Euro 2024. This surge in business provided some much-needed respite for the hard-pressed pub industry, which has been facing closures. The positive impact was further bolstered by a £100 million aid package announced by Andy Burnham, which included a 20% cut in business rates for the sector.
Pub owners reported significant increases in business. Dawn Slater, who runs the Garrick's Head pub in Greater Manchester, noted that her sales more than doubled compared to previous tournaments, attributing this to expanded outdoor capacity and the installation of large screens. She highlighted the increased spending by patrons and the higher operational costs, including for additional screens and an outside bar. Amy Williams, who runs the George in Witham, described weekday games as "amazing," with sales increasing by 300-400% compared to the previous week.
However, the benefits were not uniformly distributed. Some pubs experienced quieter periods following busy match days, and trading success was contingent on England's performance. The final day saw fewer customers, and the day after England's loss was described as a "ghost town." The hot weather also deterred customers from certain hospitality brands, such as Toby Carvery, leading Mitchells & Butlers, the UK's largest hospitality chain, to report flat sales in the third quarter. Restaurant groups collectively saw sales decline by 0.7% year on year in June.