Key facts
- UK pubs have sold an estimated 5.5 million additional pints of draught beer and cider during England's World Cup group stage matches.
- Saturday's game against Panama saw over 8 million pints served, representing a 13% increase over average Saturday trading levels this year.
- Scotland's pubs sold an estimated 1.3 million additional pints during their team's three group-stage fixtures.
- Sales in the east of England and East Midlands saw the highest uplift on Saturday, at 28.4% and 25.5% respectively.
Pubs across the UK have experienced a significant increase in sales during England's World Cup group stage matches, pouring an estimated 5.5 million extra pints of draught beer and cider. Saturday's game against Panama proved to be the tournament's biggest trading occasion to date, with over 8 million pints served. This surge in sales is attributed to the World Cup's popularity, with spending at pubs and bars remaining consistently elevated.
Data from Dojo, a payments system used by over 110,000 hospitality venues, indicates that Saturday's sales were 20.9% higher than a typical Saturday in June 2025 and 13% above average for the current year. The match against Panama alone saw approximately 1.1 million more pints sold than usual, contributing to a total of 8.6 million pints. Earlier matches also saw substantial increases, with England vs. Croatia generating an estimated 2 million additional pints and England vs. Ghana delivering a further 2.3 million.
During Saturday's match, Dojo observed a 31% increase in transactions during the hour covering kick-off and half-time, and a 43% spike during the hour of the full-time whistle. Scotland's pubs also benefited from their national team's participation, selling an estimated 1.3 million additional pints across their three group-stage fixtures, with sales during the match against Brazil nearly doubling normal levels.
The east of England and East Midlands regions recorded the highest sales uplifts on Saturday, at 28.4% and 25.5% respectively, followed by London at 23.2%. Scotland experienced a more modest uplift of 3.3%. The World Cup has underscored the significant value major sporting events bring to Britain's hospitality industry.