Pub bookings across the UK have soared by nearly 300 per cent as football fans eagerly prepare to watch England’s World Cup opener, new figures reveal.
Data indicates a significant surge in reservations, with hospitality venues anticipating a substantial boost in sales throughout the tournament.
Bookings for pub arrivals up to two hours before England’s first match against Croatia on Wednesday have jumped by 293 per cent compared to the same date last year, according to technology provider Zonal.
The hospitality sector is poised for a 42 per cent sales increase across the group stage, mirroring the uplift seen during previous major football events.
UKHospitality noted that such tournaments “enormously” benefit the industry, with Euro 2024 group games also delivering a 42 per cent sales rise.
Kate Nicholls, chairwoman of UKHospitality, emphasised the pub’s enduring appeal for match-day viewing.
She stated: “The pub is categorically the best place to watch England at the World Cup, both tonight and for the rest of the tournament. Bookings up almost 300% for tonight’s game shows that, despite the later than usual kick-off times, England fans want to get together to watch the game, cheer on the team and support their local.”
Ms Nicholls added that the World Cup would be a “massive boost for our pubs and bars, with sales set to be up more than 40% across the group stage as fans gather for the games.”
Further figures from polling firm Opinium indicate that 29 per cent of UK adults plan to watch World Cup matches in pubs, contributing an estimated extra £600 million to the economy during the tournament.
James Nicandrou, an associate director at Opinium, commented: “With millions of young adults planning to watch World Cup matches in pubs, the tournament looks likely to provide a welcome spending boost to the economy.
“More widely, our research suggests pubs continue to occupy an important place in community life, particularly for the young and those in rural areas, as spaces where people can come together to share moments – big and small.”
Emma McClarkin, chief executive of the British Beer and Pub Association, anticipates a significant increase in beverage sales.
She said: “We’re expecting England’s first match to draw fans to the pub and anticipate an extra five million pints will be pulled as we all cheer on the team, which will be a massive boost for the sector.
“The best way to enjoy the match is, and always has been, down the pub with friends and fellow fans, and I’d encourage everyone to head to their local to cheer on England.”