UK pubs sell 5.5m extra pints during World Cup group stage
England's World Cup group matches boosted UK pub sales by 5.5 million extra pints, with the Panama game alone serving 8.6 million pints.
UK pubs have enjoyed a significant boost from the World Cup, pouring 5.5 million more pints of draught beer and cider than usual during England's group stage matches. Data from market researchers Oxford Partnership and payments system Dojo shows the tournament has driven strong sales.
Saturday's match against Panama was the biggest trading day so far, with over 8.6 million pints sold—about 1.1 million more than a typical Saturday. Overall sales in UK hospitality venues that day were 20.9% higher than a typical June Saturday and 13% above average Saturday trading for 2025.
Earlier group games also saw surges: England vs Croatia on 17 June generated an estimated 2 million extra pints (55.5% uplift), while England vs Ghana on 23 June added 2.3 million extra pints (77% uplift). During the Panama match, Dojo recorded a 31% increase in transactions around kick-off and half-time, and a 43% spike at full-time.
Scotland’s group stage also contributed, with Scottish pubs and bars selling an estimated 1.3 million additional pints during fixtures against Haiti, Morocco, and Brazil. The Brazil match saw sales nearly 99% higher than normal.
Regionally, the east of England and East Midlands saw the highest sales uplifts on Saturday at 28.4% and 25.5% respectively, followed by London at 23.2%. Scotland had a modest 3.3% rise.
Charlie Ashworth, head of data and insights at Dojo, said England's campaign has been a real boost for hospitality, with spending consistently elevated. Alison Jordan, CEO of Oxford Partnership, noted the enormous value major sporting events bring to Britain's hospitality industry, with England's three group games alone generating 5.5m extra pints and Scotland's a further 1.3m.
