Pubs toast extra £150m in World Cup sales thanks to late hours and England's run
UK pubs sold 30 million extra pints and generated £150 million in additional sales during the World Cup, driven by extended opening hours and England's progress to the semi-finals, outperforming previous tournaments.
British pubs have enjoyed a significant boost in sales during the World Cup, with figures showing 30 million extra pints poured and £150 million in added revenue compared to a normal trading period, according to the British Beer & Pubs Association (BBPA).
The uplift, fueled by fans following England and Scotland matches, surpassed gains seen in previous competitions, including England's run to the Euro 2024 final. The standout day was England's early-morning game against Mexico, where sales nearly doubled compared to the same pre-tournament period.
Overall, sales during the tournament were 16% higher than normal, and the World Cup-related boost was 9% better than Euro 2024. However, busy match days were often followed by quieter periods, offsetting some gains.
Chancellor Andy Burnham announced a £100m aid package for pubs, including a 20% cut in business rates, providing rare relief for the hard-pressed industry, which saw one pub a day close last year in England and Wales.
Pub owners reported mixed experiences. Dawn Slater, who runs the Garrick's Head in Greater Manchester, said sales more than doubled compared to previous tournaments after expanding capacity and installing giant screens, though costs were higher. Amy Williams, co-owner of the George in Witham, noted a 300-400% increase in sales on weekdays but a drop on weekends after England's loss.
Not all hospitality sectors benefited equally. Restaurants struggled in hot weather, with sales down 0.7% year-on-year in June, making it the second worst month of 2026, according to data firm NIQ.
