Euro 2024: This is how much UK pubs can make if England wins the finals

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on Jul 6, 2024
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  • England’s potential Euro 2024 win could bring £800 million to UK pubs and bars.
  • Two in five Brits plan to watch the football in pubs and bars, boosting sales.
  • Hospitality industry eyes significant financial relief amid ongoing economic challenges.

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When England beat Switzerland in the heart-stopping round of penalties today, football fans across the country jumped in joy and most of them probably had a pint of beer in their hands.

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And this is precisely why the Euro 2024 football tournament could provide an £800 million (US$1 billion) boost to pubs and bars in the UK if England is crowned champion.

England’s victory fuels economic hopes

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England’s triumphant march to the semi-finals in the Euro 2024 tournament has not only ignited national pride but also sparked significant economic optimism.

The country’s pubs and bars, which have been weathering a tough economic climate, could see a massive financial windfall if England continues its winning streak.

According to UK Hospitality, a successful campaign by the Three Lions could bring up to £800 million in additional revenue to the sector.

Kate Nicholls, chief executive of UKHospitality, highlighted the enthusiasm surrounding the tournament.

The nation is set to be gripped by the Euros, with fans filling our pubs and bars to cheer on the home nations. Outside of being at the games in Germany, we know the pub is the number-one place to watch live sport and hospitality businesses can’t wait for the tournament to begin.

The numbers game: How the Euros impact the economy

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The UEFA European Football Championship, commonly referred to as the Euros, kicked off on Friday, June 14 in Germany and will culminate with the final on July 14.

As the tournament progresses, the economic implications for the UK’s hospitality industry are becoming more evident.

According to UK Hospitality, the group stage alone is expected to provide an additional £340 million (US$430.8 million) in sales. This figure could more than double if England clinches the title, bringing the total boost to £800 million.

This potential windfall is a beacon of hope for an industry that has faced significant challenges over the past year.

Brits and bars: A match made in football heaven

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Data from CGA by NIQ underscores the anticipated surge in pub and bar attendance. Two in five Brits who plan to watch the football are expected to head to these establishments.

Moreover, 79% of those surveyed anticipate going out more often to watch the games, translating into increased foot traffic and higher sales for the hospitality sector.

CGA’s trading data from previous tournaments supports these optimistic projections. Match days during the last Euros in 2021 and the World Cup in 2022 saw significant uplifts in trading. Sales of long alcoholic drinks (LAD) were 14% higher on 2022 World Cup match days compared to the same days in the previous year.

A much-needed boost for the hospitality sector

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The potential economic boost from the Euros comes at a crucial time for the UK’s hospitality industry. Bar chains reported a double-digit sales drop in April, marking the fourth consecutive month of declines.

On-trade spirits sales also struggled last year, with CGA reporting a 4.6% decrease. Total spirits volumes in the UK dropped by 5% in 2023, according to data from IWSR Drinks Market Analysis.

The influx of customers during the Euros could help reverse these downward trends. The excitement and camaraderie of watching football in a pub or bar provide a unique social experience that many Brits treasure.

The opportunity to gather with friends and fellow fans, coupled with the adrenaline of live sports, is expected to drive significant spending in the sector.

Pubs and bars prepare for the onslaught

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Pubs and bars across the UK are gearing up for what could be a very busy summer. Many are enhancing their offerings, from upgrading viewing facilities to expanding their menus, to attract football fans.

The anticipation of a potential financial boon has establishments pulling out all the stops to ensure they can accommodate the expected surge in customers.

Promotions and themed events are also on the rise, with many pubs offering special deals on food and drinks during match days.

The goal is to create an inviting atmosphere that keeps patrons coming back throughout the tournament.

The broader impact on the UK economy

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The economic benefits of a successful Euro 2024 campaign extend beyond the hospitality industry. Increased spending in pubs and bars can lead to a ripple effect, benefiting suppliers, distributors, and other related businesses.

The boost in economic activity can contribute to job creation and provide much-needed financial relief to various sectors.

As England prepares for its semi-final clash, the excitement is palpable. Fans and businesses alike are hopeful that the team’s success on the pitch will translate into economic victories off it.

EUR GBP UK Economic Retail Sports