Preparations for the Euro 2024 final have reached fever pitch with pubs preparing for a much-needed economic boost, as an extra 10 million pints are expected to be poured on Sunday.
Publicans have faced tough trading conditions recently, battling closures during the Covid-19 pandemic, inflation, and the cost of living crisis. However, England’s progress in the tournament in Germany has provided a sales boost to struggling pubs, after 500 closed their doors permanently in 2023.
UKHospitality estimates that the upcoming match between England and Spain will deliver a 50% increase in sales across the industry. The entire hospitality sector is set to benefit from overall sales increases of £800 million throughout the tournament.
The British Beer and Pub Association estimates that landlords will pull an extra 10 million pints from the pre-match build-up to the final whistle, amounting to an additional £48 million in revenue. Licensing hours will be extended until 1 am on Monday, allowing revellers to celebrate late into the night or drown their sorrows.
Rob Star, who owns several pubs across London, noted the positive impact of the tournament: ‘It’s been great for getting people through the door. It really ramped up for the quarter-final and semi-final when the venues were packed out.’ Due to high demand, he decided to sell tickets for places in one of his pubs, with only a handful remaining.
Thousands of these pints, including gallons of alcohol-free beers, will be served during late-night licensing hours. Kate Nicholls, chief executive of UKHospitality, commented, ‘The Euros final this Sunday will be a momentous day for the country and our nation’s pubs and bars, which are set to see a sales boost of £120 million.’
Emma McClarkin, chief executive of the British Beer and Pub Association, added, ‘Fans have shown us resoundingly this tournament that there is no better place to watch our teams and soak up the atmosphere than the great British pub. This Sunday, the BBPA urges everyone to get down their local, support our pubs, and get behind the boys. Come on England!’
The Euro 2024 final promises not only excitement for football fans but also a significant economic boost for the UK’s pub industry. With extended licensing hours and an uptick in sales, the nation’s pubs are gearing up for a weekend of high spirits and full pints.
