‘Weekday games were amazing’: pubs toast extra £150m in World Cup sales

The recent World Cup tournament brought a welcome respite to the beleaguered pub industry, with pubs enjoying a £150 million boost in sales thanks to late opening hours and England’s progress to the semi-finals. According to figures from the British Beer & Pubs Association, 30 million extra pints were poured over the course of the tournament compared to a normal trading period.

The fact that pubs had to stay open late to capitalize on World Cup fervor highlights the precarious state of the sector. One pub closes every day in England and Wales, and the industry is still reeling from the impact of COVID-19 and changing consumer habits. The £100 million aid package announced by Andy Burnham, including a 20% cut in business rates for pubs, is certainly welcome news. However, it falls short of what’s truly needed to support an industry struggling to stay afloat.

For many owners like Dawn Slater and Amy Williams, the World Cup boost has been a godsend. “Weekday games were amazing,” they say. “The extra sales made it worth the long hours and significant expenses required to host match-day events.” However, their experiences also highlight the risks associated with relying on a single event or promotion to drive revenue. The quiet periods that followed busy match days served as a stark reminder of just how dependent pubs are on England’s progress.

Restaurants struggled during the same period, which is another telling sign of the industry’s broader challenges. The hot weather deterring customers from certain brands makes it clear that pubs and restaurants face different sets of obstacles in today’s market. The fact that pubs had to rely on late opening hours and World Cup fervor to boost sales speaks volumes about the precarious state of pub finances.

The UK government provided a temporary lifeline for pubs, but more needs to be done to address the underlying issues plaguing the sector. Whether through long-term investment or policy changes, it’s time for policymakers and industry leaders to work together to create a more sustainable future for pubs – one that doesn’t rely on fleeting events or short-term fixes.

As we await England’s next footballing exploits, one thing is clear: the pub industry needs a more robust support system than ever before. The World Cup boost may have provided some much-needed relief, but it’s only a temporary reprieve from the sector’s deeper challenges.