Retailers are banking on England and Scotland doing well in the looming men’s World Cup to score a major sales boost as fans head to pubs and snap up supermarket drinks
Footie fans are set to splurge a record £3.8billion during the World Cup – with pubs dishing out more than 58 million pints alone.
The naming of Thomas Tuchel’s 26-man England squad for the tournament has left long-suffering supporters daring to dream, despite a number of high-profile omissions. Scotland has already named its line-up.
With the football extravaganza in the US, Mexico and Canada kicking off in less three weeks, firms back home are hoping to net a sales bonanza.
Website VoucherCodes.co.uk estimated £3.8billion will be spent here during the 37-day tournament, depending on how far England and Scotland progress. Chancellor Rachel Reeves will have extra special to cheer on England captain Harry Kane and the team, given what any such surge would do to the economy and her tax take.
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This year’s forecast far exceeds the £2.75billion spent during the 2024 Men’s Euros tournament and the £2billion boost seen during the 2022 World Cup, which was hindered by the winter schedule. Only the 2020 Euros tournament comes close as it reached £3.52billon, helped by pent-up football fever during the Covid-19 pandemic.
That is despite fewer people expected to watch games this round because of the late kick-off times for the matches. VoucherCodes.co.uk estimates 34.9 million fans here will tune in to watch the tournament from homes, pubs and restaurants throughout the five-week long competition, slightly lower than 35.2 million for the last men’s Euros.
Dates and UK times of home nations’ group games
England
England v Croatia – June 19 – 9pm
England v Ghana – June 23 – 9pm
England v Panama – June 27 – 10pm
Scotland
Scotland v Haiti – June 14 – 2am
Scotland v Morocco – June 19 – 11pm
Scotland v Brazil – June 24 – 11pm
Shops, including supermarkets, are set to enjoy the lion’s share of the World Cup spending spree, with tills ringing to the tune of an estimated £2.9billion.
But the nation’s under pressure pubs will also get a boost, with the report suggesting hospitality will enjoy a £900million surge in takings, with 12.4 million punters watching games in boozers, bars and other venues. Pubs will top the list as the most popular choice, with 82% of those polled by Vouchercodes expecting to watch at least one match there.
Over the tournament, 58.5 million pints of beer are set to be guzzled by fans – equivalent to 11 Olympic size swimming pools. A further 3.5 million pints will be flung into the air in goal celebrations.
Trade body the British Beer and Pub Association reckons the World Cup could bring in £275million for the nation’s watering holes, as the average pub pulls an extra 1,240 pints
Emma McClarkin, BBPA boss, said: “The World Cup will be tremendous boost for Britain’s pubs and brewers, bringing fans together in the nation’s living room to cheer on our fantastic teams. You can’t beat that electric atmosphere that only comes from fans and regulars gathering under one roof to watch the match unfold in their local, with a perfectly poured pint in hand.
“Pubs are the best places for community spirit and celebration, and I’d urge everyone to support their local and our teams this summer by heading to their local.”
The pick-me-up for pubs will be dwarfed, however, by the eye-watering £1.95billion estimated worth of sales in supermarkets, no doubt helped by the timing of the matches.
As well as groceries, the report predicts £330million worth of new TV and other electricals will be bought, along with £300million on team shirts and kits, £130million on other merchandise and the same again on BBQs and other garden gear.
The late kick-offs also risks leading to more than few hangovers, with the survey revealing more than one in four fans would pull a sickie.
