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Preparations for the Euro 2024 final are reaching full swing and pubs are bracing for another welcome economic boost as an extra 10 million pints are set to be served on Sunday.
Bar and tavern owners have struggled in tough trading conditions in recent years as they battled closures during the Covid-19 pandemic, inflation and the cost of living crisis.
However, England's progress through the tournament in Germany has provided a sales boost to ailing pubs after industry figures showed 500 were set to close their doors for the last time in 2023.
Leading trade body UKHospitality estimates that when the Three Lions take on Spain at the weekend it will see a 50 per cent increase in sales across the sector.
He added that the entire hospitality sector will benefit from an overall increase in sales of £800m across the tournament.
Meanwhile, the British Beer and Pub Association estimates that landlords will rake in an extra 10 million pints from the run-up to the match until the final whistle, representing an additional £48m in revenue.
And party-goers will be able to party late into the night or drown their sorrows as the holiday hours will be extended until 1am on Monday.
Rob Star, who opened the Star of Bethnal Green in east London in 2007 and owns seven other establishments across London, said England's progress in the tournament had led to a welcome boost in trade during the summer months.
He said: “It is [Euro2024] “It’s been great in terms of attracting people. I think it was a bit slow at the start, but it really picked up speed in the quarter-finals, when England played Switzerland, and then in the semi-finals, when the stadiums were really packed.”
Mr Star said that due to high demand they decided to buy tickets for places in one of his pubs and that there are only a few tickets left, which he expects to sell out in the next few hours.
He added: “People often assume that it is in the summer that we are busiest, but it is actually in the winter, with all the Christmas parties and people celebrating, that we make our best sales.
“Summer, especially in London, can be a challenge if you don’t have a great beer garden. If you don’t have that premium outdoor space and then you have people going away to festivals and holidays, June and July can be some of the toughest months.
“But the Euros have given us a huge boost. The semi-final on Wednesday and the final on Sunday means two extra days of weekend, it's double the trade.”
Thousands of those pints, including gallons of non-alcoholic beers, will flow during the hours of night licensing, when pubs in England will be allowed to stay open until 1am for fans to celebrate or drown their sorrows.
Kate Nicholls, UKHospitality chief executive, said: “This Sunday’s Euro final will be a momentous day for the country and our nation’s pubs and bars, which will see a £120m boost in sales.
“The bars will be packed with fans cheering on the Three Lions, creating an atmosphere that is unrivalled beyond being at the match in Berlin.
“With the licensing period now extended until 1am this Sunday, I hope fans can take advantage of the opportunity to celebrate a historic win for England.”
Emma McClarkin, chief executive of the British Beer and Pub Association, said: “Fans have shown us resoundingly at this tournament that there is no better place to watch our teams and enjoy the atmosphere than the great British pub.
“This Sunday, the BBPA is urging everyone to join their local, support our pubs and support the lads. Go England!”
