England Euro 2024 victory set to be worth £800m for pubs

The Euro 2024 could provide up to an £800m boost in sales in pubs and bars across the UK should England win the football tournament, research has suggested.

Analysis from UKHospitality also estimated the group stage alone could raise £340m in sales.

According to CGA by NIQ, two in five Brits plan to watch the football in pubs and bars, with beer sales increasing by 14% on match days.

In the meantime, hospitality venues have been urged to check their premises licence to ensure they are eligible to sell alcohol until 1am under the government’s relaxed licensing laws, which would apply to an England or Scotland semi-final.

Kate Nicholls, chief executive of UKHospitality, said: “The nation is set to be gripped by the Euros, with fans filling our pubs and bars to cheer on the home nations.

“The group stage alone will provide an additional £340 million in sales, but England lifting the trophy could see almost a billion pound boost for our pubs – adding just one more reason to get behind the Three Lions.”

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