Pubs ‘saved’ by Euro 2024 sales boost

Pubs across the UK received a “much-needed sales boost” from the UEFA European Football Championship, despite England narrowly missing out on the winning title.

 

It comes after pubs and bars across England and Wales were given permission from the government to remain open until 1am on Sunday to mark the occasion of “exceptional national significance”.

 

Sheila Gavigan, landlady of the Cock Tavern in London’s Euston, told The Caterer her pub was “very, very, very, very busy” during the final between England and Spain and “a lot busier” compared to a typical Sunday night.

 

Gavigan said overall footfall was higher for the duration of the 2024 Euros than the previous tournament, which was held three years ago.

 

“It was very impressive to see the supporters, the Portuguese, the Spanish, the English, and the Scottish. We had them all in this year,” she added.

 

Meanwhile, the Steam Railway pub in Swindon created its own fan zone, the Steam Yard, which was based on Wembley Stadium’s Arch, to celebrate the Euros.

 

The Punch pub was “packed out for each game”, a spokesperson for the group said.

 

The Red Barn in Shrewsbury, another Punch pub, invested in an outdoor football pool table ahead of the tournament. This has been fully booked since it launched in May and led to a “huge” increase in footfall.

 

According to data from Barclays, which tracks 40% of the UK’s credit and debit card transactions, pub transaction volumes more than doubled on the day of England’s semi-final match against the Netherlands last week.

 

Nick Mackenzie, chief executive of pub group Greene King, said: “The Euros has provided a great boost to the hospitality sector as communities have come together in their local pub to cheer on their national team.”

 

Impact on nightlife

 

Industry trade unions have also responded positively to the overall Euros boost. Michael Kill, chief executive of the Night Time Industries Association (NTIA), said the England team had “inadvertently saved our sector” after raising “nearly a billion in additional revenue for our local pubs and venues”.

 

He said: “This tournament has taken us on an unforgettable journey, allowing us to momentarily set aside our daily struggles. This evening’s final has reignited a sense of national pride and reminded us of our values and passion.

 

"We hope this will be a pivotal moment that changes the nation’s mood and rekindles our spirit and desire to engage, socialise, and celebrate culture.”

 

Kate Nicholls, chief executive of UKHospitality, added: “Despite the result not being what we hoped for, it’s clear the pub was the destination of choice for millions of fans to cheer on England. Across the country, pubs, bars and fan zones were full, delivering an estimated £120m boost for the sector.

 

“This tournament reinforces the fact that the pub is the best place to watch live sport, outside of being in the stadium, and it has provided a much-needed sales boost to thousands of hospitality venues.”

 

Image: Shutterstock