Up to four million people will watch England play the USA in the World Cup in the pub this Saturday, boosting sales by £35m, according to the British Beer & Pub Association (BBPA).
The group stage in total is projected to bring in at least an extra £80m for pubs, with 11.5 million people expected to follow England’s fortunes in the pub.
The BBPA compiled the figures following the commission of a ComRes poll of 1,006 people
It estimates that over 21 million extra pints of beer will be downed in pubs during the first three England qualifying matches of the tournament – and that around 35,000 pubs will show the matches.
Nearly a quarter of 18-24 year olds or 23 per cent will go to the pub to watch the opening England game – the highest of any section of the population.
Huge excitement of the World Cup
Brigid Simmonds, BBPA chief executive, said: “When it comes to enjoying the huge excitement of the World Cup, only being at the game itself can compare with being in the pub. Many millions will be enjoying the football with friends in the fantastic atmosphere provided by tens of thousands of pubs across the country.”
Unsurprisingly, the poll also found that twice as many men as women would enjoy the game in the pub – 12 per cent as opposed to 6 per cent of women will be watching in the pub.
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Martyn Leek is news editor of BigHospitality's sister title M&C Report.