Football fever is set to bring a boost to the hospitality industry as fans flock to pubs.
Bookings across the UK have surged by almost 300 per cent ahead of the men's team’s opening match against Croatia in the World Cup, according to data from tech provider Zonal.
Pub arrivals up to two hours before kick-off have jumped 293 per cent compared to the same date last year.
But with this, it means Brits may be fighting over a seat in their local.
A message from your #ThreeLions captain 🦁❤️ pic.twitter.com/mw7Qny5gRW
— England (@England) June 16, 2026
The hospitality sector is expected to see a 42 per cent increase in sales throughout the group stage, building on the success of Euro 2024.
Kate Nicholls, chairwoman of UKHospitality, said: "The pub is categorically the best place to watch England (and Scotland) at the World Cup, both tonight and for the rest of the tournament.
"Bookings up almost 300 per cent for tonight’s game shows that, despite the later than usual kick-off times, England fans want to get together to watch the game, cheer on the team and support their local.
"The World Cup will be a massive boost for our pubs and bars, with sales set to be up more than 40 per cent across the group stage as fans gather for the games."
With a crowd behind them, and a long campaign ahead, she said the tournament could mean a "huge boost for both football fans and hospitality."
Polling from Opinium suggests nearly a third (29 per cent) of UK adults will watch matches in pubs, generating an additional spend of around £600 million during the tournament.
England to face high temperatures as they take on Croatia tonight ☀️
So how has the host nation adapted the tournament to keep players and spectators cool? pic.twitter.com/ubGQmJ4L9W— Good Morning Britain (@GMB) June 17, 2026
James Nicandrou, associate director at Opinium, said the event is likely to provide a "welcome spending boost to the economy."
He said: "Our research suggests pubs continue to occupy an important place in community life, particularly for the young and those in rural areas, as spaces where people can come together to share moments – big and small."
Emma McClarkin, chief executive of the British Beer and Pub Association, said: "We’re expecting England’s first match to draw fans to the pub and anticipate an extra five million pints will be pulled as we all cheer on the team, which will be a massive boost for the sector."
Do you watch football in the pub? Let us know what you love about it in the comments section
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