Pubs across the UK experienced a 67% increase in sales during England's dramatic 3-2 World Cup victory over Mexico, according to figures from Heineken UK. The match, which kicked off at 2am GMT at the Azteca Stadium in Mexico City, saw fans flock to pubs despite the late hour, with food sales rising 81%, cider by 127%, and lager by 76% in Heineken UK's managed operator pubs.
Record Sales at Kick-Off
Around two-thirds of Heineken UK's 2,400 managed pubs stayed open for the round-of-16 clash. The busiest period came at 2am when the match kicked off, delayed by an hour due to severe weather, with a 4,782% year-on-year increase in total sales. Jude Bellingham and Harry Kane combined to secure a memorable 3-2 win, sending England to the quarter-finals.
Lawson Mountstevens, managing director of Heineken UK's Star Pubs, said: "This is a brilliant reminder of why pubs matter. Even with a 2am kick-off, fans still turned out to watch the match together, creating an atmosphere you simply cannot recreate at home. For pubs, it was a welcome and meaningful boost, not just at the bar, but across food too, and it shows the powerful role pubs continue to play in bringing communities together for big national moments."
Extended Licensing Hours Boost Spending
Pubs also benefited from extended licensing hours, with UK Hospitality reporting an 11% boost in spending. Payment provider Dojo analyzed pub and bar transactions over a 28-hour period from Sunday 00:00 to Monday 04:00, finding an 11% increase in spending compared to the same day the previous week. About one-third of pubs stayed open for the match.
Kate Nicholls, chairwoman of UKHospitality, said: "Even in the early hours, and with an unexpected delay to kick off, England fans turned out in huge numbers to cheer on the Three Lions and watch one of the best games of the tournament so far. Thanks to the urgent extension to licensing hours, a third of pubs chose to open their doors and the sector enjoyed an 11% spending boost as a result, showing the significant demand from fans. It will have provided a much-needed boost for those pubs showing the game and the entire sector will now be preparing for a super Saturday when England face Norway in the quarter final."
Footfall Surge Across the UK
The hospitality sector as a whole saw a significant boost from the early hours kick-off. According to MRI Software, footfall on high streets across the entire UK increased by nearly 150% between midnight and 6am compared to the same period last year. Regional cities were the biggest beneficiaries, with a footfall increase of 188.3%, nearly tripling footfall towards pubs, bars, and other local venues. Market towns saw a 175.5% increase, historic towns 159.9%, and Greater London 114.2%.
Jenni Matthews, MRI Software Retail Analyst, said: "Market towns (+175.5%) and historic towns (+159.9%) were the star players, suggesting supporters opted to stay local and soak up the atmosphere in nearby pubs, bars and community venues. For the hospitality sector, this is exactly the kind of result they’ll have been hoping for. At a time when consumers remain selective about where they spend, the World Cup is proving to be a powerful footfall driver, creating a welcome boost for the night-time, and local economy. As England prepares for its next game, we expect these uplifts to gather momentum, especially as they enter the quarter finals."
AA Warns of Fatigue Risks
Following the late-night celebrations, the AA warned fans about the dangers of driving after a night of disturbed sleep. Tony Rich, AA road safety spokesperson, said: "Workload has been steady for the AA this Monday morning, but after a late night watching England, drivers shouldn’t underestimate the effects of fatigue. If you’re feeling tired, think twice before driving. A few extra hours’ sleep is far better than risking a collision."
