England's World Cup run is providing a lifeline for struggling pubs, with some landlords reporting booming sales ahead of Wednesday's semi-final against Argentina. Lisa Mayall, manager of the British Oak in Kingswinford, West Midlands, expects takings to treble on Wednesday night, driven by the rivalry and memories of Maradona's Hand of God goal in 1986.
Sales Surge and Local Hero
After England's 2-1 win over Norway on Saturday, Mayall's customers sang Hey Jude in tribute to Jude Bellingham, who scored both goals. She said: 'Bellingham being a local lad has an added factor for some. The whole room was singing Wonderwall, followed by Hey Jude, followed by It's Coming Home.' The pub's outdoor screen, unavailable for late kick-offs, will be used for the 8pm semi-final, doubling capacity to 400.
Allen Simpson, chief executive of UK Hospitality, said the World Cup has already had a huge impact, with 5.5 million extra pints sold during the group stages. Despite late kick-offs, national sales are up 10%, and Simpson hopes for further improvement. 'Having 8pm games gives pubs a chance to make the absolute most of it. Anything that drives sales at the moment is incredibly important,' he said.
Challenges Remain for Some
Not all pubs are benefiting. Steve Hopkins, owner of the Shovel Inn in Stourbridge, Bellingham's birthplace, is quitting after the tournament. He said: 'I've been in pubs for six World Cups. Most have been fantastic for trade but for this one turnout has been poor. People are staying away from boozers or only coming at the last minute.' He expects Wednesday's takings to be around £1,000, far below the usual £3,000 for a good night.
In contrast, Sam Hale, manager of the Bell in Brierley Hill, is upbeat: 'People love Bellingham especially because he's from around here. That stirs people up. It'll be bouncing on Wednesday – the better England do, the more people come out.'
Industry Calls for VAT Cut
Simpson highlighted the broader crisis, with two pubs closing daily due to costs and tax rises. 'We desperately need a VAT cut to 10% in line with Europe, but the World Cup will give hospitality a fighting chance to get to the budget and what we hope will finally be the help we need,' he said.
