UK pubs gained estimated £150m sales boost during 2026 World Cup

British pubs recorded an estimated £150 million in additional sales during the 2026 World Cup as England’s run to the semi-finals and extended opening hours drew more fans into venues, according to industry figures reported on July 26.

The British Beer and Pub Association estimated that pubs sold 30 million more pints than during a normal trading period. Payments provider Dojo separately said sales across the tournament were 16% above normal and that the overall uplift was 9% stronger than during Euro 2024.

Data from payment-system provider Epos Now indicated that England’s match against Mexico produced the largest sales increase across the past three major tournaments, with takings nearly double the comparable pre-tournament period. Three other matches generated transaction increases of about two-thirds.

The gains were uneven. Some operators said weekday matches and expanded outdoor capacity helped them more than double sales compared with earlier tournaments, but quieter trading before and after games offset part of the benefit. Businesses also faced extra costs for screens, outdoor bars, staffing and serving equipment.

Restaurants did not share equally in the football-led boost. Mitchells & Butlers reported flat third-quarter sales as stronger pub trading was offset by hot weather that deterred customers from some restaurant brands. Restaurant groups reporting to NIQ recorded a 0.7% year-on-year sales decline in June.

The tournament uplift offered short-term relief to a pub sector that has faced closures and rising operating costs. It followed the announcement of a £100 million support package for pubs and a 20% cut in business rates for the sector, although industry critics argued the policy did not go far enough.