The Impact of England’s World Cup Run on Local Pubs

Scotland fans have a history of making waves, famously drinking Boston dry. While Scotland’s team performance fell short, the World Cup excitement has significantly benefited pubs in England, which face financial challenges. England’s upcoming match against Argentina in Atlanta has stirred anticipation. Scheduled for an 8 p.m. kick-off in the U.K. (3 p.m. ET), it promises to draw fans to pubs nationwide, eager to witness a potential World Cup final appearance after 60 years.

Steve Haslam, owner of the Bread and Cheese pub in Thundersley, 40 miles east of London, shared insights in a telephone interview. He expects the World Cup profits to account for 15% of his pub’s annual sales. On match day, Haslam anticipates earning £7,000 to £9,000 ($9,400 to $12,000) above a typical Wednesday’s revenue.

His pub isn’t alone. UK Hospitality reports that during the group stages, an extra 5.5 million pints were sold. Emma McClarkin, CEO of the British Beer and Pub Association (BBPA), projected an additional six million pints sold on Wednesday, a 75% increase compared to an average Wednesday.

Despite the boost, the pub sector remains troubled. BBPA data shows 161 British pubs closed between January and March, almost two per day. Haslam, also director of Aim Pubs with eight U.K. establishments, noted squeezed margins, emphasizing pubs are facing tough times.

The U.K. government relaxed licensing laws for England’s second round match against Mexico, permitting extended hours until 5 a.m. local time (midnight ET). Both UK Hospitality and BBPA believe further government intervention is necessary, citing high business rates and taxes as major contributors to closures.

Ash Corbett-Collins, Campaign For Real Ale (CAMRA) chairman, advocates for acknowledgment of pubs’ economic and social contributions. He warns of losing more pubs without substantial support, suggesting fairer business rates and reduced taxes on food and drink, including beer.

A Treasury spokesperson highlighted government measures to support hospitality, such as reducing taxes on family attractions and meals, reforming business rates, extending hours during the World Cup, and addressing living costs.

In January, the government announced a 15% discount on business rates for pubs and live music venues from April, with a freeze for two years. The BBPA considers this crucial but temporary, urging for a long-term plan to save pubs and communities.

Haslam also expressed skepticism about the effectiveness of the discount, urging government tax revisions. He emphasized the cultural significance of pubs, noting their role as social hubs and memory-makers, stating, “Pubs have changed my life.”