England's World Cup opener against Croatia sparks 300% surge in UK pub bookings

England’s first World Cup match against Croatia has triggered a near-300 per cent spike in pub bookings across the UK, according to data from hospitality technology provider Zonal, with reservations for arrivals up to two hours before kick-off rising by 293 per cent compared to the same date last year.

The hospitality sector is bracing for a 42 per cent increase in sales across the group stage — a figure that mirrors the uplift recorded during Euro 2024 group games, according to UKHospitality. Kate Nicholls, chairwoman of the trade body, said the numbers reflect a clear appetite among fans to watch the tournament together despite later-than-usual kick-off times. “The pub is categorically the best place to watch England at the World Cup,” she said. “Bookings up almost 300% for tonight’s game shows that England fans want to get together to watch the game, cheer on the team and support their local.”

Polling firm Opinium estimates that 29 per cent of UK adults plan to watch World Cup matches in pubs, with the tournament expected to contribute an extra £600 million to the economy over its duration. Associate director James Nicandrou noted that the figures point to pubs retaining a central role in community life, particularly for younger adults and those in rural areas.

The British Beer and Pub Association’s chief executive Emma McClarkin projected that England’s opener alone would generate an additional five million pints sold. “The best way to enjoy the match is, and always has been, down the pub with friends and fellow fans,” she said.

The data underlines how major international football tournaments continue to serve as a significant commercial lifeline for the UK’s pub and bar industry, which has faced sustained pressure on margins in recent years.