Feature: FIFA Women's World Cup

Last winter, pubs, bars and clubs saw a year-on-year uplift in spend for December 2022 of 12.6%, the biggest increase since May 2022. 

Why? Well, Christmas parties played their part, of course, but the FIFA World Cup also dramatically boosted takings despite the impact of December’s rail strikes.

At the time, data from Barclays revealed that spending on non-essential items across the UK grew 4.1% year-on-year – the largest rise since July 2022 and something that live sport being shown in pubs and bars played a major part in.

Following a sold-out women’s FA Cup final in May, you can imagine the anticipation in the air felt by football fans and pub operators alike, as another World Cup draws near. And this is before you even consider that the Lionesses are the favourites to bring home the trophy from Australia and New Zealand.   

More games = more pints

Ahead of the Euro 2022 final, the British Beer & Pub Association (BBPA) predicted that 10m pints, worth £40m would be poured when the Lionesses faced Germany. With momentum and support for women’s football growing every year, the country’s operators are no doubt hoping people will head to their local pub to cheer on England to victory in their next tournament. 

When the BBPA made its predictions last summer, the event was hoped to boost trade by up to one third, with 10m pints being sold compared to just over 7m on a typical Sunday in July. Here’s hoping that a World Cup can deliver even bigger results, despite the early kick-off times. Pub and bar operators will need to plan for early service and extra incentives to keep customers in their sites after the final whistle has gone that morning.

“It has been fantastic to see so much passion and excitement building for our Lionesses,” Emma McClarkin, chief executive of the BBPA, said at the time. “[The Euros] inspired many and showed that anyone can and should be able to play and enjoy football.”

Data from research specialists CGA, shared with Pub & Bar by DesignMyNight, reported that drinks sales increased significantly during the women’s Euros last summer. According to CGA’s findings, between 24 and 30 July 2022, spirit sales were up by 8% and beer sales increased by 1% compared with 2019. CGA also reported that there was a huge rise in spirits, beer and cider sales during the men’s World Cup in December 2022. Venues showing the England v Wales game at the end of the year saw spirit sales skyrocket by 99%. Although this pinpoints the sheer enormity of fans flooding into venues for men’s sports, it simultaneously highlights how important it is to capitalise on pre-booked business. It’s evident that providing a platform where customers can easily book tables and spaces at venues during major sporting tournaments doesn’t only benefit the customer but will also help the hospitality sector navigate busy trading conditions.   

You may also be interested in…