The beleaguered hospitality sector is poised for a significant economic uplift from the upcoming men's World Cup, with pubs across England reporting a surge in early bookings despite the tournament being two months away. Keen fans are securing prime spots to watch Harry Kane and the England squad in action, indicating strong demand that could surpass previous tournaments.
Early Rush for Prime Viewing Spots
Pubs have witnessed a scramble for tickets to World Cup games, with venues featuring large outdoor spaces or fan zones experiencing particularly high interest. Some establishments note that initial demand is stronger compared to the same period before prior competitions, suggesting heightened anticipation among supporters.
Extended Licensing Hours Approved
In a move to support the industry, the Home Office has eased licensing laws, allowing pubs in England and Wales to stay open later for all England and Scotland matches. For games kicking off between 5pm and 9pm, pubs can serve until 1am, while fixtures starting between 9pm and 10pm permit service until 2am. This adjustment ensures fans watching evening knockout ties benefit from extended hours.
Home Secretary Shabana Mahmood emphasised the government's stance, stating, "If our boys are on the pitch, we want our fans to stay in the pub. We won't have fans coming home before football does."
Venues Report Strong Demand
Big Penny Social, a large beer hall in Walthamstow, east London, has limited space remaining for England's opening game. Faye Daniels of the 1,400-capacity venue, which charges £12 per ticket, told The Times, "We haven't yet sold out, but we're certainly seeing strong demand already. I'd always advise people to book early for big matches."
Flat Iron Square near London Bridge has already sold out for England's match against Croatia, with table seats costing up to £25. Callum Taylor, manager of the White Horse in Coventry, noted, "It's been pretty popular. We've been much busier with bookings than the last tournament. I think we'll be full to the rafters."
Mixed Responses from Pub Chains
Tim Martin, boss of JD Wetherspoon, highlighted that while his pubs will show World Cup games, they have fewer screens than dedicated sports bars and do not take bookings. He expressed hope for a slight boost in trade, adding, "Normally we either have TVs switched off or just showing the news with no volume and subtitles. The exception is the World Cup and one or two other events."
In contrast, Rachel Kiernan-Moreton, deputy manager of the Gosta Green pub in Birmingham, reported no World Cup bookings yet but expects them to come in the next few weeks. The student-friendly venue features multiple screens, including a 10ft mega-screen.
Tournament Details and Economic Impact
The World Cup, hosted across the United States, Mexico, and Canada, will see England's group games start at 9pm or 10pm, beginning with Croatia on June 19. This scheduling aligns with the extended licensing hours, potentially driving increased pub attendance and revenue.
This early booking trend offers a welcome respite for the hospitality sector, which has faced challenges in recent years. With fans eager to celebrate or commiserate in pubs, the tournament could deliver a substantial economic boost, contingent on team performance and continued fan engagement.
