Analysis of transactions across more than 1,000 London pubs and bars found overall spending increased by 72% during England’s first World Cup game.
The data come from payments provider Dojo, and the figures compares to sales two weeks previously. Dojo found:
- a 330% spike in bar orders when the full-time whistle blew at 11pm, and
- a 150% increase in transactions during half-time.
The figures suggest England’s run in the tournament could deliver a major boost for pubs and bars over the coming weeks. Separate research, recently commissioned by Dojo and conducted by Opinium among 2,000 UK adults, found strong demand for watching matches in venues, particularly among Gen Z fans.
Meanwhile, Scotland’s next World Cup clash, against Morocco later today, is set to deliver a major boost to pubs across the country, says the Scottish Beer & Pub Association (SBPA). An estimated 520,000 extra pints are expected to be sold tonight, worth around £2.6 million to the trade, analysis by the group suggests.
The forecast follows a strong showing for Scotland’s opening match against Haiti, which is estimated by the SBPA and Oxford Partnership to have driven sales of at least 380,000 extra pints, worth around £1.9m to pubs and bars across Scotland.
“With Friday night’s clash against Morocco starting at a much more pub-friendly 11pm, we expect an even bigger boost, with over half a million extra pints to be poured in pubs and bars across the country,” said Paul Tognieri, of the SBPA.
