Wednesday’s England v Argentina World Cup match England drove one of the biggest spend boosts of the tournament in hospitality, up 78% compared to a typical Wednesday.
Spending dropped sharply the moment kick-off arrived, says card machine provider Dojo, with half-time triggering an immediate rush back to the bar. The biggest spike of the match saw a jump of 204% as fans rushed to calm their nerves in the hydration break at 9.30pm.
Birmingham saw the biggest average uptick in spending, at 206%.
“England fans got out and supported in a way we’ve never seen before — the data speaks for itself,” said Charlie Ashworth, head of research and insights at Dojo. “This was a massive boost for pubs and bars up and down the country, and a real testament to what these venues mean to people when the big occasions come around.
“But we also want to say a huge thank you to every single person who worked behind the bars throughout this tournament. They’ve played an absolute blinder, serving fans night after night, keeping the atmosphere going, and making sure everyone had a night to remember. They deserve enormous credit for that.”
Early trading figures from Heineken UK’s managed operator pubs show total sales were up 178%, compared with the same date last year, with drinks sales up 203% and food sales up 35%.
Cider sales were up by 299%, lager sales by 204%, stout sales by 134%, and ale sales by 74% versus the same date last year. Cruzcampo reached highs of +337% versus last year, while Birra Moretti performed strongly at +239%. In cider, Strongbow Dark Fruit saw growth of 229%, with Inch’s close behind at +220%.
Lawson Mountstevens, managing director of Heineken UK’s Star Pubs, said: “It may not have ended the way we hoped, but last night showed exactly why watching football in the pub is so special.”
