Transactions in UK pubs and bars on Saturday, as England took on Norway in the World Cup, increased by an average of 23% compared to the previous Saturday.
Uplift as as high as 152% at certain points during the match, said payment platform provider Dojo, which compiled the figures.
Spending reached its highest at 9.50pm as fans topped up their drinks ahead of kick-off. However, the biggest spending increase compared to non-match-day trading occurred at midnight as fans geared up for extra time, reaching 152% higher than the previous week.
Spending uplift remained strong past midnight, reaching 125% at 12.50am, following the final whistle, as fans celebrated England’s progression to the semi-finals.
To help fans remember the best and worst times to head to the bar during a World Cup match, Access Hospitality and DesignMyNight have launched the Goalden Window beer mat. This shows the crucial times to head to the bar, check the queue, and stay in your seat.
They are available in 80 venues across the UK, including BrewDog, Boxpark, Flight Club, and Greene King and Stonegate pubs and bars.
Now, attention turns to England’s next game, against Argentina, on Wednesday evening. Emma McClarkin, chief executive of the British Beer and Pub Association, said: “Given the nail-biting stakes, we expect Wednesday to be the most successful night of the tournament, with more than six million extra pints potentially sold, which is a bigger boost than we’d normally see on a bank holiday or New Year’s Eve.
“The Three Lions have not only delivered on the pitch, they’ve brought fans and communities together, boosted pubs up and down the country, and created some unforgettable memories. Now all they need to do is bring it home!”
