Euro final could see 10m pints sold in pubs

If the BBPA’s predictions were to be correct, this could result in £40m poured into the sector, boosting trade by a third, compared to some seven-million pints sold on a typical Sunday in July.

BBPA chief executive Emma McClarkin said: “It has been fantastic to see so much passion and excitement building for our Lionesses.

Unprecedented interest 

“This tournament has inspired many and shown that anyone can and should be able to play and enjoy football.

“We’re optimistic the final will give a boost to pubs and hoping it may be even more than predicted, as the widespread interest in this year’s women’s tournament so far has been unprecedented.

“We’re looking forward to fans making the most of Sunday’s final by heading to their favourite pub to cheer England on to victory, because there really is no better way to enjoy a game than with a pint in hand at your local.”

Welcome boost 

This comes as booking platform DesignMyNight, which provides details on more than 30 venues where consumers can watch the remaining games, revealed visits to its Women’s Euro channel increased​ by 190% following England’s win against Sweden on Tuesday (26 July).

DesignMyNight senior marketing and PR manager Leighanne Bent said: “It is great to see how interest in UEFA Women’s Euro 2022 has increased as the tournament has progressed, and hospitality venues have been quick to make the most of the public support.

“With just a couple of matches left we expect interest to reach its peak when the Lionesses play in the final this Sunday and would encourage any hospitality operator who is showing the games to promote their plans heavily to generate awareness and take advantage of this welcome boost to trade.”