The British Beer & Pub Association (BBPA) has predicted that England and Scotland fans would buy 850,000 more pints today if the game was shown without restrictions.
Trading limits such as social distancing, table service and then rule of six will curb pubs’ takings during the UEFA match.
The trade body predicted pubgoers will buy some 3.4m pints during the match itself with a total of 14.8 million drinks bought across the two countries for the whole day.
BBPA boss Emma McClarkin called for the swift removal of restrictions as the organisation estimated the drop in trade will see pubs miss out on £3.2m revenue.
It comes as research from the BBPA found 85% of survey respondents said current restrictions would hinder their Euros-watching experience at pubs this summer.
What’s more, licensees in Scotland have responded with fury after a fan zone was permitted in Glasgow despite tough measures for pubs across the country.
Operators have said 10.30pm curfews will mean staff risk abuse if they are forced to ask customers to leave venues during a pivotal moment of a match.
“Whether you’re supporting England or Scotland, nothing beats watching the game at the pub,” the BBPA’s Emma McClarkin said.
“Unfortunately, the current restrictions on pubs in both nations mean the experience isn’t going to be the same. No standing and limits on group sizes, as well as social distancing, are going to severely reduce the number of people who can enjoy the game in the pub.”
After more than a year of closure or operating with pandemic restrictions in place, income from the games would be “critical to their recovery and survival,” McClarkin added.
She said: “Given the delay in England to the lockdown and with rumours suggesting a similar delay could be coming in Scotland, it is a real great shame that fans will not even be able to enjoy the tournament without restrictions in the latter stages.
“All restrictions on pubs in England and Scotland must be removed as soon as possible for our sector to survive and recover.”
Pub bosses in England have urged the Government to stick to lifting restrictions on 19 July, after an earmarked date of 21 June was pushed back by four weeks amid concern over the spreading Delta virus variant.
In a Covid update this week, First Minister Nicola Sturgeon suggested the country moving to level zero of its coronavirus restrictions may be pushed back by three weeks.
It had been hoped the whole country would move to the lowest level from 28 June but a delay would allow more people to be protected by vaccinations, the minister said.
Trade bodies have called for more financial support and clarity on what regulations for pubs will look like beyond level zero, which still involves requirements like table service.
“Another summer season, essential for business survival, will be lost,” the Scottish Licensed Trade Association (SLTA)’s managing director Colin Wilkinson said.