The Lionesses triumphed against Germany in the finals of the UEFA Women’s Euro final at Wembley Stadium, London, on Sunday 31 July, with the scores standing at 2-1 after extra time.
British Beer & Pub Association (BBPA) chief executive Emma McClarkin OBE said via Twitter she was “so proud”, calling the match “Incredible”, “Historic” and a “game changer” while UKHospitality CEO Kate Nichols congratulated the team, also on Twitter, stating “the women brought it home”.
This comes as last week saw the BBPA predict the final could see 10m pints sold in the on trade, generating £40m for the sector.
Furthermore, pub group Stonegate, stated the semi-finals of the tournament, which saw England play Sweden, saw a 56% growth in sales across its portfolio of pubs.
Additionally, booking platform We Love Sport stated it had seen 3000 people booked into pubs to watch the Women’s Euros at the time of the semi-final, with enquiries having jumped by 57%, which the company expected to have doubled for the final.
Stonegate managing director Helen Charlesworth said: “We’ve never seen anything like this for women's football. It’s incredible. The way the country is getting behind the Lionesses at their local pub is superb.”
Pubs across the country could be seen showing their support with the Caxton Arms in Brighton and Crofton Park Tavern in London just two examples shared on social media.
The Campaign for Pubs, Beerblefish Brewing Co and Punch Pubs were also among those sharing support via Twitter.
Bath Pub Company managing director Joe Cussens added he had loved watching the Lionesses on their journey to victory.
He said: “Have loved watching these euros games - every bit as skilful as the men’s game but without the histrionics. So refreshing. The men’s game could learn a thing or two from them. Go lionesses!”
Have loved watching these euros games - every bit as skilful as the men’s game but without the histrionics. So refreshing. The men’s game could learn a thing or two from them.— Joe Cussens (@joecussens) July 31, 2022