The move aims to accommodate an anticipated boost in on-trade engagement should either team reach the finals, reflecting increasing popularity of women’s football and the economic impact it can have.
The current licensing hours in both England and Wales could be extended from 11pm to 1am.
Economic and social benefits
Extending pub hours for the UEFA Women’s Euro 2025 has been predicted to bring significant economic benefits throughout the UK with pubs and related businesses potentially seeing a rise in revenue.
Night Time Industries Association (NTIA) CEO Michael Kill said: “We welcome the Government’s proposal to extend pub and bar licensing hours during the UEFA Women’s Euro 2025.
“This is a crucial opportunity for the hospitality sector at a time when many businesses continue to navigate financial challenges.
“The extension of trading hours from 11pm to 1am during key matches will provide a much-needed economic boost, allowing venues to capitalise on increased footfall and create a vibrant atmosphere for fans to come together and celebrate.”
Further emphasising the impact of the game on the night time economy, Kill added: “The exponential growth in the popularity of women’s football presents an incredible moment for both the sport and the night-time economy.
“This initiative not only benefits businesses but strengthens community spirit, reinforcing the importance of pubs and bars as social and cultural hubs.”
The Government will launch a four-week public consultation to gather views from the public, licensing authorities, and the hospitality industry as a whole before approving the plans and moving forward with the request.
Challenges and considerations
The Home Secretary has the authority to extend licensing hours for occasions of “exceptional international, national or local significance”.
UK Minister of State for crime, policing and fire Dame Diana Johnson said: “The Lionesses showed us in 2022 what it means to bring football home, and now we want to make sure the whole nation can come together again to cheer on our teams.”
She added: “These plans will help our pubs and bars stay open longer if England or Wales make it to the final stages, allowing friends and families to celebrate together and providing a welcome boost to our hospitality industry.”
UKHospitality chief executive Kate Nicholls said: “We wholeheartedly support the proposal to extend licensing hours for the Women’s Euro’s this summer, which would be beneficial for both the hospitality sector and fans alike.”
“The previous success of the Lionesses has ignited passion for the team across the country, and extending pub hours will allow fans to celebrate together, deliver a welcome boost to businesses and solve any issues presented by the tournament taking place one hour ahead in Switzerland.”
Emphasising the previous positive results of sporting matches, she added: “The evidence from previous major sporting events, such as the men’s Euros, shows the positive impact extended hours can have on sales – with a 34% increase during the semi-finals and a remarkable 46% boost during the final."
Touching on the need for continued support throughout the sector, Nicholls added: “This proposal is positive for hospitality, but it also highlights the need for long-term change to this process.
“That’s why we continue to support the Licensing Hours Extension Bill, which would simplify and streamline the process for extending licensing hours.”
