The research said that the tournament, which runs between 2 July to 27 July, will see 73% (5.9m additional customers) of all Women’s Euros viewers watch at least one match from a hospitality venue, with the majority choosing their local pub.
The Women’s UEFA Euro 2025 Spending Report by GlobalData for VoucherCodes.co.uk surveyed 1,500 people in May 2025.
Local pub popularity
It found three-quarters of Euros fans will watch a game from their local pub (73%), with a further three-fifths planning to head to a bar. Clubs (28%), restaurants (30%), social clubs (31%) and sports clubs (32%) were also shown to be popular venues.
The report concluded that drink sales would account for the majority of hospitality spend at £158.9m with a further £99.3m set to go on food.
However, it said that sales were unlikely to reach the heights of last year’s men’s Euros tournament which saw an influx of £613.7m - £469.4m more than this year’s tournament.
Welcome boost
Michael Brandy, senior commercial director at VoucherCodes.co.uk, said: “As always, this year’s international football tournament is set to draw a crowd, giving the hospitality industry a welcome boost. Football goes hand-in-hand with the great British pub, so it’s no surprise that many consumers will be choosing to watch the tournament at a hospitality venue, surrounded by like-minded football fans.”
He added: “For hospitality venues looking to make the most of the tournament, offering great value will be the key to success. Competition for customers will be fierce, so venues should think creatively about what deals and discounts they can provide to encourage consumers through their doors.”
This year’s tournament is being held in Switzerland, with games scheduled for evening and weekend kick-offs.
