Women’s Euros to provide £30m spend in sector within four days

UK hospitality venues are predicted to see 1.9m customers to watch the last-eight stage, according to research from the Women’s UEFA Euro 2025 Spending Report, compiled by VoucherCodes.co.uk.

The forecasted £30.3m bonanza will be spent on food and drinks for the four matches between Wednesday 16 July and Saturday 19 July, which includes England’s match against Sweden on Thursday at 8pm.

The research also found the large majority of viewers are planning to watch the games from home (7.6m) with 2.6m planning to head to pubs and bars so retailers will outperform the hospitality sector by £32.2m, which follows the pattern seen over the earlier stages of the tournament, as consumers favour family-friendly watch parties at home.

£22.2m for England match alone

Breaking down hospitality spending, consumers are expected to have purchased £15.5m worth of drinks and £14.8m worth of food over the group stage while the split for the quarter finals is set to be £11.5m for drinks and £10.6m on food.

Additionally, it is the England v Sweden match that is expected to drive the lionesses’ share of spend (£22.2m) at hospitality venues.

VoucherCodes.co.uk senior commercial director Michael Brandy said: “While the hospitality sector won’t see as strong of a sales performance as retail, they can still expect to see a rise in visitors from the quarter-final games.

Spend increases with excitement

“As excitement grows, so does spending, with the amount consumers spend at hospitality venues per game set to increase from £4.2m during the group stage to £7.6m.

“With the majority of fans choosing to watch from home during the quarter-finals stage, especially with the midweek kick-offs, hospitality venues should think carefully about how they can tap into this market.

“Consider offering deals on takeaways, either directly or through a delivery service, to access customers choosing to watch from the comfort of their sofa.”