Earlier this year, the Home Office confirmed licensed premises that would normally close at 11pm will be allowed to keep serving until 1am if England or Wales reached the semi-finals of the competition.
The Lionesses will face Italy at 8pm UK time this evening (Tuesday 22 July).
The tournament, which is currently taking place in Switzerland, started on Wednesday 2 July.
The relaxed licensing hours will also apply if England progresses to the final on Sunday (27 July).
Boosting community spirit
Poppleston Allen solicitor Alex Tomlinson said: “[It is great] there is an extension and preparation to do so following the Government’s failure to prepare for the previous Women’s Euros in 2022.
“Hopefully, it will assist the hospitality trade in encouraging customers to come and support the Lionesses.
“The extension is only permitted for premises which can open until 11pm, so if you aren’t licensed until then, you do not get the benefit of the extension.
“Hopefully, we can continue to watch the Lionesses go all the way inside 90 minutes. Please no more penalties!’
Previously, BBPA chief executive Emma McClarkin highlighted the importance of the on-trade during tournaments such as the Euros.
She said: “The pub is the home of live sport. Nothing compares when it comes to bringing atmosphere and camaraderie to watching the football live and we expect supporters will be flocking to their local to cheer on our brilliant teams.
“Our sector plays a huge part in boosting community spirit and extending licensing hours means people can gather for longer and host even more events that cheer on our squads.”
UKHospitality boss Kate Nicholls said she was pleased with the move to extend licensing hours.
Night-Time Industries Association (NTIA) CEO Michael Kill also welcomed the decision, describing it as a “positive and progressive move that recognises the growing popularity of women’s football and its cultural significance across the UK”.
Sector impact
Similar extensions to pub hours have previously been used for other major sporting events, including the men’s Euro’s 2024 final as well as other significant royal events such as the King’s coronation.
The semis, which will also see Germany face Spain on Wednesday (23 July), are expected to see 3.4m people tune in to watch a match from a hospitality venue.
According to VoucherCodes.co.uk, £20.1m will be spent during England v Italy with 1.2m people heading through hospitality venue doors.
In June, the BPPA estimated the tournament could see an additional 2.6m pints poured, resulting in a £13m boost to the economy.
