FEATURE: How smart pubs thrive during the World Cup

BrewDog: Home nations offer huge boost for pubs

PROMOTIONAL CONTENT

“It is fantastic to see two of the home nations compete in this year’s FIFA World Cup and expect it to deliver a huge boost to venues as football fans come together to support their national team, with pubs and bars well placed to help drive excitement and boost morale, especially during the lead up to matches,” said BrewDog senior customer marketing manager Hannah Moore.

“With games taking place late in the evening and extended licensing hours enabling operators to prolong the sales opportunity, lower ABV and more session-able beer choices will be key throughout the tournament.

“Following a successful launch into the UK grocery and convenience retail channels BrewDog Cold Beer Lager 3.4% ABV launched into the on trade last year and is the perfect session-able lager for the summer of sport. Alternatively, an easy-drinking IPA such as Wingman 4.3% ABV brings excitement and value into the category - every great summer needs a Wingman.”

For more details on how to stock BrewDog in your venue, click here.

Whether or not England or Scotland succeed this summer, the FIFA World Cup brings a huge opportunity for pubs to welcome guests through their doors.

This is the biggest World Cup ever with 48 nations playing in 104 fixtures across 39 days in three different countries – USA, Canada and Mexico.

It kicks off in Mexico on 11 June and, between then and the final in New York on 19 July, stories will unfold and memories to last a lifetime will be made in the pub.

Here we take a look at some of the things you will need to bear in mind to make sure you don’t miss an open goal this summer.

Timing is everything

There are 16 host cities spanning four time zones and 13 different kick-off times. With the action taking place in the west, it means there will be some games that start a little later than pubs are used to.

The earliest games start at a pub-friendly 5pm but more than 20 matches across the tournament kick off after 2am, including Scotland’s opener against Haiti on 14 June.

England’s campaign begins against Croatia at 9pm on 17 June. This could be tight for premises with traditional licensing hours so applying for a temporary event notice (TEN) may be wise.

Poppleston Allen legal executive Nick Landells says: “Pubs may want to think about TENs to extend hours so customers can enjoy post-game analysis and a final pint before they go home to celebrate the win or drown their sorrows.”

For matches featuring England or Scotland in the knockout phase, the Government has extended all licensing hours to 1am for kick-offs at 9pm or earlier and 2am for 10pm kick-offs.

In Scotland, opening extensions are at the discretion of local licensing boards.

As well as being a long-standing member of the Tartan Army, Kevin McGhee is also the licensee of the Athletic Arms in Edinburgh. He will be heading to support Scotland in the US but not before presiding over the Haiti match at the pub.

He says: “The local council has already ruled pubs can stay open until 30 minutes after the final whistle. We are sure it will be busy so we are considering ticketing Scotland games and also having security on because it is a long night and potentially a long day of drinking.”

He adds: “The last time Scotland were in the World Cup was in 1998 so it has been a long time coming and I will be over there. I never switch off though so will be in touch and always thinking about what is happening at the pub. It is a huge opportunity for us.”

Game on

As a protected event, every match in the World Cup is available on terrestrial TV. This means pubs do not need a commercial subscription to show live football, just a TV licence.

Pubs that do have subscriptions with Sky Sports and TNT Sports will have the benefit of an established football crowd and customer support from the broadcasters.

Take it outside

Although the British weather is about as reliable as VAR, pubs will still be looking to make the most of their outside space this summer.

The Witton Arms is the closest pub to Villa Park – Aston Villa’s ground – and has built a reputation as being a fan zone with an outside courtyard featuring a jumbo TV along with bars and food service points.

Licensee Kiran Chavda is hoping the fanbase will be out in force for the World Cup.

He says: “This is our first World Cup but the Euros were a success for us. We were very busy and we will draw on that experience and the Villa matchdays in Europe.

“We will create atmosphere with stilt walkers and bands before and after the games, there will be food vendors – we are going to put on a show.”

The World Cup should bring joy and profits but Landells at Poppleston Allen warns venues must keep noise and neighbours in mind.

“Even if you are not playing music there will be noise from TVs and fans,” he explains “The patience of local residents may wear thin if you are showing all matches at all hours, which could lead to noise complaints and a breakdown in relations between publican and residents.

“Think about advising residents well in advance and inviting them to events.

Also, look at the conditions attached to your licence to make sure you can use the beer garden for the hours you wish to as there could be limitations on numbers.”

He adds: “Outside bars do require licence permission. Some pubs have their beer gardens licensed for sale of alcohol others can do this via TENs.

“Our advice is to issue TENs now so if there are any objections you iron those out well in advance of selling tickets, of ordering, issuing staff rotas, sorting door staff.”

Safety first

Big crowds have the potential to create problems so staff must be well briefed and prepared for events.

Landells says there are also other measures to consider.

“There may be a restriction on glasses outside and, if not, it may be good practice to only use polycarbonates and plastic bottles outside. This would help from a crime and disorder perspective and possibly from a speed of service perspective.”

Bigger venues may also want to consider employing door staff for busy matchdays and nights.

Chavda adds: “We always keep an eye on capacity and noise. We have worked closely with a security company for many years and they will be here for big events during the tournament.”

Keepers

The big games will attract the football fans but how do you get them to arrive long before kick-off and stay after the final whistle?

DJs, live music, quizzes and events can all increase dwell time as can adding some extras to your entertainment.

Pinnacle Sports & Games in Leeds was named the Best Pub to Watch Sport at the 2025 Great British Pub Awards.

As well as providing a perfect viewing experience with 20 screens and quality sound and vision, the venue also provides further entertainment.

Olivia Kendall, sales and marketing manager at Pinnacle parent company Concept Taverns, explains: “A challenge for sports bars is that once people have seen the game they often want to go home or go elsewhere so we are trying to tackle that and keep people in. Our interactive games such as darts and pool help with that. It is not just about watching the game at Pinnacle, there are other things you can do.”

Outside the box

A big event such as a World Cup provides an opportunity to showcase your venue to potential new regulars.

Pinnacle has come up with some innovative ways to encourage customers to watch all the action with them.

As well as investing in a new 180-inch TV for a standing viewing area the venue is also giving guests the chance to earn rewards when they visit.

Kendall continues: “We are doing a World Cup season ticket. Guests can book England games in advance and they unlock different perks.

“They can get reserved seating areas for matches, a free hour of gaming on pool or interactive darts before or after the game and they can unlock food and drink deals.”

Pinnacle is also looking after corporate customers for the tournament.

Kendall continues: “There has been a huge demand on email from companies wanting to entertain clients. We will give them a reserved area with drinks and a buffet.

“We find that if you tell them what you can offer, they are happy because they generally want someone to organise it for them.”

While Wales narrowly missed out on qualification, the tournament should still bring plenty of fans to the Inn on the Pier on Aberystwyth’s Royal Pier.

Manager Lee Price says: “There will be some special offers and we will incentivise bounce back with loyalty cards. We will fine-tune the drink and food offer to certain games to add that international feel and to give it a point of difference. The emphasis will be what can we do to encourage more people to come and incentivise dwell time with bucket offers and so forth.”

Star Pubs venue Fleet Street in Newcastle will adapt a promotion that has proved successful during the domestic season.

Manager Baileigh Musgrove explains: “Halfway through the Premier League season, we introduced a promotion for soft and alcoholic drinks for 10 minutes, whenever Newcastle United scored. It’s had an enormous impact on trade. The promotion adds excitement with customers taking photos of the screen above the bar displaying the promotion and sharing on social media.”

Star is investing £200,000-plus in support packages pubs including an opt-in drinks promotion, PoS and kit to decorate pubs.

Global game

Venues such as the Athletic Arms will look to tap into international communities to ensure they are busy for matches beyond those involving the home nations.

McGhee continues: “While some subscribe to the ‘anyone but England’ mantra, the England games will be of huge interest and will bring people in. Edinburgh is also a very cosmopolitan city so we will reach out to fans from all over the world and decorate the pub with different flags.”

It could be a stand-out year for the pub with local team Hearts also vying for the Scottish Premiership title.

“We are getting lots of fans in for games and we expect that to continue throughout the summer,” he adds.

Put it on a plate

Actually, plates might not be entirely necessary when it comes to your World Cup food offer. The emphasis should be on ease and pace.

Guests are more likely to want handheld options such as burgers, hot dogs, wings and fries, which all fit well with a North American tournament.

A slimmed down menu will also help your own team in the kitchen.

Booker customer propositions director – foodservice, Leigh Baker, says: “It’s important for pubs to offer easy to prepare, portable, and creative dishes and drinks during the World Cup to keep customers fed and watered during the entertainment and beyond.”

Star Pubs is putting together a Quick Bites menu as part of its support package for managed pubs.

The dishes require minimal kitchen kit or expertise, being mainly freezer to fryer products, and produce minimal wastage. Dishes include favourites like southern fried chicken goujons and cheese chilli bites.

Star Pubs retail director Cathy Olver says: “Awareness and atmosphere are key when it comes to attracting and keeping fans happy and spending during football matches, especially during a World Cup, which has a broader appeal.”

Drink it in

Alongside the football, the drinks should be flowing this summer. AB InBev, Coca-Cola and Diageo are all official sponsors and will likely be activating campaigns ahead of the tournament.

Pubs will want to ensure they have quality products (alcoholic and low & no) that are trusted and available to dispense quickly.

James Woodman, director of Heineken SmartDispense, says taking care of the cellar will be a key tactic for licensees:

“Our experience tells us the difference between pubs winning and losing at a major tournament starts in the cellar. The venues that are best equipped to handle the influx of fans will be those with the right systems in place to manage temperature control, ensure consistent, regular product flow and well-maintained lines. This ensures quality when the pressure is on.”

Heineken UK on-trade director Will Rice says lager and cider sales should lead the way this summer.

“During Euro 2024, world lager sales rose by 150%, and cider also surged, enjoying the biggest uplift on England game days thanks to warm weather (source: Oxford Market Watch July 2024). This proves stocking the right range is essential.”

He adds: “The trading pattern of a match day shows why preparation matters. Sales can spike up by 550% in the build‑up to kick-off as fans arrive to secure seats and soak up the atmosphere. They can peak at 960% at kick‑off itself and remain significantly elevated long after full time with some fixtures seeing uplifts of 1,000% later in the evening (source: Star Pubs JAT data, July 2024).”

Kevin Fawell, sales director at Carling owner Molson Coors Beverage Company, adds: “Major tournaments like the World Cup are pivotal moments for the on-trade with fixtures likely to drive consistent footfall throughout the competition. For operators, ensuring a strong core lager range is stocked will be absolutely essential – and Carling is perfectly placed to help venues capitalise on this opportunity.”

Baker at Booker adds it’s not all about the beer. Trends for spritzes and for low & no products show no signs of abating.

“During the World Cup, low & no alcohol menus should be treated with the same creativity and care as full-strength serves. This means offering properly crafted alternatives such as alcohol-free spritzes, botanical sodas, and fruity mocktails with premium presentation and garnishes.

“Given the times of the match screenings, and with more consumers choosing moderation, lighter serves and alcohol-free options should be a key part of the drinks menu.”