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Many matches during this year’s men’s football World Cup are set to take place at 9pm and 10pm UK time and according to trading data from The Oxford Partnership, which was based on England’s Euro 2024 fixtures, the strongest sales period occurs before matches begin.
Moreover, beer volume peaks in the one to two hours prior to kick-off, remains relatively stable during the game and falls sharply after full time.
Consumer data backs this with about 80% venue-goers expect to arrive before a match begins while just over a third (36%) plan to arrive one to two hours early and 30% expect to book ahead, suggesting trade will be walk-in led.
Deliberate consumers
The Oxford Partnership CEO Alison Jordan said: “The assumption has often been that World Cup occasions generate spending throughout the evening and beyond the match itself.
“The evidence suggests something different. The commercial opportunity is increasingly concentrated before kick-off.
“Consumers are becoming more deliberate. They want convenience, atmosphere and certainty the experience will be worth leaving home for.
“Operators who build around those needs, rather than relying on post-match trade are likely to perform best.”
Guidance issued
This comes after the British Beer & Pub Association (BBPA) issued guidance for the tournament and predicted an extra 50m pints could be poured if a home team were to reach the final of the competition.
Earlier this year (April), it was announced pubs in England and Wales will be able to stay open later for a broader range of World Cup knockout matches, following an update to licensing rules.
According to reports, the Home Office confirmed extended trading hours will apply to selected early evening fixtures, expanding on previous plans that focused primarily on late-night kick-offs.
Previous data from The Oxford Partnership, which analysed overall spending patterns in April, found longer visits and higher spend were helping support performance across the on-trade.
