Greene King said England’s opening game against Croatia tonight (Wednesday 17 June) is its top performing fixture of the tournament so far, with 5,600 bookings across its managed pubs.
The operator said bookings for the fixture had surpassed England’s first Euro 2024 match against Serbia, while its managed pubs have received 65,000 booked covers for this summer’s international football fixtures to date.
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More than 4,500 people booked seats in Greene King managed pubs for the tournament opener between Mexico and South Africa.
Despite Scotland’s opening game against Haiti kicking off at 2am, almost 20 Greene King pubs in Scotland reached booked seating capacity, with walk ins and standing room only offered as the match began.
Bookings for Scotland’s fixture against Morocco on Friday have already passed 4,000.
Jodie Tate, chief operating officer at Greene King, said: “We have a proud history of showing live sport in our pubs and are delighted to see so many fans choosing to watch matches with us.
“Bookings continue to be ahead compared to the Euros in 2024 as fans plan to come together and enjoy the games in a lively and welcoming atmosphere. As we continue to face a layering of costs, this summer of sport gives us reason to be optimistic.”
The figures follow Greene King’s recent investment of almost £3m in pub gardens, sports zones and outdoor areas ahead of the summer of sport, including more than £1.7m across around 300 pubs to improve sports viewing areas.
The group has also invested a further £200,000 through Greene King Pub Partners to support leased, tenanted and franchise operators during the tournament.
Stonegate demand
Stonegate said it had already secured more than 280,000 bookings across its estate for World Cup games, with live sport bookings up more than 1,600% as tournament demand builds.
The UK’s largest pub company said bookings could reach more than 700,000 if the home nations progress to the quarter finals, rising to around 800,000 if they reach the final.
Across the tournament, Stonegate expects to pour around 7.5m pints.
David McDowall, chief executive of Stonegate Group, said: “Major football tournaments present a huge opportunity for the sector, and we’re already seeing that reflected in our booking numbers as fans plan where to watch the matches together.
“Our focus is on creating the very best matchday experience across our pubs...ensuring our venues remain the go-to destination throughout the tournament.”
Young’s click and collect
Young’s has launched a click and collect service through its On Tap app across 34 pubs, allowing guests to order and pay for drinks without needing a table number.
The service, launched ahead of the World Cup and wider summer sporting calendar, sends customers a text notification when drinks are ready to collect from the bar.
Young’s said the service was designed to reduce queues, improve service and help teams manage demand during busy match days.
A spokesperson for Young’s said: “We’re anticipating a very busy summer across the Young’s estate and are delighted to be launching our click and collect service across select pubs to help reduce queues, improve service and enhance our guest experience during these busy periods.
“The new service is a first as it allows our guests to order without needing a set table, meaning they can make the most of the atmosphere with fellow fans, whilst our own teams can manage demand more effectively behind the bar.”
The activity across Greene King, Stonegate and Young’s underlines how major pub operators are using the World Cup to drive advance bookings, improve service speed and strengthen the matchday experience.
It comes as pubs look to convert live sport demand into sales during a period of continued pressure from labour, energy, tax and wider operating costs.
