Analysis from The Oxford Partnership, using Market Watch draught sales data and Dojo transaction insight, found England’s three group stage fixtures delivered an estimated 5.5m extra pints of draught beer and cider compared with expected trading levels.
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Scotland’s three group stage matches added a further 1.3m pints north of the border.
England’s 2-0 victory over Panama on Saturday night was the biggest trading occasion of the tournament so far, with UK pubs selling an estimated 8.6m pints of draught beer and cider.
Sales were 20.9% higher than a typical June Saturday in 2025 and 13% above average Saturday trading this June.
England’s earlier fixtures also delivered significant uplifts, with the Croatia match generating an estimated 2m extra pints and Ghana adding 2.3m.
Sustained boost
The data suggested the tournament has delivered sustained trade growth, rather than one-off matchday spikes.
Dojo transaction analysis found spending at pubs and bars increased 17.3% during England’s first two weeks of the tournament, from 15 to 28 June, compared with the previous fortnight.
Saturday’s victory over Panama continued the trend, with overall consumer spending up 10.3% compared with the average of the previous two Saturdays.
Transactions rose 31% during the period covering kick-off and half-time, before increasing 43% during the hour after the final whistle as fans stayed out to celebrate.
The Oxford Partnership also found average dwell time increased from 159 minutes to 170 minutes, creating further food and drink sales opportunities.
Regional breakdown
Every English region benefited from Saturday’s match, with the strongest draught sales growth recorded in the East of England, East Midlands, London, the South East, North East and North West.
Dojo spending data showed Nottingham recorded one of the biggest uplifts in consumer spending, up 23.3%, followed by Newcastle at 21.8% and Leeds at 19.7%.
Alison Jordan, chief executive of The Oxford Partnership, said England’s group stage had shown “exactly why major sporting events remain so important to Britain’s hospitality sector”.
Charlie Ashworth, head of data and insights at Dojo, said: “England’s World Cup campaign continues to deliver tangible benefits for hospitality businesses.
“The spending data shows fans aren’t simply coming in to watch the football. They’re staying longer, spending more and continuing to celebrate after the final whistle.”
