England will take on Norway at 10pm on Saturday 11 July in the quarter final match of the 2026 men’s FIFA World Cup, with the game expected to provide another welcome boost for the on-trade.
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Analysis from the British Beer & Pub Association (BBPA) has estimated pubs across the UK could benefit from an additional £27.5m in pint sales alone during the match. It equates to around 5.5m extra pints poured.
BBPA CEO Emma McClarkin said: “Without doubt, the pub remains the best place for fans to come together and cheer on England, which is why we expect up to 5.5m extra pints to be sold this Saturday during the England-Norway match.”
Permanent relief
Ahead of the match, the BBPA called for Government to bring permanent relief to sector by bringing beer duty in line with the European average and implementing a meaningful draught discount to support pubs
“As anticipation for the quarter finals builds, it’s important to remember what our teams have in common,” McClarkin continued.
“Both England and Norway pay some of the highest rates of beer duty in Europe, with England fans paying twelve times more than Spain.
“We’re asking the Government to bring permanent relief to the sector by bringing beer duty in line with the European average and implementing a meaningful draught discount, keeping pints affordable and pubs the home of live sport.”
Trade boost
Previous data from the BBPA predicted England’s match against Ghana last month would provide a £20m boost for the on-trade.
Meanwhile, England’s victory over Mexico saw Stonegate serve 796,000 drinks in a single night – 355,000 more than a typical Sunday. Marston’s sold more than 120,000 drinks.
The Government has also pledged to support the sector in making the most of the trading opportunity, including by extending licensing hours.
Earlier this week, Prime Minister Keir Starmer also hinted he would grant an extra bank holiday the week after the final game of the tournament if England were to bring the trophy home.
