England will take on Argentina for the semi-final match of the 2026 men’s FIFA World Cup tournament at 8pm GMT on Wednesday 15 July.
Join our new WhatsApp channel: The Morning Round-Up
Get the biggest pub trade stories straight to your phone. Listen to our one-minute daily news briefing and receive breaking news, exclusives and sector updates throughout the day. Remember to turn notifications on in the top right corner! Join the channel here.
The Three Lions have reached the semi-finals after topping their group and beating Congo DR, Mexico and Norway in the knockout rounds, with a 2-1 extra-time victory over Norway securing their place in the last four.
Their continued run has also delivered a major boost for the on-trade. Ahead of Wednesday’s game, the British Beer & Pub Association (BBPA) has predicted another welcome uplift for pubs across the country.
Nail-biting stakes
The trade body estimated an additional six million pints could be poured during the game, equating to a 75% uplift compared to an average Wednesday, which it said typically sees around eight million pints sold.
Moreover, BBPA CEO Emma McClarkin said the figure offered a bigger boost to trade than is usually provided on a bank holiday or New Year’s Eve.
“Thanks to the World Cup, we’ve seen millions of extra pints sold off the back of home nations matches,” she continued.
”Given the nail-biting stakes, we expect Wednesday to be the most successful night of the tournament.
Unforgettable memories
“The Three Lions have not only delivered on the pitch, they’ve brought fans and communities together, boosted pubs up and down the country and created some unforgettable memories. Now all they need to do is bring it home!”
The BBPA previously predicted some 27m pints would be sold in pubs during England’s match against Norway for the quarter-final of the tournament.
Meanwhile, England’s victory over Mexico earlier this month saw total sales for managed operators rise 67% year-on-year, according to data from EPOS providers Dojo, based on figures from Heineken UK.
In addition, Prime Minister Keri Starmer recently hinted he would consider granting a bank holiday the week after the World Cup if England were to bring the trophy home in what would be one of his last orders in office.
This comes as operators across the country continue to face economic headwinds and margin-eroding tax hikes, with the BBPA and other trade bodies campaigning for a VAT cut for the sector through the #VATsTheProblem campaign.
