‘Reason to be optimistic’: Hospitality bosses say World Cup a lifeline for pubs
Pub bosses are hoping for a much-needed boost from the World Cup this summer, as the hospitality industry warns of a crushing tax and cost burden.
Leading pub chains Greene King and JD Wetherspoon have told Morning Wire they are hoping for a “useful boost” to counteract the “layering of costs” they have faced in recent months.
Pub bookings in the UK are up by 184 per cent year on year for next Wednesday, when England plays its first game against Croatia, according to UK Hospitality.
The trade body said international football matches usually deliver a 40 per cent sales uplift at hospitality venues.
Pubs, bars and restaurants saw a 42 per cent boost in sales during England’s group stage games at the 2024 Euros, it said, with this climbing to 56 per cent for the final.
Allen Simpson, chief executive of UK Hospitality, said: “I expect our locals to be heaving with fans during this summer of sport. The tournament promises to give pubs a boost at a time when they need it the most.”
Pubs facing ‘layering of costs’
Greene King, the UK’s second-largest pub operator, said it has seen an even bigger boost than at the Euros, with bookings in England and Scotland up by more than 40 per cent compared to during the tournament in 2024.
Jodie Tate, the pub chain’s chief operating officer, said: “We only expect demand to increase as customers make the most of our fantastic pubs and our loyalty app, which includes offers and rewards throughout the tournament.
“As we continue to face a layering of costs, this summer of sport gives us reason to be optimistic.”
Earlier this year, Greene King announced that it would put 150 of its pubs up for sale in response to the “unprecedented costs” facing the hospitality industry.
Thousands of pubs faced higher business rates following last year’s Budget and eventually forced Rachel Reeves to offer a £300m relief package.
Yet, hospitality firms say hikes in the minimum wage and national insurance contributions are driving up the cost of hiring, with two-thirds of businesses set to cut jobs in response to higher taxes.
Pubs call for tax cut
Tim Martin, the chairman of JD Wetherspoon, the UK’s best-known pub chain, said: “Wetherspoon pubs aren’t regarded as sports venues, although many football supporters use our pubs before and after games.
“However, we are showing all World Cup games, so we’re hoping for a useful boost in trade, touch wood.
The British Beer and Pub Association (BBPA), which represents pub landlords, said the World Cup will offer an “important boost” for pubs and brewers.
Emma McClarkin, the BBPA’s chief executive, said: “Pubs are the best places for community spirit and celebration, and I’d urge everyone to support their local this summer and head to the pub to watch the matches and make memories.
“[The] government can further support our pubs and brewers by cutting beer duty to the European average so we can keep a pint affordable for all,” she added.