The hospitality industry in London is expressing optimism as it prepares for the upcoming 2026 World Cup, despite the event being hosted in North America. Local business owners are hopeful that the tournament will lead to a significant increase in sales.
Historically, major football tournaments have provided a substantial boost to turnover. During the men’s Euros in 2024, the average increase in sales was reported at 40-50%, which surged to 60% during the semifinals and finals, according to industry insights from UK Hospitality.
Increased Bookings and Anticipation
For many establishments, this boost is particularly crucial for typically quieter days of the week. Nigel Wright, who has managed the Stag’s Head pub in Fitzrovia for over two decades, noted that he has experienced 11 major football tournaments, including six World Cups. He indicated that his business sees an approximate 30% increase in sales throughout the tournament.
„That’s not just England games. Obviously because London is a big cosmopolitan city, you get different tourists and different nationalities who come in to watch a game,“ Wright stated.
Wright encourages patrons to support local pubs during the tournament.
„Don’t watch it at home, come in to the pubs and watch it. And enjoy the atmosphere,“
he added.
Positive Signs for the Hospitality Sector
As the World Cup approaches, early indicators are promising. Kate Nicholls, CEO of UK Hospitality, reported that bookings in the hospitality sector have risen by two-thirds, with pubs experiencing a remarkable 186% increase in year-on-year bookings. This trend suggests that consumers are increasingly inclined to secure reservations to enhance their match-day experiences.
Government Support for Pubs
The government has announced measures to support pubs during the tournament, including extended licensing hours and special screenings. Pubs will be permitted to remain open until 01:00 BST for England or Scotland matches in the knockout stages, which are scheduled to start between 17:00 and 21:00. For matches beginning between 21:00 and 22:00, closing time will be extended to 02:00.
Additionally, new regulations are set to facilitate „pavement pints,“ allowing pubs to serve food and drinks outdoors more easily by reducing bureaucratic hurdles. Local councils will be responsible for implementing these new rules.
Encouragement from Officials
Communities Secretary Steve Reed has urged local authorities to avoid hindering the enjoyment of World Cup screenings. He emphasized the need for local leaders to expedite sensible applications for extended hours and special events in beer gardens.
Prime Minister Sir Keir Starmer echoed this sentiment, stating,
„Nothing brings us all together like a World Cup summer and cheering on England in a packed pub with everyone glued to the game. Red tape should not get in the way of fans enjoying the game with friends, and local pubs doing a great trade too.“
Quellen: bbc.co.uk, Süddeutsche Zeitung
Bildquelle: KI generiert
