England face Germany in Sunday’s final at Wembley, bidding to win the country’s first major trophy since the 1966 World Cup when the two sides met, also at Wembley, in the men’s game.
Local pubs are in line for a boost as supporters gather to watch the match on TV, which kicks off at 5 pm UK time. Analysis from GlobalData predicted £46.1 million will be spent in pubs, bars and restaurants, with fans consuming over eight million pints of beer or cider before the game. The figures, commissioned by retail website VoucherCodes, said that people watching the match from home will spend £92 million on snacks, drinks, football merchandise and, for some, new TVs.
Tesco Plc, Britain’s largest supermarket, said it expects to sell nearly 25 million cans or bottles of beer and cider, one million bottles of sparkling wine and 2.4 million frozen pizzas.
The Lionesses, as England’s team is known, beat Sweden 4-0 on Tuesday night. The team’s victories in the competition so far have increased the popularity of women’s football in the country, with 9.3 million people watching the semifinal on TV. Germany beat France 2-1 on Wednesday night.
Some economists are more cautious. Sam Miley from the Centre for Economics and Business Research estimated that fans watching the final will spend £12.2 million in hospitality venues. Nonetheless, pubs and restaurants are looking forward to the uplift in revenues after taking a severe hit from Covid-19 lockdowns and the emergence of quieter city and town centers as more people work from home.
“When England’s men’s football team reached the final of the Uefa Euros in July last year, drinks sales were boosted by 33% compared to an average Sunday, even though social distancing was still in place at the time,” said UKHospitality boss Kate Nicholls. “With trading restrictions lifted, the Lionesses in thrilling form, and with the hopes of a nation behind them, the hospitality sector will be hoping for a bumper weekend in what has been a tough year for our pubs, bars and restaurants.”
A year ago England’s men’s team played Italy in the final of the European Championships at Wembley, but lost on a penalty shoot-out. The estimated economic benefit from the men’s final was greater, at £563 million, according to VoucherCodes – however, fewer pints were consumed in pubs, at 7.2 million, partly as a result of more social distancing due to Covid concerns at the time.