Extended pub hours approved for World Cup matches
Pubs in England and Wales will be permitted to trade later during key World Cup knockout matches this summer. The move follows further adjustments to licensing rules to accommodate evening kick-offs involving England and Scotland.
Football supporters following the England or Scotland national football teams at this summer’s FIFA World Cup will be able to remain in pubs for longer after additional changes to licensing rules in England and Wales. However, in Scotland, where alcohol licensing is devolved, local authorities are still considering their own arrangements, particularly given that one group stage match is due to kick off at 02:00 BST.
The Home Office had already approved extended hours to reflect the varied kick-off times across the tournament, which is being staged in the United States, Canada and Mexico. It has now confirmed that the extensions will also apply to certain early evening matches in the knockout stages.
Under the revised arrangement, pubs can stay open until 01:00 BST for matches kicking off between 17:00 and 21:00 and until 02:00 for those starting between 21:00 and 22:00.
Limited but targeted change
The update affects a small number of potential fixtures; England and Scotland are both guaranteed early-evening kick-offs in their first knockout match if they top their respective groups.
Three possible scenarios fall within the revised scope, including fixtures in Houston and Atlanta scheduled between 17:00 and 18:00 BST. Earlier provisions had already covered most other knockout stage timings.
Industry response
Trade bodies have responded positively to the change. Michael Kill, chief executive of the Night Time Industries Association, described the decision as a “welcome boost” for the sector.
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Emma McClarkin, chief executive of the British Beer and Pub Association, said the extension would allow people to “come together, boost community spirit and enjoy a summer of sport”.
Home secretary Shabana Mahmood added: “If our boys are on the pitch, we want our fans to stay in the pub. So we’re giving pubs and bars an open goal to serve punters long after the last penalty hits the back of the net.”
The original decision to extend hours followed a six-week public consultation launched in December, with the home secretary empowered to act in cases of exceptional significance.
Proven impact on drinks sales
The importance of major football tournaments for the drinks trade has been well established. As reported by the drinks business in July 2024, beer sales in UK grocery stores rose by an average of 13% on days when England played during the UEFA European Championship, according to Kantar data.
Pubs also recorded sharp increases in trade; data from Access Hospitality, covering around 2,400 venues, showed that sales rose by an average of 98.7% on England matchdays, with significantly more pints poured compared with a typical day.
The same analysis found that England’s matches drove substantial increases in both volume and revenue, with the semi-final producing a 147% rise in sales and a marked uplift in pints served.
With the World Cup once again spanning summer evenings, operators will be hoping that extended hours translate into similar gains across both on-trade and off-trade channels, especially if the home nations progress to the latter stages of the tournament (which is by no means a guarantee).
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