Women’s Euros: another win for the Lionesses, and England’s pubs
With the Lionesses one step closer to bringing home the glory, pub operators will be relishing the boost in sales set to take place during the Women’s UEFA Euros final on Sunday, predicted to bring in £70.8m for hospitality.
The Women’s UEFA Euros 2025 tournament is estimated to have boosted Britain’s economy by £801m by the time the final whistle blows on Sunday.
A major chunk of this cash injection is set to go straight to pubs and on-trade venues. A spending report on the tournament published by VoucherCodes.co.uk ahead of first kick-off estimated that £234.6m will be spent by 5.9 million punters at hospitality venues across the country across the tournament.
And with the Lionesses knocking out Italy last night, £70.8m is expected to be spent on Sunday’s final alone.
Pubs were permitted to stay open until 1am for the England Lionesses’ semi-final match against Italy, an allowance which will likely be repeated for the final when England take on either Germany or Spain.
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Whether we bring home the trophy on Sunday or miss out on the glory, England’s place in the final will still be a win for pubs and venues.
According to the Women’s UEFA Euro 2025 Spending Report, £141.8m is forecast to be spent on drink in hospitality venues over the tournament, with 4.6m people buying pints, wine and other beverages. Another £92.8m will be going on food, as 3.0m fans stock up to fuel celebrations.
Beer will be the big winner of the Women’s Euros 2025, with 51.8m pints expected to be guzzled during the games.
And pubs are, of course, the most popular destination for football fans. Three quarters (73%) of all Women’s Euros watchers were predicted to watch at least one game from their local, a total of 3.7m people. Bars will also be a destination of choice for fans with 60% or 3m people watching at least one game from there.
With the tournament being hosted in Switzerland this year, the spending boost for pubs will already have far outweighed that of the 2023 Women’s World Cup tournament which took place in Australia and New Zealand. Early morning games due to the time difference massively hindered sales performances for hospitality businesses, bringing in just £578.9m in total. According to VoucherCodes.co.uk‘s predictions, that is £221.1m less than what this year’s tournament will bring in.
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