Pubs across the UK, particularly in areas like Greater Manchester, are eagerly anticipating a significant financial upswing thanks to England’s participation in the Euro 2024 final. The nation is gearing up for what industry experts predict will be a massive surge in beer consumption this Sunday as Gareth Southgate’s team faces Spain in Berlin, potentially injecting an estimated £48 million into the trade.
The Church Inn in Swinton showcases a painted tribute to Manchester City and England star, Phil Foden, enhancing the Euro 2024 atmosphere.
According to the British Beer and Pub Association (BBPA), the North West region alone is projected to see a minimum of 1.1 million extra pints poured across its 5,247 pubs. This forecast reflects the widespread enthusiasm for Euro 2024 and the crucial role pubs play as community hubs for watching major football tournaments. Andy Tighe of the BBPA highlighted an additional benefit for pubs in the North West: extended opening hours until 1 am on Sunday. This extension provides fans with ample time to enjoy the final match at their local pubs, maximizing both the viewing experience and revenue for these establishments.
For some pubs, the Euro 2024 tournament has already proven to be a game-changer. The Church Inn in Swinton, managed by landlady Steph Savage, has reported record-breaking takings throughout the competition. Savage recounted the electric atmosphere during England’s semi-final victory against the Netherlands, where over 200 patrons filled the pub to capacity, both indoors and outdoors. This level of engagement underscores the strong connection between major football events like Euro 2024 and increased pub patronage.
Steph Savage, the landlady of the Church Inn, alongside her family sporting England shirts, estimates a crowd of 200 celebrated England’s victory over the Netherlands at her pub during the Euro 2024 semi-final.
Reflecting on the midweek semi-final, Ms. Savage expressed her astonishment at the turnout. Despite an 8 pm kick-off on a Wednesday, which typically might suggest a quieter evening, the pub was overwhelmed with customers. “I thought it would be busy, but not rammed,” she admitted, “Boy, was I wrong, because I think the whole of Swinton was in the pub.” The pub reached its maximum capacity by 6 pm, leaving staff to manage an influx of eager fans. While acknowledging the anticipated post-match cleanup, Savage cheerfully conceded that any mess would be worthwhile if it coincided with an England victory in the Euro 2024 final.
The BBPA’s insights come at a critical time for the pub industry, which saw approximately 500 closures in 2023. Mr. Tighe pointed out some encouraging signs for the sector, noting that “some of the challenges of the last few years have started to fade.” He mentioned the decrease in previously soaring energy prices and the improvement in inflation rates, suggesting a potential easing of financial pressures on consumers. Euro 2024, according to Tighe, exemplifies how “big occasions will bring more people out,” offering a vital lifeline to pubs. He specifically praised the efforts of pub owners like those in Swinton who are “going the extra mile” to create a vibrant community atmosphere during Euro 2024, fostering “that real sense of community, togetherness and a real atmosphere that people want to come to.” This proactive approach, combined with the national excitement around Euro 2024, positions pubs for a potentially significant and much-needed economic boost.
