World Cup: England win boosts on-trade spend by up to 152%
UK pubs saw full-day spend increase by an average of 23% during the men’s Fifa World Cup game between England and Norway over the weekend (11 July).
The data comes from payment platform Dojo, which compared the amount spent in pubs and bars between 10am on Saturday and 4am on Sunday compared with the previous week.
The jump was higher than England’s last Saturday game against Panama on 27 June, when full-day spending uplift was 12% compared with the week prior.
The uplift was as high as 152% at certain points of the match against Norway.
Spending reached its peak at 9.50pm as fans secured their drinks ahead of kick-off at 10pm.
The biggest spending increase of 152% compared with non-match-day trading occurred at midnight as fans geared up for extra time.
Sales at 00.50am, following the final whistle that announced England’s progression to the semi-finals, were up by 125%.
During half-time, sales were up by 105% at 10.50pm and up by 112% at 11pm.
Dojo also revealed city-level insights, with Southampton seeing the biggest average spending uplift at 94%.
This was followed by Leeds (up 37%), Birmingham (+31%) and Brighton (+27%), with London in fifth place (+26%).
Dojo added that the capital’s lower increase may be explained by the comparison with London Pride, which took place on 4 July.
Charlie Ashworth, head of research and insights at Dojo, said: “Our data highlights the strong positive impact the World Cup continues to have on the UK hospitality industry, which we hope will continue as they progress.
“As Saturday’s match provided yet another boost, turnout for England’s semi-final match versus Argentina this Wednesday [15 July] is expected to be high. With match-day spend increasing by as much as 77% so far, the entire sector will now be preparing to capitalise on this opportunity.”
Bookings to watch England’s first Fifa World Cup 2026 game in the on-trade were up by 293%, with data suggesting spend across the tournament will be up by more than 150% compared with Euro 2024.
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