Struggling pub landlords given a lifeline by England’s World Cup heroes

One manager expects takings to treble during England’s semi-final with Argentina on Wednesday; while national sales are up 10%

T he beleaguered pub sector is getting a boost from England’s World Cup run, with some landlords reporting roaring sales as anticipation builds for a bumper night on Wednesday for the semi-final clash with Argentina .

Lisa Mayall, the manager of the British Oak in Kingswinford near Dudley in the West Midlands, was jubilant after England’s 2-1 win against Norway on Saturday night and brisk takings at the pub’s till. She expects hundreds more customers for the team’s next game at 8pm BST.

“I think our sales will treble on Wednesday night especially as we’ve got Argentina – there’s so much rivalry and it could be payback for the Hand of God,” she said referring to Maradona’s infamous handball goal against England in the 1986 World Cup .

After the final whistle on Saturday, which followed 30 minutes of extra time, allowing for even more time at the bar, Mayall’s customers were belting out the Beatles tune Hey Jude in tribute to Jude Bellingham, who scored both of England’s goals.

“Bellingham being a local lad has an added factor for some,” she said. “The whole room was singing Wonderwall, followed by Hey Jude, followed by It’s Coming Home.”

It was not raucous throughout the game, especially after Norway took the lead in the first half. Mayall said: “It became a bit subdued when we went one down, but the moment we equalised, it just went crazy. It was not just a busy night but it was a really nice evening.”

Pubs can usually count on a World Cup bounce in sales, but the late kick-off times have made this tournament more challenging. The British Oak has been able to use its outdoor screen for only two matches. “Unfortunately we can’t use it for the later kick-offs because it wouldn’t be fair on our neighbours,” Mayall said.

But the semi-final kick-off at 8pm means the screen will be in use on Wednesday. “It doubles our capacity – we’ll easily get 200 people outside on the top of the 200 inside. I’ve already taken several bookings for tables.”

Allen Simpson, chief executive of the lobby group UK Hospitality, says the World Cup has already had a huge impact on the pub sector with 5.5m extra pints sold during the group stages alone.

Despite the late kick-offs, sales are up 10% and UK Hospitality hopes sales could improve still further next week.

Simpson said: “Having 8pm games gives pubs a chance to make the absolute most of it. Anything that drives sales at the moment is incredibly important. Two pubs a day are closing a day at the moment because of costs – and particularly tax rises over the past two years.

“We desperately need a VAT cut to 10% in line with Europe, but the World Cup will give hospitality a fighting chance to get to the budget and what we hope will finally be the help we need.”

Not all pubs are enjoying a football bonanza, however. Steve Hopkins, owner of the Shovel Inn in Stourbridge, where Bellingham was born, is quitting the business after the tournament.

He said: “I’ve been in pubs for six World Cups. Most have been fantastic for trade but for this one turnout has been poor. People are staying away from boozers or only coming to them at the last minute. Whereas in the past the pub would be full at 3pm or 4pm for an 8pm kickoff. You’re talking about doubling your trade while the World Cup was on.

“Ever since Covid, people have been staying at home, it’s a different way of life now. I’ve run pubs since I was 18, and I’m now 64, and I’m glad I’m getting out.

“This is a semi-final and for once it’s on at good time of the night for it. People usually want the atmosphere at the pub to share the experience, because you can’t get that at home. If I don’t get a really good turnout that would just sum it up.”

For the Shovel Inn, a good night’s takings would be about £3,000. Hopkins said: “If I get a grand on Wednesday I’ll be doing well.”

Ten miles north in Brierley Hill, Sam Hale, the manager of the Bell, is much more upbeat. He said: “We’re not really a sporting club, but we’ve still had a pretty good turnout for some of the matches. People love Bellingham but especially because he’s from around here. That stirs people up.

“The hardest thing has been that some of the matches have been so late, but 8pm is fine. I would expect considerably more than we normally do on a Wednesday night, which might otherwise be completely dead.

“It’ll be bouncing on Wednesday the better England do, the more and more people come out. People can’t get enough of football fever.”