It’s not only football fans who’ll be praying for a successful World Cup for England.
With four million fans expected to squeeze into pubs around the country for England's opening game against the US on Saturday, according to a poll by the British Beer and Pub Association (BBPA), publicans will be hoping Fabio Capello can inspire the team beyond the group stages and further still.
At a time when pubs are closing at a rate of 28 a week, the projected £80m spike in revenue from the qualifying stages will be a major boost to a trade also grateful for an improved summer on 2009. The opening match against the US is alone expected to generate an additional £35m in food and alcohol sales.
Pub landlords will pin their hopes on a England emerging top of their group, and not only because it means they're more likely to have an easier match in the next round. It's also because the knockout match for winners of their group would take place on a Saturday, namely 26 June, meaning a higher proportion of fans are likely to want to watch the game in the pub.
Fifty two percent of men prefer a beer with the game, perhaps a surprisingly low percentage given how inextricably linked the triumvirate of men, beer and football seems
The 35,000 venues screening the World Cup will reap the benefits as, by BBPA estimates, more than 21 million extra pints of beer are sunk during the first three English qualifying matches. Meanwhile, the other 24,000 will hope that any drop-off in trade during World Cup matches is more offset by supporters fanning out after games into premises that aren't showing games.
Men are twice as likely to watch the game in the pub as women, with 12% of men planning to soak up the atmosphere in the boozer as opposed to 6% of the female population. The age bracket most likely to watch the match in the pub are 18-24 year olds (23%), while only 3%of over 55s will do the same.
The survey also revealed that 37%, or 15 million people, most enjoyed a beer while watching the game. Wine, the next most favoured alcoholic drink, scored 13%. Fifty two percent of men prefer a beer with the game, perhaps a surprisingly low percentage given how inextricably linked the triumvirate of men, beer and football seems.
BBPA Chief Executive Brigid Simmonds says: “When it comes to enjoying the huge excitement of the World Cup, only being at the game itself can compare with being in the pub. Many millions will be enjoying the football with friends in the fantastic atmosphere provided by tens of thousands of pubs across the country. It’s a brilliant event for pubs, and a great time to get out and support your favourite local as well as to cheer on the England team.”
