Pubs across Britain are preparing for what is anticipated to be their busiest night since the 2018 World Cup semi-final, as England faces Norway in a World Cup quarter-final match on Saturday night. An estimated 42 million pints are expected to be consumed, with many establishments extending their operating hours until 2 a.m. to accommodate fans. Pub bosses have significantly increased their beer orders in anticipation of high demand.
Around 22 million people, approximately one-third of the UK population, are expected to stay up late to watch the game, which kicks off at 10 p.m. This figure includes an estimated 2.5 million patrons in England's 35,000 pubs, with 21 million pints forecast to be sold in these venues and another 21 million consumed at home. Viewing figures are also expected to be boosted by children being allowed to stay up late due to the absence of school the following day.
A television audience of 17 million is expected on ITV, with an additional 5 million viewers tuning in via the ITVX streaming service. These numbers would represent the highest ratings since the Euro 2024 final, which drew a combined audience of 24.2 million. Even England's previous round of 16 match against Mexico, which kicked off at 2 a.m. on a Monday, attracted 9.1 million viewers, setting a record for the biggest UK television audience for a live broadcast between 2 a.m. and 4 a.m.
Pubs and bars in England and Wales reported a significant increase in transactions during early morning hours for the Mexico match, with Square, a payments company, noting rises of 367% between 1 a.m. and 3 a.m., and 746% between 3 a.m. and 5 a.m. compared to a typical Monday morning. While an estimated 6 million pints were served during England's victory over Mexico, the upcoming match is expected to surpass that figure significantly.
Mike Kill, CEO of the Night Time Industries Association, highlighted the economic boost expected from the extended licensing hours, calling it a "giant bonus for the trade." Similarly, Emma McClarkin, chief executive of the British Beer and Pub Association, stated that pubs offer the "best place for fans to come together and cheer on England."
Beyond pubs, many festivals and events are adjusting their schedules to allow attendees to watch the match. Large screens will be set up for crowds of 20,000 at Silverworks Island in East London and at 90s Fest in Sheffield. In Miami, a substantial contingent of 30,000 England supporters is expected at the Hard Rock Stadium.
Should England defeat Norway, they will advance to a semi-final on Wednesday, July 15, with a potential final on Sunday, July 19. The prospect of England winning the World Cup for the first time in 60 years has also raised discussions about a potential bank holiday, with government sources indicating a recommendation for one if the team succeeds.
